All too often, schools do the work of branding without providing the people and processes to ensure its success. Here’s what you need to lay a solid foundation. (Original post July 2011)
Since Halloween is just around the corner, we thought this would be a good time to answer this question. Our answer is: not yet. And here’s why:
With so much branding, marketing, and social media going on, we rarely look at what gives people their first impression of an independent school’s image: the name itself.
The hot, trendy marketing stories that come to the forefront of our minds are wildly successful, but rare. Brand development takes time…a long time.
Like it or not, independent schools, like all academic institutions, are businesses. As such, schools must pay attention to keeping parents happy, much as businesses must keep customers happy. Keeping parents happy can be a nightmare, because some parents, particularly Gen-X parents, are all about the individual experience. They can seek customization beyond what a school wants to, or should, provide. But schools should make every effort to keep “normal” parents—those with appropriate expectations—happy, because parents are your best marketers.
Directors of Marketing Communications need a number of tools to steward their brand effectively. This is the first in a series of blog posts that will help make your job much easier and insure brand adhesion in your marketing efforts. First Up: The Style Guide
Change is difficult. It creates feelings of being unsettled and anxious. As a result, people resist change and defer to the status quo, even when they know what is in place isn’t working. If you know you need a new logo, try this recipe to help your school embrace the change.
Many independent schools are welcoming a new Director of Marketing Communications this summer. So Turnaround thought these new hires could use a list of basic necessities to jump start their office set up.
Turnaround explains the difference between taglines and slogans, while encouraging independent schools to be more creative and attention-getting in their marketing.
When Turnaround asks independent schools to describe themselves, we hear the same old, same old. While the same old might be true, it doesn’t distinguish the school from competitors, nor does it feel authentic to internal audiences. Dig for your brand. It’s there.
When a key figure leaves an independent school, it’s critical to give an explanation to internal audiences. No explanation leaves too much room for rumors to develop that are worse than the actual reason. This, in turn, damages a school’s hard-earned image.
Answering one big fat question is the key to driving inquiries. Why is your school “worth it”?
Turnaround Marketing Communications is thrilled to announce it is now a consulting firm, specializing in branding and marketing for independent schools from Canada to Florida.
A school’s website is its most valuable marketing medium. As more and more staffers have posting power, the Brand Steward needs to step in to insure brand adhesion and to control the visitor experience.
Viewing marketing materials of other independent schools is interesting and valuable…to an extent. Their market, audience, challenges, etc. are not yours. Enjoy the samples, but don’t just copy an idea. Make sure it’s right for your situation and is — always — brand-centric.
You may feel tempted or pressured into forming a large marketing committee. Resist, and take your lumps early. The process will be far more efficient and effective if you do.
Independent schools spend a great deal of time and money on brand development, but some lose momentum after the first year. What happened?
Most independent schools are still producing their magazine as if it were 1980. Rethink the purpose and content of yours to bring it into this century.
Ready to jump on the brand wagon? Make sure you are ready.
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