Coomera Anglican College became a leader among Gold Coast schools, however, its brand identity was at odds with its history, leadership, and bold plans for the future.
New Word Order has been tasked with bridging the gap between the past and an exciting future, uniting its community under an integrated brand, and attracting new families to the school with a compelling new campaign.
Following focus groups, in-depth interviews, competitive analysis and brand refresh, the agency developed a new public-facing campaign to help the college position itself as the Private school of choice for the growing North Gold Coast region.
To stand out in the crowded private school space, NWO sought inspiration outside of schools, drawing inspiration from global sports and tech brands. The resulting campaign immediately moved away from traditional school advertising.
With a script taken from the lyrics of the college song, paired with inspirational footage, the video acknowledges the past while painting a vivid picture of the future.
âIt was a pleasure working with New Word Order to develop the new creation for our college. They took the time to find out what makes our college unique and helped make it a tangible story, âsaid Aimee Bartlett, Director of Marketing and Communications at Coomera Anglican College.
Suzanne Oxford, CEO and Copy Director, New Word Order, added: âSo many schools don’t get the one thing that will help them stand out from the crowd and attract more registrations: their positioning.
âTo help distinguish Coomera Anglican College from its many competitors, we have deliberately moved away from the usual school advertising – there is so much of the same in school marketing that schools are all starting to look the same. Instead, we really listened to what defines them, and that gave us our branding strategy and our story.
âAdd to that the quality of what we have been able to create through our amazing team and team, and you have a campaign that makes each of us very proud. “
Anglican College of Coomera
Andrew McGuckin – Chief Design Officer
Suzanne Oxford – Copy Director
Kat Scott – Producer / Account Manager
Rich Wang – Videographer
Christian Tiger, Compadre – Photographer
Derek Leong, Dek Art Design – Retoucher
Anasiou Canaris, La Poste – Editor
Ross Batten, Rosco Audio – Sound Designer