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DescriptionThe client:Cranmore School in Surrey is a specialist boys' prep school - taking pupils right through from nursery to Common Entrance, feeding into all the major schools in the local area and beyond. Differentiating themselves in a competitive marketplace was critical - particularly as they compete for intake at Nursery level, pre-Prep and Prep. In particular the school understands boys and their educational needs and the whole educational programme is built to take best advantage of this. The solution:A comprehensive prospectus was develped that majored on the school's key strengths and took great care in targeting the needs of the key decision makers for shortlisting - mothers in their early 30s. The tone was highly personalised, talking in terms of 'your son' rather than 'our pupils'. The content describes the school's individual style, what it stands for and how boys benefit at every level - and not simply want the school does and how it is structured. Photography reinforces the key messages and makes it clear that Cranmore is a place where boys thrive. Sarah Loftus comments:
CProject won the business on the back of their great attention to detail, their creativity and the fact that they were the only consultancy that actually responded to the needs of the brief! |
