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Branding Your School:

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Branding Your School: Building a Communication Network for Your School Vision Presented by : Vanessa Landesfeind, Ed.D. Stephen R. D. Glass VS-EdConsortium VS ... – PowerPoint PPT presentation

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Title: Branding Your School:


1
  • Branding Your School
  • Building a Communication Network
  • for Your School Vision
  • Presented by
  • Vanessa Landesfeind, Ed.D.
  • Stephen R. D. Glass

2
Vision and Core Values
  • We are strongly committed to enthusiastically
    communicating the strategic imperatives of
    branding to establishing a community partnership
    of excellence among a socially, economically, and
    academically diverse group of stakeholders and
    exceeding the expectations of the audience
    through the use of technology.

3
Background
  • Our school site experiences
  • School reputation real or imagined
  • Social media research
  • Los Angeles Times articles

4
Mission and Vision
  • Research in business and education is clear about
    the need for a mission/vision statement.
  • 2002 study found that 82 of organizations but
    only 40 of the stakeholders of those
    organizations felt the mission statement
    reflected reality.

5
Mission Statement Stats
Freq Concept
255 Shareholder Return/Value
230 Quality-General
211 Customer Needs/Expectations Met/Exceeded
210 Financial Performance Profitability
197 Integrity Ethics
196 Innovation Creativity
193 Community Focus /Involvement
144 Employee Training/Development/Growth
141 Continuous Improvement
137 Business Expansion/Growth
6
Our Vision and Values
  • We are strongly committed to enthusiastically
    (75) communicating (36) the strategic imperatives
    of branding to establishing a community
    partnership (7) of excellence (14) among a
    socially, economically, and academically diverse
    (31) group of stakeholders and exceeding the
    expectations (2) of the audience through the use
    of technology.

7
What is the API? 568, 775, 993, or Private School
No API
  • School A is a single-purpose high school for
    grades 7-12, whose primary mission is to prepare
    academically proficient students for entrance to
    and success at their best-match university. The
    school emphasizes academics and appropriate
    co-curricular experiences that develop socially
    and academically successful students.

8
568, 775, or Private No API
  • The School B community is committed to fostering
    academic excellence that instills character
    development, life-long learning, respect,
    self-discipline and collaboration skills. School
    B commits to expanding community partnerships
    into mutually beneficial relationships with post
    secondary educational institutions, career and
    industry resources, civic and social
    organizations and student volunteer service to
    others. School B will continue to promote a safe
    and secure learning and social environment
    through inclusive extra-curricular and after
    school activities. It is School Bs vision that
    all students graduate having undergone a
    personalized and challenging academic program
    that empowers them to be successful and
    productive citizens in society.

9
775 or Private No API
  • School C offers a bright, motivated and diverse
    student body a unique journey of discovery. Our
    academically rigorous, college preparatory
    curriculum is enriched through our commitment to
    service-learning and enhanced by ample
    opportunities for participation in athletics, the
    arts and community activities. We strive for
    personal excellence in an atmosphere of
    collaboration, trust, mutual respect and
    integrity, so that our graduates become lifelong
    learners and inventive leaders, passionate to
    bring about positive change.

10
775
  • The mission of School D is to prepare ethnically
    and economically diverse students for college,
    leadership, and life through innovative
    instruction, a rigorous curriculum, and the use
    of technology. We aim to achieve our mission by
    creating a student-centered environment that
    unifies the efforts of family, community, and
    school to foster life-long learning,
    cross-cultural competency, social responsibility,
    and academic excellence.

11
Which Schools Are They?
  • 568- Compton High School
  • 775 Animo Inglewood Charter (Green Dot)
  • 993- Whitney High School
  • No API Sage Hill School

12
Aligning Vision and Action
  • Executives spend too much time drafting,
    wordsmithing, and redrafting vision statements,
    mission statements, values statements, purpose
    statements, aspiration statements, and so on.
    They spend nowhere near enough time trying to
    align their organizations with the values and
    visions already in place (Collins, 2000).

13
Name the Organization
  • Our mission is to be our customers' favorite
    place and way to eat.
  • To organize the worlds information and make it
    universally accessible and useful.
  • To serve sports fans wherever sports are watched,
    listened to, discussed, debated, read about or
    played.
  • No formal mission statement. (Hint Its a
    university.)

14
Who are we? What do we do? How do we do it?
15
What is a Brand?
  • A brand enhances the value of a product or
    services beyond its functional purpose - thereby
    supporting volume and price.
  • A brand is a link between an organization and its
    stakeholders, providing a badge of community and
    trust.
  • A brand is the result of behavior - everything an
    organization has the potential to impact the
    brand.
  • A brand exists only in peoples minds - it is a
    collection of feelings and perceptions in the
    mind of the consumer.
  • A brand can provide an organization with purpose
    and direction - providing a source of motivation
    and interest for stakeholders.

16
Evolution of a School Brand
  • Schools develop their brands through state test
    data, reputation, and word mouth.
  • Schools offer courses to appeal to students
    (parents) and their collegiate aspirations.
  • Schools develop athletic teams and co-curricular
    programs to appeal to parents and students.
  • Schools Districts offer magnet programs to
    attract with students and stakeholders with
    specific learning interests

17
Why does a schools brand matter?
  • Schools are in competition with each other
  • Many districts have shrinking enrollment
  • Private schools draw enrollment
  • School Choice within a district impacts
    enrollment at sites.
  • Schools have good reputations and bad
    reputations
  • California has over 900 charter schools 115 of
    which opened in the 10-11 school year

18
Schools with Brand Value
  • Strong Schools with Strong Brands can command a
    premium.
  • Strong Schools with Strong Brands can attract and
    retain talent.
  • Strong Schools with Strong Brands are a store of
    trust.
  • Strong Schools with Strong Brands can stimulate
    innovation.

19
Facts
  • Every school has a brand.
  • No matter how it is established, the brand holds
    a promise for the families who send their
    children to the school.

20
What is Branding?
  • The entire process involved in creating a unique
    name and image for a product (good or service) in
    the consumers mind, through advertising
    campaigns with a consistent theme.
  • Branding aims to establish a significant and
    differentiated presence in the market that
    attracts and retains loyal customers.

21
Branding to Communicate Vision
  • Regardless of how the message is sent the core
    mission of branding remains the same
    communicating to customers who you are, what you
    do and how you do it.
  • Once a mission and values are established, a
    clear brand vision can help to align these
    fundamentals with concrete strategies and tactics
    that bring the brand experience to life.

22
External vs. Internal
Long Term Inspiration
Medium Term
Short Term Action
23
Aligning the Internal and External
  • Timeless core values should never change
    operating practices and cultural norms should
    never stop changing.
  • Organizational values cannot be instilled in
    people. They must be predisposed to hold them
    and then can learn practices and norms.

24
Auditing a schools brand
  • With schools vision and brand do not always
    align.
  • Look for internal and external misalignments
  • Complaints from employees
  • Complaints from stakeholders
  • Ask questions
  • Examine media

25
Learning from complaints
  • Employees
  • Values mismatch
  • Practices and procedures
  • Stakeholders
  • Negative comments about staff
  • Practices and procedures

26
Questions to Ask
  • When you think about the school what do you think
    first?
  • What do you value most about the school?
  • What do you consider the strength of the school?
  • What do you consider a weakness of the school?
  • What makes this school unique?

27
A Quick Survey
  • When you are looking for a new place to eat how
    do you decide where to go?
  • Do you check a review site (i.e. YELP)?
  • D0 you ask friend for a recommendation?
  • Do you check the actual restaurant website?
  • Which did you do first?

28
The New Role of Media
  • Owned Media
  • Earned media
  • Owned media is anything that the school produces
    or controls to publicize itself.
  • School website
  • Parent Newsletters
  • School Accountability Report Card (SARC)
  • Social Media initiated by school
  • When stakeholders become the channel.
  • Newspaper Articles
  • Online reviews
  • Unsolicited/unofficial social media posts from
    satisfied stakeholders

29
Branding your school
  • Audit your existing brand
  • Compare your brand to your mission vision
  • Identify stakeholder touch points
  • Identify and correct misalignments
  • Protect and monitor the brand
  • Take control of media when possible
  • Teacher (personal behaviors)
  • Students (on and off campus behavior)
  • Events/Actions (unpredictable)

30
References
  • Akeny, J. (2010). Building a brand on a budget.
    Entrepreneur, May, 49-51
  • Barwise, P. Meehan, S. (2010). The one thing
    you must get right when building a brand.
    Harvard Business Review, December, 80-84.
  • Cady,S.H., Wheeler, J.V., DeWolf, J., Brodke,
    M. (2011). Mission , vision, and values what do
    they say? Organization Development Journal ,
    Spring 29(1) , 63-78.
  • Collins, J. (2000). Aligning Action and Values.
    Jim Collins. Retrieved from www.jimcollins.com/art
    icle_topics/articles/aligning-action.html.
  • Edelman, D. (2010). On social media and the new
    rules of branding. Harvard Business Review,
    December, 63 69.
  • Faust, W. (2007). Whats the story? Aligning
    mission, vision, and strategy with your brand.
    Design Management Review, Winter, 76-92.
  • Kärreman,D. Rylander, A. (2008). Managing
    meaning through branding -- the case of a
    consulting firm . Organization Studies , 29,
    103-125
  • Weinewski, M. (2011). Why invest in brand? And
    where should you begin? Nonprofit World,
    May/June, 13 -15.
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