The document provides guidance on developing a unique and compelling branding strategy for educational institutions. It outlines four main steps: 1) be unique by researching what makes the institution remarkable, 2) develop an authentic positioning statement, 3) maintain consistency across all communications, and 4) build awareness of the new brand identity. Examples are given of positioning statements for different schools that communicate uniqueness, such as "girls flourish here" and "why zig when you can zag". The key is finding what truly distinguishes the institution and authentically communicating that compelling message.

1. a strategic branding & marketing
company dedicated to helping
educational institutions be remarkable.
build the door

2. What we have learned over the
past 15 years helping educational
institutions communicate their
speacialness.
Your prospectus and website and all your communications cannot just be pretty documents of smiling students, lots of
text and a motherhood statement like “education for life”. They must rather communicate a clear, unique and compelling
message which is authentic. This approach will have cut through, be memorable and engage your audience to want to
know more. It will compel them to pick up the phone and book a tour or enrol.
What do I mean?

3. Four main steps to
walk when rebranding
or developing a
prospectus campaign
be:
unique,
authentic,
consistent
and
build awareness
This is what I would like to discuss today… being unique, authentic, consistent and building
awareness and how to develop a unique story to tell. Being unique and compelling is the key.

4. Rebranding Strategy
Being Unique

5. Unique - what does it mean?
Oxford Dictionary says this: unlike
anything else, remarkable or
unusual

6. An example.
To be different or unique you must be brave.

7. What is your orange t-shirt message? How do you become an orange t-shirt?
to find out what is
So the trick is
special or remarkable about your
educational institution.

8. How then do we develop a unique and compelling message?
How then do we develop a unique prospectus, website or any other form of communication?
Above all must be authentic or truthful.
Research

9. Research leads to establishing a compelling position and not a motherhood statement.
Position/Positioning

10. Position - what does this mean?
a particular
Oxford Dictionary says this:
position or location, a point of view or
attitude. What you stand for.
Ie: Nike - Just do it, [position] - they are communicating the notion or attitude of risk taking.
The Nike brand is about risk taking, pushing self to be better... A brand is the personality, attitude and
character of a product. What is your educational institutions personality? Do you communicate it?

11. The positioning then acts like a hub and forms the foundation for all communication... building awareness
Prospectus
g
sin
ti
er
dv
tA
Ra
ng
in
si
di
verti
Pr
o
Cine o or Ad
ma Outd
Online Advertising Position Website
k Tw
F ac eboo itter
St
]
be
at
tu
io
Newsletter
u
n
Yo
er
l[
y
ra
Vi
This also does another thing - maintains consistency.
It also helps cut through the visual clutter to communicate your remarkableness

12. How to

13. Research
• Interview various segments of the school population
• ask them the same questions ie: what do you like most about your education....
• this can also be done as a online survey
• listen for consistency of response and trends
Develop a compelling positioning
• define the brands personality, character, attributes and attitude from research
• this will determine: the story to communicate, typeface to use, type of language...
• position must be authentic and unique
Begin communication of new brand position... build awareness
• this should be an appropriate visual step from position to prospectus, website, print
and outdoor ads and social media... be consistent.
• Once the position is established you can now begin developing the avenues to
communicate the message and build awareness.
• Must get the message out.
Four main steps to walk when rebranding
be: unique, authentic, consistent and build awareness
A few examples to help

14. Brighton Grammar School
we teach boys

15. Brighton Grammar: we teach boys

16. Brighton Grammar: we teach boys

17. Catholic Ladies’ College Eltham
girls’ flourish here

18. Catholic Ladies’ College: girls’ flourish here

19. Catholic Ladies’ College: girls’ flourish here

20. Catholic Ladies College: girls’ flourish here

21. Catholic Ladies College: girls’ flourish here

22. Catholic Ladies College: girls’ flourish here

23. Catholic Ladies College: girls’ flourish here

24. Key words which are in line with position
flourish • thrive • branch out • extend
burst forth • increase
Catholic Ladies College: girls’ flourish here

25. Methodist Ladies’ College Sydney {MLC Sydney}
why zig when you can zag

26. MLC Sydney: why zig when you can zag

27. MLC Sydney: why zig when you can zag

28. St Columba’s Girls’ College
uncommon women!

29. St Columba’s Girls’ College: uncommon women!

30. St Columba’s Girls’ College: uncommon women!

31. St Columba’s Girls’ College: uncommon women!

32. Loreto Toorak
illustrative story book

34. Conclusion
To influence your audience to stop and consider your
institution you must be unique, authentic, consistent
and build awareness.

35. But to do this you must be most of all....