CASE STUDY 3
Strategic Award Writing for a leading co-educational boarding & day school in Suffolk
A leading independent school approached me to support them with their award writing strategy.
They had just lost an experienced member of the marketing team to maternity leave and were keen to highlight some key initiatives they had been working on. Their previous approach to award writing had not seen much success - they approached me to advise and prepare their awards with fresh eyes, experience and expertise.
The Challenge
A busy marketing team with limited capacity was looking to better showcase the school’s pastoral care offering, particularly within a competitive boarding market, where demonstrating care and wellbeing is critical to parent decision-making.
While excellent work was happening within the school, there was a lack of time and internal resource to:
- identify and articulate key strengths
- develop compelling narratives
- and leverage opportunities for wider recognition and exposure
My Approach
I spent time on-site with the school, engaging with a range of senior staff to gain a deep understanding of their pastoral provision.
Through these conversations, I identified a particularly powerful and timely area of focus:
- a highly effective programme supporting boys’ wellbeing
At a time when national conversation around boys’ mental health and the influence of the “manosphere” was gaining significant attention, this work provided a compelling and relevant story.
From this insight, I:
- crafted a strategic and narrative-led award entry
- positioned the school’s pastoral approach within a broader national context
- highlighted both impact and innovation in a way that resonated with judges
The Outcome
The school was awarded the BSA Pastoral Care & Wellbeing Award, a significant recognition within the boarding sector.
Building on this success, I further supported the school by:
- developing editorial pieces for leading sector publications, including a 3-page spread in The Week Schools Guide, School House Magazine and Independent Schools Magazine.
- generating additional national coverage and visibility
- creating blog content for the school’s website to reinforce messaging - BSA Wellbeing Award - Culford School
The Impact
This work delivered value across multiple areas:
- External Recognition: Award-winning status enhanced credibility and reputation
- Increased Visibility: Editorial coverage extended reach across the sector
- Stronger Messaging: Clearer articulation of pastoral care strengthened the school’s positioning
- Admissions Support: Improved storytelling supported conversion, particularly for boarding, where wellbeing is a key driver
Client Feedback
“We were delighted with the results Sophy gained for us. Huge thanks for all your efforts and expertise. It's been a fascinating process. ”
Michelle Dodd, Director of Marketing & Admissions, Culford School