Being different…it works

This is a bit of self praise.

The ad on the right was written in haste in a meeting with a school headmistress (am I allowed to use that title now?) and communications person, after they were going to run the traditional Open Day advertisement for their school.

It only took 30 minutes to write and edit the text, and to come up with the Lapel Button copy. But then to persude the school to take a full page rather than a quarter, and then to talk about leadership of all the other schools in the area by setting up the questions parents ask, took a little longer.

They had courage, took advice and pushed the concept to its limits by shopping centre displays, carpark distribution of reprints and some PR releases.

It worked. Other schools commented on the ad, ten new enrollment enquiries and a much more visible presence.

Take the plunge. Be different, speak to the issues and have relevant answers. Whether you are a corporation, government or a school. It works.

Geoff Holt