Branding for Marketing Materials

Transcription

1 Branding for Marketing Materials January 12, 2018

2 Meet Your Enrollment Marketing Team Kurt Lewis, Director of Enrollment Marketing Noreen Walton-Valle, Marketing and Enrollment Manager, Vicariates 1 and 2 nwalton@archchicago.org Juana Sánchez Graber, Associate Director for Hispanic Outreach Marketing and Enrollment Manager, Vicariates 4 and 5 jgraber@archchicago.org Maura Daly, Marketing and Enrollment Manager, Vicariates 3 and 6 mdaly@archchicago.org Felicia Horton Marketing and Enrollment Manager, Turnaround Schools fhorton@archchicago.org

3 Meet Your Communications and Marketing Team Send us your newsworthy stories: Anne Maselli: Director, Yasmin Quiroz: Marketing Assistant,

4 The OCS Resource Portal: bit.ly/ocsresourceportal

5 Why is Branding Important?

6 Do schools have a brand? You might say that a brand is an institution s image -- it s how you are known and identified A school s brand personality is shaped by the perceptions of the audience It s how a teacher works with his/her students, it s how a parent is welcomed for an admissions visit, it s how a student is coached or how a family is thanked for their generosity... everything a school does reflects on the brand Your brand is best summarized in your school s value proposition - what makes your school unique Your visual brand is more than simply design; it is a reflection of your school. You want to make sure that your visual presentation speaks the same language as what s being said in any text, audio or video.

7 Visual Brand Visual aspects that form part of the overall brand Makes you more recognizable and raises the awareness in what you do Illustrates your school personality and sets you apart from the competition Builds a bond with families and transfers your message in a short but effective way More than just a logo! Creating a recognizable visual identity speak to your brand s value, reliability and excellence is an important step towards creating a strong presence in the community. 7

8 Brand Consistency and Cultural Sustainability

9 What is Your Value Proposition?

10 Brand and Identity in Action St. Christina School > Faith > Academics > Community > Spirit Once you understand your unique value proposition, you need to give it a visual identity... consistently! 10

11 Brand Consistency 11

12 Brand Consistency 12

13 Brand Consistency 13

14 Brand Consistency 14

15 Cultural Sustainability 15

16 Cultural Sustainability 16

17 What is your school s brand?

18 How to Build a School Brand

19 CASE STUDY: St. Frances of Rome Nancy Rivera, Marketing Director St. Frances of Rome and St. Maria Goretti

20 CASE STUDY: St. Frances of Rome BEFORE

21 CASE STUDY: St. Frances of Rome AFTER

22 What does it cost? It doesn t have to cost a lot Look for professional connections to help with logo generation / messaging Look at parent information cards DIY - Utilize faculty, staff and families as focus groups Use free graphic design services like Canva.com 22

23 How to work with Vendors Build a list of vendors and bid out work (suggestions next page) Create project description first before sending out bids. Make sure all printers receive the same description to get accurate quotes. Is it in color or black and white? Will it be folded, perforated? Don t know what paper you want the project printed on? Ask for suggestions from printer you have worked with before. As a professional courtesy, mention that you are asking for quotes from other vendors. You may end up with a pool of vendors to work with regularly. 23

24 Suggested Vendors Printers Andrew Turcich, Overt Press, Inc 4625 West 53rd Street, Chicago, Illinois Paul DiMenna, Diamond Graphics 6625 W. 26th Street, Berwyn, IL Michelle Klauk, Solution Marketing Services smsprintingpartner.com x (cell) B. Allan Graphics S Mayfield Ave, Alsip, IL ballangraphics@aol.com (708) Online Tools Canva.com - Create graphic designs online Buffer.com - Schedule social media posts MailChimp.com - Send branded communications SurveyMonkey.com - Generate surveys Signupgenius.com - Organize events Apps Typorama - Automatically generates text and photos into beautiful typographic designs Ripl - Create eye-catching animated videos ImgPlay -.gif creator imovie (Mac) - Movie creator Genius Scan - quickly scan documents on the go with phone 24

25 How do you budget? Include school budget line item for Marketing If school doesn t have a set marketing budget Work with Principal and Finance staff to get/set a budget. Shop around for purchases and services to get the best price Don t be afraid to ask for discounts. Consider sending marketing materials to print vs printing them at school. 25

26 Visual Branding In Action

27 Visual Branding Starter Checklist Tips on starting a visual identity: Logo Simple design (think printing/decals) Simple color palette Horizontal & vertical versions High resolution Consistent fonts

28 Creating a Style Guide Style Guide: Helps everyone understand how to implement branding guidelines consistently across all materials Logo Usage Font Types Colors

29 Thank you! Kurt Lewis, Director of Enrollment Marketing, Marketing and Enrollment Manager, Vicariate 1 klewis@archchicago.org Noreen Walton-Valle, Marketing and Enrollment Manager, Vicariate 2 nwalton@archchicago.org Juana Sánchez Graber, Associate Director for Hispanic Outreach Marketing and Enrollment Manager, Vicariates 4 and 5 jgraber@archchicago.org Maura Daly, Marketing and Enrollment Manager, Vicariates 3 and 6 mdaly@archchicago.org Felicia Horton Marketing and Enrollment Manager, Turnaround Schools fhorton@archchicago.org