Values-led marketing – with a spark

Ackworth School

Define

  • Campaign strategy

Design

  • Campaign identity
  • Campaign look and feel
  • Website design
  • Design and artwork rollout
  • Digital and printed design
  • Digital asset design
  • Campaign video
  • Photography
  • Print and digital brochure design
  • Publication design
  • Campaign planning

Deliver

  • PPC
  • Facebook campaigns
  • Google campaigns
  • Campaign management
  • Lead generation campaigns

Results

+ 0 %
Paid search has more than double
conversion rate of organic
0 %
Of overall website conversions from paid search,
from a well qualified 6.25% of website traffic

"As a school, we've worked closely with Wrapped for several years, so we're in a good position to comment on both their work and client relationships. They understand the school and our ethos, and have helped us deliver a full brand refresh, as well as innovative on and offline campaigns that have delivered good results. They’re a lovely bunch of people with high standards who take evident pride in their work and are always happy to help"

Putting values front and centre

Everything at Pontefract’s Ackworth School is built on the foundation of its Quaker values – a constant for more than 240 years. But there’s nothing old-fashioned about today’s facilities and teaching staff – or the spirited, resilient and creative pupils, who act with kindness and responsibility.

But how could the school stand out from its competitors – and explain why those values are as relevant as ever? Our long-standing relationship with the school means we had the answers at our fingertips.

Flexing existing branding to move with the times

With the school’s educational and pastoral offering evolving constantly, we checked in on the brand, to make sure it was keeping pace. A few tweaks – including a revised brand architecture complete with new sub-brands, accent colours and iconography – gave it the scope needed to roll out new services seamlessly.

Building impactful digital campaigns

As well as the ‘always on’ PPC campaigns and lead generation campaigns we’ve been running for Ackworth for a while, we set to work on a comprehensive search and display campaign focusing on the ‘wraparound care’ the school offers its pupils.

Creating a specific landing page as the hub of the campaigns, we saw an uplift in traffic, with a very strong click-through rate and a decent conversion rate. We targeted parents looking for private schools, and our parameters proved successful – paid search has the highest conversion rate of all channels on the website, more than double that of organic search.

Reflecting values in design

Our track record in designing for Ackworth (we’ve created multiple visuals over the years, including a regular publication and website design) gave us a head start.

We know the teaching and leadership teams put the child at the heart of everything they do – so we reflected that with imaginative, bold assets that also emphasise how the school is different to its rivals.

And we work collaboratively, drawing on the organisational memory of Ackworth’s longest-serving staff, while welcoming the newcomer’s perspective from the school’s more recent hires. It’s a good example of preserving the tradition that makes Ackworth such a compelling environment while looking to the future.