What a rainy Open Day taught me about branded gifts
This morning’s rainy school drop-off got me thinking about wet weather contingencies for Open Days and how one school I worked with turned a downpour into a branding opportunity.
Open Day arrived and so did the rain
That morning, a member of the school leadership team walked to the corner of the block with a stand full of large branded golf umbrellas the Director of Marketing had ordered earlier.
Families arriving unprepared and damp were handed a beautiful big umbrella (“To keep?!” the students asked delightedly). At that point, there was noticeably less trudging toward the school and more brisk jaunts down the street. The families’ change in attitude meant they were more likely to have a good experience at the main event and the transformation went deeper than just relief at no longer getting wet. They suddenly looked excited to be there. They felt touched that someone from the school had preempted their need and catered for it. The school had already invested in the care of their family, regardless of whether they enrolled. This gesture - by a senior member of staff, no less, who stood in the rain waiting for their arrival - communicated a lot to visitors about the school’s values, probably more than any marketing material could.
Families who arrived with umbrellas were also greeted by the staff member, who offered to swap their battered brollies for a brand new, high-quality golf umbrella. Some declined, but most did not, as evidenced by the stand-full of Bunnings umbrellas the staff member hauled back to the school office.
For months after the event, it was common to see those school umbrellas make an appearance in the surrounding suburbs. It was the perfect choice for a branded gift. Because no-one discards a perfectly useful umbrella, unless they’re trading it for a better one.
The takeaways
For schools looking to make an impact with families, it’s time to reconsider cheap branded gifts and think strategically about what value you want to bring to their lives.
Anticipate needs - What are the barriers and pain points that families experience? When and how do they experience joy? How can you be useful to them? Address these in your marketing, gifting and in your event planning for a more personalised and engaging experience.
Aim for connection - Demonstrate your values through gifting. Making people feel seen and cared for is the most impactful marketing you can employ.
Quality branded items are key - Branded golf umbrellas aren’t cheap but they, and carefully selected gifts like them, serve as a tangible representation of a school's commitment to quality, longevity and care.
Think creatively about ROI - The sea of branded umbrellas at the event signalled to onlookers that the Open Day was well-attended by loyal and enthusiastic families. In the long-run, it turned people into walking billboards for the school every time it rained. Seeing the school colours out in the wild was the ROI the school was looking for but is not necessarily measurable the way a digital marketing campaign would be, and that's okay, if that's what you've decided is important to your school.
Whether you're planning an event or crafting a brand strategy, remember the power of anticipation, connection and quality. It's not just about what you give — it's about the lasting impression you leave.
