It has been said that, in 80% of respects, all schools are fundamentally the same. If we do accept that premise then it is surely the 20% difference upon which our marketing messages should be focused. The clarity of those messages, the more relevant they are and the more impact they have, will be in direct proportion to the response your communication material generates and how the recipient feels about the sender. If those messages are repeated in a consistent, interesting, innovative, engaging way, the chances of stimulating a response are increased exponentially.
This is reputation management – in essence, branding.
It should be at the core of all your communication with both external and internal audiences, whether delivered by word of mouth, in print, on the Internet, through your PDA or via a social networking site. In terms of your return on marketing investment this will make a huge difference.
Having been responsible for many world famous brands we know well that a successful brand is more than just a logotype. It is often a linchpin, encapsulating what an organisation stands for in a succinct, distinctive and immediate way.