THE BRIEF +20% student growth required for Birkdale North School’s bilingual French Unit.
Obstacles: Lower decile school in need of renovation with a historical poor perception trying to attract French-speaking families (mostly upper-class expats) Location: long travel distance for quite a big share of the French community centred around the other side of the bridge as well as Takapuna / Devonport. Low brand awareness: Birkdale North School is the second of two schools in Auckland to offer a French bilingual unit with the majority of the audience only knowing of the other school.
OUTCOME + Almost 50 confirmed enrolments and pre-enrolments, building a sustainable pipeline of students for the school all the way to 2022. + 30% growth year-on-year in 2018 for the French bilingual unit (exceeding the original goal) While the campaign specifically targeted the French bilingual unit, a +20% increase in growth across the whole student body has been experienced when prior the campaign, student numbers were trending down +1 extra class opened in the wider school.