Strategic Positioning: Setting Your School Apart in a Competitive Market

This article was submitted by Amy Bredon | communikate et al | SA/NT Chapter Partner

In today’s competitive educational landscape, strategic positioning is essential for schools aiming to stand out. 

Westminster School’s recent collaboration with communikate et al to bring to life its new 5-year strategic plan exemplifies the importance of clear and cohesive brand positioning. 

Westminster’s new strategic plan revolves around the concept of providing an “adventurous education to lead a full life.” This innovative approach aims to nurture every child’s inherent sense of adventure, fostering a unique learning environment where students are encouraged to “Start Adventurous and Stay Adventurous.” 

The process began with an in-depth immersion into the Westminster ethos. communikate et al engaged in extensive tours and discussions with school leaders, alumni, executives, and parents to grasp what makes Westminster unique. This comprehensive understanding was crucial in crafting a brand story that truly reflects the school’s core values and mission. 

Key components of the project included: 

• Developing a compelling brand story and messaging
• Positioning and conceptualising the campaign
• Producing a brand video and six supporting videos featuring the Principal and ‘pillar champions’
• A brand photoshoot
• Designing and managing the production of a Strategic Plan booklet, posters, press ads, digital assets, and signage.

The launch of Westminster’s new strategic plan to stakeholders was a resounding success, thanks to the strong and cohesive brand positioning. The internal launch, marked by heartfelt speeches from Westminster’s Chair and Principal, highlighted the authenticity and resonance of the new campaign. 

The Chair, an old scholar, emphasised how the videos captured the essence of Westminster, reflecting its core values and community spirit. The meticulous process of interviews, filming, and editing resulted in content that deeply resonated with the school’s identity and ethos. 

Westminster’s example demonstrates how a well-thought-out strategic positioning can significantly enhance a school’s reputation and appeal. By clearly articulating their unique educational approach and values, schools can differentiate themselves in a crowded market, ensuring they attract and retain families and students (and staff) who align with their vision. 

As Westminster continues to roll out their brand campaign, the importance of strategic positioning in education marketing becomes ever more apparent. It’s not just about standing out; it’s about creating a lasting connection with your community through a clear and compelling narrative. ​​ 

To chat about how we can support you, contact Amy Bredon on abredon@communikate.net.au or 8331 1444.