news

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 takes the Chair following the AGM in 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.

Independent Schools recognised some time ago that the old prospectus on the Internet approach was clearly inadequate. Now they want a site that is not only reflective of their brand, positioning and values but is also distinctly different from any other site, both in its style and functionality. With so called specialists churning out tried and tested formulaic, template based solutions, schools are desperate for a bespoke, innovative yet cost effective approach.

The School Branding Experts’s philosophy and reputation regarding branding and print applies perfectly to the design and development of web sites and other digital media and represents the perfect solution to school’s current requirements.