MELBOURNE GIRLS GRAMMAR
Communications Strategy and Implementation 2010-11
An iconic Melbourne institution, Melbourne Girls Grammar first began educating girls in the 1890s, and since that time has maintained its position as one of the city’s premier schools. While drawing on this rich history, the school was achieving outstanding students results due to its modern teaching methods, commitment to technology, and development of modern facilities.
To more accurately reflect the experience and opportunities it provides for its students, the school’s management decided to take a more strategic approach to communication and brand position with stakeholders and prospective new parents. Starting in November 2010, Hand Eye Communication worked with MGGS’s new Community Manager to establish a more consistent and accurate positioning of its brand.
By June 2011, MGGS has implemented a new marketing communication campaign that is now presenting the school’s brand using a number of promotional channels. The campaign has delivered greater brand recognition and increased attendances at Open Days and School Tours. Most critically, stakeholders agree the school’s brand is a more accurate reflection of the school experience.