Communicating a vision

Belvedere Academy, Liverpool

The background: The Academy was the first to be formed from a school previously in the independent sector, crossing over to become fully state-funded in the maintained sector. The new school is situated in the heart of Liverpool’s Toxteth district.

The challenge: To manage the recruitment of the first Principal of the new Academy using a campaign that presented an accurate picture of the project, while avoiding predictable stereotypes.

The solution: We ran a targeted marketing and recruitment campaign – developing a cohesive package of web-based advertising, print advertising, and online recruitment information. We also managed a full search and selection process, carefully targeting individuals, including those who were not seeking a new role. We also worked hard to communicate the vision of the Belvedere project, as well as spending significant time with candidates to explain the detail of the Academy Proposal.

The result: A successful appointment was made at the first attempt – with governors in the enviable position of having a choice of highly qualified candidates.