Bishop Druitt CollegeMore enquiries, less on your desk
Holly, thank you for the conversation on 6 October. This is the plan we talked through: a small monthly retainer that takes SEO, content and the newsletter off your plate, fixes the issues we found in the audit, and then gives you a clear view of where every enquiry really comes from.
Nick Rowe
CEO & Co-Founder / Saigon Digital
“Saigon Digital helped us completely rethink our digital visibility strategy. Within months of working together, our school started appearing in AI-generated recommendations, our organic traffic grew significantly, and the quality of admissions enquiries improved dramatically. They understand where digital discovery is heading and how to position brands to win.”
Education is one of our core sectors.
See our school work →What We Heard
Your priorities, in your words, from our call
A strong school with a busy marketing desk
Bishop Druitt already has the reputation and the authority: a 5-star Best School for 2026, DR 29 against DR 9 and 10 for your nearest rivals, and nothing on your site blocking search engines or AI. What is missing is time, and a clear picture of what is actually working.
SEO, content and the newsletter run by us every month, so your time goes on events, families and the things only you can do.
Google is the priority. AI visibility is handled in the background as part of the same work, not as a separate project.
Website, social media, school tours and walk-ins, print. You want to see which channels bring families who actually enrol.
One clear view you can take to the Principal and the board, instead of pulling numbers from five places.
Opportunities & Angles
Where we would focus first, based on the audit and your site
The quickest wins, and the biggest ones
Everything below comes from the September audit (bishop-druitt-college.clients.saigon.digital, password BDC2026) and a fresh look at your site this week.
Make the fees answer yours
Your two fee tables print every number three times in the code, so Google and AI quote directories instead, and they disagree with each other. We fix the tables and add a plain fees FAQ, so the most-asked question about any school is answered by you.
Fix the page labels
Page titles are being cut mid-word, then the school name is added twice (your fees page reads “Bishop Druitt… | Bishop Druitt College”). A template-level fix that lifts every page at once.
Win NSW for BDC Horizon Online
Horizon sells state-wide, but a Lismore provider with an almost identical name holds the top spot for “online high school NSW”. A dedicated content cluster gives Horizon its own clear identity in search.
Open Day and Kindy Pop-in as campaigns
You already run both, with registration forms. Each gets its own search-friendly page, a tracked link for every channel and a follow-up email, so you can see what filled the room.
Families moving to Coffs Harbour
Sea-change families from Sydney and Brisbane search “best schools Coffs Harbour” months before they move. A relocation guide built around your entry points (Kindergarten, Year 5, Year 7, Year 11) meets them early.
Tell the stories no rival can
High Performance Athlete Development, Round Square, Outdoor Education and the BDC Way are genuine differentiators. Turned into regular articles, they give Google and AI a reason to recommend you by name.
The Retainer
Small, steady, and it runs without you chasing it
SEO, content and newsletter, handled every month
Light AI visibility included
Monthly report, plain English
Technical SEO fixes
Month 1: fee tables, page titles, metadata and page weight. Then an ongoing health check every month.
One SEO article every week
Around four a month, researched, written, optimised and published for you. You approve, we do the rest.
Monthly newsletter
Written and built by us from your news, events and the month’s articles, ready for your mailing list.
AI visibility in the background
School structured data, an AI information file, and a quarterly check of what ChatGPT, Gemini and Google AI say about BDC.
Google Business Profile care
Posts for events and Open Days, plus prompts to grow reviews, which feed both local search and AI answers.
A monthly report you can forward
One page: what we did, what moved, what is next. About an hour of your time a month, for review and approvals.
Want more momentum? The retainer can step up to two articles a week at any point. We will quote that separately if and when you want it.
Why this works for a one-person marketing team
You are not buying hours you have to manage. You get a fixed set of outputs every month, a single point of contact, and a report that shows the work is moving the numbers. Your role is to approve, not to produce.
Content Plan
What the first two months could look like
Eight weeks of content, built around your calendar
A starting draft. We finalise topics with you in the first week, timed around your events and enrolment dates.
| Week | Piece | Why it matters |
|---|---|---|
| 1 | Article Private school fees in Coffs Harbour: what families should know | Answers the most-searched school question with your own clear numbers |
| 2 | Article Choosing a Kindergarten in Coffs Harbour: a family guide | Builds on your existing Kindy guide; feeds the Kindy Pop-in Day |
| 3 | Article Online high school in NSW: how BDC Horizon works | First piece of the Horizon cluster, state-wide reach |
| 4 | Article Moving to Coffs Harbour with school-age children Newsletter | Relocation search, plus the first monthly newsletter |
| 5 | Article Inside High Performance Athlete Development | A differentiator no local rival can claim |
| 6 | Article Year 7 entry: why families apply early | Year 7 is your highest-demand entry point |
| 7 | Article Round Square at BDC: what it means for your child | Global credential, strong for AI recommendations |
| 8 | Article Open Day: what to expect and how to book Newsletter | Campaign page with tracked links for every channel |
Know Where Every Enquiry Comes From
Phase 2: attribution and a brand health dashboard
Online and offline, in one picture
You already have Google Analytics and the Meta Pixel on the site, and two great conversion points in your Open Day and Kindy Pop-in registrations. The gap is everything that happens offline: tours, walk-ins and print. Here is how we connect it all, without adding work for your front office.
Where families find you
One source of truth
What you can finally see
The BDC Brand Health Dashboard
A mock-up of the reporting board we would build: one screen, on your branding, updated automatically.
Brand Health
Overview
Last 30 days vs previousEnquiries by source
Enrolment funnel
Search & AI visibility
Newsletter & social
Mock-up with illustrative numbers only, to show the layout. The live version would use your real data.
How Phase 2 is priced
Phase 2 starts once the retainer is running and we have seen your data and systems, usually around month two. We will scope the attribution set-up and dashboard build then, as a separate one-off, so the monthly retainer stays simple.
Ideas From Our School Work
Two things we have built for other schools, and how they could look at BDC
“Your BDC Start”: belonging before day one
We are building a pre-enrolment platform for The ABC International School in Ho Chi Minh City. New families sign in after accepting a place and follow a guided journey to their first day: the school’s values, the people they will meet, what a normal day looks like, and a checklist of everything to sort out. Here is how the same idea could look for Bishop Druitt, built around the BDC Way.
Welcome to Bishop Druitt, the Taylor family.
Olivia starts Year 7 in 14 weeks. Here is everything you need, in the order you need it.
Step 3 of 6: Meet your Head of House
Prioritise wellbeing · Empower for life · Embrace diversity · Pursue excellence · Serve our community
The values you will see every day
Before day one
Concept mock-up. Family, student and dates are illustrative.
Idea 2 · Built for TeachersA bespoke reading assessment platform
For BVIS in Ho Chi Minh City, part of the Nord Anglia Education network, we built VAR: a bespoke reading assessment platform, built for teachers. It is a good example of what is possible when a school’s website partner can also build the tools behind it. The screen below is an illustration of the kind of view a tool like this gives a class teacher.
Class 3B · Reading levels
Assessed Next assessment due
What teachers get
Built around how teachers actually assess, and owned by the school.
Illustrative interface, not a screenshot of the BVIS platform. Names and figures are placeholders.
Not part of the retainer, just worth knowing
Neither of these is in the monthly fee. They are here because a good digital partner should bring ideas, and both would suit a school with Bishop Druitt’s values and K-12 continuum. Happy to talk them through whenever the time is right.
The first six months
Kick-off, fees and title fixes, content plan agreed, first articles live
Horizon content begins, first newsletter out, Phase 2 discovery on your data
Open Day campaign with tracked channels, attribution set-up
Dashboard live, first board-ready report, plan for the next term
Ready when you are
If this looks right, reply to say go and we will start with a short kick-off call. The fee table and title fixes can be live within the first few weeks.
Say go
30-minute kick-off
First fixes live in month one
Nick Rowe · CEO & Co-Founder, Saigon Digital