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Hubbard’s School

Digital and content strategy to drive enrolments

Marketing and communications support

Hubbard’s School approached Viabrand for marketing support and digital communications strategy and content. They wanted to address a downturn in enrolments attributed to a state-wide amendment to the age at which students could start school. The objective was to use digital media to attract enrolments as well as building brand awareness and addressing any misconceptions in the market. In order to further the business’ goals, a marketing plan for the coming year was required. The plan focussed on digital advertising and content marketing efforts.

Hubbard’s School is committed to their mission ‘to assist students to achieve their educational goals and to prepare for and transition to tertiary studies’. The school provides secondary students and returning learners with flexible and personalised year 11 and 12 education. Hubbard’s also offers short courses for university prerequisite subjects via the Cert IV in Adult Tertiary Preparation (CATP) course, as well as tutoring and exam preparedness. Their flexible scheduling means they attract a lot of high-achieving students who excel in other fields such as sport and music.

The strategy Viabrand developed includes tactics to successfully communicate the brand substance and align the business reputation with innovation, excellence and dedication to helping students realise their dreams.

The digital content we developed included articles, videos, direct email and social media posts, all designed and written to offer brand consistency, build awareness and preference and erase public misconceptions. Billboard advertising was developed to be aspirational and highlight the standards of excellence the students achieve.

One downside to billboard advertising is the relatively short window people have to view them when walking or driving past.

Our design and copywriting approach was to make it easier for viewers to interpret and absorb the information in a couple of seconds. We did this by using simplistic imagery and font, with a flare of brand colours. All digital and traditional marketing and advertising was consistent in image, tone and messaging, had strong calls to action, and content was relevant to popular search topics, to drive engagement and enrolments.