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Branding your school district
by dalberico on Nov 13, 2009
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School districts should have a universal message and look just like
corporations: ...
Moreâ—¦
School districts should have a universal message and look just like
corporations:
- Create a strong, appealing identity;

10. - Effectively promote your mission; and
- Establish a positive image of the organization.
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kristinhanke2 years ago

11. Moreâ—¦
Branding your school district â—— Presentation Transcript
1. WHO ARE YOU? CREATING ONE STYLE, ONE MESSAGE, â—— â—— â—— ONE BRAND
2. WHAT IS BRANDING? Prediction of what to expect X Emotional power of that
expectation _______________________________________ BRANDING
3. ADVERTISING/MARKETING VS. BRANDING Branding is not a quick promotional
effort Branding is not a campaign of any length Branding is a solid, long term
foundation for all other aspects of the organization to grow around
4. CREATING THE FOUNDATION Ellen Ondrey â—— Messaging Sheryl Scheatzley â——
Internal branding of vision statement
5. WHY CREATE A BRAND? Creates a strong, appealing identity Effectively
promotes your mission Establishes a positive image of the organization
6. EFFECTIVE BRANDING Be easily recognizable Create professionalism in all
communications Express what the organization stands for and presents value to
the community Differentiate the organization from its competitors Be a beacon
which draws people to your organization Be a symbol that instills trust and
confidence
7. CONSEQUENCES OF NO BRAND OR POOR BRAND Looks unprofessional and destroy
credibility Make it difficult for the public/customers to determine what you
do Make it difficult for the public/customers to recognize your materials Fail
to show the value of what you do Fail to inspire people to take action (i.e.
volunteer, read your materials, donate to your school, attend an event)
8. BRANDING BARRIERS No clearly defined message or graphic identity Too many
communicators No controls over materials No access to approved logo, etc. Poor
understanding of importance of branding
9. BEFORE BRANDING: LOGOS, LOGOS EVERYWHERE!
10. DEVELOPING A BRAND Create basic messages and a graphic identity to be
delivered in all communications How is your school district â——wrappedâ—— or
presented to its constituencies? Yours should have its own personality,
identity and set of characteristics.
11. LOGO Your logo is one of the most important tools in establishing a
graphic identity and is integral to the branding process!
12. MESSAGES Tagline Every Student a Star Mission The mission of the
Middletown City Schools is to provide our culturally diverse students with
highly-challenging and engaging school work, which assists them in gaining
valued knowledge and skills. We will continue to operate the district in a
fiscally responsible manner with a priority of student achievement. Vision
Recognizing the need to prepare students to become productive members of a
democratic society, we envision that the Middletown City School District will:
â—¢ Raise achievement levels of all students â—¢ Eliminate achievement gaps â—
¢ Earn
a rating of "Excellent" on the school district's state report card
13. MAKE IT EASY FOR STAFF TO COMPLY WITH STANDARDS Create
templates/preformatted materials Letterhead Envelopes and Business Cards Fax
sheets Thank you and note cards Tablecloth and banner Newsletter or brochure
templates Website (page templates) Flyers
14. PHONE GREETINGS Hello, thank you for calling xxxxxxx xxxxxxx, of the
Middletown City School District, where Every Student Is A Star. This is xxxx
xxxx, Principal of xxxx xxxx School. Your call is important to us. If you know
your parties 4 digit extension you may dial it at any time, or press 1 for the
dial by name directory.
15. WEBSITE CONTROLS Identify content managers throughout the district and
provide training Create template for all pages Use controls for colors & fonts
16. OTHER STYLE GUIDE CONSIDERATIONS Use of district/schoolâ——s name (no

12. acronyms first) Use of staff titles, school programs, etc. Board Listing
Contact Information Non-discrimination statement Publication date
17. After Branding www.middletowncityschools.com
18. STAFF TRAININGS Identify the â——communicatorsâ—— in each of your schools
Train
these â——key communicatorsâ—— on the branding standards, including a primer on
how
to place the logo, use the templates, etc.
19. CREATE BRANDING FOLDER Branding folder should house logos, mission
statement, administration listing, images, templates, etc. Give access to
those in need
20. MONITOR Whenever possible, review materials for compliance. Ask
communicators to send you copies of publications. Review your website on a
regular basis. Contact staff to fix compliance issues. Retrain if necessary.
21. A VALUABLE BRAND A Brand must be championed at the highest level of an
institution before itâ——s introduced to external audiences. Every member of an
organization plays an important role in perpetuating an institutionâ——s Brand.
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