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Your mission is your brand

See how a mission-based marketing and branding approach put The Saklan School, an independent school in Moraga, CA on the map. This case study was presented at the CAIS Trustee Heads Conference in San Francisco on 1/21/2012 by Colby Creative, Marketing with a Mission

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Your mission is your brand

  1. 1. Your Mission is your Brand The Saklan School
  2. 2. What’s a Brand?What’s a Brand?
  3. 3. brand: a mark made by burning or otherwise to indicate kind, grade, make, or ownership
  4. 4. Your branding says a lot about you.• it indicates ownership• it shows what kind of organization you are• it makes you recognizable• it separates you from the herd
  5. 5. Branding is:•the embodiment of your mission•bringing your mission to life•your personality
  6. 6. Branding is not:•Logo•Typeface/graphics•Colors
  7. 7. It’s a whole concept.•Mission statement•Creative campaign•Logo•Visual Style•Voice•applied to the whole school
  8. 8. mis.sion n.: An inner calling to pursue an activity or perform a service.
  9. 9. state.ment: 1. Something stated as a single declaration or remark: assertion
  10. 10. The Old MissionThe educational mission of Saklan Valley School is toexpand the heart, mind and character of each individualby providing successive academic and personal challengesin an environment of support and encouragement.In each student we seek to develop a respect for andresponsibility to self, peers, community and the world.We are committed to fostering in each student a genuineand lasting love of learning.Saklan is a community of students, teachers, and parentsunited for academic excellence via a personal approach toeducating the whole child.
  11. 11. A Mission Statement Should Be:•clear•true•disciplined•meaningful•memorable
  12. 12. Consideryour audience’sperspectiveThink outside in
  13. 13. Address (mis)perceptions: •Too small/limiting •Unnecessary expense •Too far •Special needs kids
  14. 14. Fix real challenges•Vague, East Coast prep school identity•Lack of awareness•Facilities
  15. 15. The $20,000 Dollar Question: What makes paying for a Saklan education worth it to you in an area with a highly-rated public school system?
  16. 16. Here’s why:•Small class sizes encourage kids to take risks, explore their potential, and take leadership roles.•Creative teaching that provides more opportunities to grow, stimulate curiosity, and develop self-guided learning.•A safe, age-appropriate culture that promotes personal growth, connection and interpersonal skills.•Excellent teachers at every grade level with a common philosophy of education.•High test scores - 100% of class receives admission to their first choice of high school. ERB scores averaging in the 90th percentile.
  17. 17. Goals for the new Mission•Establish Saklan’s niche as enriched education that better meets the needs of above average students.•Own creative thinking/thinkers•Communicate the value of a balanced social/ emotional/developmental approach to learning.
  18. 18. The Saklan Mission
  19. 19. To challenge students to think creatively, act compassionately. live courageously.
  20. 20. Mission Accomplished•Challenge implies a high level of academic performance.•Focus on creativity speaks to families with bright kids who are seeking a deeper educational experience than public schools can provide.•It differentiates a niche that Saklan serves.•It tells you what is important at Saklan.
  21. 21. New Brand Concept
  22. 22. Small school.Big thinking.
  23. 23. Brand character• Creative• Bright• Big• Neighborly
  24. 24. Here’s how weHow we Brought it to Life brought it to life.
  25. 25. think live compassionately act creatively courageously Business Card
  26. 26. Viewbook/Growth Chart
  27. 27. New Mission. New Name.
  28. 28. New Look! !"#$!%&(&)!%*#++( "#$!%&(&)!%*#++(! !"#$!%&(&)!%*#++( "#$!%&(&)!%*#++(!!!!!"#$ !!!!!"#$! !!!!!"#$ !!!!!"#$%&(&)! %&(&)! %&(&)! %&(&)!%*#++( %*#++( %*#++( %*#++(
  29. 29. Before
  30. 30. .#/0(&12+(#"- & +(# 4"+& & +# 5%)$& *%# *$# 5(",,) *"# *+# !"#$%&(")*+(&,- **# !"#$% *)# *&# & *!# *(# *# (! (2+!#*+)0 )%# )$# & )"# )+# )*# )#*+& (,-.//#,$!+)0 Advertising ))# )&# & )!# Campaign )(# )# (,123+,1/)0 &%# !"##$%&($)*&+%$),-../0&1#2&.#$&.3&*-$&($)*& &$# 4"22/$&5,-../)0&"#&*-$&61)*&(17&87&!"#$%&() !#$9&:.&;.#2$%&51</1#&)*=2$#*)&)*1#2&*1//$%& &"# 1*&*-$&$#2&.3&*-$&2179 &+# &&&&&&&&&&&&&&>$1,-&-"?-$%&1*&!!!"#$%&$"()* ! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! ! &*# &)# &&# &!# &(# 3(#&4/56/7&40())6 89:,&40())6&4"## &# !%# @&ABCCDCA&E//&%"?-*)&%$)$%F$2 ;)"/+/<&=>&?@AA9 B?CAD&E:9$:?FF 6$&/+2*#(+&*#)7)+ !$# !"#
  31. 31. think creatively. act compassionately. live courageously.
  32. 32. !"#$%&()*+&,*"*!--.(/ www.colbyc.com

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