Brand and communications strategy to support sustainable enrolments
Discover
Stakeholder workshops, audience research and analysis, competitor analysis
Plan
Planning days with Board and senior staff; brand, perception and positioning analysis
Produce
Brand positioning, creation of the ‘Belong at Billanook’ tagline, campaign planning, communication strategy, authoring of narrative and key messages
Support
Bi-annual brand perception research, analysis and reporting, presentations to Board and stakeholders
Objective
Billanook College engaged Content Empire to provide end-to-end strategic advice and communications consulting. A major focus of our work was creative brand positioning, followed by a campaign designed to articulate the College’s educational points of difference as well as its new approach to school fees.
Outcome
Cut through branding to engage key audiences
Our ‘Belong at Billanook’ tagline and campaign struck a chord with the school’s target audiences, including prospective and current parents. Supported by clear messaging that communicated Billanook’s unique value proposition, ‘Belong at Billanook’ helped the College reaffirm its position as a leading education provider in Melbourne’s outer east.
Longer term, ‘Belong at Billanook’ – as well as our ongoing audience and brand research – have helped the school to continue to position itself strongly and thrive within its highly competitive target market.