BRAND REPOSITIONING

ST PETER CLAVER COLLEGE

When St Peter Claver College decided to reposition their brand, they knew exactly who to call.

“While they’d enjoyed an enviable and long-held reputation across a range of important areas, their messaging needed to pivot to reflect the additional vital strengths they’d been developing for a changing educational landscape”, explains Kym Ebenestelli, Director & Co-Owner at dms CREATIVE. These included strong NAPLAN results, a key emphasis on individualised learning plans, and providing exceptional and equal opportunities for both ATAR and vocational pathway students.

KNOWLEDGE IS POWER – KEY INSIGHTS THROUGH COLLABORATION.

To deep dive into what this changing future could mean for the school’s brand, Kym conducted a series of brand workshops with the college leadership team. “They were incredibly enthusiastic”, recalls Kym, “and the insights generated were fantastic. Ultimately, we arrived at the idea that even though we can’t control a future that’s increasingly fast-changing, we can control our attitude to that change”. Hence, ‘Whatever the future holds… Know you can’ was born. “It’s about confidence”, relates Kym, “and a surety about your school and your potential pathway”.

'KNOW YOU CAN' – CONFIDENCE THAT FLOWS THROUGH EVERY BRAND TOUCHPOINT.

As is exemplified by these headlines from the school’s new prospectus, the surety of knowing works strongly across every aspect of the college’s offering.

Know God
Know you’re welcome
Know you want to
Know you’re ready
We know you can
Know you’ll belong
Know no limits
Know you’re supported
Know your passion

“There’s a certain buzz and energy around the team when we know we’re working hard on a strong idea for a great brand”, says Kym.

WHATEVER THE FUTURE HOLDS...

“What I loved most about working with St Peter Claver College is that they realised they needed change, and where others may have hesitated, they took sure and decisive steps to meet the challenges of the future head on”, says Kym. And what better example could a school set for the leaders and decision makers of tomorrow.