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.
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.
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.