Guthrie Enrolment Turnaround
A targeted enrolment campaign designed to challenge misconceptions, increase awareness, and help restore the school’s long-term viability.
The Challenge
Guthrie School was facing significant enrolment decline and possible closure. A major barrier was public perception: many families assumed the school was only open to military families, when in reality it was a public school available to a much broader community.
South-facing billboard on 97 Street, with an arrow pointing toward the direction of the school.
The Work
Our campaign focused on awareness and repositioning. We clarified that Guthrie is a public school, highlighted the appeal of smaller class sizes, and used bold, eye-catching creative to reach families in North Edmonton.
Advan billboard displayed in several locations across North Edmonton.
Parent Testimonial Videos
Short-form testimonial content used in the Guthrie enrolment campaign to build trust, highlight family experience, and support awareness among prospective families.
The Outcome
The campaign contributed to a major enrolment turnaround. By 2026, Guthrie’s student population had nearly doubled, the school regained financial viability, and closure was no longer being considered.
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Key Results:
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