Marketing Strategy and Advertising Campaigns
Lauriston Girls' School
Lauriston has a non-selective enrolment policy and is co-educational for 3-4 year old Kindergarteners and is girls-only from Prep to Year 12 with the unique, outdoor Howqua experience at Year 9.
Due to the elitist stigma associated with the Howqua brand and the way it has been presented, enrolments had been in decline since 2008.
Red Crayon’s brief in November 2012 was to make the necessary changes and build a 3-year strategy to address the declining enrolments.
Our strategy includes a calendar of events and associated media plan, as well as a number of specific tactical items. The strategy demonstrated how we proposed to do things differently through planning, positioning and application of brand. The strategy repositioned the school from “an elitist’ girls’ school” to an “elite school for girls.” It delivered very different ways of marketing the school and the opportunities at Lauriston to both prospective students and their parents.
By the end of 2013, the decline in enrolments had not just been halted, but enrolments had begun to increase.