Straight to the Heart: How Compelling Statistics and Deep Understanding Inform Powerful Marketing

This article was submitted by Communikate et al | SA/NT Chapter Partner

In a modern world where women are empowered to be leaders, innovators, disruptors, carers, thinkers, creators and challengers, a nuanced and data-informed marketing approach is crucial to successfully position an all-girls college in a competitive market.

The oldest all-girls school in South Australia, St Mary’s College (est. 1869), recently launched a brand and marketing campaign demonstrating a deep understanding of the unique challenges and opportunities girls and women face. Based on a comprehensive enrolment strategy, the approach is fresh and unique.

Central to the new campaign positioning is the insight that 1 in 2 girls today believe they are not enough. This belief impacts their wellbeing, education, and, ultimately, their future.

The “I am.” campaign focuses on the synergy of wellbeing and learning at St Mary’s. It recognises that a St Mary’s education provides students with security and support, which builds confidence and, in turn, fuels academic achievement. You simply can’t have one without the other.

Parents intrinsically understand the importance of this balance. The campaign speaks directly to the heart of every parent negotiating the world of self-image, societal expectations and modern opportunities with their daughter.

Reflecting the diversity and inclusivity of the school community, the campaign features more than a dozen students. It highlights St Mary’s commitment to recognising and celebrating every student for their unique qualities and needs. This is communicated through a custom illustrative layered mark of four different typefaces, a newly expanded colour palette, and a series of “I am” statements from the students.

The integrated brand and marketing campaign was developed in partnership with communikate et al.

It included:

• Stakeholder research and focus groups
• Brand workshop, strategy and narrative development
• Campaign concept development
• Content shoot (video and photography)
• Campaign style guide
• Content marketing strategy
• Social media content
• Marketing advisory
• Design rollout and production management, including bus shelters, signage, collateral and digital assets
• Digital advertising campaign

Students, staff and parents have been effusive in their response to the campaign, saying that it beautifully captures the spirit of the school and the reality of raising and educating girls and young women. The video elicits laughs, knowing nods and, without fail, tears!

This is where the power lies in a carefully developed marketing strategy. It draws on the truth of the audience’s experience and tells the story they want their daughter to be a part of.