When revisiting the centre’s of learning that were much like a second home during our formative years, our memories come flooding back. Good ones, bad ones, emotionally upheaving ones as well as those which put smiles on our faces.
In those moments you relive what DNA that school imprinted on you, the noises, laughter, smells, the sound of your shoes on the stairs, the gym, the labs, the auditorium, the sports field; and all the memories of the teachers, staff and locations start retelling you their stories.
When we visit these places, the signifiers or logos of the place are not what create the stirs inside, it is the culture, the way of life that school made us experience and in that process, shaped us.
It is telling to see how much time and energy people spend on that tiny part of the much longer, deeper positioning process and how most of the times people are dissatisfied with the outcome since they do not work from the right foundation or people cannot understand how it relates to the culture of the school.
We understand the importance of inward analysis and insight research. Knowing what makes you ”You”, what stirs emotions in the students and what creates the culture of a place is the best place to start from.
When we guide our partner schools through this process, like an onion, layer upon layer we peel away the noise that makes us “just another (school) brand”. What remains is then, simple and elegant in its scientific sense, the essence of what we stand for.
In our seminars and coaching sessions we guide Marketing and Admissions executives towards identifying the inherent culture and aligning it with where the school wants to be in its future.
The process of positioning, identification of strategy, branding and the subsequent marketing of the core values and statements enables participants to understand clearly the distinctions between these terms and meanings as well as help sharpen the schools’ positioning in its community.
Let us know where you stand!
Alp Altun, Marketing and Communications Consultant for PDacademia