Case study: Wellfield School

WELLFIELD SCHOOL

Wellfield School is a well-performing and aspirational secondary school located in Wingate, County Durham. The school’s performance has improved significantly in recent years, and the management team approached dodio to help them achieve their ambitions to become the first-choice school for aspirational local families.

They sought our expertise in developing their marketing strategy, website, branding and a number of bespoke design projects.

STRATEGY

We conducted competitor research and stakeholder workshops which identified Wellfield’s USPs, analysed its competition and revealed the best methods of reaching its target audiences and, ultimately, achieving the school’s corporate goals. We encapsulated this in a concise marketing plan, setting objectives for attainment, a route map of how to get there and key milestones along the way.

The first step on the road to success was to develop a consistent and coherent brand across all Wellfield’s platforms and the creation of a new website for the school.

BRANDING

We re-imagined the traditional Wellfield School shield, paying homage to its grammar school roots, with a refined Pegasus symbol enabling hi-res digital and print usage. We also typeset both the name and strapline of the school to better reflect the school’s core value to ‘Go the extra mile’.

We developed a comprehensive set of brand and tone of voice guidelines to help the school ensure their output was professional and consistent with their new brand image. It also provided the marketing department with the tools and knowledge to produce their own branded school materials.

WEBSITE & PHOTOGRAPHY

We worked closely with Wellfield’s management team to understand their requirements for their new website and developed a site which not only met these needs but enhanced the user experience through its intuitive design and enhanced accessibility.

We designed and conducted photoshoots at the school to create a library of valuable digital assets for the school which provided imagery for the new website as well as the prospectus, social media platforms and various printed marketing materials

DESIGN & PRINT

In order to ensure consistency across all of the school’s digital and material outputs, we developed a range of design templates including business cards, newsletters, leaflets, social media posts and minibus vinyls. The templates were created using open source software and we provided training to the school’s internal marketing team to enable them to develop professional and consistent marketing materials using the software and the templates provided.

When we first approached dodio, it was regarding a couple of specific projects, but they have since become a trusted and integral part of our marketing team. Working with them has helped us to articulate and plan for our strategic goals and to reinvent our brand, putting us in a strong position as we enter the new academic year.
Jonathan CoatesBusiness Manager, Wellfield School.
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