St James Lutheran College


St James Lutheran College

BACKGROUND

St James Lutheran College is an independent Christian school located in Hervey Bay in Queensland. St James needed to grow awareness as well as retain current students by sharing their vision and successes with the local community.

The College received funding through the Federal Government’s Block Grant Authority to complete two major construction projects. Stage 1 was an extension to the College’s learning resource centre, refurbishment of classrooms for Years 4, 5 and 6, and a new student amenities block. Stage 2 was a state-of-the-art theatrette and four new senior classrooms to accommodate the growing number of students. The College has grown substantially since it began in 2003 and these new facilities were vital to cater for its future growth.

To share the College’s growth and inform the local community about the new amenities, St James needed a media strategy to generate publicity for the two events.

 

THE APPROACH

An official opening event was held with the Federal Member for Hinkler Keith Pitt unveiling the first stage of the multi-million dollar upgrade. For the second stage of the upgrade, the State Member for Hervey Bay, Ted Sorensen, unveiled the new facilities at the official event.

 

THE SOLUTION

Marketing Angels developed a media strategy which outlined key contacts for TV, radio and print media and detailed when to pitch the press release. For each opening event, the press release was embargoed until the morning of the event ensuring maximum media coverage. The first press release was sent out with a note to the media, letting them know the Federal Member was available to comment on any issues in the upcoming Federal Election.

The College Principal was interviewed for the press release which was distributed to all media. Phone calls to follow up were made to ensure maximum media coverage.

 

RESULTS

Stage 1

Newspaper coverage

  • Fraser Coast Chronicle – Saturday paper front page

TV coverage

  • Channel 7 news
  • Channel 9 news
  • Channel 10 news

Radio coverage

  • ABC Wide Bay – interview with the College Principal during breakfast radio at 8.40 am
  • Triple M news story
  • Hit 105 news story

Media coverage had a total advertising space rate of $4,550.00

RESULTS

Stage 2

Newspaper coverage

  • Fraser Coast Chronicle – Saturday paper front page

Fraser Coast Chronicle – Article  in the  Friday edition

TV coverage

  • Channel 7 news
  • Channel 9 news

Media coverage had a total advertising space rate of $4,500.00

 

What the client says

Marketing Angels provided advice and support to the College in how best to get the attention of the various media outlets.  We were delighted with the media coverage over the two openings and have received very positive feedback about the College from members of the community.  Very importantly, we got great comments from our parents and students who saw the coverage.

Marketing Angels assistance certainly helped us get this coverage.

Luke Schoff, Principal  | St James Lutheran College

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“Marketing Angels has been a breath of fresh air for our business. It’s been fantastic to have someone so experienced, professional and action oriented to delegate to. Outsourcing the marketing function has enabled our business to work smarter, not harder. Other key benefits include;

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Things that used to build up on my desk for weeks or even months, then still go un-actioned due to competing activities are now actually getting done, getting done early and getting done well!”