Attracting and engaging parents with a universal brand voice

After its first formal review (6 months after live) we’re pleased to display these fantastic results:

  • +166% Pre-prep open day bookings
  • +48% Prep open day sign bookings
  • +11% Senior open day sign bookings
  • +370% Pre-prep prospectus page views
  • +323% Prep prospectus page views
  • +202% Senior prospectus page views
  • +153% Page views per session
  • -35% Overall bounce rate
  • +230% Prospectus downloads

The Challenge
Millfield School were rebuilding their digital marketing from the ground up. Their driver and key objective was to improve student acquisition by increasing open day sign-ups and prospectus requests. There were secondary goals around retention and parent engagement, ensuring that once students were enrolled at Millfield, digital was used effectively to communicate and engage with parents.

After a separate digital and communication strategy was commissioned and delivered, Positive were engaged as the strategic design and build agency to create a new responsive digital experience that would deliver on their objectives.

The Solution
We undertook a series of research sessions with key stakeholders which led to a greater understanding of how the separate schools operate (Pre-Prep, Prep, and Senior). Particularly important were the nuances around communicating a single school in brand and values whilst understanding their separated operation and management. This insight complemented that of the previous strategy work to create the basis for a coherent content strategy.

Our approach focused on delivering primary user journeys across all devices in a simple and effective manner, whilst at the same time conveying the rich experiences and facilities that Millfield has to offer.

We brought the three schools into a single website communicating a universal brand voice for Millfield, ensuring that each individual school’s messaging and user needs were catered for effectively across multiple devices and platforms.

There were challenges involved in integrating with a number of legacy CRM systems and implementing a complex cross-school publishing and content workflow system. We developed a Drupal based solution that provided centralised control of content alongside localised school-by-school publication functionality.

For existing students and parents the site now communicates the vast curriculum, events, successes and news throughout the academic year in a simple and intuitive way. The quality, engaging and useful content reinforces the richness of the student experience at Millfield.

For prospective students and parents the navigation routes and signposting focused on the extensive facilities and resources available across the three schools. These journeys include thoughtfully positioned calls-to-action, encouraging open-day bookings and prospectus requests. These then feed into the School’s offline acquisition and CRM processes so that they can be effectively measured and iterated.