St Joseph’s College – Marketing

CAMPAIGN STRATEGY | PHOTOGRAPHY | DESIGN

Case Study: The Ambition Campaign for St. Joseph’s College

In November 2023, we proposed a recruitment and retention campaign for St. Jo’s, focusing on aspirations, achievements, and culture across the school. The campaign, titled “Ambition” aligns with St. Joseph’s core values and aims to increase enrolment, raise awareness of elite sports, and enhance the school’s reputation locally and globally.

Execution

The campaign featured a three-day photo shoot where we shone a ‘St Jo’s’ blue light on students, teachers, and coaches who shared their experiences with us in the studio. Marketing like this requires a significant investment of money, time, effort, and resources. However, the campaign’s content has been effectively re-purposed, now integrated into individual sports festivals and video materials, maximising its longevity and impact. This campaign continues to deliver long-term value, reinforcing St. Joseph’s ambitious vision.

Marketing strategy

• Digital Billboards at key locations like Colchester Zoo targeted prospective families.
• ITFC Football Promotion Programme and digital screen advertising featuring a sixth-form student playing for Ipswich Town FC Women elevated the school’s visibility.
• Social Media and Ads: On Facebook and Instagram paid for advertising promoted the open days.
• Print media: Advertising featured in relevant publications and solus ads highlighted St. Jo’s successes alongside GCSE results in local newspapers.
• Thought-leadership: Advertorials, staff testimonials, lectures, and interviews supported the work and authenticated the campaign.
• Website: An “Ambition” section was added to the school’s website, with updated content to support the campaign. This gave a destination for the QR code and directed people directly to an Admissions form of interest.
• Signage :To support the campaign Ambition Photography replaced all previous imagery on signage around the school and local area, including roundabout signs.

Achievements

• Staff Engagement: The campaign received enthusiastic support across all faculties, resulting in widespread participation. The SLT ‘Ambition’ lecture series was a huge success, with lectures filmed and posted on YouTube to create valuable content.
• Whole-School Impact: The concept of “Ambition” resonated throughout the school community, uniting Prep, Senior, and Sixth Form students.
• Increased Interest: Open days and admissions inquiries increased, indicating stronger engagement with prospective families.
• Elite Sports: The campaign raised awareness of the school’s elite sports offerings, boosting interest both locally and internationally.
• Global Reach: The “Ambition” campaign expanded St. Joseph’s reach globally, enhancing its brand awareness.