Problem
It is estimated that by 2028, 50% of current jobs will be done by robots and AI. It is also estimated that 40% of future jobs don’t even exist yet. Crazy, right?
Guided by these stats, St. Paul’s School have progressively diverted from the traditional education methodologies. However, their brand was dated and inconsistent and it definitely didn’t align with their entrepreneurial mindset and innovative spirit. Whilst St. Paul’s School was highly respected among educational institutions, the public lacked brand awareness and enrolment numbers were down.
Solution
At Soak, we based the brand positioning and messaging around two statements; “Create Your Own Path” and “Tomorrow’s Innovators. Tomorrow’s Leaders.”
We started with the website. Research showed us that many competitors had websites which were over-saturated with content. We decided to take a ‘content zero’ approach which meant that we would only include vital content and hyper-focused messaging. What’s more, we developed video content to increase engagement.
On-going advertising campaigns were delivered across social media and Google. Consistent messaging and advertising materials were developed to engage the public and increase brand awareness.
Through a lengthy process of brand workshops with key stakeholders and educators, the St Paul’s School teaching methodology was given its own identity; “Realms of Thinking”. A dynamic, ever-changing logo and brand was created. This represents the unlimited possibilities available to students, and the connections they make amongst themselves and with the world around them.
An additional brand was also developed for the “Centre for Innovation and Entrepreneurs“, a co working start-up hub for students to incubate and develop their own projects and ideas.
Soak is currently engaging with St. Paul’s School in an on-going capacity giving strategic, brand, creative and marketing advice.
Outcome
In the last couple of years, the number of enrolments in St. Paul’s School has increased dramatically and attendance for opens days is often booked out.
St. Paul’s School have won numerous awards for innovation and strategy. Most notably, they were named by Cambridge University as one of the top 800 educational institutes worldwide.
Both Soak and St. Paul’s School have observed countless schools imitating our online campaigns and website design in an attempt to achieve the same level of success.
Market research shows that there is now widespread and comprehensive brand awareness in the community.
