Quick facts
SERVICE
Publication copywriting + design
OUR ROLE
- Copywriting
PARTNERSHIP
2018 – 2024
Client
Deutsche Schule Melbourne (DSM) is a German–English bilingual and bi-curricular primary school based in Fitzroy North, Melbourne. It follows both Victorian and German curricula – and serves a diverse student body from many language and cultural backgrounds.
Challenge
DSM wanted its annual reports to capture the school’s culture and values – reflecting the authentic experiences of students, teachers and families.
But the school’s leadership and marketing team were time-poor. They needed a partner agency that could take the lead on content, manage input from multiple stakeholders and balance storytelling with formal reporting.
Solution
For seven years, RM partnered with DSM to bring its annual reports to life. Our work included:
- Narrative and structure planning: We shaped each year’s report in collaboration with the leadership team, ensuring storytelling and reporting sat side by side.
- Stakeholder interviews: We interviewed the principal and other school leaders to capture authentic insights and reflections.
- Tone of voice refinements: We ensured the tone of voice throughout the annual report felt warm, personal and inclusive.
- Feature and content writing: We wrote stories and feature articles that highlighted achievements and reflected the heart of the school.
- Clarity and accessibility: We turned dry data into clear, accessible content that readers could understand and gain value from.
Results
Through this partnership, DSM’s annual reports evolved into publications that:
- Balanced governance and compliance with storytelling and warmth
- Helped families and the community feel more connected to the school’s mission and achievements
- Reflected the unique bilingual, multicultural identity of DSM
We also helped ease pressure on the internal marketing team by providing reliable support under tight timelines.
This collaboration highlights how storytelling, applied through strategic copywriting, can turn formal reporting into something readers connect with.
