Client partner: Newcastle High School for Girls
Campaign: New school launch
In September 2014 Central Newcastle High School and Church High School merged to create Newcastle High School for girls, a new flagship school under the ‘Girls’ Day Trust’, bringing education into the 21st century.
The Girl’s Day Trust was formed in 1944 and has been at the forefront of women’s education ever since. They are focused on developing a generation of women who have the tools to be the best they can be. They instil confidence, understanding and flexibility in combination with an excellent education.
Our challenge was to help the newly formed Newcastle High School for Girls stand out in an extremely competitive and quite ‘samey’ marketplace; positioning the school as leaders in their field and reinforcing their brand.
In every respect, the School’s best asset is the girls themselves. They are living proof that the School achieves everything it sets out to do, and neatly illustrate the advantages of the school’s approach by being articulate, confident and competent.
That’s not only a wonderful vindication of Newcastle High School for Girls’ methods, but a straightforward way of making the school stand out. A key part of our challenge was achieved already through this one simple insight.
The girls are already the most successful ambassadors at school open days. They chat with parents who are considering the School and have a considerable impact on recruitment success.
To make the most of the ‘open day effect’ we made the girls ambassadors for the school on every communication platform.
Launch communications began with the website.
As the base of the launch communications, the Newcastle High School for Girls website provided a platform for bringing pupils to the fore and developing the brand in order to provide a consistent, reassuring theme.
Black and teal, the existing corporate colours, were used throughout the web design process, with additional organic colours introduced, giving a wholesome and honest feel.
The website is designed to provide the perfect platform for all content provided by the school. This ranges from crucial information for prospective parents making an informed education choice to up to the minute updates from senior members of teaching staff, all supported by feature photography of real students.
By featuring real students, we placed the emphasis on the only brand attribute that all prospective parents care about, handily combining everything that is good about the school . We staged an informal shoot around their normal school day capturing everything that makes the school special: joy, concentration, play and hard work all combine in lively, animated photography.