jwb&co marketing present unique-sml

a strategic branding & marketing company dedicated to helping educational institutions be remarkable.

build the door

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?

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.

Rebranding Strategy

Being Unique

Unique - what does it mean?

Oxford Dictionary says this: unlike anything else, remarkable or

unusual

An example.

To be different or unique you must be brave.

What is your orange t-shirt message? How do you become an orange t-shirt?

So the trick is to find out what is special or remarkable about your

educational institution.

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

Research leads to establishing a compelling position and not a motherhood statement.

Position/Positioning

Position - what does this mean?

Oxford Dictionary says this: a particular 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?

Pro

spec

tus

Print A

dverti

sing

Website

Stationery

Twitter

New

sletter

Viral [Y

outub

e]

Online Advertising

Cinema Outdoor Advertising

Facebook

Radio

Position

The positioning then acts like a hub and forms the foundation for all communication... building awareness

This also does another thing - maintains consistency.

It also helps cut through the visual clutter to communicate your remarkableness

How to

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

Brighton Grammar School we teach boys

Brighton Grammar: we teach boys

Brighton Grammar: we teach boys

Catholic Ladies’ College Eltham girls’ flourish here

Catholic Ladies’ College: girls’ flourish here

Catholic Ladies’ College: girls’ flourish here

Catholic Ladies College: girls’ flourish here

Catholic Ladies College: girls’ flourish here

Catholic Ladies College: girls’ flourish here

Catholic Ladies College: girls’ flourish here

Catholic Ladies College: girls’ flourish here

Key words which are in line with position

flourish • thrive • branch out • extend burst forth • increase

Methodist Ladies’ College Sydney {MLC Sydney}

why zig when you can zag

MLC Sydney: why zig when you can zag

MLC Sydney: why zig when you can zag

St Columba’s Girls’ College

uncommon women!

St Columba’s Girls’ College: uncommon women!

St Columba’s Girls’ College: uncommon women!

St Columba’s Girls’ College: uncommon women!

Loreto Toorak

illustrative story book

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

and build awareness.

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