STIP Primary Schools

Strategic Brand Architecture & Multi-School Campaign

STIP Hilversum is an educational foundation overseeing 11 public primary schools across 16 locations. While each school offered distinct, high-quality educational methods (e.g., International, Dalton, Gifted Education), the local market lacked awareness of this diverse offering. Communication was fragmented, and individual school identities were unclear.

• Strategic Communication Audit: Conducted deep-dive interviews with the board of directors and the Head of Quality Management to diagnose internal structures, target audiences, and regional pain points.

• The 8-Building Block Strategy: Authored a comprehensive, long-term strategic communication masterplan structured across 8 phases (Vision, Audits, Ambition, Stakeholder Mapping, Resource Allocation, and Execution).

• The 'Open Day' Campaign Concept: Turned the annual Open Day into a highly visible regional launchpad. Defined unique USPs for each of the 11 schools, shifting away from generic educational messaging to bold, powerful positioning.

• Student Ambassador Campaign: Selected an actual student from each school to act as its official brand ambassador. Conceptualized and art-directed a series of 11 unique, high-production photographs combining custom sets and vivid color storytelling to project the children’s real future ambitions.

  Example: For the Dr. Lelyschool (specializing in high-IQ education), student Ingmar was photographed as a future engineer. For the Sterrenschool (focused on theater), student Isa was captured in a custom-made Hollywood dress.

• Multi-Channel Rollout: Deployed the 11 unique campaign posters across a high-impact, two-week regional outdoor advertising (Abri) network.

• Digital Framework & Social Advertising: Developed a streamlined, day-by-day social media playbook for all schools to ensure cohesive promotion across platforms. Executed targeted localized Facebook Advertising campaigns to directly reach regional parents.

Role: Brand Strategist & Creative Director
Deliverables: Strategic Communication Plan, Brand Architecture, Art Direction, Campaign Concept, Photography Direction, Social Media Strategy & Facebook Advertising