Lancing College

Marketing a prestigious College

We have enjoyed working with Lancing College since 2017, rebuilding the websites and shaping their campaigns and brand position. Lancing is a beautiful school perched up on a hill overlooking the downs to the north and sea to the south. There is something very 'Harry Potter' about the magnificent chapel and buildings. The school excels in providing a well-balanced education with lots of extra-curricular options and an emphasis on individual wellbeing and confidence. Our role has been to help Lancing stake clear ground amongst regional, national and international competitors.

A strong market position

When we started working with Lancing one of our first focuses was to establish a clear position and proposition with which to promote the school. With strong competition from other independent schools in the region, it was important to understand why parents choose Lancing above others and what differentiated them from competitors.

Working with the Lancing marketing team we assessed the school's competitors and identified the opportunities and strengths of Lancing. We then defined what we considered to be the key elements that made up the character and ethos of the school. Interviews and focus groups were then run with parents, pupils and staff. The results enabled us to structure the communications strategy and campaign approach in a fully informed way.

Great results from school campaigns

Having established a clear consensus on which to shape communications, Oyster developed a fresh campaign for Lancing: 'Be inspired, be brilliant, be you'. The campaign encapsulated all the wonderful opportunities available and the importance the school places on individuality. The campaign was rolled out across print and digital media and the impact was almost immediate with enquiries and intake significantly increasing.

The campaign has been very successful and in 2022 we have revisited campaign options with Lancing. Running focus groups, the outcome was to maintain and develop the existing campaign and roll it across all communications to embed the proposition further into the school's culture.

Evolving Lancing School's brand

Oyster have evolved the Lancing brand over the years and brought in colours, fonts, image styles and graphic treatments to create a very distinct look and feel. As part of this work we have shaped the website design, school prospectuses, videos and campaigns to sit comfortably within the brand. The combination of animation, imagery, graphics and key message management are all part of shaping a school brand to be cohesive and project the true character and ethos of the school. At every touchpoint the brand is shaped to the audience at different intake levels including international enquiries.

Developing a a single web presence for the school family

Consolidating all of the Lancing schools into one central website structure, the solution has given Lancing the ability to manage the content for each of their sites separately, and allows them the flexibility to make development and design changes on a site by site basis, all contained within one navigation structure.

Made for mobile

A huge number of users access websites on their mobiles. We live busy lives and need to access information and make decisions on the move. As with all our websites, we designed the Lancing site to be fully responsive and translate onto mobile in a way that is user friendly and allows intuitive and fast access to the content and functionality of the website.

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