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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Who said this?

“Working with Katrina from Marketing Angels has had a dramatic impact on the direction of our Centre. In a short space of time we have observed significant and massive improvements in not only our understanding of marketing but in our overall marketing strategy.

Katrina understood the needs of our Centre and her suggestions completely fitted with our identity and our values. Katrina has worked incredibly hard for us and has not let our overall goals slip from view even for a second. I am continually impressed by Katrina‘s skill and expertise. Katrina has done an incredible job of the development of our promotional materials and has done so under difficult circumstances. The research allowed us a better understanding of why our Centre is valued.

I liked being able to use the interviews, direct quotes, in the text for promotional materials. Understanding the perceptions of all of our stakeholders was also extremely useful. Katrina was very persistent in the face of obstacles thrown in her direction by the university bureaucracy. Her determination and perseverance was unmatched!

I would highly recommend Katrina and Marketing Angels. She is extremely professional and personable. She is very flexible and has always been available to us. She made us feel as though we were very important clients. Her communication skills are exceptional and she is extremely attentive. She managed to understand and capture the heart of what we do in our Centre and then translate this into our strategy.”