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Brand strategy for a Private College

A presentation outlining an approach to the re-brand of a private 6th Form College. It includes explanation of the different elements of building a brand and factors to consider for private colleges in particular.

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Brand strategy for a Private College

  1. 1. Branding for Education A strategic view of communications for a private 6th form college – the development of an educational brand Eleanor Maclure
  2. 2. Brand Strategy for a Private College Define purpose and requirements Develop appropriate strategy Execution of outcomes Update of Brand for Private 6th Form College
  3. 3. Brand Strategy for a Private College Branding as a Marketing Strategy Branding is the process of purposefully shaping the perceptions of your audience, in order to achieve the aims of your organisation
  4. 4. Brand Strategy for a Private College Branding as a Marketing Strategy “Your brand is what people say about you when you leave the room” Jeff Bezos, creator of Amazon.com
  5. 5. Brand Strategy for a Private College Branding as a Marketing Strategy You have a brand whether it has been managed or not It is more than just your logo, it is your reputation
  6. 6. Brand Strategy for a Private College Branding as a Marketing Strategy Who has the potential to influence the perception of a private college? • Current students • Alumni • Parents • Current and former teaching staff • Administrative staff • Senior management • Educational agents • Academic community • Other Independent Colleges • Other secondary and private schools • Ofsted • Exam boards/moderators/external examiners • University admissions boards
  7. 7. Brand Strategy for a Private College Branding as a Marketing Strategy Building and managing your brand will help you create a coherent marketing strategy allowing you to promote the college more effectively. It will distinguish you from your competitors and strengthen the identity of the college
  8. 8. Brand Strategy for a Private College Branding as a Marketing Strategy Everything you communicate, whether done verbally, visually, physically or written will shape the perception of your brand
  9. 9. Brand Strategy for a Private College Building and Managing your Brand What you look like – your brand identity. How well does it visually communicate what you are trying to say and do? What you say – written and verbal, your message, your tone of voice, your vocabulary What you do – Your actions, behaviours, attitude, achievements and integrity. Do you deliver on your claims? Your Brand
  10. 10. Brand Strategy for a Private College • Talks/speeches • Presentations • Meetings • Slogans • School motto • Telephone manner • Articles What You Say can include: • Newsletters • Blog posts • Advert copy • Press releases • Prospectus text • Website content • Social media content Building and Managing your Brand
  11. 11. Brand Strategy for a Private College • Exam results • Behaviour of students • Success of alumni • Expertise and knowledge of staff • Quality of teaching • Effectiveness of senior management • Efficiency of day to day running • Open days • Other school events or performances What You Do can include: Building and Managing your Brand
  12. 12. Brand Strategy for a Private College Brand Identity Brand Assets Building and Managing your Brand What You Look like includes your: The visual expression of your brand values, personality and message Distinctive elements of your identity that evoke your brand in the mind of your audience
  13. 13. Brand Strategy for a Private College Visual Assets: • Logo/logotype • Colours/colour palette • Typeface/typography • Graphic devices • Shapes • Patterns • Characters • Style of advertising Sensory Assets: • Scents • Textures • Tastes • Sounds - songs, music, jingles, rhythms Physical Assets: • Buildings • Places • People – figures synonymous with the brand (eg. Richard Branson and Virgin) or celebrities Brand Assets can include: (not all will be applicable in every case) Building and Managing your Brand
  14. 14. Brand Strategy for a Private College Offline/Printed media: • Prospectus design • Leaflets • Posters • Stationery • Printed newsletters • Banners • Newspaper/magazine adverts • Photographs Online/digital media: • Website design • Email newsletters • Email signatures • Online advertising • Blog pages • Social media pages • Videos/animations • Photographs • Electronic presentations • Screen savers Physical media: • Signage/wayfinding • Interior design • Building • Exhibition stands • Promotional items Execution of you Brand Identity Building and Managing your Brand Visual Language: Logo, Colour, Typeface, Shapes
  15. 15. Brand Strategy for a Private College Building and Managing your Brand The execution of your brand identity should visually reinforce your message, creating a consistent look that is distinctive from other colleges and recognisable as belonging to you
  16. 16. Brand Strategy for a Private College Building and Managing your Brand Execution – Consistent application of the brand identity across marketing platforms Your message – Shaping the perception of your audience Brand Identity – The visual interpretation of your brand message Your Brand
  17. 17. Brand Strategy for a Private College Building and Managing your Brand Building and managing your brand will help to build your Brand Equity or Brand Value. This can be built over time by delivering a consistent product or service and communicating a consistent brand message
  18. 18. Brand Strategy for a Private College Building and Managing your Brand Brand equity is the increase in value placed on a product or service as a result of it being produced or provided by a well- known, established or respected brand
  19. 19. Brand Strategy for a Private College Consistent application of Brand Identity Brand Equity Consistent Communication Consistent Delivery Distinctive Brand Identity Building and Managing your Brand
  20. 20. Defining a College’s Brand
  21. 21. Brand Strategy for a Private College How is the college perceived? How do you want the college to be perceived? How is your college unique?
  22. 22. Brand Strategy for a Private College What are your USPs? • Committed to academic excellence • Rewarding and engaging experience • Outstanding exam results • Top university destinations • State-of-the-art facilities • Great location • Students treated as mature adults • Friendly, informal environment • Sense of community • Wide choice of subjects • Individual attention • Scholarships available • Supportive and knowledgeable staff • Small class sizes • Extra-curricular activities How is your college unique?
  23. 23. Brand Strategy for a Private College What are your Brand Values? What is your Brand Personality? A set of characteristics that define the personality of your school and differentiate you from your competitors A set of key values that define what your school and therefore what your brand stands for How is your college unique?
  24. 24. Brand Strategy for a Private College What is your Brand Position? What is your Value Proposition? Your defining feature or benefit that sets you apart from all your competitors; your niche The value of the features and benefits your audience receives as a result of choosing your organisation How is your college unique?
  25. 25. Brand Strategy for a Private College How is your college unique? Brand Personality Brand Values Brand Position Value Proposition Your BrandDefining your brand
  26. 26. Brand Strategy for a Private College • Friendly • Caring • Supportive • Creative • Responsible • Motivating • Nurturing • Informal How is your college unique? Example Brand Personality traits for your college: • Challenging • Informative • Enlightening • Empowering • Fun • Inspiring • Relaxed • Open • Understanding • Energising • Stimulating • Encouraging • Invigorating • Rigorous • Committed
  27. 27. Brand Strategy for a Private College • Committed to academic excellence • Rewarding and engaging experience • Outstanding exam results • Students treated as mature adults • Friendly, informal environment • Sense of community • Wide choice of subjects • Supportive and knowledgeable staff • Dedicated attention How is your college unique? Example Brand Values for your college:
  28. 28. Brand Strategy for a Private College How is your college unique? Example Brand Positioning statement for your college: Informal Excellence
  29. 29. Brand Strategy for a Private College How is your college unique? Example Value Proposition for your College: We prepare our students for life and higher education as mature, independent, successful adults able to pursue excellence and further achievement.
  30. 30. Developing a Brand Identity
  31. 31. Brand Strategy for a Private College Developing a Brand Identity At the recent Headmasters’ and Headmistresses’ Conference in Belfast, Mungo Dunnett ‘advised schools to create a distinctive brand, which marks them out from other private schools in their area’. Anna Davis, Evening Standard
  32. 32. Brand Strategy for a Private College Developing a Brand Identity Who are your competitors? • Other Independent Colleges in the UK • International Colleges/schools • Private schools with Sixth Forms • Grammar schools with Sixth Forms • High performing state schools with Sixth Forms • High performing state Sixth Form Colleges
  33. 33. Brand Strategy for a Private College Developing a Brand Identity What do your competitors offer? • Outstanding Ofsted inspection • Preparation for university • Excellent exam results • Top university destinations • Extra-curricular activities • Boarding • State-of-the-art facilities • GCSEs,A & A/S Levels • Re-takes • Easter Revision • Exams to external candidates • Medical Programme • UKCAT and BMAT Courses • Support for international students • Small class sizes • Personal tutors • Wide range of subjects • Excellent teaching and support • Support and guidance for UCAS • Additional subject tuition
  34. 34. Brand Strategy for a Private College Developing a Brand Identity What do your competitors look like?
  35. 35. Brand Strategy for a Private College Developing a Brand Identity – Colour Analysis Dominant Blue Colour Palette Dominant Red Colour Palette
  36. 36. Brand Strategy for a Private College Developing a Brand Identity – Typographic Analysis Serif Typefaces Sans Serif Typefaces
  37. 37. Brand Strategy for a Private College Developing a Brand Identity – Semiotic Analysis More Traditional Elements of Both More Modern
  38. 38. Brand Strategy for a Private College Developing a Brand Identity – Analysis How is your college different from other schools? What makes your college unique?
  39. 39. Brand Strategy for a Private College Developing a Brand Identity – Analysis Does your current brand identity represent the values and personality you want to portray?
  40. 40. Brand Strategy for a Private College Developing a Brand Identity – Elements Your typeface is your tone of voice. It can emphasis or undermine the meaning of your message or create suggestions and associations for your words
  41. 41. Brand Strategy for a Private College Developing a Brand Identity – Typeface Examples PRIVATE COLLEGE Private College Gotham Rounded Modern Interstate Open Private College Clan Pro Technical Private College Baskerville Formal
  42. 42. Brand Strategy for a Private College Developing a Brand Identity – Typeface Examples Private College PRIVATE COLLEGE Private College Avant Garde Bold Museo Friendly Gill Sans British Private College Edwardian Script Traditional
  43. 43. Brand Strategy for a Private College Developing a Brand Identity – Elements Your colour palette will influence the feel of your brand identity. Colour elicits an emotional response, colour schemes are usually more memorable and recognisable than other visual elements. They can also be used for colour coding and navigation
  44. 44. Brand Strategy for a Private College Developing a Brand Identity – Colour Palette Examples • Nautical • Traditional • Urban • Industrial • Young • Fresh
  45. 45. Brand Strategy for a Private College Developing a Brand Identity – Colour Palette Examples • Soft • Feminine • Bold • Masculine • Cool • Understated
  46. 46. Brand Strategy for a Private College Developing a Brand Identity – Elements Graphic devices are shapes or symbols that can be used alone or repeated to create patterns or textures. They can form part of a logo or be used alongside it as part of a visual identity system
  47. 47. Brand Strategy for a Private College Developing a Brand Identity – Elements Your logo is a graphical representation of your organisation. It should be unique and recognisable. A logotype is where the name of the organisation is used as the logo either alone or in conjunction with a symbol
  48. 48. Brand Strategy for a Private College Developing a Brand Identity – Logo Examples Classic Designs Contemporary Logos
  49. 49. Brand Strategy for a Private College Developing a Brand Identity – Academic Logo Examples
  50. 50. Brand Strategy for a Private College Developing a Brand Identity – Brand Application Bournemouth University
  51. 51. Developing a Marketing Strategy
  52. 52. Brand Strategy for a Private College Developing a Marketing Strategy What do you want to achieve? • Expand pupil numbers • Attract better quality candidates • Develop a franchise • Raise the profile of the college • Break into new/international markets • Compete in a changing UK education market • All of the above • Something else entirely
  53. 53. Brand Strategy for a Private College Developing a Marketing Strategy Who are your audiences? External • Prospective students • Prospective parents • Educational agents • Feeder schools Internal • Current Students • Parents • Teaching Staff • Management
  54. 54. Brand Strategy for a Private College Developing a Marketing Strategy Marketing Tools and Activities: Offline/Printed media: • Prospectus • Brochures • Leaflets • Posters • Banners • Newsletters • Printed adverts • Press releases • Printed articles Online/Digital media: • Website • SEO • Links on other sites • Email newsletters • Email signatures • Online advertising • Blog pages • Social media pages • Videos/animations • Screen presentations • Screen savers • Online articles Physical/Experiential media: • Exhibition stands • Promotional items • Talks/speeches • Open days • Events • Word of mouth
  55. 55. Brand Strategy for a Private College Developing a Marketing Strategy Your marketing output should communicate a consistent message in line with your brand values, brand personality, brand positioning and brand promise
  56. 56. Brand Strategy for a Private College Developing a Marketing Strategy To reinforce your message and generate recognition your brand identity should be applied consistently across all of your marketing output
  57. 57. Brand Strategy for a Private College Developing a Marketing Strategy Your brand identity should be designed and developed so that it is flexible enough to adapt to the different requirements of offline and online media
  58. 58. Brand Strategy for a Private College Offline/Printed media considerations: Developing a Marketing Strategy Prospectus/Brochures/ Leaflets/Posters/Banners/ Newsletters/Printed adverts/Press releases/ Printed articles • Legibility, • Accessibility • Audience • Purpose • Size • Format • Binding • Print method • Print run • Budget • Time constraints • Organisation of Content • Text • Hierarchy • Tone of voice • Image types • Image quality • Colour reproduction • Paper stock
  59. 59. Brand Strategy for a Private College Online/digital media considerations: • Legibility, • Accessibility • Audience • Purpose • Budget • Image types • File formats • File sizes • Text on screen • Tone of voice • Web fonts • SEO • Device Compatibility • Time constraints • Type of content • Content management • Screen resolution • Download speed • Colour rendering • Conversion rate • Image quality • Browser compatibility • Online security • Interactivity Developing a Marketing Strategy Website/SEO/Inbound links/ Email newsletters/Email signatures/Online advertising/ Blog pages/Social media pages/ Videos/Animations/Screen presentations/Screen savers/ Online articles
  60. 60. Brand Strategy for a Private College Physical/Experiential media considerations: • Accessibility • Audience • Purpose • Budget • Size • Scale • Relevance • Content • Tone of voice • Time constraints • Production methods • Interactive elements • Overall experience • Overall presentation • Application of graphics Developing a Marketing Strategy Exhibition stands/ Promotional items/ Talks/Speeches/Open days/Events
  61. 61. Brand Strategy for a Private College Web Specific Marketing Strategies: • Website design • SEO • Adwords • Interactive content • Conversion rate • Blogging • Writing articles • Twitter presence • Facebook page • Linkedin Profile • Photo sharing (Flickr, Instagram) Developing a Marketing Strategy • Video sharing (YouTube, Vimeo) • Document sharing (Issuu, Scribd) • Link sharing (StumbleUpon, Digg, Delicious, Google Bookmarks) • Presence on school search and review directories • Analytics • Inbound links • Pay per click • News feeds
  62. 62. Branding for Education A strategic view of communications for a private 6th form college – the development of an educational brand Eleanor Maclure

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A presentation outlining an approach to the re-brand of a private 6th Form College. It includes explanation of the different elements of building a brand and factors to consider for private colleges in particular.

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