How a media buying campaign shared Ofsted success with thousands

Challenge
The Academy of St Nicholas achieved its first‑ever Good Ofsted judgement and wanted this news to reach families in Garston and nearby areas. While PR and social media could spread the news online, the school needed a high‑impact, local awareness campaign to ensure the achievement was visible to commuters, bus users, cyclists, pedestrians, and the wider community.

Strategy
CPMM Media Group recommended a digital billboard advertising campaign using two large digital screens on Speke Road, one of South Liverpool’s busiest gateways into the city.

The campaign included:

• Photography: A professional photoshoot with Year 7 pupils to provide engaging visual content
• Design: An eye‑catching creative concept
• Communications: The development of a memorable strapline tailored to the local audience
• Advertising campaign: A two‑week billboard placement timed with the publication of the Ofsted report
• Social media: Coordination with a proactive social media plan to amplify reach across channels

Results

• Thousands of local residents, commuters, and passersby saw the digital billboard messaging thanks to high‑traffic placement
• The campaign significantly boosted local awareness of the school’s Ofsted achievement
• Exposure from the billboards was supported by ongoing social media activity, creating wider conversational reach beyond digital outdoor media scratches

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