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Private schools splash out on advertising to lure students

September 08, 2019 / Madeleine Heffernan

Many private schools in Melbourne are spending hundreds of thousands of dollars on advertising to boost enrolments, particularly for girls. Figures obtained by The Age show Yarra Valley Grammar, Methodist Ladies' College and Kilvington Grammar School each spent more than half a million dollars on advertising in the past year."Previously secondary schools would have been happy having a brochure and doing local stuff," said Adam Ferrier, co-founder of advertising agency Thinkerbell."It’s only just emerging that schools are using creative agencies to help them. They're now realising the importance of having a brand and being able to communicate what it stands for."Schools and childcare splashed at least $29 million on advertising across online, TV, newspapers, magazines, radio, cinema, out-of-home advertising such as billboards, and direct mail for the 12 months to early August.