education pr case study

re-educating perceptions in the community

The Malling Holmesdale Federation wanted to renovate the reputation of its re-vamped, state-of-the-art Malling School in Kent. Despite significant investment, a full complement of talented and positive teaching staff and good OFSTED results, some local parents found it hard to believe the school could be of value to them and their children. The fact the school was hidden behind trees in its own secluded grounds did nothing to dispel these views.

We set out to change these opinions – starting with staff and students. The successes and benefits of the school were highlighted through a number of charity-based activities, timed to coincide with national events. As these began to be publicised to key stakeholders through a broad range of channels, so pride grew and messages spread via word-of-mouth.

The school’s executive principal Ian Hobson says: “The result of a very short campaign has been nothing short of miraculous. We have distributed eight newsletters on a weekly basis to 10,000 households, taken part in radio interviews, advertised on buses, enjoyed extensive coverage in the local press, met all local primary headteachers in the school, updated the website content and images, and much, much more.”

Our cost-effective communications programme for The Malling School resulted in improved staff and student morale, the best-attended open evenings in memory and a doubling in intake of year 7 students.