Background:

Merchiston Castle School, a prestigious independent day and boarding school in Edinburgh, was looking to strengthen its position as a leading educational establishment amongst prospective parents. With increasing competition among Scottish private schools, Merchiston challenged Represent to increase its online visibility, build a strong presence in the media, and engage effectively with prospective parents and students across social media platforms.

Represent was appointed to craft and execute a strategic, integrated PR and digital marketing campaign.

The Challenges:

1. Online Visibility: Merchiston’s website was not ranking for critical search terms such as “private school Edinburgh” and “boarding school Edinburgh”, limiting its ability to attract prospective families through online searches.

2. Media Coverage: Merchiston struggled to gain a significant share of voice in tier-1 media, particularly on key topics relevant to prospective parents.

3. Social Media Engagement: Social media accounts weren’t optimised or consistently engaging the right audiences, leading to limited growth and interaction.

4. Budget Constraints: Merchiston required a cost-effective strategy that maximised ROI and aligned with its financial resources.

Represent set out to address these challenges with a comprehensive, data-driven plan.

The Strategy:

Our approach centred on leveraging an integrated PR and digital marketing strategy to drive measurable growth. Here’s what we implemented:

1. Search Engine Optimisation (SEO)

• Conducted in-depth keyword research and optimised Merchiston’s website for high-impact search terms, including “private school Edinburgh”, “all-boys school” and “Scottish independent school”.
• Improved technical SEO elements such as site speed, mobile-friendliness, and on-page content on key landing pages.
• Developed high-quality, keyword-rich blog content that highlighted the school’s unique offerings and achievements.

2. PR Campaigns Targeting Key Media Outlets

• Crafted compelling press releases and thought-leadership articles positioning Merchiston’s leadership team as experts on topics of interest to key personas.
• Secured placements in tier-1 media, including national newspapers, education-focused publications, and regional titles.
• Engaged journalists with timely stories on topics such as body dysmorphia, AI in learning, student achievements, and human-interest stories.

3. Social Media Growth and Engagement

• Designed a multi-platform strategy for Facebook, Instagram, and LinkedIn to engage key audiences, including parents, alumni, and local influencers.
• Developed curated multimedia content such as student success stories, behind-the-scenes videos, and key achievements to encourage sharing and interaction.
• Utilised paid social media ads to amplify reach and target specific demographics, particularly around key dates such as Open Days.

4. Cost-Effective and Responsive Approach

• Worked within Merchiston’s budget by prioritising high-impact activities with measurable ROI.
• Maintained responsive communication with Merchiston’s marketing team, ensuring adaptability to changing priorities and needs.

The Results (2024):

The campaign exceeded expectations, delivering significant growth across all major objectives.

1. SEO Success

• Merchiston ranked #1 in the Google search rankings for “boarding schools Edinburgh,” and #3 for “private school Edinburgh”, driving a significant increase in website traffic.
• Organic search traffic increased by 40%, with a measurable increase in enquiries from prospective families.

2. Media Coverage

• Merchiston achieved a remarkable 40% share of voice on key education topics in tier-1 and regional media, with over 51 pieces of coverage in titles including The Times, The Scotsman, Times Education Scotland, and Edinburgh Evening News, boosting the school’s credibility and brand recognition.

3. Social Media Growth

• Achieved a +12% growth across all social media platforms, gaining 800 new followers in 12 months.
  • Instagram: +133%
• Engagements (likes, comments, and shares) increased by over 42%, creating stronger connections with key audiences and improving the school’s online community.
• Monthly organic traffic increased by 58%, with an average of 5,216 sessions.

4. Delivering ROI

• The measured outcomes proved the campaign to be cost-effective, delivering measurable results within the allocated budget.

Why Represent?

This case study showcases how we deliver results for clients in the independent education sector. Our cost-effective, responsive, and smart strategies enable schools to amplify their reputation, drive enquiries, and build engagement across digital platforms and traditional media.

If you’re looking to replicate Merchiston’s success, we’ll bring the same tailored expertise to your school, ensuring measurable results that make a genuine difference.

Contact us today to discuss how we can help your school grow!

” Represent has played an instrumental role in elevating Merchiston’s profile and communicating the school’s values to the wider community. The team has gone above and beyond to deliver outstanding results, exhibiting strategic thinking, creativity and professionalism throughout our partnership. Consequently, Merchiston has witnessed an uplift in enrolment applications, increased community engagement and an overall boost to our brand awareness. Our collaborative relationship with Represent means they genuinely feel like an extension of the Merchiston marketing team.“

Gemma Gray, Comms Consultant, Merchiston Castle School