Mayville is an independent school, based in Southsea. Their educational offer is ‘excellence through nurture’ for boys & girls, aged 2-16 years.
We have worked with them for a number of years, producing press and out of home advertisements on a campaign basis; but with the appointment of a new headteacher in 2015, we are now working together to introduce a more coherent and strategic approach to their branded communications.
In order to speak to parents across three distinct departments (Early Years, Pre-Prep/Juniors and Seniors), they have a real need to deliver a consistent message through a range of different tones of voice.
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Their advertising used to be driven solely by specific events or calendar requirements. This often created a need to try and say ‘everything at once’ about the whole school and repeat it sporadically throughout the year.
We’ve developed a strategy that specifically targets campaigns at individual audience segments, each delivering a relevant message and a single, clearly-defined call-to-action. This allows us to stay focused on saying one thing, well. The strategy is supported by a clear hierarchy of verbal and visual language, that connects individual campaigns throughout the year, more as an ongoing conversation.
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We continue to work with them on implementing this strategic approach. We are currently writing the creative brief and content plan for their new prospectus. This work will be supported by a refreshed visual brand, which will be rolling out on comms in build-up to the launch in Spring 2016.
We have just completed art-direction guidelines, in order to help them to better capture the life of the school throughout the year and build a library of compelling images for use across all media.
Mayville have a long standing reputation for their nurturing ethos; we are putting structures in place for them to be able to successfully communicate the excellence of their brand offering.
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