Branding vs Call to Action Campaigns

Branding vs Call to Action Campaigns

Have you ever felt that you’re not getting the results you have been working so hard for? It’s like there’s an invisible barrier pushing back at you every time you advertise your open events or tour bookings? After all the effort, the photo shoots, the design and picking the best ad placements, you’re left with a handful of mildly interested families; NOT the result you were expecting.


I have the privilege of working with a variety of schools and the thing that always surprises me is that many of them are implementing similar strategies with the same amount of budget, but their results are vastly different. I love working with schools to uncover the missing link, and today we’ll explore how the right balance between branding and ‘call-to-action’ campaigns could be your solution for better marketing results. 


Branding is incredibly important. When I used to work in a school, I would often say that ‘it doesn’t matter if everyone knows about us if they don’t like us’. If parents are overlooking your school because of the perception they have about you, your ‘visit our open morning’ messages are going to fall on deaf ears. Schools can usually suspect branding issues if they’re consistently experiencing low performing ads. 

When asked, ‘What makes your school unique?’, many schools give a surprisingly similar answer. The key to answering this question is to dig deep and identify the uniqueness of who you are, what you do and how you do it in a way that appeals to your target market.

Now that we know how important branding is, how do we implement a branding campaign? Branding campaigns are usually targeted towards a broad audience, are distributed on mass and use mediums, such as radio, billboards and magazines. Every element of your campaign from the location, text and images, communicates a singular clear and distinguishing message to your audience that is complimented on your campus and website. 

Call-to-action (CTA)

Call-to-action campaigns request an immediate action in response to your advertisement. They are suited especially well to digital marketing mediums (banner ads, Google Search or Display advertising and Facebook ads) because they are so measurable for actions taken within 30 days (a 30-day attribution). However, local campaigns, such as leaflet drops and magazine ads, also do well. 

Common CTA messages for schools include ‘book for our opening morning’, ‘tour our college’, or ‘download our prospectus’ etc.

A successful CTA campaign requires a strong brand foundation and should not be over used or go too far ahead of your brand.

How branding and CTA campaigns work together

I often use the analogy of sowing and harvesting when it comes to marketing. Branding campaigns help you to build awareness and prepare your audience for action (sowing), while CTA campaigns lead your market to take action towards enrolment (harvesting). Many schools make the mistake of only sowing (they are big on their brand) and others only harvesting (appearing salesy and abrasive).

The beauty of CTA campaigns is that they are so measurable and because of that they get a lot of the credit for growing your school, but the truth of it is that your brand has actually done a lot of the heavy lifting to ensure that people care and take notice in the first place.

Common pitfalls to avoid

I often see schools advertising CTA campaigns on mediums more suited to branding. An example would be an open event advertised on a billboard. Often schools are disappointed with the result achieved with this strategy and they may have lost out on the opportunity to broaden their market appeal.

Many school mail outs have way too much information on them and no singular/clear CTA. You have 3 seconds to grab someone’s attention on a flyer before it lands in the bin and they aren’t going to read through your copy to find out why they should care.

Headlines on landing pages and brochures etc should be outcomes focused. Instead of having the headline ‘XYZ Open Morning’, rather say something like ‘Your chance to join our life-changing community has arrived’.

Establish your brand and achieve results

When you start to work through your marketing budget, ensure you’re allocating a reasonable amount towards branding. You may not see immediate results, such as a specific number of enrolments, but you’ll be setting the school up for long-term success. Create a platform, build a brand image and you’ll see consistent results in the long run. 

How to Launch a Successful Leaflet Drop Campaign

How to Launch a Successful Leaflet Drop Campaign

Have you tried using leaflet deliveries for your school? It sounds simple enough, producing a few leaflets and having a company deliver them door-to-door for you, but it’s not as simple as it sounds.  I’ve always had a saying when it comes to marketing – “success is in the detail”. I’ve learnt that this is especially true for leaflet delivery campaigns. Today, I would like to take a few moments to discuss the finer details that have transformed our campaigns from average performers to heavy lifters in our marketing arsenal.


Before you start, it’s important to plan how your delivery will fit into your broader campaign. Consider what the main objective and try to focus on one key message. Whether people glance at the leaflet, or read the whole thing, you want to be sure that they’ve received that one key message. Don’t be afraid to be specific – general marketing never really works.  

The look of your leaflet will say a lot about your college too. I opt for cleaner designs and avoid using text over images (which is hard to read). Try not to overwhelm people with too much information, you don’t them throwing it out straight away, keep it simple and to the point.


Normally, people assume that earlier is better, but this is not the case when distributing  leaflets for event promotions. I learnt this a few years ago when I was running behind on my distribution for an open event. We started delivering leaflets a month before the event, rather than the usual six weeks and I noticed a better (and quicker) response. I now give the supplier three weeks to deliver the promotional material, with a one week safety-net. Ensure you not to leave it  too late though – if you have a large delivery to do, rushing the supplier will affect the quality of their delivery.

Choosing a Supplier

This is the key to getting leaflet deliveries right, so much so, that I would spend a year testing suppliers against each other to ensure I had selected the right organisation for ongoing promotions. Price is an important factor to consider, but don’t put both your printing and distribution costs at risk with a non-reliable supplier.

If possible, try to find a supplier that only delivers your leaflets and maybe one or two others at a time. Bundled deliveries tend to get missed or go straight in the bin.

Some services offer tracking at an additional fee. I’ve found this to be out of my price range, but it is certainly worth testing smaller drops that are tracked versus larger drops that are not tracked.


The first step in measuring the effectiveness of a campaign is to ensure that your supplier is reliably distributing your leaflets. I would ask a college parent from each suburb to keep an eye out for your leaflet and to inform you when they receive it.

Another tool I often use with leaflet campaigns is ‘SMS keywords’ which allow your prospects to interact with your marketing campaign through SMS. You can do this using SchoolCampaign. This is a great tool to measure the effectiveness of your campaign while facilitating prospect engagement.

It Is All About the Numbers

When planning how many leaflets to distribute, I recommend a larger area of distribution instead of focusing on only one or two suburbs at a time. I have previously stuck to around 40,000 leaflets to give me the exposure I need to build campaign visibility.

Broader Strategy

Have you ever noticed that you never really see something until you’re in the market for it? Try to ‘warm your audience up’ by supporting your campaign with local press, or a Facebook campaign for the postcodes that you will be distributing to.

If you are pointing people to your website, make sure that you have some visibility with the same call to action and artwork on your homepage so that you let people know where to navigate once landing on your website.

I hope that the pointers above will give you a few ideas to take your next leaflet distribution to the next level. What has worked for you?