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