“Be Your Best” is the theme of a new multi-channel marketing campaign launched in July by De La Salle’s Marketing Department.
Featuring a mix of traditional and digital marketing, outdoor advertising on supersite billboards, digital media radio, the campaign’s message is simple, De La Salle College is a school for all which supports students to be their best.
College Marketing Manager, Dee Houlihan, said the campaign’s purpose was twofold. “To position De La Salle College as the School of Choice that welcomes all, and to inform our community that we have a robust Year 5 and 6 Primary school, as well as our Secondary school and each campus is customised to suit every stage of a boy’s journey to becoming a respectful, quality young man.”
From July until October, six outdoor supersites and digital billboards carrying eye catching images feature along major roads in East Brighton, Bentleigh, Cheltenham, Albert Park and Yarraville.
The campaign will also carry across to the College bus and outdoor hoarding signage.
The images depict students with 1-metre-high styrofoam letters of the College initials, DLS and an extended DE LA SALLE for the large-scale elements of the campaign. “I think everyone involved really enjoyed the experience of a commercial studio photoshoot,” Ms Houlihan said.
“Another facet of the campaign is radio advertisements on KISS FM and Nova FM which will run until October.”
“De La Salle Marketing have also partnered with an education based digital agency on a strategic six month Google Ads campaign and a targeted social media campaign with the same messaging,” Ms Houlihan said. “We are also appearing in some traditional school education publications, who have strong digital offerings and engagement.”
“Underpinning the campaign message is an invitation for families to experience De La Salle’s warmth and inclusiveness on a College Tour or via our social media, to experience our community and decide if you would like to “Be Your Best” by becoming part of our Lasallian School.”