Changing perceptions & raising awareness through thought leadership
St George’s School for Girls, based in Edinburgh, is one of Scotland’s leading girls-only independent schools.
However, with a negative perception that a girls-only education leads to increased pressure and gender stereotyping, St George’s needed to change the conversation and promote the benefits of a single-sex education among parents interested in sending their daughters to an independent school.
It also needed to raise its profile as Scotland’s leading independent educator for girls, while positioning headmistress, Alex Hems, as a champion of gender quality and female empowerment.
Represent devised and managed a content and PR strategy that focused on:
- A thought leadership program to position Alex Hems as a champion of gender equality with key topics focused on:
- What is holding girls back?
- How to overcome the technology gender imbalance
- Building resilience from a young age
- Raising girls and avoiding gender stereotypes
- A content marketing program to position St George’s as an innovative educator championing girls-only education
- A speaker program to shine a light on the positive impact of a girls-only education and the wider benefits it brings to achieving an inclusive, open and prosperous society
- Over the course of the six-month campaign, Represent delivered:
- 11 pieces of tier one media coverage including in the Sunday Times, TES, Edinburgh Evening News and the Scotsman
“Judith and her team have a wealth of experience, guiding us at every turn. They gave us the reassurance we needed in developing our media relations strategy. Judith’s pulse is firmly on the pulse of what will make the news. Their work included strategic planning, research, content, SEO, social media and events. They helped position our Head as a champion for girls-only education and the school as the go-to independent educator of girls in Edinburgh.”– Bornie Lamotte, head of marketing & admissions, St George’s School for Girls