Frieth School
This village school in the Chilterns, west of London, has 120 children from K-6. It is constantly threatened with closure and merging with bigger neighborhood schools. The school was considered a vital lifeline in ensuring the survival of the village and attracting new and young families. Funding was always challenged and PR needed to constantly highlight benefits of the small school.
Challenge
With a small parent pool to draw on for fundraising, we needed to think outside the box to create more dynamic ways of bringing bigger chunks of money to the Parent Teacher Association and from outside our parent community. We also needed a big awareness campaign of the school and the village to encourage new families to consider the school.
Activation
We brought a traveling circus to the school! The circus pitched their big top on the school grounds for 5 days with lessons held in the big top and the children taught circus skills and heritage from the performers.
In order to fund the project, the circus held two weekend performances. We required sell out shows to cover costs - goal was break even. We created a large project team of 10 parents (plus spouses) and undertook wide spread PR and marketing activity to raise awareness and sell tickets for the shows.
Success
Gained coverage on Radio 2 morning show - audience of 9M + daily
Invited Prime Minister David Cameron to the shows. Were invited to Downing Street to have photos taken on the steps of 10 Downing Street delivering invite. Took 20 children to Houses Of Parliament afterwards.
Held evening book reading event from leading author, Peter Taylor, in Big Top
Gained coverage in all local media including a live broadcast on local radio
Sold 800 tickets and broke even on cost of event
100 kids took part in circus training
Bespoke merchandise was designed and printed by local artist