Jessop Primary School

Strategic marketing and a dynamic website with ‘Outstanding’ results

The Brief:

Jessop Primary School appointed Grebot Donnelly to help it combat a lingering poor reputation, based on average Key Stage Two results and a poor Ofsted report, in an area surrounded by good and outstanding schools. The school was also struggling to attract families due to the geographical constraints of an intersecting railway line, which resulted in the school being relatively unknown in the community.

Our task was to put Jessop on the map for the right reasons. We needed to establish the school’s unique selling points (USPs) and develop marketing strategies to promote Jessop and its achievements under the new Headteacher.

The Solution:

We began with an in-depth research project involving internal and external focus groups to establish perceptions of key stakeholders, as well as a market intelligence report examining the school’s competitive environment and establishing marketing opportunities. The findings were used to inform a bespoke marketing strategy, which was implemented over the year.

We conducted a front-of-house training session to ensure all visitors and callers to the school had a positive first impression and were made aware of the school’s benefits. We also helped Jessop establish its own strategic marketing group for long-term sustainability.

We organised professional photography and produced a high-quality promotional calendar, which celebrated the school’s successes and promoted its USPs.  We designed and built a dynamic, interactive school website as a key communications tool for stakeholders.

After a highly successful first year, the school extended the contract with Grebot Donnelly, in order to maintain the momentum of the marketing strategy. We continue to work with Jessop on a tactical basis, offering support, training and advice to assist the school through its next stage of development. We meet with the marketing group to drive the strategy and implementation, and provide a sounding board for new ideas and strategies.

We create expertly designed and written school newsletters with mass distribution in the local community, as well as maintaining and updating the school’s website. We also timetabled regular events and open mornings for prospective and existing parents and members of the community.

The Result:

    • The school received an ‘Outstanding’ Ofsted report in May 2012.
    • Pupil numbers increased for September 2012 and both reception classes are full.
    • The school now has a waiting list across Key Stage 1.
    • The marketing group are trained and confident in the promotion of the school.

Quote:

"Grebot Donnelly helped us celebrate our school and to go out into our community with new confidence. The training for Front of House staff and the school based Marketing/PR group empowered our staff and governors, and has improved our understanding of the importance of marketing the school in a positive way, highlighting and celebrating those things that make us special. The confidence we have gained through the marketing work with Grebot Donnelly was recognised by Ofsted in May 2012 (awarded ‘outstanding’)."

Michael Thomas, School Business Manager