Changing the conversation

We made it simpler to choose…

All independent schools offer broadly the same basic proposition: pay for a better education and excellent exam results.

Most promote themselves in the same way too: contented students and impressive facilities leading to brilliant results.

However, Princethorpe College had struggled to differentiate their offer and applications were decreasing in a highly competitive environment. Parents couldn’t see a compelling reason to choose the school.

Through in-depth interviews with teachers, parents and pupils past and present, we established their purpose. This was to help pupils become the best they could be rather than simply exam-passing drones. We wanted to appeal to parents who knew their children needed a different approach to education.

Our campaign highlighted that Princethorpe offered a different ethos to education and development that stays with pupils for life.

Feedback showed that our campaign had genuinely moved people – with one former parent writing in to say so. The level of school enquiries and open days have also grown.