Holland Park State High School is a boutique high school located in the inner city of Brisbane preparing students for an active and productive life beyond school. Holland Park reached out to Outsource2Us in 2016 for marketing support after being referred to us by a school we had worked with previously.
With so many schools offering quality education, there is now a need for strategic marketing campaigns to not only connect schools with potential families, but also build strong brand equity within the community, leading to a competitive edge.
The Outsource2Us team used a combination of graphic design to re-brand the school, website development for a refreshed website, community engagement, advertising and on-site support to build brand equity and to strategically reposition Holland Park State High School as an educational leader in the area. Outsource2Us continues to provide support to Holland Park for all their marketing and communication activities.
Our process began by implementing a strategic rebranding campaign followed by ongoing marketing support to develop brand equity and increase relationships with potential families within the community.
The process can be broken down into five key elements:
Outsource2Us collaborated with Holland Park State High to redesign their school emblem and achieve a cohesive rebranding campaign, reflecting professionalism and excellence across all marketing platforms, resulting in increased brand equity and interest from potential families.
The team focused on generating captivating visual content, conducting professional photoshoots, drone footage, and promotional vignettes to showcase Holland Park State High’s key features and programs, while also managing the website to deliver updated and engaging content to potential parents and the broader community.
The team aimed to engage the wider community by implementing a Gold Card Reward Program in collaboration with local businesses, promoting positive student behavior with merit points for discounts. Additionally, they established an Alumni Program to connect past students, showcasing their accomplishments, providing advice, and gaining valuable marketing through word-of-mouth across personal and professional networks.
To enhance community engagement, our team organised paid advertising in QUEST’s Schools of Excellence Magazine and established advertising opportunities with nearby “feeder schools,” creating a strong student pipeline and driving interest to Holland Park State High. Additionally, we facilitated cross-promotional enrollment with Education Queensland International, showcasing the Homestay Program for international students and high-performance areas, expanding the school’s reach to potential families both locally and overseas.
Outsource2Us collaborated closely with staff and management teams at Holland Park State High, providing on-site support one day a week during the school term to build strong working relationships, facilitate instant feedback, and conduct strategic brainstorms, resulting in effective results and increased student enrolments as praised by the Principal, Jocelyn Roberts.
By working closely with the determined staff at Holland Park State High School, the Outsource2Us team were able to achieve all of the outlined KPIs and continue to provide marketing support. Outsource2Us was able to successfully increase school enrolments by 9.8% from 2018 to 2019 (606 to 672 students). Outsource2Us continues to provide support to Holland Park for all their marketing and communication activities.