Pilgrims Pre-Preparatory School, Bedford

Pilgrims Pre-Preparatory School is an independent school in Bedford for children aged three months to seven years.

Our advertising arm, Prominent Media, has managed their advertising since 2012. Prominent PR began working with Pilgrims in 2018 to provide PR support.

Prominent work alongside Prominent Media to promote the schools’ open days and attract prospective parents from around the Bedford area. The PR support is aimed to target different platforms and subsequently a new target audience.

Objectives:

• To raise the profile of Jo Webster as headteacher
• Position Pilgrims as the top Pre-Preparatory School in Bedford
• Promote Pilgrims as an exception employer and an outstanding place to work
• Generate leads for the schools open day events
• Strengthen the schools relationship with the press including local media and trade journalists,
• Increase following and interaction on the schools social media platforms

Work has included:

• Writing monthly blogs
• Identifying and writing award entries
• Managing Pilgrims’ social media accounts including, Facebook, Twitter, Instagram and YouTube
• Producing social media graphics
• Identifying editorial opportunities and news stories to secure coverage in the press
• Attending and producing a comprehensive report for the schools quarterly Governor’s meeting
• Managing the website and ensuring all information and documents are up to date, including creation of the sign-up forms for their open days
• Creating and updating new website pages, including their dedicated home learning page which was implemented during the coronavirus pandemic, and a dedicated results page
• We undertook a website review on the user experience and technical aspects of the site. Prominent worked alongside the website developer to implement these recommendations
• Manage the schools Google Analytics account, and provide a monthly update on the statistics for the month and areas for improvement
• Provide media buying and planning services to help support promotion of the schools offering, including the open days in March and November and staff recruitment
  • Traditional – outdoor, radio and print
  • Digital – social media advertising, Google pay per click search campaigns, digital display advertising and online advertorials

Additional projects have included:

• Provide campaign strategies and execute the plans to raise awareness of the school
• Designing and arranging the printing of collateral of the schools Prospectus and Pilgrims’ Little Book of Extras 
• Sourcing and managing the schools 360 virtual tour project
• Producing video content to promote Pilgrims’ offering to be used on their website and social media channels

Outcomes

The main focus over the last few years has been to increase admissions at the school through the schools open day events in the spring and autumn.  

However, due to the coronavirus pandemic Pilgrims were unable to hold their big open day events, and instead small one-to-one tours were offered. Prominent provided a strategic and creative campaign plan to target prospective parents during a somewhat difficult time.

In 2021, Prominent helped generate over 100* enquires from the marketing campaigns from the website alone.

Following the success of the campaigns, the website has been updated to advise prospective parents that there are some areas of the school which are currently full for this academic year and next.

Aside from generating leads, Pilgrims’ social media analytics have increased due to new video content as part of the Pilgrims’ at Home series, and the open day everyday campaign. This is also reflected on the website visitors and the dwell time spent on the site.

Pilgrims was also shortlisted in the Independent School of the Year Awards 2019.

*data collected from sign up forms on the schools website

 

Client feedback:

“Not only do Prominent provide strategic thinking across a number of different media outlets, but they deliver creative solutions to our communications requirements. Their overall approach results in our message reaching the parent with whom we want to engage and attracting them along to our open days and other events throughout the year.”
Karen Sinclair, Pilgrims Pre-Preparatory School.