St James Lutheran College
BACKGROUND
St James Lutheran College is an independent Christian school located in Hervey Bay, Queensland. The College’s modern facilities and continuity from kindergarten to year 12 is a key differentiator in the local area. The College has been operating for 13 years developing a strong reputation as an innovative and modern school with a community feel. They were looking to continue to grow and also, retain current students.
THE APPROACH
To achieve St James Lutheran College’s business objectives, Marketing Angels developed and implemented an integrated marketing approach. A brand and marketing workshop was held which resulted in Marketing Angels developing a comprehensive marketing strategy. Revitalising the branding cemented their position in a competing environment.
Consistent integrated marketing campaigns spoke to parent’s pain points and were targeted throughout the times of the year that decisions about their children’s school choices were made. Each campaign had a different message that connected with parents.
Tactics included:
1. Press advertising
Marketing Angels created an updated look and feel across all press ads to develop an instantly recognisable style for the College.
2. Radio advertising
Radio ads were created including student voice overs and parents talking about the College, so that they stood out.
3. Facebook advertising
Campaign Facebook posts were sponsored to a targeted audience to drive awareness and clicks to the website.
4. Search marketing
Updated keywords were developed based on parent’s searches and campaigns were designed to target parents looking for school. Google remarketing reminded them to visit the St James website again.
5. Digital marketing
Electronic email signatures were created for each campaign to utilise all staffs emails as key advertising space and a campaign banner was created for the website home page.
6. Marketing Strategy
Marketing Angels conducted a half-day brainstorming session focusing on business goals, building awareness, attracting more clients and market positioning. The outcomes assisted in creating a 12-month full marketing strategy complete with budgets, tactics and activity calendar.
7. Branding
To revitalise the brand, Marketing Angels updated all enrolment material, created new stationery and event signage of St James.
OUTCOMES
The St James Lutheran College brand is well established. however, it needed to stand out in a very crowded market. Marketing Angels updated all enrolment material that is given to potential parents, created new adverting styles and developed new recruitment advertisements.
Updated Press Advertising
Enrolment Material
Recruitment Advertising
Digital Elements
Facebook Advertising
THE RESULTS
As a result of the targeted marketing activity from the marketing strategy and the consistent and integrated campaigns, St James Lutheran College grew student numbers by 11% in 2019. Open Day attendance rates rose by 164% over two years as the campaigns gathered momentum using consistent creative to let prospective parents know an open day was being held.
Campaign Elements:
Facebook Banner
Facebook Advertising
Website Banner
eSignature Banner
Press Advertising
What the client says
The Marketing Angels team provided us with a comprehensive full service giving us the ability to refresh and add to our existing marketing. They were able to provide us with updated creative and fresh new direction for our College, including better online and digital marketing advice and support. Marketing Angels where able to provide advice, support and creative that helped us create a fresh new look for our Colleges’ marketing.
Luke Schoff, Principal | St James Lutheran College
Who said this?
“With the help of Marketing Angels, they were able to successfully implement initial marketing materials, tactics and launch the brand while delivering to the brief.
As a start up it was very important to make the most of the resources we had. The Marketing Angels team were able to use smart cost effective tactics and with a successful launch, we were able to quickly build on that initial success.
We really enjoyed working with Marketing Angels. The team took time to understand our product and the market and delivered fantastic results. We would recommend them as outsourced marketers to any businesses who need to enhance their marketing.”