Sarah Bonnell Secondary School

Digital marketing | Marketing strategy

The brief

Communitas was hired by Sarah Bonnell, a large secondary school in east London to help it capitalise on two significant changes; joining a multi academy trust and recruiting a new Headteacher. In the face of increasing competition from other local schools, including a new build academy, Sarah Bonnell wanted these changes to be communicated in a way that would have a positive impact on admissions. 

Our response

The school was keen to deliver communications themselves, and wanted out help with strategy and planning. We created a two-year admissions marketing strategy, with a focus on introducing the Headteacher and providing lots of opportunities for new vision to be communicated. We also recommended more integrated use of social channels. This included a recommendation to make the channels much more visual to illustrate the whole Sarah Bonnell experience and to bust any myths about the limited nature of what a girls’ school with a large Muslim cohort would offer. We recommended a more effective system for following up on parental interest, and for measuring and evaluating marketing activity to ensure that resources were well well-targeted.

The school has reported a significant increase in attendance at admissions events, and is using Analytics and Insights to successfully monitor and evaluate its website and social media output.

We enjoyed working with Communitas who were knowledgeable, enthusiastic and professional. We set some very challenging deadlines for the Communitas team who turn thing around quickly and to a high standard.

Zainab Nahaboo, marketing and school lead