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.
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 Brainstorming Ideas Consolidating Ideas 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 VIDEO RECORDING 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
ENGAGE STAKEHOLDERS DISTRICT SCHOOL BOARD PRINCIPALS STUDENTS PARENTS
DISTRIBUTE SURVEY POSSIBLE 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?