2024 Winner

CASE SUMMARY

Imagine a small private school known as being only for the rich and elite, tied to the Catholic church and the baggage that goes with it, and no public awareness of your unique approach to education. Add in rising tuition in a sputtering economy, and perhaps it’s no surprise that St. Bonaventure’s College (St. Bon’s), an independent K-12 school in St John’s, Newfoundland, was facing a crisis. Enrollment had declined 27% since 2019, putting the school’s very existence in jeopardy.

The objective: Differentiate the school from its longstanding, traditional image and convince parents that St. Bon’s is worth the substantial investment over public school.

Most education campaigns serve up the same generic platitudes. But St. Bon’s is different. Teaching in the Jesuit tradition, the curriculum is based on compassion, curiosity, and critical thinking. They’ve found that by focusing on these values, academic success will follow. And no other school in Newfoundland has helped 28 students become Rhodes Scholars. No other school has 100% university acceptance.

“What did you learn today?” It’s an age-old question asked by parents every day. And while usually answered with a shrug, St. Bon’s promises parents a better answer. Students are taught social justice and leadership alongside science and math. They practice gratitude and respect the same way they practice their times tables. They’ve learned that when you encourage critical thinking, compassion, and curiosity, academic excellence is inevitable. Mark Twain once said, “Don’t let school get in the way of a good education.” They couldn’t agree more.

The campaign launched on 29 May 2023. With St. Bon’s world-renowned music program, it was only natural to make music their storytelling device. An original arrangement of Beethoven’s Ode to Joy drove the campaign video, Ode to Joy of Learning, which showed parents what it looks like when students are engaged and inspired, from beekeeping and environmentalism to volunteering and compassion. And billboards in the city center spoke to the school’s values.

Parents also needed the proof. They followed up with :15 videos that spoke to academic outcomes (28 Rhodes Scholars, 100% university acceptance rate, etc.).

On social, they introduced student and staff profiles, and digital display drove to a revitalized website that carried forth the campaign messaging.

There were more than 19K new unique visitors to the St. Bon’s website (55% YOY increase) and more than 4.3K visits to the ‘Apply Now’ page (1,208% YOY increase).

More importantly, the campaign resulted in 53 new school registrations for September 2023, a record increase. With a total campaign budget (media, production, fees) of just under $150,000, the revenue from 53 new students equates to a ROAS of 315%.

However, enrollments are different than one-time sales. Over the course of their education, those 53 students will generate up to $6,890,000 in revenue, bringing the lifetime ROAS to 4,095%. And St. Bon’s is just getting started. There’s a new sense of pride and renewed interest with parents, alumni, and the broader community.

Credits

Agency: Target
Creative Director: TJ Arch
Associate Creative Director: Jennifer Szilagyi
Copywriters: TJ Arch, Joel Felker, Melissa Bassett
Art Director: Jennifer Szilagyi, Joshua Lang
Digital Art Director: Amanda Blackwood
Agency Producer: Matt Tucker
Director of Creative Production: Vivian Tulk
Strategic Planners: Noel O’Dea, Jef Combdon
Director of Communications & Media Planning: Jef Combdon
President: Catherine Kelly
Account Director: Jane Hall
Senior Developer: Tim Carew
Digital Production Artist: Sarah Stone
Digital Image Photoshop Artist: Dejan Vucicevic
Director: Christian Sparkes
DOP / Editor: Cecil Johnson
Production Design / Sound Design / Sound Mix: Matt Thomson
Photographer: Chris Crockwell