Be the Future Campaign: A Case Study

This article was supplied by Studio Kirby | QLD Chapter Partner

John Paul College (JPC) operates in the highly competitive Brisbane education market. The future growth strategy of the College required the support of a tailored brand campaign that would solidify their position as the top school in Logan (based on NAPLAN 2019 academic achievement) and to engage prospective families. JPC needed a marketing approach that reflected this.

The JPC Community Engagement team developed the ‘BE THE FUTURE’ concept, an outcomes-focused idea that is not about what the school does, but what it empowers its students to do. The campaign focuses on the future potential success of JPC students through the education provided by the College.

While each individual advertisement focuses on a specific curriculum/career direction, the campaign as a whole shows the breadth of opportunities offered to and embraced by JPC students, highlighting the College’s outstanding facilities and extensive co-curricular offering. This includes showcasing student success through the variety of pathways offered at JPC. The campaign also encouraged existing students to chase their ambitions, leverage their JPC education to achieve something extraordinary and prepare to BE THE FUTURE.

Add Studio Kirby as a Design Partner

JPC provided Studio Kirby (SK) with a creative brief, tasking the team to develop a vision for the look, feel, and content of the marketing collateral. Whilst JPC managed the overall campaign design, SK’s photography and videography were key to bringing the campaign’s vision to life and ensuring its success.

The campaign was launched in the form of a 30 second CINEMA AD with 15 and 6 second cutdowns, and followed with a series of photographic stills based on the cinema scenarios which were used across a variety of marketing collateral to tell the brand story. These included billboards, publications, bus wraps, the prospectus, and online and digital advertisements.

The Result

The ‘BE THE FUTURE’ campaign was a highly integrated and successful one; the cinema ad alone has been viewed almost 137,000 times on YouTube. JPC’s unique selling positions are related to their high academic standards and the importance they place on developing personal independence and a sense of ownership for learning from an early age. The campaign has contributed to driving this perception, generating brand awareness and stimulating enrolment demand and continues to be successfully used by JPC.

Keen to talk to us about your next marketing project? Please email us today.

Contact: Mick Kirby
Email: michael@studiokirby.com.au
Mobile: 0407 625 577