LARKMEAD Change School Programme Brand development Christine Wilkinson community artist Edmund Harcourt actor and scriptwriter Arthur op den Brouw brand consultant This presentation summarises the programme & conclusions of the Larkmark’s research.

INTRODUCTION

WHY ARE WE HERE?

DID WE COME FOR THE DINNERS? … UHMMM? NO.

WE ARE HERE BECAUSE… We were asked to help Larkmead discover its brand. We promised to: 1. Work with 90 students 2. Discover not impose 3. Enrol students as agents 4. To involve everyone 5. To make it fun / interesting 6. Create a brief for the future

WHAT WAS THE PLAN? PHASE ONE 1. GOAL setting 2. DISCOVER who you are 3. DEFINE what you want to be 4. DEFINE purpose and values 5. DECIDE on the big idea 6. CONCLUSION presentation

WHO’S DOING THIS? THE LARKMARKS

WHAT IS BRANDING? IT’S SOMETHING YOU ALREADY KNOW AND … IT’S INSIDE YOUR HEAD

WHAT IS BRANDING? YOU SAW THAT A BRAND IS TO DO WITH THINGS WE CAN TOUCH OR SEE , AND THINGS THAT ARE STORIES AND CULTURE .

WHAT IS BRANDING? BRAND HELPS US COMMUNICATE OUR DIFFERENCES AS WELL AS OUR SIMILARITIES.

WHAT IS BRANDING? THERE ARE JUST FIVE KEY ELEMENTS TO A BRAND COMMUNITY / PRODUCT PURPOSE WHAT YOU STAND FOR CORE VALUES THE BIG IDEA

WHY BRAND? IT’S NOT A QUESTION OF IF YOU SHOULD, BECAUSE YOU ALREADY DO! EVERYTHING HAS A BRAND GET MORE CLARITY HOWEVER WHEN WE WORK ON AND IMPROVE OUR BRANDS WE CAN: MAKE THE MOST OF WHAT YOU’VE NATURALLY GOT MAKE IT EASIER TO COMMUNICATE MAKE YOURSELVES STAND OUT AND ATTRACT MORE BIND YOUR COMMUNITY IT’S A GREAT LIFE-SKILL

WHAT DID YOU DO?

Words : SELLING LARKMEAD Visual : INSIDE / OUTSIDE Drama : EAVES DROPPING / TABLEAUX IDENTITY EXERCISE

RESEARCH INTO WHO YOU WERE QUESTIONNAIRES STORIES PHOTOGRAPHS

TEMPERATURE GRAPHS RESEARCH

YOU RESEARCHED TO UNDERSTAND WHAT YOUNG PEOPLE ANTICIPATE AND WANT FROM LARKMEAD. AND ALSO DISCOVERED ATTITUDES AND BELIEFS OF TEACHERS, PARENTS, ALUMNI AND STUDENTS.

YOU ANALYSED THE RESULTS AND DISCOVERED WHAT MATTERS MOST

YOU ALSO LOOKED INTO THE NATURE OF INDIVIDUALS WORKING TOGETHER WITH COMMON PURPOSE

YOU DECIDED ON WHICH VALUES WERE THE MOST IMPORTANT FOR THIS SCHOOL. VALUES

AND COMPARED THIS TO WHAT THE OPPOSITE SCHOOL WOULD LIKE LIKE. VALUES

. YOU SHOWED US WHERE LARKMEAD SITS ON THE SCALE OF WORST TO BEST.

PURPOSE EXERCISE YOU TOLD US WHERE YOU WANT TO BE IN FIFTEEN YEARS.

BODIES EXERCISE YOU REFINED THE VALUES THAT WERE APPLICABLE TO LARKMEAD

MASK EXERCISE YOU UNDERSTOOD HOW EASY IT IS TO HAVE A STRONG IDENTITY AND BE MORE MEMORABLE.

ADVERT GAME YOU APPLIED THE PRINCIPLES OF BRANDING TO AN ADVERTISEMENT

BOAT METAPHOR YOU UNDERSTOOD THE FIVE KEY ELEMENTS OF CREATING YOUR BRAND

TAG LINE EXERCISE YOU MADE AN INFORMED CHOICE OF THE BEST TAG-LINE YOU CREATED TAG-LINES

WHAT YOU LEARNED

WHAT YOU LEARNED WE RECORDED EVERYTHING YOU SAID AND DID.

THE KEY PRINCIPLES You discovered that everything you need to know about branding, you already know. All you needed was a bit of help to label it and organise it . Branding is everywhere, in everything, affects everyone . Branding is a discovery process. We uncover the things that are already there. That branding is a balance between the needs of ME and WE or personal needs and community needs . Learned the three steps to creating a professional brand: Discover, Define and Decide .

NEW WORDS, PRINCIPLES Tangible / Intangible Brand and identity Purpose Audience, Competitor, Stakeholders, Product Values What we stand for Coherence and consistency The big idea What we’re famous for Tag-line Appearance / Culture The MAGIC TEST

MAGIC TEST G OER: gets around, lasting, persistent, conveyable, accessible, has legs C REATIVE: fun, engaging, imaginative, poetic, inspiring A PPLICABLE: consistent, relevant, appropriate, fitting, consistent, valid, authentic I NFECTIOUS: irresistible, contagious, catchy, inviting, creates a buzz, memorable M EANINGFUL: coherent, understandable, has a message, accurate

THE BRAND BRIEF

BACKGROUND Larkmead School is a secondary school in Abingdon, Oxfordshire. Whilst specialising in the Visual and Performing Arts, Larkmead offers a balanced programme of studies across all disciplines, age groups and abilities. Larkmead achieves very good results by traditional standards. Uniquely it champions the individual and creates a secure community in which those individuals can thrive. The trust, accessibility and calmness of this community provides a firm launch pad to allow the pupils a fully informed participation in shaping the school’s future.

PURPOSE It is the purpose of Larkmead to equip young people with the skills, experience and knowledge that allow them to flourish as individuals as well as members of a community.

WHAT WE STAND FOR EVERYONE MATTERS

CORE VALUES COMMUNITY DISCIPLINE ACTIVE HARD WORK PRIDE

THE BIG IDEA FEELS LIKE THIS Learning for life Where everyone comes first One community, individual minds The sky is the limit Find yourself here Inspiring minds, creating futures Success in your terms

WHAT NEXT?

NEXT STEPS Art piece Implementation plan Media work Get buy-in from key stakeholders Logo design

THANK YOU!

Discover Define Decide Design Develop Deliver Defend .

Discover Define Decide Design Develop Deliver Defend .

Discover Define Decide Design Develop Deliver Defend .

Discover Define Decide Design Develop Deliver Defend .