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Constable Educational Trust, a group of parents who set up their own school in Fulham 17 years ago, hired Communitas to help establish demand for their next school venture.
Responding to the acute shortage of primary school places in London the Trust briefed Communitas to come up with a strategy to reach parents in five target boroughs. The objective was to build an initial picture of parental demand through sign-ups via a dedicated website or completion and return of a Freepost form. Communitas was then required to make a recommendation on which borough(s) to pursue with a further targeted set of activities to achieve a specific target number of parents. The results of the campaign were to be used to support a free school proposal for that area.
Communitas drew up a comprehensive strategy to reach parents whose children were due to start primary school in 2012 and 2013. A mix of channels was used including online, local media, and face to face.
Says Junior Account Manager Julia Shipperley: ‘Our mission was to make the most impact in the shortest space of time. We got results fast for Constable Educational Trust by homing in on the exact demographic with intensive research. We used direct marketing techniques to make the most of the high impact materials we designed to get the message across about the school proposal and the credentials of those backing it.’
May 2011
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