Schools, both independent and state, are having to think more creatively about their branding and marketing communications. Senior leadership are of course conscious of new admissions and retaining pupils – these will alway be important objectives. Increasingly though we have been involved in designing pieces for schools that don’t fall directly inline with more traditional promotional comms such as prospectuses.
One of our clients has significantly increased the print run of their yearbook that we design and produce for them which is then used as a de facto prospectus – without the traditional marketing delivery. Written by the pupils depicting them and their work, the book articulates visually and linguistically the broad opportunities available at the school. This beautifully produced almanac is a refreshing change to traditional prospectuses and comes across as authentic devoid of overt persuasion and contrivance. Other times we have created quirky fundraising mailers and advertising campaigns a million miles away from the more common educational approach.