[{"type":"vizyBlock","attrs":{"id":"vizy-block-GgxMHLzdFt","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Challenge","headingColour":"text-black","headingSize":"text-2xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"Brands should go before you, showcasing a school’s distinctives, paving the way for more positive conversations to come. However, this was not the case at first for the School of Distance Education Charters Towers (SDECT).\n\nAs we learned more about the school through in-depth interviews with students, parents and staff, we discovered the school for what it is: contemporary and worthy of its national audience. The school had far surpassed what its brand represented, and it was our job to launch its look into the 21st century.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-rq6KvKDblN","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Strategy","headingColour":"text-black","headingSize":"text-2xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"We discovered what made SDECT different to other distance education schools: its willingness to accept any child—students who live in isolated locations, have been expelled, live with disabilities or have learning difficulties, or have chronic physical or mental illness. The school's level of care, personal attention and customisation sets it apart.\n\nThe stories we heard from our research formed the basis of our messaging strategy. We posed this question to prospective families: 'What if an entire school exists only for your child?' All of our messaging was crafted around this idea.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-aqpv5uCKsx","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Brand rollout","headingColour":"text-black","headingSize":"text-2xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"We started by replacing the logo, colours and photography to create a fresh, clean and sophisticated look. We developed a range of applications for the new brand across collateral including certificates, banners and signage.\n\nWe also developed an informative website separate from the official school website, built for prospective parents. It houses information and stories about learning from home. As part of the website, we developed a range of downloadable fact sheets providing more detail on each topic.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-5huCNjtxBM","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Campaign","headingColour":"text-black","headingSize":"text-2xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"Once the brand and website were in place, we developed an email campaign to organisations and other schools to build awareness. We sent electronic direct mail to four target groups, each with a clean look and strategic messaging.\n\nWe also developed the school’s first-ever social media presence through Facebook. We created content and built an engaged online community within six months, all while we trained and mentored their inhouse communications team to carry the work forward.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}},{"type":"vizyBlock","attrs":{"id":"vizy-block-lG2tB4Nlor","enabled":true,"collapsed":false,"values":{"type":"type-0jFlVakMTB","content":{"fields":{"sectionHeight":"h-auto","backgroundColour":"bg-white","textBuilder":{"new1":{"type":"heading","enabled":true,"collapsed":false,"fields":{"headingText":"Impact","headingColour":"text-black","headingSize":"text-2xl"}},"new2":{"type":"text","enabled":true,"collapsed":false,"fields":{"text":"SDECT was not prepared for what came next. Enrolments increased by 255 per cent—from fewer than 900 to 2300—in 2018. And in 2019, we again targeted enrolment growth for SDECT. We also ran a recruitment campaign to meet demand with quality teachers.","textSize":"text-xl","textColour":"text-black"}}},"buttons":[],"sectionTitle":null}}}}}]