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Education Branding:A JWT Framework
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Categorydiscoveries
CommunicationdiscoveriesCompetition
discoveries
Consumer discoveries
The JWT Way
Client
discoveries
Branddiscoveries
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Categorydiscoveries
CommunicationdiscoveriesCompetition
discoveries
Consumer discoveries
Todays focus
Client
discoveries
Branddiscoveries
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H ow we see education
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H ow we see education
CategoryBig shiftsVaried target groups and points of view
The education promise ladder and mapConsumer
The student expectation map
Communication
Varied sources of perceptionPillars of education brandingBuying system, Relationship systemCommunication pillarsOther relevant frameworks
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Big shifts 1
Knowledge
Employment/economicgrowth
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Big shifts 2
Engineers, doctors,lawyers, graduatesbasic generalists
Animation, retail, airhostess
early specialisation
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Big shifts 3
Schools, colleges,universities degrees
Institutes, corporateand government
bodies - coaching,certificates, skillstraining
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Big shifts 4
Subject knowledge
Life skills
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Big shifts 5
Pre-job
Post-jobs
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Big shifts 6
Teaching
Infrastructure,partnerships,opportunities
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Big shifts 7
Traditional methods
Innovative ideas
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Big shifts 7
Traditional methods
Innovative ideas
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Big shifts 8
India
Global
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Big shifts 9
Geographic containment
Geographic fluidity
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Big shifts 10
Non-profit/pull
Business/push
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Big shifts 10
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Big shifts
KnowledgeEngineers, Doctors, lawyers,graduates/basic generalistsSchools, colleges, universities degreesSubject knowledgePre-jobTeachingTraditional methods
IndianGeographic containmentNon profit /Pull
Employment/economic growthAnimation, retail, /earlyspecialisationTuition, coaching, certificates,skills, training institutes,centers, employee organisationsLife skills/applicationPost-jobInfrastructure/partnerships/oppor
tunitiesInventive methodsGlobalGeographic fluidityBusiness/Push
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Other shifts 1
Education going tolower SEC
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Other shifts 2
Lower SEC workingharder
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Other shifts 3
Women
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Other shifts 4
Education capturing theimagination of allcategories
Times of IndiaIdeaIntel, MicrosoftBanks, insurance
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Other shifts 5
Increase in socialconsciousness
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Many target groups
EDUCATION
StudentsFaculty
Employers/industryGovernment
Parents
Media
Relatedindustries
Associates
Financiers
Society
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Government/industry POV
CitizenLiteracy
EducationEmployability/Training
Employment/manpower developmentCreation of wealth
Fuelling economic growth
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Employer POV
Creativity Innovation
Interpersonal Team spirit
Commitment Attitude
Application Skill
Ideal Employee Skills
Leadership
STUDENT QUALITY ORG BENEFIT
Intelligence Knowledge
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Parents POVBe good, be safe
From children as dutyFrom wanting her child to dowell
From living for the momentFrom leaving it to herhusband to plan the child sfutureFrom just being happy if herchild does well
From unsureness of whatawaits her in her old age
Shine and make me shineTo children as a way ofrealizing her own potential.To wanting her child to befamous and reach a positionof grand power and influenceTo constantly thinking of andshaping the future.To taking it into her ownhands and playing a centralrole.To wanting publicacknowledgment for her rolein it.To a clear staking of claimsto the fruits of success.
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Parents POVThough I will be happy if my son praises my cooking, I will have
greater happiness if he gets good marks in his exams my greater responsibility is to take care of my son s studies than cooking
If my future turns out to be bright, then my mother will get great happiness...she will get respect in society she will be ableto walk around with her head held high
R ight from the time my child was born, I have only brought himup. I have devoted my entire life I have melted my life into thatof my child. I have moulded my child according to what I wanted,hence the child s future has become this way. 90% of thechild s future achievement is mine.
If a child gets 100% marks, then 40-70% will be the result of themother s efforts
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Parents POV
W e are not always with our children. W ecannot go everywhere with them. This isabout having indirect presence, influence even
when we are not there. Like during examtimes, we hope that through our prayers, wecan ensure that they never get nervousthatthey are able to remember what they havestudied
It s all because of my mother s prayers
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The education promiseMould young men and women into competent and
responsible professionalsMission of providing students with well rounded
development
Giving students and academics the benefits ofbelonging to both a large, internationally renownedinstitution and to a smaller, interdisciplinary,academic college community.
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The education promise
Uniquely positioned to offer diverse,transformational knowledge, opportunity, anddiscovery. We are indebted to those who have gonebefore us obligation to leave the world better than
we found it.To contribute to society through the pursuit ofeducation, learning, and research at the highestinternational levels of excellence.
To advance knowledge and educate students in
science, technology, and other areas of scholarshipthat will best serve the nation and the world in the21st century.
Vibrant center of innovation andenquirynurtures talent force for positive change
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The education promise
To finding solutions to the great challenges of theday and to preparing our students for leadership intoday's complex world.
Nurturing and developing global wealth creatorsand leaders.
The school would produce graduates who wouldbecome pillars of the state, whether in private orin public life ."
Embedded in the founding of the University,
national integration, social justice, secularism, thedemocratic way of life, international understandingand scientific approach to the problems of society.
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The education promise
Student as professionalStudent as individual
Student as communityStudent as knowledge creator
Student as industry/public leaderStudent as world changerStudent as humanitarian
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SocietyIndividual
Education
Life
The education promise
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Education
The education promiseIndividual
Mould young men and womeninto competent and responsibleprofessionals
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Education
The education promiseSociety
To advance knowledge and educatestudents in science,
technology, and other areas ofscholarship that will best servethe nation and the world in the
21st century
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Individual
L ife
The education promise
Mission of providing students
with well rounded development
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L ife
The education promise
Society
National integration,social justice, secularism,
the democratic way of life,international understanding
and scientific approachto the problems of society .
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SocietyIndividual
Education
Life
The education promise
Student as professional
Student as individual
Student as community
Student as knowledge creator
Student as industry/public leader
Student as world changer
Student as humanitarian
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Education value
FreedomVibrant, dynamic ideas
Transformational ideasInfluence and innovationPioneering, influential, excitingSophistication with Sanskar
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Education value
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Categorydiscoveries
CommunicationdiscoveriesCompetition
discoveries
Consumer discoveries
Todays focus
Client
discoveries
Branddiscoveries
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The student expectation
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College is Masti kiPathsala
College means fun masti hanging out... beingindependent ,.. enjoying full freedom
In college, there is nobody to stop us there is
freedomThere is a lot of masti in college bunking classes
and going for movies when the lectures are boring
A h
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Arguments with parents
My parents are afraid of the circles that I movearound with in college when my cell phone keepsringing all the time, they have the doubt when I
receive SMS even at the dinner table because they think in college, there is more freedom that we could be misusing
My parents do not like my friends who smoke and drink parents do not trust outsiders
There are a lot of arguments with parents thethinking is very different when it comes to notions of
friends, entertainment etc
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Y eh dosti
F riends are healers, guides, supporters we leanon their shoulders in case there is a problem
F riends guide us we exchange views with them
and get to know more about various things like other cultures
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Y eh dosti
There is a bit of competition with friends when itcome to studies.. W e keep telling some friends thatthey should not study too much and leave us
behind F riendship in college is not only about enjoyment
friends are helpful to each other they exchangenotes
F uture is also as important hence friendship is adifferent thing and future is different we should not let friendships affect our future
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Road to money
Life is like climbing a staircase to reach one's goal if we are able to leave others behind and reachthe top, then there will be no tension or financial
problems fame and luxurious life will be there butat the same time, 24 hrs one cannot keep studyingMoney is very important can t live life without
it I would like to spend money on luxurious cars,clothes etc would also want to give money to my
parents it is giving the fruit for their hard worktoday we are dependent on them after getting a
job, we will become independent
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Lifeready
Jobready
Education
Engagement
The student expectation
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Jobready
Engage ment
The student expectation
C lasses should be made more interestingthere should be less of theory
and more of practicals
Teaching should also be done usingthe presentation method
technology related exhibitions,competitive events can also be there
to make learning fun
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Angst about facultyOlder teachers should be more innovative they should
include more fun in their teachingTheir way of teaching is not right we are youngsters they
should change the way of teaching we get bored very easilythere should be some humor involved
Professors should show more sincerity Our careers will depend on this teaching skills should be
improved Study is important part of life we need this for our
future but when we sit in class for more than two hours, we feel bored there should be enjoyment also there has to be a
balance between study and funTeachers who have good teaching skills we will sit in thatclass for 2 hours
Teachers have to teach in such a way that we do not feelbored in between teaching, they should also crack jokes, passcomments which make their classes interesting
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Angst about faculty
F aculty should guide and support us they should not limit themselves to taking classes they should be ready to help us on an individual basis in order to
get a bright futureCollege teachers are only concerned about coming
to the class and teaching they do not take any interest in students beyond that school teachers, incomparison, were like parents
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Education
The student expectationL ife ready The atmosphere of the college, class mates,
seniors must give rise to a feeling of competitiveness
Colleges should prepare us to face tough competition.
There should be extra classes for training us for interviews training for general personality development
F aculty should guide and support us they should not limit themselves to taking classes
they should be ready to help us on an individual basisin order to get a bright future
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Engage m ent
The student expectation
L ife ready
At the end of the day, college grooms you gives you confidenceprovides training in life
Just attending classes in college
is a waste of time you can becomemore knowledgeable about lifeby spending time outside class
A fter joiningcollege, our sense of the world has become wider
we have become more knowledgeableabout fashion, lifestyle
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Engage m ent
The student expectation
L ife ready
H aving projects that are of challenging natureare also necessary for this
There must also be enough activities other than studies that will help us improve our
thinking and communication skills
F or this, thereshould be opportunity
for personal interaction with faculty there should be lot of activities that we can
participate in. projects, interesting assignments
activities that can help usexpress our inner talent
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L ifeready
Jobready
Education
Engagement
The student expectation
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Values expected
AmbitionCompetitivenessCourage
OpportunityChallengePersonalityMotivationConfidenceIndividual coachingMentoring
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Values expected gap?
AmbitionCompetitivenessCourage
OpportunityChallengePersonalityMotivationConfidenceIndividual coachingMentoring
FreedomVibrant, dynamic ideasTransformational ideas
Influence and innovationPioneering, influential,excitingSophistication with
Sanskar
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Categorydiscoveries
CommunicationdiscoveriesCompetition
discoveries
Consumer discoveries
Todays focus
Client
discoveries
Branddiscoveries
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Pillars of an education brand
*HISTORY
*PHILOSOPHYOF TEACH ING*VISION
*FOUNDERS*MYTHS AND
STOR IES
H ERITAGE INFRASTRUCTURE ALUMNI
PARTNERSH IPSINTELLECTUALCAPITAL
*CAMPUS*LABS
*LIBRARY*FAC ILITIES
*TECHNOLOGY
*FACULTY*TEACH ING
METHODOLOGY*RESEARCH
OUTPUT*INT
CONTR IBUT IONTO INDUSTRY
*COMPETENCY
*EXCHANGEPROGRAMMES
*IND COLLAB*INT
PRESENCE*VISITINGFACULTY
*SEMINARS
*QUALITY OFSTUDENTS
*PLACEMENT*WHO S WHO
*ACTIVITIES*NETWORK
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Communicating an education brand
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The Buying System
1. Trigger 2. Consider
3. Search
5. Buy 4. Choose
6. Experience
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Communicating an education brand
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Communicating an education brand
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Communicating an education brand
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Communicating an education brand
TheVisionBrand
TheAlumniBrand
TheFaculty
Brand
TheResearch
Brand The
CampusBrand
The
PlacementBrand
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Consumer relationship system
Introduction Trying Out Appreciating Deepening Loyalty
Awareness/Acquisition
Experience on tria l Using and valu ingmore
Trying more services Having a rewardbond
Wh at are t h eydoing ?
Wh at are t h eyth inking ?
Wh at are t h eyfeeling ?
Wh at are t h eopportunitiesto
communicate wit h th em?
How can t h e brandtakeadvantage ofth is?
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Look at education brands as
Education brandCorporate brand
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Making of a corporate brand
The vision/philosophy/value brand
Theproductbrand
Theservicebrand
TheCEO
brand
Theemployee
brand
TheCSR
brand
Thestock
marketbrand
Thesponsorship
brand
Concerted, co-ordinated, multi-pronged programme
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Students are also Youth
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Students are also Youth
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Benefits of branding
More respect for the institutionH igher demand for the coursesDecrease discount/increase premium/show valueSuperior quality studentsBetter jobs for the graduatesStronger ties with alumniWider coverage for the institutionStronger relationships with associationsH igher revenue
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Brand valueIf we are studying in a reputed college, there is an inner
satisfaction and pride that makes us want to do wellourselves
By studying in a reputed college, there is a good branding of the person people will start respecting the person more because of
this branding they will start expecting you to have the calibreof the college and give you the feeling that you are really intelligent
The power of a college comes from its reputationif you have studied in a reputed college, then that can give you power in
life this will come to your advantage in many future situationsW hen we go for interviews, we should be able to proudly say
that we are from this college and that should present us in a favorable light everywhere
W e should always have the confidence that the good name of thecollege will always be advantageous for us
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JWT Tools, Processes
Planning CycleDiscoveriesInsightsDay oneBrand VisionEngagement ideaBuying SystemConnection Plan
PLANNING CYCLE
KEY DISCOVERIES
DAY 1BRAND VISIONBRAND VISIONBRANDING IDEABRANDING IDEA
ENG A GEMENT IDE A
CO MMUN ICAT IO N PLA N
CR E AT IV E EXE C UT IO NS
E VALU AT IO N
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JWT Tools, Processes
Planning CycleDiscoveriesInsightsDay oneBrand VisionEngagement ideaBuying SystemConnection Plan
Why arewe t h ere? Ke y Discoveries
Are wegetting t h ere?
E valuation PlanResults
How can weget t h ere?
Branding IdeaCommunication Plan
Creative Briefs
Wh ere could we be?
Brand Vision
Wh ere are we? Brand Asset
S ummar y
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Brand Vision Focus
Who do I appeal to?(What sort of people, their needs, wants, desires, beliefs)
Why do people find me appealing?(My rational, perceptual, emotional benefits)
Why am I different ?(H ow I compare with other brands)
What is my personality?(My character in peoples minds)
What relationships do I have with them?(The nature of our relationship)
H ow do I express myself?(H ow I communicate that gives meaning and distinctiveness)
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Brand Vision Focus
BRANDOFFER ING
CONSUMER DESIRE
VISION FOCUS
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Intel
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Intel
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Universal Studios
To
A J . W a l
t e r T
h o m p s o n
C o m p a n y
B R A N D I N G I D E A
Ambitious professionals concerned about making the right career choice and
finding excitement,opportunities and gratification.
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Universal Studios
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US Marines
Raise the price of joining to raise thevalue of belonging
To:
High school students, predominately male
seniors, who areshopping for a future
J . W a l
t e r
T h o m p s o n
C o m p a n y
B R A N D I N G I D E A
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Education Branding:A JWT Framework
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