brand marketing is our business

Transcription

1 2009 Cherry+Company

2 brand marketing is our business Established in 1981, Cherry+Company is a full-service integrated marketing and communications firm. As educational specialists, our team of enrollment and marketing experts form strategic partnerships with institutions to provide innovative and comprehensive marketing, development, and student recruitment solutions Cherry+Company

3 brand experts Liz Cherry, President and Creative Director 30 years of brand expertise We ve partnered with more than 100 schools and universities Award winning creative work Creative Partner for RenWeb s School Site 2011 Cherry+Company

4 Branding. The foundation for your communication strategy Cherry+Company

5 Brand 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 2011 Cherry+Company

6 Brand marketing 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 and as a result, impacts enrollment, revenue, funding and your bottom line. Brand marketing is your most cost-effective way to market your school Cherry+Company

7 a sampling of brand touchpoints in your school Website Admissions materials s and newsletters Letterhead, business cards, forms Signage Presentations Campus facilities and decor Phone calls and voice messages Word of mouth Customer service Conversations Parent-teacher conferences PTA meetings Classes Report cards Faculty and staff Part-time coaches Summer camp 2011 Cherry+Company

8 2011 Cherry+Company The business of branding.

9 do your homework Market research ensures your brand messaging resonates with your audience and differentiates you from your competition. Focus groups with key constituents Interviews with administrative leadership Parent satisfaction surveys Constituent perception surveys 2011 Cherry+Company

10 think before you act You ve gathered the data, now comes a comprehensive assessment of your current admissions, enrollment, marketing and development programs. Assessment of research Review of admissions, enrollment, marketing and development programs and strategies Communications audit Competition audit ~ who are they, what are they saying 2011 Cherry+Company

11 bring a roadmap A Strategic Marketing and Communications Plan is a must. Without a map, there is no telling where you ll end up at the end of your journey! 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 Cherry+Company

12 2011 Cherry+Company stand out from the crowd

13 Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It s a Purple Cow. Boring stuff is invisible. It s a brown cow. Seth Godin, The Purple Cow 2011 Cherry+Company

14 tell your story Brand messaging begins by defining several key differentiators that are unique or essential to your school. These 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 2011 Cherry+Company

15 make a great first impression Your visual brand marries brand messaging with images and graphics to create a compelling emotional appeal. A successful visual brand resonates with your target audience and captures both the tangible and intangible distinctives that set your educational experience apart. Your visual brand should be: Compelling / Emotional / Timeless / Relevant / Cohesive 2011 Cherry+Company

16 and a lasting impression With your brand strategy in place brand messages and visuals that effectively communicate who you are you are ready to build out your admissions, retention, annual fund and development campaigns, creating a cohesive, compelling picture of your educational experience. Website and Social Media Admissions and Retention Materials Direct Mail and Print Ad Campaigns Annual Fund / Capital Campaign / Events 2011 Cherry+Company

17 Developing and defining your brand messaging Cherry+Company

18 so who are you, really? 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 dissipate misperceptions within the community. Ensure that you can deliver on your brand promise Cherry+Company

19 the proof is in the pudding Consumers have learned to be skeptical of advertising claims companies make. This extends to your school s marketing efforts. Student success stories are the proof of your promises. You alleviate skepticism by telling specific stories and offering proof when possible. Your marketing messages should always flow from your brand distinctives Stories of students, faculty and alumni should relate back to these key messages 2011 Cherry+Company

20 brand disctinctives Defining your brand messaging takes some effort, but it is absolutely worth it. Strategic brand marketing makes your job of communicating who you are so much easier and exponentially increases the effectiveness of your marketing, creating more value for your dollar. Brand distinctives are a "branding" tool that deploys strategy with every tactical marketing effort you use such as an ad, a postcard, or website, allowing you to build a lasting reputation while you're busy with the business of running a school. 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 Cherry+Company

21 tagline development Your tagline should flow from your brand distinctives A tagline is a slogan, clarifier, or guiding principle that describes, summarizes or helps create interest. Debra Koontz Traverso, Outsmarting Goliath Taglines sum up your sell. The best of them evoke an emotional response. Jerry Selber, LevLane 2011 Cherry+Company

22 2011 Cherry+Company A CASE STUDY Hutchison School Memphis, Tenn

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24 Misperceptions People in the community don t know about the quality of the academic program at Hutchison (PAR). Socially elite (PAR) Old Memphis country club atmosphere (PAR) Old Memphis; elitist (ADM) Perceived as being elitist (FAC). If you want to be a doctor, then go to St. Mary s. If you want to marry one, then go to Hutchison. (NEWPAR) 2011 Cherry+Company - Report of Focus Group Findings

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27 2011 Cherry+Company Visual Brand Exploration

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29 brand distinctives Schooled for Success: Academic Excellence at the Heart of Hutchison A Holistic Approach: Brilliant Minds are Not Single-Minded Learn Like a Girl: Hutchison Brings out the Best in Students Hutchison Leads: An Unmatched Leadership Development Program Lasting Tradition: Belonging to a Rich Past, Shaping a Strong Future 2011 Cherry+Company - Report of Focus Group Findings

30 Brilliant minds are not single minded. Hutchison girls are free to discover and learn the way girls do best in this inspiring, all-girl environment. They are empowered to become outstanding scholars and accomplished athletes, talented artists and skilled leaders, prepared for college and ready for life. From Pre-K through high school, learning is successful not stressful. From the classroom to the world, from girlhood to greatness, Hutchison girls can go anywhere they can imagine Cherry+Company - Report of Focus Group Findings

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34 2011 Cherry+Company A CASE STUDY Palm Beach Day Academy Palm Beach, FL

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42 2011 Cherry+Company Admissions Viewbook

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45 A CASE STUDY Shorecrest Preparatory School St. Petersburg, FL 2011 Cherry+Company

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48 defining their brand distinctives A Comprehensive and Balanced Educational Experience Academic Excellence and College Preparatory Results A Supportive Learning Community Strong Values and Character Development A Commitment to Community Service

49 defining their brand messages Brand Distinctive A Comprehensive and Balanced Educational Experience Brand Message Shorecrest develops the whole child with a comprehensive and balanced educational experience. The school is committed to providing students experiential learning opportunities and a global perspective. To that end, Shorecrest provides an extensive program of academics, arts, athletics and extra-curricular programs focused on producing a capable, productive and well-adjusted generation of sophisticated young leaders who are compassionate, responsible and accountable.

50 Expressing brand distinctives from an emotional viewpoint.

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52 Brand Distinctive: Commitment to Service Brand Message A Shorecrest education comes with higher expectations, including that of giving back to one s community. The curriculum includes a variety of community outreach and service programs that expose and involve students in a diversity of ethnic and socioeconomic environments. We believe our students should have an appreciation for the benefits they enjoy, as well as a lifelong commitment to make the world a better place through service to their community.

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55 You will create inspired brands and raving fans when you: Commit to developing and defining your brand Communicate your brand message consistently in a visually compelling way Concentrate on the role that everyone must play in branding and marketing your school Celebrate the people and the positives at your school 2011 Cherry+Company

56 Cherry+Company Park Blvd., Suite 200 Seminole, FL cherryandcompany.com 2011 Cherry+Company