NAIS publishes School Branding 301 as part of a special series by EdwardsCo’s Maria Kadison
The National Association of Independent Schools (NAIS)’s Independent School Magazine Blog published Part 3 of “Pivoting from Mission to Brand to Growth.” The three-part blog series is written by EdwardsCo president and CEO Maria Kadison.
READ THE COMPLETE SERIES…
Part 1 of the series focused on the important conceptual differences between a school’s mission and brand.
Next, in Part 2, the focus shifted to a process schools can follow to understand the real drivers of school preference among prospective families.
Part 3 concludes with a discussion of the benefits of following a brand-strategy-driven process to drive enrollment growth.
BRINGING BRAND AND CREATIVE STRATEGY TOGETHER…
The final post of the series centers around a case study with New Canaan Country School (NCCS).
Like many independent schools, NCCS had no shortage of wonderful stories to share with prospective families.
Brooke Springer, Director of Communications and Marketing, described the school’s challenge: “We didn’t know what to lead with.”
“We also needed to sharpen our focus in the way we talked about ourselves as a school, in all of our materials and visual identity, across all departments.”
By bringing together brand strategy, creative strategy, and execution, NCCS successfully launched a new campaign and has already seen an increase in enrollment.
Brooke shared additional details about the approach she took to educating internal audiences in an EdwardsCo Insights podcast.
VERY SPECIAL THANKS…
To NAIS for the opportunity to provide our perspectives on brand strategy with your readers.
And to Brooke Springer at New Canaan Country School for taking the time to share your valuable insights with your colleagues.