Merchiston Castle School, a prestigious independent day and boarding school in Edinburgh, wanted to strengthen its position as a leading educational establishment amongst prospective parents.

With increasing competition among Scottish private schools, Merchiston challenged Clark to increase its online visibility, build a strong presence in the media, and engage effectively with prospective parents and students across social media platforms.

We designed an integrated PR and digital marketing strategy to drive measurable growth for the independent school. Our efforts focused on:

Search Engine Optimisation (SEO)

  • Conducted in-depth keyword research and optimised Merchiston’s website for high-impact search terms, including “private school Edinburgh”, “all-boys school” and “Scottish independent school”.
  • Improved technical SEO elements including site speed, mobile-friendliness, and on-page content on key landing pages.
  • Developed high-quality, keyword-rich blog content that highlighted the school’s unique offerings and achievements.

Targeted PR campaigns

  • Crafted compelling news releases and thought leadership articles positioning Merchiston’s leadership team as experts on topics of interest to key personas.
  • Engaged journalists with timely stories on topics such as body dysmorphia, AI in learning, student achievements, and human-interest stories.

Social media strategy

  • Designed a multi-platform strategy for Facebook, Instagram and LinkedIn to engage key audiences, including parents, alumni and local influencers.
  • Developed curated multimedia content such as student success stories, behind-the-scenes videos, and key achievements to encourage sharing and interaction.
  • Utilised paid social media ads to amplify reach and target specific demographics, particularly around key dates.

Cost-effective, responsive approach

  • Maximised Merchiston’s budget by prioritising high-impact activities with measurable ROI.
  • Maintained responsive communication with Merchiston’s marketing team, ensuring adaptability to changing priorities and needs.

The campaign exceeded expectations, delivering significant growth across all major objectives over 12 months.

SEO success

  • Merchiston ranked first in Google search engine results for the term, “boarding schools Edinburgh,” and third for “private school Edinburgh”, building digital visibility among families interested in this offering and supporting a significant increase in website traffic.
  • YoY organic search traffic increased by 40%, with a measurable increase in enquiries from prospective families. This uplift in organic activity signalled a stronger online search presence for the school.

Media coverage

  • Merchiston achieved a remarkable 40% share of voice on key education topics in tier-1 and regional media, with over 51 pieces of coverage in titles including The Times, The Scotsman, Times Education Scotland, and Edinburgh Evening News.
  • The coverage served to boost the school’s credibility as a leading voice in independent education and supported brand recognition.

Social media growth

  • Merchiston achieved a +12% growth across all social media platforms, gaining 800 new followers in 12 months.
  • Engagements (likes, comments, and shares) increased by over 42% across the school’s social media channels, indicating stronger connections among important online audiences.

Delivering ROI

  • The measured outcomes proved the campaign to be cost-effective, delivering measurable results within the allocated budget.

The successful delivery of this campaign showcases how we achieve results for clients in the independent education sector. Our informed integrated strategy enabled the school to amplify its reputation, drive enquiries, and build engagement across digital platforms and traditional media.

If you’d like to replicate this success for your organisation, get in touch with Clark today.

“The team has played an instrumental role in elevating Merchiston’s profile and communicating the school’s values to the wider community. They went above and beyond to deliver outstanding results, exhibiting strategic thinking, creativity and professionalism throughout our partnership. Consequently, Merchiston has witnessed an uplift in enrolment applications, increased community engagement and an overall boost to our brand awareness.”

– Gemma Gray, Comms Consultant, Merchiston Castle School