English · 14 pages
School marketing strategy
Final-stage recruitment exercise: a proposed plan for the 2020–21 academic year.
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ICS LONDON / Recruitment exercise
One school. Different reasons to choose it.
A proposed marketing strategy for a school and its short courses.
See the original work2 collections · 25 pages
Recruitment exercise · Proposed strategy prepared for a final-stage interview. This was not commissioned client work or an employment role.
01 / The brief
What needed to become clear.
For a final-stage interview, I developed two proposed marketing plans: one for the school’s academic year and one for its short courses.
02 / My contribution
Final-stage interview assignment
Academic year 2020–21 brief
I structured the proposed audiences, messages, website content, social channels, paid activity and offline touchpoints. The short-course plan distinguishes what parents need to know from what motivates students.
The thinking behind the work
Start with the audience’s decision.
- 01
Parents
Information, reassurance and the reasons to choose the school.
- 02
Students
Experience, interests and course relevance.
- 03
Channels
Connect the website, social, paid activity and offline touchpoints.
03 / The work itself
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English · 11 pages
Short-course marketing strategy
Companion recruitment exercise with separate messages for parents and students.
NEOM
A channel plan built around an executive video interview.