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strategy

Give Yourself an Annual Brand Checkup

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Give Yourself an Annual Brand Checkup

When the brand report is new, there's a laser-like focus on strategy. A year or so later, you may be been too busy putting out fires to think strategically. Do yourself a favor. Go back and re-read the brand report. It will be an eye-opener. 

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21 Prospective Parent Pain Points

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21 Prospective Parent Pain Points

Why does a family seek out an independent school in general and yours in particular? They are motivated. What motivates them is that they have at least one “pain point” — a need, want, or problem — that your school addresses. Start your marketing with that pain point.

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The Language of Your Brand Matters

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The Language of Your Brand Matters

Your school has just gone through a brand development process, possibly working with an outside firm or creating it in-house. Your committee celebrates when you finally approve the final language that describes your school, the incredible value it brings to your families, what makes it unique and how it changes lives. Now it’s time to start using that new brand language...

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Brand Aid : The Style Guide

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Brand Aid : The Style Guide

A style guide is difficult to create because it requires foresight, decision-making, and commitment, but it’s worth its weight in gold once completed. It tells your internal and external communities that you have hard-and-fast rules about your graphic identity and editorial conventions, and that there are few exceptions. 

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No Silver Branding Bullet

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No Silver Branding Bullet

The hot, viral marketing stories that come to the forefront of our minds are wildly successful, but rare. Brand development takes time…a long time. Be prepared to be in it for the long haul to garner spectacular success.

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Slogans Are Temporary, Taglines Semi-Permanent

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Slogans Are Temporary, Taglines Semi-Permanent

We have an idea. Create a “slogan” for the enrollment year and plaster it on everything you do for admissions. Make it exciting, interesting, and memorable. Have it lead the charge and carry your other brand messages along with it. “But we have a tagline. Isn’t that the same thing?” No.

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