From the Nominator

"Bootham School in the UK provides a different kind of learning environment. Because it's a Quaker school, students get the academic qualifications they need to go on to the next stage of education, but they also acquire the wisdom needed to lead a good life.  

The team at Bootham wanted to attract more local and UK boarders. They also wanted to increase the understanding of flexible boarding, as well as full time boarding and the benefits this brings for the whole family. Additionally, they wanted to demonstrate the diversity of students’ successes across various sites. They created a campaign called Celebrating All Round Success. It was a multi-channel campaign across search and social, promoting case studies of students who have excelled in a variety of studies.  

The results were hugely positive in all areas and brought substantially more awareness to the brand, as intended. The campaign translated into more enquiries and personal visits, with an increase of families specifically requesting boarding information. Open days saw a 116% increase in the number of families signing up for a specific boarding tour.  

An added bonus was the positive impact on the relationship between the marketing and boarding departments of the school. The boarding staff were delighted to be able to showcase the hard work they do and have been able to see the real ‘feet on the ground’ difference the campaign has already made to enquiries."

From the Judges

The campaign effectively showcased the school's unique approach to education, highlighting the success stories of students across various disciplines. It successfully attracted more local and UK boarders, increased awareness of flexible boarding options, and fostered positive engagement between marketing and boarding departments. The campaign's impact on enrollment numbers and the demonstrated transformation in prospective parents' perceptions made it stand out among the other nominations.