Making new school the first choice
Client: Charnwood College
Project: Communications strategy for re-launch
We created a tactical marketing strategy covering every aspect of the re-launch of a Leicestershire college formed by bringing together two existing schools.
Charnwood College - the first in Leicestershire to be formed by bringing together two existing schools, to provide all-through 11-19 education - asked us to create a tactical strategy to guide their marketing before, during and after the launch of the new school.
We held focus group meetings with staff, parents and students to establish the school’s attractions, reputation and aspirations, as well as looking at what rival schools had to offer.
Our resulting marketing strategy included coming up with a new name and logo, organising a launch event, running an intensive PR campaign, producing a prospectus, writing marketing materials and making new campus signs.
We also created a new website, filmed an innovative promotional video and designed a new-look school uniform.
Mark Sutton, Principal of Charnwood College, said: “I would wholeheartedly recommend Word Association – they have played an invaluable role in our schools’ journey into a new era. I have been extremely impressed by the team, their commitment and dedication, the quality of their work and their flexibility."