IBS - Primary School Meadowbank
IBS is an independent primary school in Meadowbank which is owned by Co.As.It.
Established in 2002, the Italian Bilingual School (IBS) is the first Australian school to offer a fully bilingual education in English and Italian. IBS caters for children from Preps to Year 6 and delivers the NSW curriculum in two languages. In 2013 the school was moved from Leichhardt to Meadowbank, and as result there was a decline in enrolments.
In 2018-2019, as the Head of Marketing at Co.As.It., I developed a marketing plan to increase enrolments at IBS.
After conducting market research, the first step was to re-brand the school from the Italian Bilingual School to IBS Primary School Meadowbank in an attempt to create a wider appeal to the “new” local community. This brand was then rolled out across all marketing collateral, including brochures, posters, yearbooks, merchandise and a new website, (currently in production).
The next step was to create awareness of this new brand with a targeted campaign to the local area. The campaign included advertising in local newspapers, activation’s at local shopping centres, letterbox distribution, local community outreach, Google AdWords, Facebook Ads, outdoor signage at the school and at local shopping centres, etc.
The final step was to track the outcomes of the campaigns by monitoring attendance to Information Sessions, Open Days and Bilingual playgroups. The leads were tracked to a 20% increase in new enrolments.
This campaign was selected as a Finalist for the Community Campaign of the Year at the Premier’s Multicultural Communications Awards 2019.