The Approach
Discovery, Research & Stakeholder Insights
We began with a deep discovery and research phase designed to uncover the real perceptions, motivations and opportunities surrounding the college.
This included:
- Internal stakeholder workshops
- Parent and community interviews
- Review of existing marketing and enrolment materials
- Competitor and category analysis
- Audience persona development
- Customer journey mapping
- Messaging and perception analysis
Through this process, several key themes emerged:
- Parents were looking for more than academic outcomes alone — they wanted confidence their son would be known, supported and guided.
- The strongest emotional drivers were around belonging, opportunity, pathways and future readiness.
- The school’s breadth of pathways, vocational opportunities, co-curricular programs and pastoral care were significant strengths, but were not being communicated clearly or consistently.
- Existing messaging often focused on features rather than outcomes and emotional connection.
The insight phase gave the college clarity around where perception gaps existed and how the brand needed to evolve to better connect with modern families.
What We Uncovered
- Parents were looking for more than academic outcomes alone — they wanted confidence their son would be known, supported and guided.
- The strongest emotional drivers were around belonging, opportunity, pathways and future readiness.
- The school’s breadth of pathways, vocational opportunities, co-curricular programs and pastoral care were significant strengths, but were not being communicated clearly or consistently.
- Existing messaging often focused on features rather than outcomes and emotional connection.
The insight phase gave the college clarity around where perception gaps existed and how the brand needed to evolve to better connect with modern families.
The Brand Evolution: “Every Angle”
From these insights, we developed a new brand positioning and tagline “Every Angle”, capturing the essence of Vincents’ approach—thorough, analytical, and relentlessly client-focused.
Whether solving complex financial challenges, uncovering hidden opportunities, or considering every possibility, Vincents looked at every angle to deliver the best outcomes.
To reinforce this, we developed a dynamic messaging framework that allowed for infinite variations:
- Every possibility explored.
- Every option considered.
- Every opportunity taken.
- Every expectation exceeded.
- Every solution found.
This messaging was woven into every touchpoint, from campaign headlines to website content, thought leadership, and client communications.
The Solution
Defining the “Your Future” Platform
From the insights and strategy work, we developed a new campaign platform:
Your Future
Simple, flexible and emotionally resonant, the platform created a unifying message that could extend across every touchpoint and audience interaction.
Rather than focusing purely on the school itself, the platform repositioned the conversation around the student and the possibilities ahead of them.
This evolved into a scalable messaging framework including:
- Your Future Starts Here
- Create Your Future
- Explore Your Future
- Lead Your Future
- Own Your Future
The platform allowed the college to speak to a broad range of student pathways — academic, vocational, sporting, creative and personal — while maintaining one clear strategic narrative.
Alongside the campaign platform, we developed:
- Audience messaging frameworks
- Content pillars
- Campaign messaging hierarchy
- Enrolment journey recommendations
- Creative direction recommendations
- Marketing strategy and rollout planning
From these insights, we developed a new brand positioning and tagline “Every Angle”, capturing the essence of Vincents’ approach—thorough, analytical, and relentlessly client-focused.
Whether solving complex financial challenges, uncovering hidden opportunities, or considering every possibility, Vincents looked at every angle to deliver the best outcomes.
To reinforce this, we developed a dynamic messaging framework that allowed for infinite variations:
- Every possibility explored.
- Every option considered.
- Every opportunity taken.
- Every expectation exceeded.
- Every solution found.
This messaging was woven into every touchpoint, from campaign headlines to website content, thought leadership, and client communications.
The Creative Rollout
Brand Video & Photography
To bring the strategy to life, SOAK led the development of a large-scale brand content shoot across the college.
This included:
- A hero brand video
- Student profile stories
- Campus lifestyle photography
- Classroom, sporting and co-curricular content
- Staff and community imagery
- Campaign-focused social content
The creative direction focused on authenticity and energy — showcasing real students, real pathways and real moments across everyday school life.
The resulting content library gave the college a substantial suite of versatile assets that could be used across all brand and marketing materials.
The hero video became a centrepiece of the campaign, reinforcing the emotional positioning behind the “Your Future” platform while helping prospective families better visualise the student experience.
Ongoing Campaigns & Marketing Support
Following the launch of the platform, SOAK continued to work closely with the college to roll out ongoing enrolment and awareness campaigns throughout the year.
This included:
- Open Day campaigns
- Twilight Tour campaigns
- Enrolment intake promotions
- Meta and Google advertising
- Campaign creative development
- Ongoing strategy and optimisation
Each campaign was built from the central “Your Future” platform, ensuring consistency across messaging, visuals and audience targeting.
The ongoing partnership allowed campaigns to continually evolve based on performance, seasonal priorities and enrolment objectives.
The Outcome
The result was more than a campaign.
Together, we helped create a clearer and more emotionally compelling market position for the college — one that aligned the school’s values, strengths and future vision into a unified brand and enrolment experience.
By grounding the work in genuine audience insight and developing a flexible long-term platform, the college now has:
- A clear strategic marketing direction
- A scalable campaign platform
- A modern and cohesive visual content library
- Stronger consistency across communications
- Ongoing campaign support and optimisation
- A future-focused story that resonates with prospective families
Most importantly, the work repositioned the conversation away from simply promoting a school — and towards helping students and families imagine what their future could become.
The Impact
The college now has a clear and emotionally compelling enrolment platform that connects every campaign, touchpoint and story under one future-focused narrative.
With a stronger strategic position, St Edmund’s is now building deeper connection with families, and helping students see what their future could become.
