Tes IS Awards: Marketing campaign of the year winner

'An outstanding, totally immersive and digitally savvy campaign' saw Felsted School win for marketing campaign of the year

Catherine Lough

Felsted School

Judges were impressed by how Felsted School, in Essex, developed its digital marketing during the pandemic. Working in a small team of three, and mainly from home in isolation, the marketing team delivered an impressive array of online initiatives.

These included virtual open mornings, which were filmed and edited for online delivery. The events resulted in a strong uptick in attendance, with a 45 per cent increase in attendees to its Reception to Year 4 entry open morning, while there were 75 per cent more attendees for the sixth-form entry event.

For Year 7 to 12 entry, a dedicated new interactive event was created, with breakout rooms for sports, art, music, drama, and design and technology.

A sixth-form subject fair featured 24 subject videos, filmed in advance and promoted via a dedicated webpage, prior to a Q&A session. Meanwhile, a Year 7 taster day involved six different subject experiences for prospective pupils to take part in.

The marketing team also organised an online end-of-year speech day as well as an online parents’ meeting, using pre-recorded videos. And to boost community engagement, the team arranged an online virtual wellbeing event, attended by 20 feeder-school headteachers, as well as other exciting events, such as a hockey virtual masterclass and a STEM (science, technology, engineering and maths) competition.

Judge Rachel Hadley-Leonard said Felsted’s marketing strategy was “an outstanding, totally immersive and digitally savvy campaign in response to the pandemic: a truly comprehensive approach, with significant impact on engagement from prospective families, but also benefiting families and schools in the local community”.

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author bio

Catherine Lough

Catherine Lough is a reporter at Tes.

Find me on Twitter @CathImogenLough

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