BRANDING: MAKING A NAME FOR YOURSELF LSA Fall Conference October 31, 2013

Branding: Making a Name for Yourself Tell us about your school and Who is responsible for recruitment & admissions? Does your school have a marketing budget? Financial aid budget? How much time is spent recruiting new students and during what time(s) of year? What are the biggest challenges you currently face in marketing your school?

Branding: The foundation of your communications strategy.

Branding... A name, term, logo, symbol or design, or a combination of them intended to identify goods and services. Differentiates your goods and services from other sellers.

“Branding is the promise, the big idea, the expectations that reside in each customer’s mind about a product, service or company. Branding is all about making an emotional connection.” Alina Wheeler, Designing Brand Identity

Branding... Is an intentional and proactive effort to communicate the message of your school. The quality of your brand should match the quality of your school and should be a true reflection of your school’s mission and values. Your brand has a direct affect on how people relate to your school. Brand marketing is your most cost-effective way to market your school.

Branding lives everywhere: Faculty and staff Classrooms Customer service Conversations Report cards and portals Parent-teacher conferences Family associations Coaches Website Admissions materials s and newsletters Letterhead, business cards, forms Signage Campus facilities Phone systems and messages Word of mouth

Good Branding... Identifies you and emotionally connects you with your prospects. Provides credibility by clarifying who you are. Delivers a clear, consistent message. Reinforces customer loyalty.

Branders we love...

Doing the leg work... Market research and assessment of your current communications ensures that your brand messaging resonates with your audience and differentiates you from the competition. - Parent satisfaction surveys - Focus groups with constituents - Analyzing the competition - Review of current marketing strategies and messaging

Defining your brand and messaging takes effort, but it is worth the work. Strategic brand marketing makes the job of communicating who you are so much easier and exponentially increases the effectiveness of your marketing. “Brand differentiators” are tools that employ strategy with every tactical marketing effort you use (i.e. an ad, a postcard, a website), allowing you to build a lasting reputation. The ultimate goal of your marketing is to have people say to you... "Oh, yes I've heard of your school’s reputation...and respond by requesting more information or purchasing.

The Branding Statement An objective perspective of your school from the outside looking in. Defines you relative to the competition. Provides potential customers with a frame of reference.

The Branding Statement - cont’d. Makes a “promise” to the customer about who you are. Tells the customer what you have that’s worth their time, attention and money. IS FOCUSED ON THE CUSTOMER (as opposed to your Mission Statement which focuses on the organization).

Write a branding statement to: Define your position or “niche” in the market. Lay the foundation for your marketing and communications strategy.

LuHi’s Branding Statement Long Island Lutheran is a co-educational, college preparatory day school serving average to superior-abled students from multi-racial, Lutheran and non-Lutheran, single and dual- working families. We emphasize moral values, spiritual growth, intellectual freedom, and individual attention in a caring Christian environment.

To write a branding statement, know: Who are your customers? Who do you compete with for their attention and money? Why? What is your school’s core competence? (What are you best at; what makes you unique or preferred?)

Consider what differentiates you: Program differences/benefits Facilities Pricing (but, be careful!) Accreditations, acknowledgements, and distinctions

Things to consider: Don’t get burned by your branding - Measurable results - Value - Narrow focus - Why they come vs. why they stay

Case in point: Redeemer Lutheran Day School Offering an optimal educational experience for children of varying gifts and abilities.

Redeemer Lutheran Day School Redeemer Lutheran is a faith-based elementary school offering a program of flexible curriculum and differentiated instruction to support learning differences. We serve a range of student abilities from mild to moderately learning disabled to the exceptional and gifted. Redeemer students achieve their individual potential through a small group, multi-aged, diverse learning community.

Use your branding statement to determine: Where you are now Where you want to go Who your best prospects are How you will reach them

Setting a Course... A Strategic Marketing and Communications Plan is a must. Without a map, there is no telling where you’ll end up! SWOT analysis: strengths, weaknesses, opportunities and threats. Establish institutional goals and priorities. Communication strategies for all stages of the enrollment funnel. Marketing strategies and implementation plan. Define tracking and evaluation methods.

Setting a Course - cont’d. Brand messaging begins by defining key distinctives that are unique or essential to your school. Brand distinctives communicate the essence of who you are to your constituents and help position you within the competitive educational landscape. These are your key differentiators (approx. 4-6) They should be easy to understand and communicate They are the foundation of your brand strategy They will drive your marketing messages

Who do you think you are? What makes your school’s educational experience unique, valuable, and more visible in this highly competitive environment? How do you communicate the tangible and intangible differences of the educational experience you offer? Why should a parent choose your school? Your brand distinctives cut through the clutter, separate you from the competition, and position you as the best choice to your target audience. They help align perception with reality, and dispel misperceptions within the community. Make sure that you can deliver on your brand promise.

Effective Marketing Materials Critical communications criteria Remember visual branding -- build equity in your look. Make your message clear and simple. Keep your message consistent across all media.

Effective Marketing Materials Go for emotion (think intangibles). Create a sense of urgency! Market traffic-building events to track advertising effectiveness. Critical communications criteria

Effective Marketing Materials An accurate and active database of prospects. An up-to-date, informative, and engaging website. High quality, professionally designed materials that put your best foot forward. Print ads and direct mail that highlight your key distinctives and generate traffic. An online/social media strategy that keeps your name in front of customers. Publicity packet/press releases to facilitate a steady stream of PR to local media. Necessary tools: