Northampton International Academy

Brand awareness and customer acquisition

The challenge

The ultimate challenge!  Driving awareness and recruiting students for a school that has not yet been built or staffed. Northampton International Academy is the largest ever school conversion, a £30 million project in the centre of Northampton. Due to open its doors in September 2016, in temporary classrooms to two year cohorts only, the marketing challenge was to drive applications to the new academy on a promise of the future.

The work

The campaign necessitated strategic media planning to drive quick awareness of the new brand, followed by a tactical campaign to encourage parents to attend open events and register for the academy. CJAM Group worked closely with the architects to create a fully integrated campaign that brought the yet-unbuilt academy to life with a concept of ‘An unrivalled education. A unique vision’.

The campaign was fully supported by a six month strategic PR plan which ensured regular coverage in the local press, radio and TV.

The results

87 per cent of press releases issued were converted to press and media coverage.

There were numerous articles in the local newspapers over the period of the campaign, including a double page spread in the main regional newspaper with the highest readership.

Coverage in specialist titles included Independent Education Today and UK Education News.

News reports appeared on BBC Look East, Anglia TV and BBC Radio Northampton.