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Ipswich School brand development work by Mackman
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Branding & Marketing Project - Ipswich School

Mackman was approached in the early spring of 2019 by Ipswich School to review its marketing, brand and open day proposition. A thorough programme of insight, strategy and planning was conducted before working closely with the head of marketing to progress their position in the marketplace. This was a significant step for the school, as they had previously outsourced work to multiple agencies.

the challenge

Our challenge was to maintain the heritage of the school while progressing their messaging and brand identity. Over time both internal stakeholders and third-party agencies had diluted their visual language and material. Staff and teachers had become confused with the school's marketing and needed clear direction of the brand's values and promise to its audiences.

THE APPROACH

The initial approach identified two key elements – one being to launch a tailored campaign to encourage prospective students to attend the September Open Day, and the other being to bolster Ipswich School's market position through a comprehensive brand development programme. We identified three core areas to focus on: positioning, perception, and control.

Our team spent time working with a range of staff at Ipswich School to develop their understanding of where the strengths in the school were and how they differentiated themselves from their competitors. This insight was used as the foundation for both the evolution of their brand alongside developing the marketing communications plan to promote and support the Open Day campaign.

THE RESULTS

The results were defined as a new brand package consisting of:

  • A brand roadmap allowing the senior team at the school to understand the project's pace and deliverables.
  • A robust marketing strategy and multi-channel plan bridging digital and print.
  • A coherent brand voice and identity including strapline messaging.
  • A professional library of photography giving the school a fresh image for their website, prospectus and other marketing material.
  • A clean new content managed website allowing for campaign landing pages and refreshed brand messaging.
  • An open day campaign platform delivering a 120% increase in attendees against their original target.
  • A clearly defined brand guidelines solution and support framework for managing their brand.

We continue to work closely with the school’s head and marketing team to ensure consistency in the new branding is maintained. Mackman's digital team conduct regular website performance reviews and hold update meetings with the team at Ipswich School to report progress against targets.

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