Like schools everywhere, West Moreton Anglican College needed to change its plans to bring parents onto campus to experience the school because of the coronavirus.
This meant the annual open day was cancelled. But a few months later when restrictions eased, the school had a chance to bring parents back.
We developed a 16-week plan that timed out the lead up to the modified open day, and follow-up of leads afterwards. It outlined a WestMAC-specific brand campaign that celebrated the WestMAC way and positioned the school as a unique and desirable offering compared to other schools in the catchment area.
At the end of the day, parents just want their kids to be happy, healthy and well.
WestMAC is a wonderland for kids complete with an agriculture farm, animals and a garden for digging—because that's just what kids like doing. It's the school for real life.
This campaign included gorgeous hero photography, strategic messaging and a series of videos where students talk about their WestMAC experience.
The campaign resonated with parents in the catchment, and filled the tour. We continued to run the campaign for the rest of the year, encouraging prospective parents to attend a personal tour.