jwb&co marketing present unique-sml
DESCRIPTION
Why being brave and courageous is the key to a strong brand.TRANSCRIPT
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
New
sletter
Viral [Y
outub
e]
Online Advertising
Cinema Outdoor Advertising
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....