Client Success Story: How Ermine Primary Academy Became The Centre Of Its Community

Digital Media Edge have been extremely supportive and they have made sure that we have regular meetings with staff to make sure that our compliance is correct, and they are always at the end of an email whether we need them or not

Mrs Richards, Acting Headteacher

Ermine Primary Academy is a Lincoln based school with 439 pupils currently on its roll. They approached Digital Media Edge in the summer of 2016 as their current head was aware their website was not fit for purpose and social media was needed in order to effectively engage with current and prospective parents.

Our Proposal & Implementation

Digital Media Edge practice a strategy first approach and it was clear from our research that the majority of parents sending their children to Ermine were in the 20-30 age bracket with a strong online presence.

A social approach was therefore the way forward, raising awareness of the school and imparting information to parents on the interactive platforms they use everyday.

With this in mind we were able to:

  • Create a vibrant, search engine optimised website that complies with the Department for Education requirements and creates a community hub for parents, pupils and staff – all manageable by the staff themselves.
  • Focus on a friendly and personal approach, with a welcome video and message from the head to give an instant first impression of the school.
  • Train a “social squad” of team members to post regular content on Twitter, Facebook and YouTube, helping them understand the impact of tags and hashtags to improve interaction and the rules of safeguarding.
  • Transfer paper newsletters into a fully interactive, digital format to contain live links and videos.
  • Set up a regular Blackboard Blog area on the website, detailing the remarkable content happening every day in the school.

The Results

Over the two years working alongside Ermine, their online performance has been transformed, creating an online community that shows off the school and inspires conversation on a daily basis.

  • A consistent stream of traffic to the website and blog with over 118,874 page views within the first two years
  • 100% increase in trackable newsletter reads
  • 14% of users using the website translation tool, in line with the number of international pupils at the school
  • 144 subscribers on YouTube with videos earning up to 2K views
  • 710 actively engaged followers on Facebook
  • Viral mannequin challenge Facebook post gaining 5K video views, 105 likes, 69 comments and 62 shares
  • 903 actively engaged followers on Twitter

To find out more about Ermine Primary Academy and see our work in action, follow the links below or visit

We Can Do The Same For Your School

At Digital Media Edge we know the reassurance that comes from working through a carefully prepared plan, and we take the time to get to know you and your school before designing a full digital & social strategy for you based on our years of experience within the education sector.

To discuss your own digital development with us, why not get in touch on (01522) 837259 or email