EXECUTIVE SUMMARY
St Edward’s College is a distinguished Catholic school for boys, committed to providing a well-rounded and inclusive education that caters to a wide range of interests and abilities. Renowned for its academic excellence, strong community values, and diverse opportunities, the College consistently attracts new Year 7 enrolments while filling vacancies across other year groups. Every March, the “A Day in the Life” event offers local Year 6 boys a handson experience of school life, followed by the College’s Open Day, where prospective families are invited to tour the campus and explore its unique offerings.
St Edward’s stands out with its expansive curriculum, school-based apprenticeships via a robust VET program, and its partnership with St Joseph’s College for senior subjects. The College is part of Edmund Rice Education Australia, a national network of schools who are all aligned with the Touchstones of Liberating Education, Gospel Spirituality, Inclusive Community and Justice and Solidarity. Guided by these Touchstones we aim to provide a liberating education, based on a Gospel spirituality, within an inclusive community, committed to justice and solidarity. In addition to being part of the national Edmund Rice network, St Edward’s is also an active member of the Edmund Rice Education Beyond Borders movement. Together with over 280 Edmund Rice Ministries worldwide, we work to inspire global connections and promote action through education for a just world for all people and the planet.
This marketing plan adopts a structured funnel approach to maximise engagement and drive enrolment.
1. Value Proposition
St Edward’s College offers a nurturing, values-driven educational experience that equips students to excel academically, socially, and spiritually. The College stands out through its diverse curriculum, which caters to a wide range of student interests, talents, and abilities, along with a robust co-curricular program. A strong vocational education offering, including school-based apprenticeships, further enhances students’ preparedness for future careers. Central to the College’s philosophy is the belief that every student should be challenged to achieve their personal best, fostering a culture of excellence and growth. By cultivating an inclusive community where “there is a place for everyone,” St Edward’s sets itself apart as a holistic institution, encouraging students to develop both academic and practical skills to succeed in their future endeavours.
2. Product Mix
St Edward’s College delivers a holistic educational experience, offering:
• Academic Programs: St Edward’s College offers a diverse curriculum across each stage of learning, ensuring that students are both challenged and supported to achieve outstanding academic results. The College provides a comprehensive educational experience that caters to a wide range of interests, talents, and abilities, promoting excellence across all areas of study.
• Vocational Education and Training (VET): School-based apprenticeships and traineeships, and work placements, set St Edward’s apart by providing real-world experience and practical skills regularly leading to full-time employment and ongoing training beyond school.
• Extracurricular Activities: An extensive selection of clubs, sports, and cultural activities to cater to a wide variety of interests, gifts and talents.
• High Potential Learners and Talent Workshops: The College has established a Stage 4 High Potential Learners program and has recently introduced an ISTEM Elective in Stage 5. The College has an established High Potential Learners program for Year 4 and 5 students from local primary feeder schools.
• “A Day in the Life” Experience: A March event for Year 6 boys, offering an interactive day exploring lessons and subjects available at the College.
• College Open Day: Following “A Day in the Life,” families attend a physical tour of the campus led by current students and visit working classrooms and impressive campus facilities.
• Service-Learning Program: The Waterford Project, connect students to their local community through a compulsory service-learning program, fostering a spirit of compassion and responsibility.
‘St Edward’s College offers a nurturing, values-driven educational experience that equips students to excel’
3. Branding Message
St Edward’s College positions itself as an inclusive, all-encompassing educational institution within the Edmund Rice Education Australia network. This affiliation reinforces the College’s commitment to establishing a safe and inclusive learning community that prioritises academic development in young people, providing learning experiences that develop the necessary knowledge, skills values and attitudes to thrive in a world which is constantly changing. Branding emphasises:
• A Place for Everyone: Highlighting the broad selection of subjects and activities, the College appeals to students with diverse interests and abilities.
• Values-Driven Education: Building Good Young People
At St Edward’s College, Catholic values are seamlessly integrated into academics, extracurricular activities, and service programs, reinforcing the College’s commitment to fostering respect, compassion, forgiveness, inclusivity, resilience, and community engagement. Through a collaborative partnership with families, we ensure that these values are not only taught but actively lived, helping to shape young people who are morally grounded, compassionate, and committed to making a positive impact in the world. This holistic approach nurtures the personal and spiritual growth of
every student, preparing them to lead with integrity and purpose.
• Real-World Preparation: Through VET programs and apprenticeships, students gain skills for academic and career success.
• National and Global Network: St Edward’s is a proud member of the Edmund Rice Education Australia network of Schools of which there are 55 and the worldwide movement of schools under the banner of Edmund Rice Education Beyond Borders.
This brand message assures families that St Edward’s is a comprehensive learning environment dedicated to nurturing well-rounded individuals ready to succeed in various fields.
4. Target Audience
• Primary Target: Parents of primary-aged students in Catholic and non-Catholic schools, particularly Year 6 boys interested in Year 7 enrolment.
• Secondary Target: Families looking for openings in other year levels and those interested in the extensive VET program, school based traineeships and apprenticeships.
• Early Engagement: Families of students in Years 4 and 5 interested in “Talent Workshops.”
• A Place for Everyone.
• Values-Driven Education. Branded Message
5. Marketing Objectives: How Do We Measure Success?
The primary objective for St Edward’s College is to drive increased enrolments. Success is measured by the growth in Year 7 enrolments at the start of each school year, as well as maintaining and expanding enrolment numbers in Years 8-12 throughout the year.
Achieving this goal involves nurturing a positive community perception of the College, consistently reinforcing its image of excellence in education. We are committed to offering a diverse, well-rounded curriculum while fostering a safe, supportive, and engaging learning environment. A key aspect of our mission is to provide an education that supports the development of young men into well-rounded individuals.
Effective communication is at the heart of our marketing efforts. Through a range of platforms, including social media, our website, newsletters, and events, we share important information, celebrate our achievements, and cultivate a sense of community and belonging. Positive word-of-mouth, fuelled by these marketing efforts, further enhances our reputation, helping to drive enrolment growth.
Ultimately, the goal of our marketing strategy is to create awareness, generate interest, and establish a positive perception of St Edward’s College. This, in turn, drives enrolment growth, ensuring the long-term sustainability and success of the College.
Our marketing objectives include:
• Strengthening the College Brand: Maintain consistency across all communication platforms, both visually and in messaging, with key taglines such “Challenge Nurture and Inspire” , “Where Young Men Achieve” and “A place for everyone”
• Increasing Awareness: Raise the visibility of St Edward’s College and ensure it remains top-ofmind for prospective families in our community.
• Early Engagement: Attract younger students through “Talent Workshops” for Years 3 and 4, building early connections and future enrolment interest.
• Boosting Enrolments: Drive enrolments through targeted advertising, with a particular focus on social media strategies.
• Targeting Key Demographics: Engage parents of primary and high school-aged students within the Gosford catchment area and beyond, ensuring we reach our key audience effectively.
• Highlighting Our Unique Offerings: Promote our College’s facilities; mission; history; Justice, Peace and Advocacy Program; and notable achievements in academics and sports, while emphasising the benefits of a male-focused learning environment in Years 7-10 and co-educational classes in Senior Years.
• Showcasing Unique Events: Highlight events that set St Edward’s apart from other schools in the Gosford region, such as house-based events, Open Day, and significant adult celebrations, Community Christmas Carols, Performing Arts Showcase, Careers Expo and the St Edward’s College Football Academy.
By focusing on these objectives, St Edward’s College will continue to build its reputation as a leading institution in the region, fostering a thriving, engaged community and ensuring sustained enrolment growth.
6. The Marketing Funnel Strategy
Using a marketing funnel approach, St Edward’s College strategically guides prospective families through the Awareness, Interest, Consideration, and Action stages to drive enrolment. Each stage employs targeted activities designed to engage families, showcase the College’s strengths, and encourage enrolment.
Stage 1: Awareness
Objective: Build awareness among families, particularly those new to the College.
Activities:
• Paid Social Media Campaigns: Targeted advertisements on Facebook, Instagram, and Google display networks highlight key aspects of the College, such as academic excellence, extracurricular programs, and values-based education.
• Digital Signage and Billboards: High-traffic areas feature messaging that reinforces the College’s reputation and community presence.
• Community Involvement Stories: Engaging content showcasing student achievements, service projects, and alumni success stories is shared through social media and local media outlets.
• Feeder School Engagement: Presence at Catholic primary school events and newsletters to introduce St Edward’s College to younger families.
Stage 2: Interest
Objective: Engage prospective families by providing detailed information on the College’s diverse programs.
Activities:
• Email Campaigns: A series of emails sent to interested families provide information about the curriculum, specialist programs, and student experiences.
• College Website: An intuitive and mobile-friendly website with comprehensive content on academic
offerings, VET options, co-curricular activities, and pastoral care.
• Targeted Ads: Remarketing ads to website visitors reinforce key messages and encourage further exploration.
Stage 3: Consideration
Objective: Showcase St Edward’s as a standout choice for education.
Activities:
• “A Day in the Life”: Year 6 boys participate in sample lessons and explore the College in a fun, interactive day.
• Open Day: Families tour the campus with current students, learn about the College’s programs, and visit working classrooms.
• Tour with the Principal: Tour bookings available on the College Website
• Parent Testimonials & Case Studies: Real stories from current families and alumni highlight the impact of a St Edward’s education.
Stage 4: Action (Enrolment)
Objective: Convert engaged families into enrolled students.
Activities:
• Follow-up emails to families who attend “A Day in the Life” and Open Day, encouraging them to finalise applications.
• Engagement with Accepted Families: Preenrolment orientation events help students and parents feel welcomed and confident in their decision.
By employing this structured funnel approach, St Edward’s College nurtures prospective families at every stage, ultimately increasing enrolments and strengthening community connections.
January
• Enrolments open
• Advertisement for ‘Day in the Life’ Continues (paid)
• Social media back to school information
February
• Continue Advertising for ‘Day in the Life (paid)
• Commence advertising for Open Day (Paid)
• Social media daily promotion
July
• PDHPE students referree at Primary Sporting Gala Days
• Enrichment Days for Years 3 and 4 continue
August
• PDHPE students referree at Primary Sporting Gala Days
• Enrichment Days for Years 3 and 4 continue
March
• ‘Day in the Life’ event
• Open Day event
• Commence advertising for Enrolments Open (paid)
September
• PAT Testing for Year 6
• Social media daily promotion
April
• Enrichment Days commence for Years 3 and 4
• Email prospective families if they have not enrolled
May
• Enrolments for Year 7 close and offers sent
• Enrolment interviews
• Continued daily social media promotion of events
June
• Enrichment Days for Years 3 and 4 continue
October
• Social media daily promotion
November
• Primary School Football Gala Day
• Year 6 Orientation
• Year 6 Information Evening
December
• Commence ‘Day in the Life’ advertisement (paid)
• Christmas Hamper Presentation and Advertising
• Community Christmas Carols Event
8. Marketing Channels and Tactics
a) Digital Marketing
• Social Media Paid Advertisements
• Social Media Posts and Stories
• College Website
• Email Marketing
b) Offline Marketing
• Digital Signposts
• Open Day Event Promotion
• “A Day in the Life” Event
• “Talent Workshops” for Years 3 and 4
c) Community Engagement (Year-Round)
• College Community Involvement
9. Threats
Competitive Schools: Other Catholic and Independent schools may offer similar experiences, creating enrolment competition.
11. Budget Allocation
Economic Factors: Financial uncertainties may impact private school enrolment.
Demographic Shifts: Changes in local population preferences may affect enrolment.
Digital Fatigue: Overexposure to digital ads may decrease their effectiveness; balancing with community engagement is essential.
Reputation Management: Maintaining a positive image is vital as negative feedback could deter prospective families.
10. Evaluation and Metrics
• Social Media Ads
• Website Analytics
• Email Campaigns
• Event Attendance
12. Future Recommendations
a) Retargeting Ads
Objective: Re-engage website visitors and families who have interacted with our advertisements but have not yet completed an enrolment application.
Implementation Steps:
• Generate Google Analytic reports for the College website to analyse social media platforms to identify engaged users.
• Create personalised retargeting advertisements highlighting unique aspects like the VET program, “A Day in the Life,” and testimonials from current students.
b) Partnerships with Local Schools
Objective: Strengthen ties with Catholic feeder schools and build relationships with non-feeder schools for student referrals and early engagement.
Implementation Steps:
• Schedule collaborative events with feeder primary schools, such as sports days.
• Offer exclusive tours and presentations to nonfeeder schools to introduce Year 6 students to St Edward’s College.
• Provide resource-sharing or professional development opportunities for teachers in local primary schools to reinforce relationships.
c) Community Storytelling
Objective: Leverage stories from the St Edward’s community to showcase values, achievements, and unique programs, building an emotional connection with prospective families.
Implementation Steps:
• Feature weekly “Student Spotlights” on social media, highlighting achievements in academics, VET, and community service.
• Publish a series of blog posts and videos on
the website featuring alumni success stories, community service projects, and partnerships with St Joseph’s College.
d) Virtual Open Day Experiences
Objective: Offer virtual tours and interactive webinars for families who cannot attend Open Day, broadening access and reach.
Implementation Steps:
• Organise a live Q&A webinar featuring teachers, students, to answer common questions about the curriculum, VET program, and extracurriculars.
e) Enhanced Alumni Network Engagement
Objective: Utilise alumni connections for mentorship opportunities, potential partnerships, School Based Traineeships, and building community loyalty.
Implementation Steps:
• Include alumni spotlights in the College’s marketing material and social media, reinforcing the value of the St Edward’s community.
• Work with alumni to explore sponsorship opportunities or community partnerships that further support College programs and initiatives.
f) Sponsorship of Local Community Events
Objective: Increase visibility in the local community and strengthen the College’s reputation as a communitycentred institution.
Implementation Steps:
• Identify popular local events, such as community festivals, sports tournaments, and charity events, that align with the College’s values and target audience.
• Sponsor events by providing branded materials (eg banners, merchandise) and student volunteers, who can help at the event while sharing their experiences at St Edward’s.
• Set up a booth or information table at key events or local shopping centres where staff and student representatives can distribute information, answer questions about the College, and discuss enrolment opportunities.
• Use social media to promote the College’s sponsorship of these events, highlighting the College’s active role in supporting the community. Post-event, share photos and stories to further engage prospective families.
• Football Academy students setting up displays at local grounds on weekends.
g) Parent and student testimonials
Objective: Incorporate powerful messages of satisfaction, by students, parents, staff and community members on the College Website and in social media.
Implementation Steps:
• Video successful alumni to speak of their experience at the College.
• Request permission from parents who provide positive feedback to the College via email and verbally to use this feedback as testimonial.
• Interview and record staff speak about their teaching experience at St Edward’s. Utilise these testimonials in the recruitment process.
• Interview and record students talk about their educational experience at St Edward’s
“A
info@stedwards.nsw.edu.au