When we talk about branding your school, we're really looking at building an identity – an experience that parents, pupils and staff can relate to. This session looked at what this means in practice and how you can develop values and messages as the foundation to your marketing strategy, to develop core values and fine tune those key messages. Justin emphasised the most crucial aspect of building a brand – to set you apart from others.
Justin began by using Brent Davies’ definition of marketing in a school context. It’s about ‘learning: about people’s perceptions and needs and then acting on that learning to communicate the school’s core purpose and values, both to the school community and to those outside.’ (Handbook of Educational Leadership and Management, 2003).
Why market your school?
Marketing is all about taking control. Being proactive and positive, and telling people who you are and what you do, in turn makes you resilient. There are lots of reasons set time aside to develop a vision, brand and message.
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