AISNE: An Approach to Research-Based Image Development & Branding for Member Schools

The School Life Cycle Prospective Students Parents Guidance Counselors Current Students Potential Transfers Alumni & Friends Community Philanthropic Prospects Corporate Leaders Public Officials Business Operations Marketing & Communications Enrollment Mgt. Academic Life Student Life Alumni Enrollment Mgt. President / Council Board of Trustees Human Resources Motivate desired actions through effective engagement (interpersonal, print & electronic communications) The Life Cycle

Overview of Research-Based Image Development & Branding

Some level of acceptable internal identity needed first to market a successful brand image externally.

Who’s on the “inside”?

Desired Actions (Internal) n Serve n Reward, Remain n Grow, Graduate n Represent n Refer n Mentor n Donate

Who’s on the “outside?

Desired Actions (External) n Apply (enrollment, employment) n Accept n Enroll n Refer n Mentor n Donate

Feel + Think = Behave = ACTION

A View of Branding n A name that has become a recognized carrier of authentic expectations and promises. –schools, institutes, centers, programs, people. n A set of stated or implied promises and expectations that accrue to all who “experience” an organization or its offerings. n A cornerstone upon which to inspire confidence, cohesion, and community. n A portfolio of valuable assets to be managed.

Benefits of a Strong Brand n Builds interest and demand. n Fosters closer, ongoing relationships with key constituencies. n Commands a higher price based on higher perceived value. n Differentiates and positively positions the offering among competitors. n Weathers changing conditions and crises. n Conveys immediate value to new offerings.

Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Internal Research External Research Who We Are Mission, Vision, Values

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Who We Are – A reaffirmation of the School’s mission and values; and an updating of the vision for the future – the key drivers for authentic branding.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values A Parallax View – Research on how key constituencies perceive the School and its offerings balances how the School perceives itself – and identifies critical gaps.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Key Attributes – Positive character and personality traits authentic to the School.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Core Capabilities – Competencies that serve as the basis for setting and delivering on expectations of your key audiences.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Credible Promises – Those promises and created expectations that audiences can rely on and that differentiate you from other institutions.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Competitive Analysis – The process of benchmarking and assessing the School relative to current competitors and aspirant schools.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Positioning – A statement of how the School or its offerings are positively and uniquely situated within the universe of competitors.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Messaging System – A verbal identity system through which a set of key messages (and proof points) reinforces the brand and positioning of the School in all communications.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Proof Points – An accumulating set of quantitative and qualitative outcomes that validates your brand promises.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Visual Identity System – The graphic building blocks (school seal, colors, typeface, imagery, writing style) that reinforces the brand and provide a consistent look and feel across all materials.

Key Drivers for Branding, Positioning and Communications © 2003 Maguire Associates, Inc. Positive Positioning Proof Points Visual Identity System Key Attributes Credible Promises Core Capabilities PRISM Message System Competitive Analysis Marketing/ Communications Plan Internal Research External Research Who We Are Mission, Vision, Values Marketing / Communications Plan – The planned mix of integrated print, digital, and interpersonal communications intended for various key audiences over time to motivate desired actions.

Benefits to AISNE Member Schools n A stronger, durable reputation and clearer positioning in the marketplace. n Increased interest and demand leading to higher enrollment of students well matched with the institution. n Increased satisfaction/retention rates. n Increased engagement with and support from alums and other external constituencies. n More targeted, cost effective communications.

Branding, Positioning, & Communications Check-Up

Strategy Elements n Positioning: –What is your school’s compelling position? –Can it be expressed in a sentence or two? –What can your school do better than anyone else? –Are you sufficiently differentiated from the pack? –Is the position realistic, attainable and credible? –Does it reflect a legitimate market need informed by research?

Strategy Elements n Messaging System: –What are your three core messages? –Would all your internal constituencies agree that these are your three messages? Is there compliance? –Do you have a messaging/verbal identity system supporting these messages with facts (cognition) and stories (emotion)? –Is your leadership team and others with “customer” contact trained in how to use the system to stay on message. –Do your speakers and writers know what words to use and to avoid, and is the system free of jargon, cliché and hyperbole? –Do your messages emerge naturally from the research and positioning? Have your messages been tested? –Do you have or need a tagline? How does it systematically emerge from the messaging and has it been tested?

Strategy Elements n Visual Identity System: –Do you have a system for organizing your “look and feel”? Do internal constituencies know what it is and comply with it? –Is the system integrated with your verbal identity system so that certain words align with certain colors? Does the system transfer well from print to digital media? –Does your visual identity emerge naturally from the research and positioning? Have your logo, color palette, font choices and approach to photography been tested? –Do you have a specific approach to photography?

Strategy Elements n Media Mix: –What is the right balance of print, digital, electronic and interpersonal media for your school and budget? How do you know this to be true? –Are your verbal and visual identity systems consistently utilized across all media and markets? –Are you engaged in a proactive, PR-driven thought leadership campaign that makes a compelling public policy, economic, educational or cultural argument that arises from your messages? –Is your headmaster/principal/president fully engaged in this campaign with appearances, speeches, op-ed pieces, etc.?

Small Group Discussion Topics: Across the spectrum of brand drivers, where is your school strongest? Most vulnerable?

Independent schools promise a high quality academic program with excellent teaching in small classes where individual attention and academic success for students are primary goals.

Implementation Strategies & Recommendations

Recommendations n Write a school-based strategic communications plan. n Conduct an internal communications audit. n Use the “Communications Cycle” worksheet to inventory, review, and enhance marketing communications. n Share results of this study with your internal community. n Invite buy-in from school leadership. n Educate the school community. n Design and implement an inquiry cultivation process; utilize alumni and parent volunteers.

Communications Cycle & Architecture

Communications Architecture n Apply research to devise a modular communications architecture that maps: –Desired actions from constituent groups; –Over time; –Using the best mix of media (print, digital, and interpersonal); –With the right production values; –At the right costs; –Under a unified umbrella (school, programs, people).

Marketing Case Studies/Discussion