Have you Entered your School in the AMCIS IMPACT Awards yet? - AMCIS

Admissions, Marketing & Communications in Independent Schools

« Go Back

Have you Entered your School in the AMCIS IMPACT Awards yet?

If you are looking for a little inspiration, read Hazelwood School’s example submission for the Digital Impact category of the new AMCIS IMPACT Awards kindly provided by their Bursar, Nick Tappin …

Entry Title

Free Range Education Sandwich Giveaway


The state infant (up to Year 2) schools are one of Hazelwood’s main sources of local competition.  Each has a good reputation and some families delay their child’s arrival into the Independent Sector until Year 3.  Hazelwood identified the need to create a vehicle which could draw parents’ attention to the breadth of the opportunities at the school, a variety and balance which would justify the investment in private education.

The concept of FREE RANGE EDUCATION was devised to demonstrate the liberation of Hazelwood from the educational and environmental constraints of the state sector.  Advertising was created which stated:  “Our curriculum and environment are expansive and enriching.  They provide space for children to develop wings to fly.  At Hazelwood, we foster an energy for learning which is longer lasting.  No batteries required.”  As well as delivering its message through established forms of communication, the school wanted to put the essence of Free Range Education into practice.  It wanted to take its message out to its audience in a bold and confident way.

On a cold March morning, members of the staff team, accompanied by hardy pupils, set up their FREE RANGE EGG SANDWICH GIVEAWAY stall at Oxted Station.  Being the main commuter link out of town, the location offered a great chance to put the school and its message in front of both existing and prospective families.  The school’s Head Chef cooked the free range eggs (some of which were collected from two pupils’ hen houses that morning; all of which were free range) and boxed up sandwiches into specially branded and recyclable containers, ready for the morning’s rush hour.

The stunt caught the eye of over 300 commuters in a 75 minute period, 50% of them were delighted to enjoy their free egg sandwich.  Its staging has contributed to an increased awareness of the School’s Free Range Education platform.  There was a spiked interest on the School’s social media platforms on the morning of the giveaway. Three new families have since joined the school as a result, in part, of a simple, honest egg served in a granary bap with lashings, of course, of brown sauce!

The stunt was staged for £600.00 and has created a template which can now be rolled out to other stations in the school’s catchment, or target catchment, areas.

The theme was carried across into the event’s promotional material including the distribution of the School’s recent ISI Inspection Report which had been, of course, EGGCELLENT!

Supporting Material


  • Photographs of free giveaway event
  • Artwork for marketing collateral crated in support of the stunt

Share this: