It's amazing where many of us discover the true wisdom that guides us in our marketing decisions for our schools or consulting practices. For many, new ideas come from following in the footsteps of those who have gone before and who seem to have gotten it right. For others, knowledge is gained by attempts, and subsequent failures, at getting our brand "right." Still others, like me, find brilliance in your average, run-of-the-mill, fortune cookies. Regardless of the source, the most important action that we take is to analyze our marketing decisions regularly and make updates and revisions frequently. This session will focus on 10 tips for developing, maintaining, and strengthening a brand, while providing participants with the motivation and energy to implement these ideas.

1. (Almost) Everything I Know About Branding I
Learned From Fortune Cookies:
10 Crunchy Tips Every Marketer Should Know
Kristina Dooley
Estrela Consulting
IECA Associate Member
IECA SpringIECA Spring Conference 2012
Conference 2012
Boston, Boston, MA
MA

2. Presentation Guidelines:
C.A.S.E. ... Highly encouraged!
Be prepared to share your own
ideas & be prepared to participate!
Eat your cookies & read your
fortunes…but don’t throw them
away!
Now, the 10 Tips…
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

3. p #1
Ti
 Who is part of your “marketing team”?
 How do you solicit ideas from others?
 How are these people recognized for their
marketing efforts?
 “It is amazing what you can accomplish if you do
not care who gets the credit.” ~ Harry S. Truman
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

4. The Importance of getting a second opinion…
p #1
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

5. p #2
Ti
 Where do your friends work, live, play? Can their
social circles help you get your message out?
 When you have an Open House, do you have “carrier
pigeons” to help you distribute the invites?
 How do you utilize past/current parents and alums?
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

6. p #2
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

7. p #3
Ti
 What kind of marketing “risks” have you taken?
How do you stay informed about how competitors are
marketing?
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

8. Good Creative Risks…
p #3
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

9. Shhhh, this doesn’t leave this room…
p #3
Ti
How can you develop your own “Mark Meme”?
What other ways can you connect creatively to your
prospects?
Estrela Consulting
IECA Spring Conference 2012
Pinterest & FB Timeline Boston, MA

10. p #3
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

11. p #4
Ti
 How do you communicate with prospective families
about how your school compares with your competitors?
 Do you have open lines of communication with your
counterparts at competitor schools? Is there value in
these relationships?
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

12. p #5
Ti
 How is your school distinguished in the marketplace? Is
this due to your marketing strategies or misperceptions?
 How do your marketing materials support your brand?
 If your school name were removed from your
marketing materials, would the consumer easily identify
you?
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

13. p #5
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

14. p #6
Ti
How can your internal audience have an impact on
how your brand is perceived?
What methods do you currently use to make sure
brand consistency is maintained?
Faculty & Staff – how often do you communicate
with them about enrollment?
Estrela Consulting
 Mission Statements IECA Spring Conference 2012
Boston, MA

15. “A brand is a living entity - and it is enriched or
undermined cumulatively over time, the product of a
p #6 thousand small gestures.” ~ Michael Eisner
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

16. p #6
Ti
What “small gestures” can your
faculty, staff, and students make to
improve positive brand perception?
E-Signatures
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

17. p #7
Ti
 How do you measure success in a new marketing
campaign?
 How often are your faculty, staff, students, alumni,
visitors, etc. surveyed about their perceptions of the
school or your marketing efforts?
 “Only when the tide goes out do you discover who's
been swimming naked.” ~Warren Buffett
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

18. p #8
Ti
How do you handle two-sided publicity?
Who is responsible for managing your response to
media both externally & internally?
Interns
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

19. p #8
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

20. p #9
Ti
How do you ensure quality and accuracy in your
marketing efforts?
How do you develop marketing messages for
international markets?
Checks & Balances
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

21. p #9
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

22. p #9
Ti
Estrela Consulting
IECA Spring Conference 2012
Boston, MA

23. # 10
T ip
What makes up your visual identity? How is this
managed?
Green Orange, LLC
Managing Social Media
Estrela Consulting
IECA Spring Conference 2012
Boston, MA