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Marketing and Branding Your Schools

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Nicole Kirby

on 31 October 2012

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Transcript of Marketing and Branding Your Schools

Marketing and Branding Your Schools What are We Talking About? Marketing "Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering and freely exchanging products and services of value with others." "Public Relations involves a variety of programs designed to promote or protect a company's image or its individual products." Public Relations Brand "A brand is the source of a promise to the consumer...the sum total of each customer's experience with your organization." "Brand equity is the commercial value of all associations and expectations (positive and negative) that people have of an organization and its products and services." Brand Equity Brand Positioning "Brand positioning is the way the brand is perceived within a given competitive set in the consumer's mind." "Brand identity is a combination of visual, auditory and other sensory components that create recognition, represent the brand promise, provide differentiation, create communication synergy and are proprietary." Brand Identity Designing Our Brand Marketing Communications Planning Brand You Current marketing situation
Opportunity and issue analysis
Marketing strategy
Action programs
Financial projections
Implementation controls Marketing Plan Communication Plan Overall goals
Target audiences
Objectives for audiences
Budget items
Timetable and task list Our Communication Plan RACE Research
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