10 February 2020
Notre Dame School has won the marketing campaign of the year award at the prestigious Tes Independent School Awards 2020.
Notre Dame has focused on customer-facing activities over the last three years, while cutting its marketing and admissions expenditure by 50 per cent and its advertising expenditure by 85 per cent. New admissions and marketing approaches were introduced, aimed at creating an accessible, transparent and kind admissions journey that would be less stressful for prospective parents and children. Friendly, informative welcome packs were produced, while key messages were identified to build a word-of-mouth reputation and address misconceptions. Importantly, the role of the admissions team was reframed as that of an advocate for families rather than a gatekeeper.
The figures are impressive. The senior school roll is up by 18 per cent in two years, and applications at 11plus have risen by 42 per cent; the school is now a first-choice destination for candidates, including those of the highest ability.
Lead judge Rachel Hadley-Leonard said Notre Dame had run a brave and insightful campaign that recognised the importance of customer service throughout the admissions journey. “The school took bold steps to cut back on more traditional marketing strategies and focus on ensuring that every family was given a personal and five-star customer experience, resulting in pupil growth and improved feedback,” she added.
Mrs Anna King, senior school headmistress said: “We are delighted to win this prestigious award for our marketing strategy. It genuinely reflects the ethos of our whole school and is a credit to every member of staff.”
Winners attended a black-tie event at the Grosvenor House Hotel, London, hosted by award-winning comedian Ivo Graham, where more than 400 attendees celebrated all that is outstanding in independent schools across the UK