Using fully-integrated media to showcase girls learning without limits

disciplines

Media

Date

03/09/2018

As the UK’s leading network of independent girls’ schools, the Girls’ Day School Trust aspired to raise awareness of the brand as a beacon of excellence in education and spark debate amongst parents. 

The campaign was aimed at parents, particularly those considering a school for their daughters, across the 25 schools and academies throughout England and Wales. The challenge was to break the mould of traditional school advertising and spread the message of GDST’s core values: celebrating girls’ education and creating environments where girls can thrive. 

We worked collaboratively with the client to create a bold media strategy to stand out from the crowd, before developing a fully integrated media and creative plan with VCCP, culminating in the campaigns organising thought: ‘Where girls learn without limits’. 

We went bold by launching the campaign with a front page strip on The Sunday Times alongside high impact large format OOH sites such as The London Towers, Cardiff Super Motion and Newcastle’s Northumberland Street Live to underline the scale of the organisation and the confidence and fearlessness of GDST girls.

All of the campaign creatives feature real GDST girls from around the country.

We ran a fully integrated approach across Outdoor, press, geo-targeted social, paid search and programmatic display activity, underpinned by a multi-faceted partnership with Mumsnet. 
With 50% of schools being in London and the South East we chose to dominate print titles across the capital using City AM, Metro and The Evening Standard, Metro to reach our residential and busy commuter audience. 
Within the first week of the campaign we saw an 89% uplift in website sessions year on year. And, although we are still in the early stages of the campaign, we have already seen a 95% uplift in prospective parents looking to find their local GDST school.
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This was a Media project for Girls' Day School Trust

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