The Springfield Anglican College Branding
Eighteen months of comprehensive consultation and thorough preparation of key messages were key to the success of a major rebranding exercise undertaken by The Springfield Anglican College at Springfield, west of Brisbane. The investment of time and resources, sometimes overlooked by businesses and organisations in their haste to launch a new brand, has paid off for the College. Its distinctive rebranded image genuinely reflects the school community and has been incorporated across a suite of effective marketing materials – in particular, the website and school prospectus which both won school marketing awards in 2013.
The rebranding project was instigated when the school changed from being an Anglican and Uniting Church school to come solely under the Anglican umbrella. While the school community wanted its own brand, it was vital that the new look identified clearly with what the College stood for so prospective parents could confidently make a choice about their children’s education. The brand also had to be easily adapted and consistent across all marketing materials – and of course, successful in a highly competitive environment.
“There was no sense in us being what we thought we should be if that didn’t align with what parents and students were seeking,” explains the Head of College, Steve Croft. “We invested time and effort to gather feedback from across the school community, and we worked with Design by Look to ensure that the marketing and communication tools captured what was needed by current and prospective parents. The new look has a positive, family feel, and has been extremely well received.”
In recognition of the value of this research-based approach, the Centre for Marketing Schools last year presented the College with silver awards in the prospectus and website categories of its annual awards. The website, a priority focus of the rebranding program, has attracted significant interest from other schools. It is responsive, which allows content to be automatically reflowed for viewing on smart phones and tablets; and it was singled out for special mention by the award judges as one of the best ever submitted thanks to its design excellence, ease of navigation and relevant content.
Other College marketing collateral benefiting from the new branding includes stationery, inhouse publications and a highly effective College app, used for communicating notices and alerts to parents and linking to the website and newsletter.
Visit the Springfield Anglican College Website