Carey Baptist Grammar School

Background

Founded in 1923, Carey Baptist Grammar School is a leading Christian, co-educational independent K-12 school with two campuses in Melbourne; Kew and Donvale. They also have two sporting precincts at Kew and Bulleen, with an outdoor education facility at Toonallok on the Gippsland Lakes.

The aim was to develop a website that acts as a key lead generation tool for Carey and for it to support digital marketing efforts for both prospective parents, employees and donors.

Strategy

The initial intention was to uplift their existing website and implement modern technology to provide them with the ability to gain greater control over their content without having to rely on external developers as they had been doing previously.

By conducting a thorough digital workshop, Traffic gained a deep understanding on the existing environment, history of the brand, category and audience. Through the workshop, Traffic identified that the current site was underperforming in its two main business objectives; conversion of prospective parents and market positioning visibility which formed the core basis of the new site.

Solution

Grounded in human-centred designs, the team focused on problem solving with the various target audiences needs and wants in the forefront. Internally, the team at Carey Baptist Grammar School now have full control over any and all content within their site through a robust CMS that allows them to create combinations of pages that utilise core structures that have been set up for them.

The culmination of this resulted in a new site with exceptional user experience so that visitors can clearly understand the school’s culture and personality, while supporting the community engagement team in their efforts to conduct everyday marketing and communication activities without having to rely on external developer support.