So, out of the virtual 2016 creative bag of joy, comes some new work for The Maynard School, one of the oldest and most revered girl’s schools in the country.
The Maynard sits alongside the great British public schools, dating back to 1658, they are a force to be reckoned with. But like all fine institutions, they have to compete in the modern world, and the increase in co-ed public schools over the last 20 or so years has left The Maynard being in the minority as an only girls school. Perception of whether single-sex education is a good or bad thing is polarising. In the ‘good corner’ – girls simply learn differently, and don’t get distracted by boys… those pesky little chaps, but in the ‘Bad Corner’, some might say that co-ed give a child a more rounded start in life. But look at the bare-faced stats that this legendary institution can reel out: Top 30 school in the UK, 100% of students get to go to their first choice uni, of which 86% are part of the Russell Group, but equally brilliant is that 86% of those parents who attend one of their open days end up sending their daughter to Maynard.
We loved this fact, it’s a wonderful demonstration of how enigmatic and engaging the teaching staff and the environment must be. Dead easy job for us then.
Our brief, therefore, was to turn single-sex education into a virtue by reiterating that girls learn differently and that the school is tailor ‘made for girls’ A secondary element to the brief was to communicate that the school was now taking pre-prep ages from 4 years old, and so delivering education for girls throughout their school career.
The media strategy
Our media strategy was crucial in delivering the message and elevating the school’s stature way beyond its local competitors. So we developed an integrated campaign that included cinema advertising, to demonstrate gravitas and confidence in the brand alongside beautiful print and posters designed to target commuters coming into Exeter on key arterial routes.
Extensive targeting through digital channels including social media, Google and affiliate networks has allowed us to drill down on The Maynard’s core demographic and target different parent age groups, outlining the schools’ ability to deliver first choice university places, but also parents with pre-school children encouraging them to come to the schools Discovery Morning in March.
We hope the work speaks for itself, but its central thought pervades everything we have done and gives the school a unique positioning, that, The Maynard School isn’t just made for girls, it’s the making of them.
See for yourself at a cinema near you…
Author: Adam Fausset
Adam worked at W+K London for ten years and Ogilvy for six years. He champions the importance of brand voice and consistency of communication. Adam insists on a very high standard of creative thinking and believes the secret to brilliant, effective work is simplicity and being utterly single-minded.