b'(Opposite page ) Shopping centre boom gates - installed at Bayside Shopping Centre (The largest shopping centre on the Mornington Peninsula). We paid for one month, and the creative ended up being posted for four months.(Above) Mornington Magazine Rotating Creative - monthly ads (with editorial) purchased at the front of book. Long shelf life - high exposure in cafs, bars and salons in the local area.Our early planning process featured a lot of not-quite-thereand share the video on Facebook when it was made live two ideasmanyconceptswerebinnedbeforeAdventurousdays later. Each student received an Adventurous Minds sticker Minds came to the fore. The words and concepts came in aandtheseimmediatelypoppeduponfamilycars,laptops, flood.lockers and diaries across the school. A Woodleigh experience is not your typical grammar schoolThe effectiveness of the Adventurous Minds campaign isnt education.AdventurousMindsspokeofhowWoodleighmerely reflected in an increase in numbers, but also in the teachers want to teach, and put shape and language aroundrising pride of students, the embrace of language by staff and howourstudentscouldbestapproachtheirlearning.Tothe proudly displayed stickers.be adventurous is to have a go, to be open to change andAdventurous Minds has provided us with a platform possibility, to be inquisitive and creative and so much more. Itto celebrate those experiences which are genuinely was a position we could own.life-changingforstudents.Thosewhichbuild character and become reference points for the rest First Steps of their lives. From a purely marketing perspective ithasresultedinahugeupliftinenquiresfor Proof of concept was presented to the Principal and Businessenrolment.Manager. A short film featuring images from all campuses ofJonathan WalterPrincipalWoodleigh School was prepared, with accompanying text and presentation. It was illustrated how positioning Woodleigh as aThe growth in numbers is outstanding. Information Session school for Adventurous Minds gave us tremendous scope to tellbookings increased by 49.5% (year on year), and tour bookings an array of stories. Their response was hugely positive and wehave increased by 63.9% over the same period. An additional presented at Board level. The Board members were unanimousYear 7 class (of 25 students) was added for the 2019 intake. in their support.By involving students in the production and launchimmediate tractionandownershipwasfound.ThevideosFacebook Launch statisticsa reach of 64,286, 2,490 reactions and comments, 317sharesand161newfollowersinsixdaysexceeded Our launch was incredibly important. We had no media budgetexpectations.tospeakofandneededourcommunitytocreateorganicAdventurousMindshassucceededindefiningourbrand virality. Preliminary testing with staff told us we would do verybecause its message is honest, well-crafted and presented. wellwith all staff expressing their delight in the hero film.All community members feel part of a growing narrative. The On the first day of Term 3, the Senior Campus assembled incomments on Facebook and Instagram and emails from Board the hall and I introduced the ad. The feedback was immense. Iand community members show that for Woodleigh School, the thanked the students involved in the production and asked ourfit was right. (article continued on next page)students to be proud of their schoolto watch, comment, like DECEMBER 2019 3 9'