<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=327555231022936&amp;ev=PageView&amp;noscript=1">
  • Keep up with the news

    Get the latest marketing news delivered to your inbox. Sign up to our free enewsletter.

    Sign up to our Newsletter PSM sign up

    Sign up to our free enewsletter
  • Manage your reputation

    We’ll show you how to build and preserve your brand's reputation.

    btn-schools btn-business

    build and preserve your brand's reputation
  • Get the job done

    Save time by coordinating your marcom activities under one roof.

    learn more learn more

    communications support program
  • Subscribe to our podcasts

    Listen to Brad and Scully’s insights into the world of marketing. Subscribe to our free podcasts.

    subscribe to our podcast subscribe to our PSM podcast

    Subscribe to our free podcasts
  • Get found online

    Learn how to get found online by people who are looking for the services you offer.

    Education Inbound Marketing Business Inbound Marketing

    get found online
  • It’s strategy first

    Never be lost for words again. Messaging that will help you grow.

    Education - Map Business - map

    key messaging
  • Websites that WORK for you

    Discover how to create websites that deliver results.

    Education WEP Business WEP

    create websites that deliver results
  • The power to influence

    Does your visual identity help or hinder your growth?

    education - vip business - vip

    visual identity

school marketing news

How to build a new school brand: a new era in education

Posted by Suzanne Willcock

How to build a new school brand: a new era in educationAmalgamating two established schools, each with its already established identity and vibrant school community presents a number of communication challenges, not least the potential for confusion and misinformation within the existing school communities. Here’s how St Mary MacKillop College tackled the challenge on how to build a new school brand.

Communications Challenge

St Mary MacKillop College is a Catholic co-educational school catering for Kindergarten to Year 12 students in Busselton, Western Australia. The College, which opened in February 2016, was born out of the unification of two existing schools — St Joseph’s School and MacKillop Catholic College.

Chris Wallace, then Principal of MacKillop Catholic College, contacted imageseven in 2015 with the priority to ensure a smooth transition for the planned amalgamation of the two existing schools and to ensure any concerns or confusion around the amalgamation were identified and mitigated with a communications plan and key message guide.

Early talks revealed that while the amalgamation of the schools would bring significant benefits for the local community, the value was not immediately apparent and had not been articulated to the school community, or internally to school staff.

Compounding the communications challenge was that, as a new entity, St Mary MacKillop College lacked any demonstrated heritage or credibility for prospective customers, and had no brand recognition outside of the school community — a barrier for attracting new enrolments to the College.


Understanding and defining St Mary MacKillop College’s value proposition — why parents would choose the school over its competitors — was critical. The College is at the heart of its small community, where it encourages a love for life and a vibrant outlook for its students. The amalgamation would mean a new era for education in the south west of WA. With this understanding, imageseven developed a strategy that identified the issues associated with the amalgamation and then created Key Messages for the School to consistently and accurately communicate its value to existing and prospective parents and position it in the marketplace.

In bringing the two schools together, a new visual identity was required and imageseven worked with the School to refine its logo, establish visual identity guidelines and then implement this across stationery and uniforms.


On 1 February 2016, St Mary MacKillop College welcomed new and returning families to the College for the school year. Reports from the school indicate that the marketing and communications efforts undertaken in 2015/2016 effectively communicated and mitigated any concerns around the amalgamation and met the information needs of parents in the respective School/College communities.

imageseven’s ultimate measure of success is client satisfaction and in 2016 St Mary MacKillop College became a member of imageseven’s School Marketing Institute (SMI) mentoring program, a simple, but revolutionary marketing system to help school's take their marketing to the next level.

“The School Marketing Institute has proven to be a very useful resource for St Mary MacKillop College. The fact we have access to a host of marketing tools in one place is fantastic and will help us in achieving the goals for our school. The mentoring calls and the website are also well structured to really help us advance our marketing knowledge and skills,” said Linda Tolley, Marketing and Communications Coordinator, St Mary MacKillop College.

To learn more about the School Marketing Institute you can contact Andrew Sculthorpe directly on 1300 301 995, by email at andrew@imageseven.com.au or register for more information.

School marketing institute

  Free school enewsletter

This blog was written by Suzanne Willcock

Suzanne Willcock is a Senior Account Manager for imageseven. She is a professional services and education marketing specialist who happens to love copywriting and blogging. She is also particularly fond of interior design magazines and home renovation shows.


Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School website, School marketing strategy, Content marketing, Content marketing distribution, School marketing, School, Marketing automation, School Marketing Institute