Coomera Anglican College has risen to become 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 was tasked with bridging the gap from the past to an exciting future, to unite its community under an integrated brand and draw new families to the school through a compelling new campaign.
Following focus groups, in-depth interviews, a competitor analysis and a brand refresh, the agency developed a new public-facing campaign to help the college position itself as the private school of choice for the rapidly growing northern Gold Coast region.
To stand out in the crowded private school space, NWO looked outside of schools for inspiration—drawing from global sports and technology brands. The resulting campaign steers right away from traditional school advertising.
With a script drawn from lyrics of the college’s song, paired with inspiring footage, the video acknowledges the past while painting a vivid picture of the future.
“It was a pleasure working with New Word Order to develop the new creative for our college. They took the time to get to know what makes our college unique and helped put that into tangible storytelling,” said Aimee Bartlett, marketing and communications manager at Coomera Anglican College.
Suzanne Oxford, CEO and copy cirector, New Word Order, added: “So many schools don’t get right the one thing that will help them stand out from others and attract more enrolments: their positioning.
“To help set Coomera Anglican College apart from its many competitors, we purposefully backed away from how schools usually advertise—there’s so much same-same in school marketing that schools all start to look and feel alike. Instead, we really listened to what defined them, and that gave us our brand strategy and story.
“Add to that the sheer quality of what we were able to create because of our amazing team and crew, and you have a campaign that makes each of us very proud.”
Coomera Anglican College
Andrew McGuckin – Head of Design
Suzanne Oxford – Copy Director
Kat Scott – Producer/Account Manager
Rich Wang – Videographer
Christian Tiger, Compadre – Photographer
Derek Leong, Dek Art Design – Retoucher
Anasiou Canaris, The Post Office – Editor
Ross Batten, Rosco Audio – Sound Designer
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