Successful schools embrace brand strategy to ensure they stay true to their purpose and know what they stand for.
THE BRIEF
Curro, the leading independent school network in South Africa offers a range of educational formats and options to parents looking for the best match for their family. Our brand agency team work closely with the Curro marketing team to develop brand-led communication strategies to ensure that their brand purpose, values and beliefs are accurately communicated to parents and learners alike.
During their peak enrolment period the Curro marketing team commissioned Infestation to help them connect more effectively with their targeted audiences. Our role as strategic brand and communications agency was to help them achieve and realize this positioning creatively by transforming their current communication channels to encourage and enhance engagement and connect them to parents looking for the best suited school and education format for their children. The educational sector is highly competitive with many options for parents to select from, and finding the perfect fit for their children and family's requirement is essential.
OUR APPROACH
The core brief developed was to convert the successful television advert into an online and offline marketing campaign to reach their audience via selected social media channels. At its core it was important for us to take note of the Curro brand as a whole and not focus too much on the different school formats and features that Curro schools offer. We placed the learner at the center of the messaging and creative as the most trusted medium for conveying the true Curro brand story. The typography was chosen to keep the communication accessible and invite engagement from an audience with diverse needs. We used still images from the TV advert to make sure there is a very clear connection of the campaign on the different communication mediums, creating a unified message and narrative to prospective parents. Our creative developed represented different interests and subjects to make sure we appeal to the wide and diverse targeted audience and still position the Curro brand accurately.
OUR FINDINGS
Successful schools know what they stand for and should embrace brand strategy to make sure they stay true to their purpose. We realize that parents ultimately want more from a school than just a "paid for" education from a service provider. Parents want want their kids to be happy, integrated and feel welcomed by their community, so it was important to feature kids as the main endorser vs. using teachers and the grounds typically as schools do. To bring the campaign together we know that it was key to introduce the central and simplified tagline speaking about Curro as a brand rather than continue talking about it's unique selling points as a school. Just as with products, cars and banks we know that people engage and associate themselves with trusted and well recognized brands, and schools and educational institutions are no different.
"Curro, Where great futures begin" was introduced and form the basis of the ongoing engagement campaign developed.
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