“But everyone already knows us!”
Why strong schools need strong brands
NAIS, February 2009
Crane MetaMarketing
CRANE brandwork
for independent schools:
Research-driven
Values-based
Five Cs
for strong school brands
in tough times
Five Cs for strong school brands
1. Contrast
2. Concur
3. Claim benefits consistently
4. Catch Com 3
5. Champion
Strong brands in tough times
Your brand thrives on sustained investment.
Lost momentum erodes your brand.
By maintaining or expanding your commitment to
marketing during a recession, you protect your
school’s brand beyond economic downturns.
Strong brands in tough times
When your competitors contract,
it’s time to expand.
Many schools decrease their marketing budgets
in an uncertain economy. Maintaining or
increasing your marketing budgets in a recession
may bring higher returns in market awareness
for your school.
Strong brands…
• introduce breakthrough ideas
• redefine their categories
• rely on out-of-the-box marketing tactics
• offer strong differentiation
• provide thought leadership
• take bold stands
• have the element of surprise
• showcase radical program design
Source: www.brandingstrategyinsider.com
Five Cs
for strong school brands
in tough times
1. Contrast
What is branding?
A successful branding program is based on a
concept of singularity. It creates in the mind
the perception that there is no product on
the market quite like your product.
The 22 Immutable Laws of Branding,
Al Ries and Laura Ries
The Law of the Category
If you can’t be first in a category,
set up a new category you can be first in.
The 22 Immutable Laws of Marketing [Law 2],
Al Ries and Jack Trout
Differentiating The Baldwin School
The branding must emerge from the benefits
that are unique to Baldwin and ONLY Baldwin.
We are an . . .
independent k-12 college preparatory school.
So 65% of what we do describes all such schools
independent k-12 college prep school for girls.
So 80% of what we do describes all
such schools for girls
So 95% of what we do
also describes our area
overlaps
independent Main Line k-12 college prep school for girls.
The independent Main Line k-12 college prep school for girls that . . .
0%
25%
50%
75%
The last 5%
100% describes ONLY
Baldwin.
What’s in the last 5%?
Your institution’s Category of One.
Which helps you intentionally achieve…
your transformative outcome
through your unique mechanisms
because of your institution’s distinctive values.
The Law of Sacrifice
You have to give up something
in order to get something.
The 22 Immutable Laws of Marketing [Law 13],
Al Ries and Jack Trout
The Law of Contraction
A brand becomes stronger
when you narrow the focus.
The 22 Immutable Laws of Marketing [Law 5],
Al Ries and Jack Trout
The Promise Statement
Your school is the (name the category) that
(describe “the promise”)
_____________________________________
_____________________________________
_____________________________________
_______________________.
The “scaffolding”
Your institution is . . .
Category of One
Transformative outcome
Unique mechanisms
Distinctive values
2. Concur
The Promise Statement: the last 5%
Your school is the (name the category) that
(describe “the promise”)
_____________________________________
_____________________________________
_____________________________________
_______________________.
The “scaffolding”
Your institution is . . .
Category of One
the “x”
Transformative outcome
that achieves “y”
Unique mechanisms
through “m”
Distinctive values
because of “v”
Your Promise Statement
is the shared internal understanding
of your institution’s differentiating
commitment to students and stakeholders.
Baldwin: First Principles
The new communications program for Baldwin must . . .
1
shift to clear and unapologetic affirmations
of Baldwin’s strengths, heritage, and potential,
avoiding defensive postures.
2
actively frame Baldwin’s rigorous academic
standards as one of Baldwin’s hardest-earned and
most valuable assets.
Baldwin: First Principles
The new communications program for Baldwin must . . .
3
describe and target the best-fit Baldwin student:
the girl who will flourish in Baldwin’s thinking
ways and grow into a thinking girl.
4
define diversity as a longstanding and core
Baldwin value, a commitment that is completely
compatible with the School’s rigorous academic
standards.
Baldwin: First Principles
The new communications program for Baldwin must . . .
5
reach out to best-fit students and their families
while allowing the School to say “yes” or “no”
with equal confidence to applicants, and with the
interests of both the applicant and Baldwin at
heart.
Baldwin: First Principles
The new communications program for Baldwin must . . .
6
establish and communicate clear expectations of
all Baldwin community members–staff, faculty,
students, parents, administrators, and board
members–in support of their shared endeavors.
Baldwin: First Principles
The new communications program for Baldwin must . . .
7
provide clear leadership that defines right roles
for Baldwin parents by acknowledging and
channeling their passion and gifts, and by
developing and promoting a strong parenteducation program.
Baldwin: First Principles
The new communications program for Baldwin must . . .
8
define and communicate–internally and
externally–the role of the new athletic facility as
an asset that provides balance for the life of the
whole person, connecting back to the core
principles of the School’s educational vision.
Baldwin: First Principles
The new communications program for Baldwin must . . .
9
deploy Baldwin’s assets, including the new
athletic facility, as a bridge to Baldwin’s greater
participation in the Main Line community, and as
a new milestone along the path to physical plant
improvements.
Baldwin: First Principles
The new communications program for Baldwin must . . .
10
showcase Baldwin’s existing front-door aesthetics,
while clearly communicating incremental plans
for much-needed physical upgrades.
11
strengthen and enliven the positive relationship
with Baldwin alumnae as both supporters and
donors, by rewarding and reporting tangible
alumnae contributions to the life of the School.
Baldwin: First Principles
The new communications program for Baldwin must . . .
12
affirm Baldwin’s commitment to the tried-andtrue foundation of the School’s curriculum while
taking advantage of a newer resource: openness
in leadership and a willingness to imagine a
reinvigorated future for the School.
Baldwin: Promise Statement
Baldwin is
the Main Line independent school for thinking girls
where the joy of intellectual rigor in academics,
aesthetic accomplishment in the arts,
and collegial competition in athletics
forms confident women living balanced lives
who know their own minds and use them
in community and the larger world.
The “scaffolding”
Your institution is . . .
Category of One the Main Line independent school for thinking girls
Transformative
outcome
forming confident women who know their own
minds and use them in community and the larger
world
Unique
mechanisms
intellectual rigor in academics, aesthetic
accomplishment in the arts, and collegial
competition in athletics; an appreciation of tradition
as a catalyst for innovation
Distinctive
values
honoring the joy of strong academics, upholding the
importance of diversity, respecting the significance
of balanced lives, and embracing the School’s rich
heritage
3. Claim benefits consistently
The Law of Credentials
The crucial ingredient in the success of any
brand is its claim to authenticity.
The 22 Immutable Laws of Marketing [Law 6],
Al Ries and Jack Trout
Strong brands in tough times
Communicate your servant heart with
confidence.
When your school’s stakeholders are anxious,
offer support and assistance. Ask, “How can we
help?” You protect your standing today, and
grow in your community’s respect for years to
come.
Strong brands in tough times
Details matter.
Your school’s messages need attention to stay
fresh. Look at your website, your parent
newsletter, your tour script, your annual fund
messages, and ask: Are we communicating
compellingly and with enthusiasm?
direct mail series
ad series
viewbook
4. Catch COM 3
Strong brands in tough times
Your school’s brand depends on what “they”
say—not just what you say.
The most effective marketing—word of mouth—
is free.
But it requires careful nurturing and guidance.
Strong brands in tough times
Controversy builds public awareness.
All controversy is not bad.
In fact, controversy can strengthen your brand—
providing it rests in and expresses your school’s core
values.
The Law of Publicity
The birth of a brand is achieved with
publicity, not advertising.
The 22 Immutable Laws of Marketing [Law 3],
Al Ries and Jack Trout
The Law of Advertising
Once born, a brand needs advertising
to stay healthy.
The 22 Immutable Laws of Marketing [Law 4],
Al Ries and Jack Trout
5. Champion
Strong brands in tough times
Branding is a journey, not a destination.
Branding is never “done.”
Your school’s brand requires daily attention
if it is to grow stronger.
Strong brands in tough times
Every strong brand needs champions!
Your school’s message can only be heard if
people share it.
Name “brand champions” at your school who
authentically, reliably, and enthusiastically spread
your message within and beyond the school
community—and reward them for their efforts.
Daily, your school’s brand champions…
• ensure the visibility and availability of the brand’s
carefully crafted mission, vision, and promise
• align organization strategy with brand strategy
• create and sustain school-wide passion for the
brand’s mission, vision, and promise
• ensure that all school leaders share the primary
brand champion role
Daily, your school’s brand champions…
• reinforce faculty and staff members’
understanding what the school brand stands for
• deliver to every touch point the school brand
essence, promise, and personality–especially with
best-fit families, students, and donors
• maximize the awareness of the brand to
prospective students, parents, or donors
Daily, your school’s brand champions…
• ensure that the brand acts with consistency and
integrity
• maximize brand differentiation
• infuse the brand with relevant innovation
• ensure that the brand sustains its attractive
personality
• keep the brand alive and “vital”
Thank you for your time today!