branding for marketing materialsocs.archchicago.org/portals/23/2018-01-17 amen webinar -...
TRANSCRIPT
Branding for Marketing MaterialsJanuary 12, 2018
• Kurt Lewis, Director of Enrollment [email protected]
• Noreen Walton-Valle, Marketing and Enrollment Manager, Vicariates 1 and [email protected]
• Juana Sánchez Graber, Associate Director for Hispanic OutreachMarketing and Enrollment Manager, Vicariates 4 and [email protected]
• Maura Daly, Marketing and Enrollment Manager, Vicariates 3 and [email protected]
• Felicia HortonMarketing and Enrollment Manager, Turnaround [email protected]
Meet Your… Enrollment Marketing Team
Send us your newsworthy stories:
• Anne Maselli: Director, [email protected]
• Yasmin Quiroz: Marketing Assistant,
Meet Your… Communications and Marketing Team
Why is Branding Important?
You might say that a “brand” is an institution’s image -- it’s how you are known and identified
A school’s brand personality is shaped by the perceptions of the audience
It’s how a teacher works with his/her students, it’s how a parent is welcomed for an admissions visit, it’s how a student is coached or how a family is thanked for their generosity. . . everything a school does reflects on the brand
Your brand is best summarized in your school’s value proposition - what makes your school unique
Your visual brand is more than simply design; it is a reflection of your school. You want to make sure that your visual presentation speaks the same language as what’s being said in any text, audio or video.
Do schools have a brand?
Visual aspects that form part of the overall brand● Makes you more recognizable and raises the awareness
in what you do● Illustrates your school personality and sets you apart
from the competition● Builds a bond with families and transfers your message
in a short but effective way
More than just a logo!Creating a recognizable visual identity speak to your brand’s value, reliability and excellence is an important step towards creating a strong presence in the community.
Visual Brand
7
Brand Consistency and Cultural Sustainability
What is Your Value Proposition?
St. Christina School
> Faith> Academics> Community> Spirit
Once you understand your unique value proposition, you need to give it a visual identity. . . consistently!
Brand and Identity… in Action
10
Brand Consistency
11
Brand Consistency
12
Brand Consistency
13
Brand Consistency
14
Cultural Sustainability
15
Cultural Sustainability
16
What is your school’s brand?
How to Build a School Brand
CASE STUDY: St. Frances of Rome
Nancy Rivera, Marketing DirectorSt. Frances of Rome and St. Maria Goretti
CASE STUDY: St. Frances of RomeBEFORE
CASE STUDY: St. Frances of Rome
AFTER
It doesn’t have to cost a lot
● Look for professional connections to help with logo generation / messaging
● Look at parent information cards
● DIY - Utilize faculty, staff and families as focus groups
● Use free graphic design services like Canva.com
What does it cost?
22
Build a list of vendors and bid out work (suggestions next page)
● Create project description first before sending out bids. Make sure all
printers receive the same description to get accurate quotes. Is it in color
or black and white? Will it be folded, perforated?
● Don’t know what paper you want the project printed on? Ask for
suggestions from printer you have worked with before.
● As a professional courtesy, mention that you are asking for quotes from
other vendors.
● You may end up with a pool of vendors to work with regularly.
How to work with Vendors
23
Printers● Andrew Turcich, Overt Press, Inc
4625 West 53rd Street, Chicago, Illinois 60632 [email protected] 284 0909
● Paul DiMenna, Diamond Graphics6625 W. 26th Street, Berwyn, IL 60402 [email protected]
● Michelle Klauk, Solution Marketing [email protected] -888 842 7418 x705 773-318-2254 (cell)
● B. Allan Graphics11629 S Mayfield Ave, Alsip, IL [email protected](708) 396-1700
Suggested Vendors
Online Tools● Canva.com - Create graphic designs online ● Buffer.com - Schedule social media posts ● MailChimp.com - Send branded
communications● SurveyMonkey.com - Generate surveys ● Signupgenius.com - Organize events
Apps● Typorama - Automatically generates text and
photos into beautiful typographic designs ● Ripl - Create eye-catching animated videos ● ImgPlay - .gif creator ● iMovie (Mac) - Movie creator ● Genius Scan - quickly scan documents on the
go with phone
24
Include school budget line item for Marketing ● If school doesn’t have a set marketing budget
○ Work with Principal and Finance staff to get/set a budget. ○ Shop around for purchases and services to get the best price ○ Don’t be afraid to ask for discounts. ○ Consider sending marketing materials to print vs printing them at school.
How do you budget?
25
Visual Branding In Action
Tips on starting a visual identity:
❏ Logo
❏ Simple design (think printing/decals)
❏ Simple color palette
❏ Horizontal & vertical versions
❏ High resolution
❏ Consistent fonts
Visual Branding Starter Checklist
Style Guide: Helps everyone understand how to implement branding guidelines consistently across all materials
❏ Logo Usage
❏ Font Types
❏ Colors
Creating a Style Guide
• Kurt Lewis, Director of Enrollment Marketing, Marketing and Enrollment Manager, Vicariate [email protected]
• Noreen Walton-Valle, Marketing and Enrollment Manager, Vicariate [email protected]
• Juana Sánchez Graber, Associate Director for Hispanic OutreachMarketing and Enrollment Manager, Vicariates 4 and [email protected]
• Maura Daly, Marketing and Enrollment Manager, Vicariates 3 and [email protected]
• Felicia HortonMarketing and Enrollment Manager, Turnaround [email protected]
Thank you!