Branding your school district
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Transcript of Branding your school district
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WHO ARE YOU?
CREATING ONE STYLE, ONE MESSAGE,
– – – ONE BRAND
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WHAT IS BRANDING?
Prediction of what to expect
X Emotional power of that expectation
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BRANDING
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ADVERTISING/MARKETING VS. BRANDING
Branding is not a quick promotional effort
Branding is not a campaign of any length
Branding is a solid, long term foundation for all other aspects of the organization to grow around
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CREATING THE FOUNDATION
Ellen Ondrey – Messaging
Sheryl Scheatzley – Internal branding of vision statement
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WHY CREATE A BRAND?
Creates a strong, appealing identity
Effectively promotes your mission
Establishes a positive image of the organization
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EFFECTIVE BRANDING
Be easily recognizable
Create professionalism in all communications
Express what the organization stands for and presents value to the community
Differentiate the organization from its competitors
Be a beacon which draws people to your organization
Be a symbol that instills trust and confidence
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CONSEQUENCES OF NO BRAND OR POOR BRAND
Looks unprofessional and destroy credibility Make it difficult for the public/customers to determine what you doMake it difficult for the public/customers to recognize your materialsFail to show the value of what you doFail to inspire people to take action (i.e. volunteer, read your materials, donate to your school, attend an event)
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BRANDING BARRIERS
No clearly defined message or graphic identity
Too many communicators
No controls over materials
No access to approved logo, etc.
Poor understanding of importance of branding
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BEFORE BRANDING: LOGOS, LOGOS EVERYWHERE!
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DEVELOPING A BRAND
Create basic messages and a graphic identity to be delivered in all communications
How is your school district “wrapped” or presented to its constituencies?
Yours should have its own personality, identity and set of characteristics.
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LOGO
Your logo is one of the most important tools in establishing a graphic identity and is integral to the branding process!
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MESSAGES
TaglineEvery Student a Star
MissionThe mission of the Middletown City Schools is to provide our culturally diverse students with highly-challenging and engaging school work, which assists them in gaining valued knowledge and skills. We will continue to operate the district in a fiscally responsible manner with a priority of student achievement.
VisionRecognizing the need to prepare students to become productive members of a democratic society, we envision that the Middletown City School District will:
• Raise achievement levels of all students• Eliminate achievement gaps• Earn a rating of "Excellent" on the school district's state report card
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MAKE IT EASY FOR STAFF TO COMPLY WITH
STANDARDS
Create templates/preformatted materials
LetterheadEnvelopes and Business CardsFax sheetsThank you and note cardsTablecloth and bannerNewsletter or brochure templatesWebsite (page templates)Flyers
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PHONE GREETINGS
Hello, thank you for calling xxxxxxx xxxxxxx, of the Middletown City School District, where Every Student Is A Star. This is xxxx xxxx, Principal of xxxx xxxx School. Your call is important to us.
If you know your parties 4 digit extension you may dial it at any time, or press 1 for the dial by name directory.
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WEBSITE CONTROLS
Identify content managers throughout the district and provide training
Create template for all pages
Use controls for colors & fonts
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OTHER STYLE GUIDE CONSIDERATIONS
Use of district/school’s name (no acronyms first)
Use of staff titles, school programs, etc.
Board Listing
Contact Information
Non-discrimination statement
Publication date
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STAFF TRAININGS
Identify the “communicators” in each of your schools
Train these “key communicators” on the branding standards, including a primer on how to place the logo, use the templates, etc.
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CREATE BRANDING FOLDER
Branding folder should house logos, mission statement, administration listing, images, templates, etc.
Give access to those in need
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MONITOR
Whenever possible, review materials for compliance. Ask communicators to send you copies of publications. Review your website on a regular basis.
Contact staff to fix compliance issues. Retrain if necessary.
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A VALUABLE BRAND
A Brand must be championed at the highest level of an institution before it’s introduced to external audiences. Every member of an organization plays an important role in perpetuating an institution’s Brand.