Tradition meets innovation
Built on 150 years of history, the school is an extraordinary place of learning for 4 to 18-year-old girls, with state-of-the-art facilities and specialist teaching spaces across two locations, including housed Grade II listed buildings. The brand, however, had become diluted and did not reflect the school’s forward thinking approach and style of teaching.
Although initially tasked with helping to develop the Prep School positioning in isolation, it was clear that we needed to look at the entire school. We started competitor analysis and audience research, and reviewed the journey that both parents and girls take throughout their time at the school, helping us establish an overarching brand proposition. Four key brand drivers were identified: the Inspirer, the Champion, the Nurturer and the Contemporary, all feeding into the theme ‘Girls Making their Mark’.
Capturing the story
“Our school provides girls with a nurturing, supportive environment, where they’re relaxed, happy and can have fun as they grow. We inspire, we encourage independence so that our girls can learn without barriers, challenge themselves and make their mark in the modern world.”
We captured the learning style and environment through a bold, powerful photographic style, focusing on the girls themselves and clearly demonstrating ‘girls making their mark’.
Activating the digital strategy
The digital strategy was based around increasing awareness of the Prep and Senior schools in and around Bath, as well as in London (at least 80 people move to the Bristol and Bath area per day from the Capital). The audiences were predominately traditional Bath families, more recent residents, existing parents and London parents who were looking to head west for a better work/ life balance. The campaign targeted ‘millennial mums’, whose views are strongly influenced through technology.
We also worked on a new prospectus, and streamlined content to focus on the key features and benefits. Alongside the beautifully captured images of the girls was a hand-written font, adding a sense of freedom and personality. The prospectus was printed with a statement gold foil underline on the cover to emphasise our overarching theme.
With just over two million impressions since it began in September 2018 generating over 6,000 clicks to the website, we have prompted more awareness of the Royal High School Bath Prep and Senior school.