Newington College rolls out new brand strategy
Private boys school Newington College has unveiled a new brand strategy, which is to be rolled out via cinema, print and online campaign this month.
The brand revamp, which goes under the mantra “Discover what’s possible”, is centred on the idea that the school enables boys to achieve their best through a broad curriculum, good facilities and staff support.
The campaign, and brand identity, was created by McCann Sydney.
Newington College headmaster said Dr David Mulford: “Newington College has a tremendous history and place within the Australian independent school landscape. This campaign taps into the ethos of the school – to give its boys every opportunity to achieve their personal best – no matter what that may be. To truly discover what’s possible.”
Nice ads, but while I’m all for quality education, the fact they can afford a large ad agency confirms my fears that we’re giving too much government support to private schools and that money would be better spent in the public sector creating at least an attempt of a level educational playing field.
I’m guessing there’s not much competition to Newington’s 1st VIII from Blacktown High etal.
Stephen – 100% correct.
Go to the top of the class.
Even within Newington I am sure the money would be better spent on educational infrastruture.
Oh nice Stephen, let’s turn this into a private school slagging match.
Get that chip off your shoulder son.
nickanights. Last line is wrong. Spend money on marketing, means more students, means more income, thereby giving you more money to spend on education (and marketing again).
Send your kid to Newington. Nice grounds, fancy uniform, learn latin. Sure. Except most of the blokes in my year are deadbeats quickly working through their trust fund, having smoked way too much pot at school.
Stick to the public school system – your kid might get high but at least you wont have dropped 30K a year for the privilidge.
Good old Newington forever,
It’s the only school for me.
We’re ahead of all the others,
And it’s where we’ll always be.
Keep, the opposition back, boys,
We are number one.
Up the black and white forever,
Good old Newington!
(sung to the same tune as the Collingwood club song).
Isn’t Chris Mort an old boy as well?
“independent” school as opposed to private. makes them sound like john butler trio.
Fair point Tim.
30K and they didn’t even teach you how to spell “privilege” properly.
Better to invest the money in teachers – schools selection is more a word-of-mouth thing. Let their academic results and the experience of old boys and their families sell the benefits. I put my 2 year-old down there and had to pay a couple of hundred bucks, but this is standard now. Anyone know a great public high school in the inner west?
Why is this on here?
And what is Newington’s “self belief” based on?
Not their academic performance…. that’s for sure.
I went to a public high school around the corner from Newington. We would have destroyed them at rugby, basketball, debating, and more. But those candy boys wouldn’t play us. So we destroyed them in the HSC instead.
Wow Tom, you legend. You’re one amazing guy. Smart, sporty, and not a hint of a chip on the shoulder at all. Why is it on here? Because it’s a new ad campaign. Why shouldn’t it be on here? Because you don’t like candy boys?
I think what the ads are suggesting is that Newington provides a range of opportunities for you child, no matter where their talents may lie. I don’t think they’re suggesting they’re the best academically, or the best sporting school, or the best music program. Instead, they’re suggesting it’s not a bad place for a well-rounded education. I certainly found that to be the case when I was there.
I don’t think they’re really competing with your high school either. Instead, they’re speaking to the many people who have made the decision to send their child to a private school, and suggesting they choose Newington over the many other choices available to them. It’s a pretty competitive market, as you’d know if you’re a parent, and you’ve ever picked up those education supplements in the newspapers, filled with school ads.
And what the hell is a candy boy anyway?
Sorry Scotty – spend more money on education (not marketing) and you get more students.
Mind you Newington always fares badly regarding HSC results so no wonder they have turned to marketing.
Poor product plus good marketing = OK product.
Which public school around the corner to Newington Tom?? Was it Wouldacouldashoulda High perhaps?