Creating your school’s Brand Pyramid Simon Hepburn, isbi conference 2015
About the workshop • What makes your school unique? • Distilling down key messages • Your unique selling points • Your elevator pitch • Your slogan (or slogans?)
How are you different?
How are you different?
The Brand Pyramid
How to find what makes you special • List everything that is great about your school (and get others, especially parents and students to help you!) • Choose your personal top 4 or 5 (and ask others) • Do these make you unique? • Can you find evidence to support these?
How to find what makes you special • List everything that is great about your school (and get others, especially parents and students to help you!) • Choose your personal top 4 or 5 (and ask others) • Do these make you unique? • Can you find evidence to support these?
The Brand Pyramid
Making your ‘slogan’ • Comes best from elevator pitch • Not the same as an internal mission – although you can use the word! • Should have your unique selling points in – lets you break it down and explain each word • Keep trying and gain feedback until it’s right
‘Our mission is to inspire, encourage and enable every one of our pupils to change the world by fulfilling their role in it.’ The impact: • 50% increase in external Sixth Form applications (no demographic boost!) • Largest Lower Sixth since 2008
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