A RECIPE FOR MARKETING AND BRANDING YOUR

SCHOOL COUNSELING

PROGRAM

DONNA CLARK, ED.S

JULIA ANSLEY, M.ED., NCC

JANELL JAGIELSKI, M.A.

SARAH SPEAR, M.ED., NCC

CRYSTAL WRIGHT, M.S.

The Logo Game

MCDONALDS

APPLE

STARBUCKS

LEXUS

ADIDAS

2014 FIFA WORLD CUP

PHILADELPHIA FLYERS

EVERNOTE

TRIPADVISOR

WHERE DID THIS IDEA START?

WHY BRANDING?

• “BRANDING IS THE EXPRESSION OF THE ESSENTIAL TRUTH OR VALUE OF AN ORGANIZATION, PRODUCT OR SERVICE. IT IS COMMUNICATION OF CHARACTERISTICS, VALUES, AND ATTRIBUTES THAT CLARIFY WHAT THIS PARTICULAR BRAND IS AND IS NOT.”

• “THERE IS NO RIGHT OR WRONG WAY TO CREATE A BRAND, BUT THERE ARE SOME BEST PRACTICES TO HAVE IN MIND WHILE DOING IT.”

• CONSISTENCY!!! WE WANTED IT TO BE DISTRICT-WIDE.

WHY MARKETING?• “MARKETING IS FINDING WAYS TO GET THIS INFORMATION

ABOUT YOUR BRAND AND YOUR PROGRAMMING INTO THE

HANDS OF MANY DIFFERENT PEOPLE IN AN EFFECTIVE WAY.”

• DEFINE (WHO ARE OUR STAKEHOLDERS, WHAT DO WE WANT

THEM TO KNOW, AND HOW TO CONVEY THAT INFORMATION)

• DESIGN (NEEDS ASSESSMENT, RECURRING THEMES,

DIRECTION, ACCESS TO RESOURCES)

• DEPLOY (WEBSITES, BLOGS, BUSINESS CARDS, SOCIAL

MEDIA, DISTRICT RESOURCES –PRINT-SHOP, ETC.

• DETERMINE (STRATEGIES, RESULTS, NEXT STEPS)

COMMITTEE FORMATION

• INCLUSIVITY IS KEY

• ELEMENTARY COUNSELORS

• MIDDLE SCHOOL COUNSELORS

• HIGH SCHOOL COUNSELORS

• CAREER & TECHNICAL COUNSELORS

BRAINSTORMING MEETINGS

HOW DO CORPORATIONS ADVERTISE THEIR

PRODUCTS?LOGO

MOTTO

BUSINESS CARDS

T-SHIRTS

BANNERS/POSTERS

WEBSITE

VIDEO

CREATING A LOGO

• WHAT’S YOUR __IMAGE____?

• WHAT’S YOUR __MESSAGE__?

• WHO’S YOUR __AUDIENCE _?

• BOTTOM LINE…HOW DO YOU WANT TO BE PERCEIVED?

WHAT DO YOU SEE?

CREATING A LOGO

BrainstormingIdeas

ConsolidatingIdeas

Final Product

COUNSELING VIDEO

• THINGS TO CONSIDER:

• PURPOSE OF VIDEO

• DEFINING OUR ROLE

• WHO TO RECORD

• STUDENTS

• TEACHERS

• ADMINISTRATORS

• PARENTS

COUNSELING VIDEO

• VIDEO PROMPTS

• CONSISTENCY IS KEY

• BASED ON NEW LOGO

• ADVOCATING

• EMPOWERING

• LEADING

COUNSELING VIDEORECORDING AT SCHOOL

COUNSELING VIDEO

NEXT STEPS: EVALUATION PROCESS

•INTERACT WITH SOCIAL MEDIA

•ENGAGE STAKEHOLDERS

•CREATE SURVEY

•BROWSE OTHER DISTRICTS

INTERACT WITH SOCIAL MEDIA

•FAN BASE (FRIENDS & FOLLOWERS)

•TOPIC SHARES AND RETWEETS

•DISCUSSIONS/COMMENTS WITHIN POSTED INFORMATION

FACEBOOK

ENGAGE STAKEHOLDERS

•DISTRICT SCHOOL BOARD

•PRINCIPALS

•STUDENTS

•PARENTS

DISTRIBUTE SURVEYPOSSIBLE QUESTIONS:

•WAS THE CAMPAIGN NOTICED?

•WAS THE PROMOTION ATTRACTIVE?

• IS THE LOGO RECOGNIZABLE?

•WERE OPPORTUNITIES PRESENTED TO VIEW THE VIDEO?

•DO SCHOOL COUNSELING PROGRAMS ALIGN WITH THE CAMPAIGN?

•WAS TRUST BUILT WITH THE CAMPAIGN?

BROWSE OTHER DISTRICTS

•HOW DO THEY PROMOTE?

•DO THEY EXCEL IN ANY PARTICULAR AREA?

•IS THERE ANYTHING THAT MIGHT WORK FOR OUR DISTRICT?

WHERE TO GO?

•WEBSITES

•VISTAPRINT

•GROUPON

•CUSTOMINK

WHAT DO I NEED?

•PENS

•MUGS

•POSTERS

•CALENDAR

•T-SHIRTS

•POLOS

•LABELS

•NOTEPADS

•BUSINESS CARDS

•STRESS BALLS

•STATIONARY

•THANK YOU CARDS

QUESTIONS?COMMENTS?

CONCERNS?