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At the Cheltenham Design Festival this weekend Stephen Bayley and Roger Mavity, under the rather illusory title of ‘Profits of Doom’, attempted to pitch their paperback, ‘Life’s a Pitch’. Their open conversation soon led to the merits, or rather dangers, of research. Too much research, they mooted, rather than an idea born of gut instinct, passionately communicated, was inevitably a recipe for failure. Perhaps unsurprisingly this prompted indignation from Peter York, sitting on the back row, who attempted to defend research, in the form of another self promotional pitch, thinly disguised as a question, during the customary closing session.

Whilst agreeing that it is certainly possible to stifle a good idea by over researching, my question to the duo was; “Whilst in many instances it pays to have the courage of one’s convictions and in effect to be ‘product’ driven is it is not also very important to understand your audience, their requirements and anxieties, in order to successfully pitch? – ie to undertake some, albeit perhaps informal, research. After some discussion this point was conceded.

Given opportunity, and the appropriate platform, I would have proffered our launch of Range Rover in North America as a supporting anecdote. Focus groups comprising potential customers soon confirmed that they were not looking to buy a luxury SUV at all. What they actually wanted was what they perceived as an English country lifestyle. So, with the help of photographer, Patrick Lichfield, that is exactly what we sold them, ultimately leading to what has proved over the years to be a very successful pitch indeed.

So, what has all this to do with the survival of independent schools? On the same day, the front page of the Telegraph carried an article headed, Private schools becoming ‘preserve of the super-rich, continuing on page 2 under the title, Private schools must evolve ‘or face extinction’. Alarming, but a logical and perhaps believable prognosis. Whilst this rather pessimistic prediction is not really ratified by current statistics, it does highlight the need to be vigilant in navigating our way though the current storms in education.

Whilst I’m certainly not advocating anything other than fundamentally pitching (to use our presenter’s terminology) the most appropriate school for a particular child, there will of course be particular emotional trigger drivers that need to be identified in order to clearly focus marketing and communication activity. A clear understanding of what makes a particular school different and special, alongside a real knowledge of the target audience, what they are looking for and what may concern them, with a specific focus on aims and objectives, will certainly help formulate a clearly defined marketing strategy. This will help take control of and manage reputation, in effect branding. And if, as the article suggests, independent schools are in danger of being “frozen in the past”, a coherent, compelling, consistent, distinctive and engaging brand will become increasingly important in ensuring that our independent schools remain relevant and competitive.

Having become a trustee three years ago following experiencing first hand just how much all the pupils benefited from its Speaking and Listening syllabus and assessment at his daughter’s Prep school, Paul has taken the Chair following the AGM on 17 March. Click here to find out how ESB can help your pupils.

The Times reports that pupil numbers are predicted to fall by 11,000 over the next decade.

Prep schools are expected to be particularly hard hit, primarily as a result of rising costs outstripping the earnings of many professional families. Whilst London and the home counties are expected to be less affected, this clearly sounds warning bells for all independent schools.

Paul Kilvington spoke recently to the GSA Conference about the importance of managing reputation within a school – in effect branding. If the size of the market is going to decline as many fear, then protecting and growing market share, has to take centre stage if schools are to survive and thrive.

A brand is often mistaken for just a logo. Certainly a strong, distinctive and appropriate logo is an important element. But it is only one element. In reality a brand is a shared set of perceptions combining, reputation, ethos and values. It is what your school is known for – what it stands for. Things that are integral to that brand are, the name of the school, design, style, words and symbols, ie everything that distinguishes it through the eyes of your prospective parents – and pupils.

As importantly, it is the integration of all of those things to create a coherent and impactful message. However branding is much more than even those graphic elements. It also includes: what your school looks like, how it sounds, what it feels like, how it smells or even tastes. Do they all communicate the right message? Are they complimentary? Can they work harder?

Branding helps create a differential advantage, setting you apart from competitors, and can even provide an opportunity for premium pricing. It is also a huge benefit in-house, helping create loyalty and keeping your staff, parents and pupils ‘on message’ when talking about the school. Before doing anything, it is important to establish with stake holders: What kind of school is yours? How is it perceived? Which schools do you compete with? Do your prospects agree? Who are you attracting?

In short you need to take control of and manage your reputation and develop a Brand Strategy, providing a structure and critical path to create a brand that is coherent, competitive, compelling, consistent, distinctive and engaging.

Putting this at the heart of your marketing and communications will ensure that you have taken prudent precautions to protect and prosper should storm clouds gather.

In the latest in a series of articles in the Independent Schools Magazine, Paul Kilvington and Pippa Bayston highlight an opportunity to really engage with your audience. To see a copy of the article click here.

Prep schools are expected to be particularly hard hit, primarily as a result of rising costs outstripping the earnings of many professional families. Whilst London and the home counties are expected to be less affected, this clearly sounds warning bells for all independent schools.

Paul Kilvington spoke recently to the GSA Conference about the importance of managing reputation within a school – in effect branding. If the size of the market is going to decline as many fear, then protecting and growing market share, has to take centre stage if schools are to survive and thrive.

A brand is often mistaken for just a logo. Certainly a strong, distinctive and appropriate logo is an important element. But it is only one element. In reality a brand is a shared set of perceptions combining, reputation, ethos and values. It is what your school is known for – what it stands for. Things that are integral to that brand are, the name of the school, design, style, words and symbols, ie everything that distinguishes it through the eyes of your prospective parents – and pupils.

As importantly, it is the integration of all of those things to create a coherent and impactful message. However branding is much more than even those graphic elements. It also includes: what your school looks like, how it sounds, what it feels like, how it smells or even tastes. Do they all communicate the right message? Are they complimentary? Can they work harder?

Branding helps create a differential advantage, setting you apart from competitors, and can even provide an opportunity for premium pricing. It is also a huge benefit in-house, helping create loyalty and keeping your staff, parents and pupils ‘on message’ when talking about the school. Before doing anything, it is important to establish with stake holders: What kind of school is yours? How is it perceived? Which schools do you compete with? Do your prospects agree? Who are you attracting?

In short you need to take control of and manage your reputation and develop a Brand Strategy, providing a structure and critical path to create a brand that is coherent, competitive, compelling, consistent, distinctive and engaging.

Putting this at the heart of your marketing and communications will ensure that you have taken prudent precautions to protect and prosper should storm clouds gather.

We have been commissioned by Eastbourne College and St Andrew’s Prep School
to undertake a strategic review of the brand identity of both schools reflecting their
recently forged relationship.

Paul Kilvington is attending The Independent Association of Prep Schools (IAPS) Annual Conference at the Birmingham Metropole Hotel from Monday 26 – Wednesday 28 September  - http://www.iaps.org.uk/annual-conference-2011

Following a selection process Chelsea Academy has commissioned a new prospectus pack to reflect the success of the school as it moves towards Sixth Form intake.

The Academy opened with places for 162 Year 7 students per year group and will grow each year until 2014. Over 750 applications were received for the Year 7 cohort.

Chelsea Academy represents an unrivalled opportunity for any young person who is passionate about learning and determined to achieve within the context of a Christian community, recognising that students have different learning styles, gifts and talents.

The School Branding Experts’s unrivalled reputation for producing relevant, distinctive, highly creative prospectuses, accurately reflecting clearly defined positioning, values and messages in the Independent sector, certainly helped secure the project for such an innovative and forward looking flagship Academy.