ih dos conference 2012 welcome and update lucy horsefield, chief operating officer monica green,...
TRANSCRIPT
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IH DOS Conference 2012Welcome and Update
Lucy Horsefield, Chief Operating Officer
Monica Green, Executive Director
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• Introductions and conference programme• IH Branding Project• Quality• Looking ahead
Overview
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IHWO office team
• Christina Margraf – Business Dev & Events
• Elizabeth Arbuthnott – Recruitment, IH
Journal & IH Club
• Sophie Montagne – Membership Services and
Internal Communications
• Yvonne Hamill – Administration (TT & Quality)
• Monica Green – Executive Director (Part time)
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Academic Team
• Shaun Wilden – Teacher Training
• Neil McMahon – DOS Support and Resources
• Kylie Malinowska – Young Learner Advisor
• Elaine Kniveton –
• Language Coordinators – Spanish, German, Russian, Italian, Arabic. Vacancy for French.
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DOS Conference Programme
• This afternoon Track B is in WestminsterTrack C is in Nelson• Tonight – Informal drinks at The Kings Arms
Friday
• External speaker day
• Publishers Exhibition
• Question Time Panel
• Pub Quiz and meal sponsored by IH Trust
Talk the IH Academic Team members
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IH World Strategy
• International and Local Recognition
• Financial and Organisational Strength
• Quality - Internal (Membership “Delight”)
• Quality – External
• Resources - People, Services & Products
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International Recognition - the IH Branding Project
What onion? What onion?
Is there a pot of goldat the end of the IHrainbow?
Is there a pot of goldat the end of the IHrainbow?
Who is Rufus? Who is Rufus?
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A quick review
We launched the Branding Project in 2010
• To raise IH global profile and strengthen IH brand
• To improve consistency of IH visual brand throughout network
• To refresh and redefine essence of IH
• To help IH schools to promote themselves and communicate value of International House to internal and external customers
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• Reviewed existing brand and consulted with key IH stakeholders
• Identified core values (the onion!) and essence of IH
• Achieved consensus on new look and feel at Directors Conference
• Piloted with 20 very enthusiastic schools
• October 2011 – launched new look and feel, new IHWO website and IH Brandbox
What did we achieve in 2011
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Why is consistent branding so essential for IH?
Consistency = Trust
Reliability
Reassurance
Operational efficiency
Financial benefits
Unity and a shared mission
Not a straitjacket!
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The IH Brand model
Flexibility – essential to allow for local and cultural relevance. IH schools have unique personalities!
We don’t want to be a ‘McDonalds’ language school like some of our competitors
Our aim:
70/3070% = Brand Compliance30% = Flexibility
70/3070% = Brand Compliance30% = Flexibility
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Essence and proposition
Essence: Changing Worlds
Proposition: Open new horizons and realise your aspirations in a positive and enjoyable environment
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• Add screenshot of journal, ask for input.
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Look and Feel
Brand mark
Colour palette
Graphics
Typeface
Imagery
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IH Brand mark
Every IH school has their own, unique brand mark. 3D and 2D version
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www.ihbrandbox.com
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Language is a…….
...... green light
.......bicycle
.......friendship
Our first communication campaign.
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What comes next?
• IH school adoption of new look and feel
• New communication strategy for IH World
• Social media campaign that IH schools can take part in. Language is a.....
• Development of training packs and materials for schools to use
• Brand policing
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IH Quality Management IH Quality Management
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IH Quality Management in 2012
• New name – Quality Inspections
• Inspectors – not visitors
• Revised Quality Standards – will be approved in February 2012.
• Greater clarity of met/not met criteria
• New report format
- Academic Management
- Premises
- Legality
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IH Quality Management in 2012
Warning System for schools not meeting quality standards:
- a series of warnings
- re-inspections
- disaffiliation
The majority of IH schools DO meet our standards and have no cause for concern
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Looking ahead Looking ahead
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Important anniversaries
2012 – 50th anniversary of first IH Teacher Training course (June 1962)
Since 1962 IH schools around the world have developed teacher training courses and trained millions.
2013 – 60th anniversary of International House (first IH school in Cordoba opened in 1953)
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What will we achieve together in 2012?
Now, more than ever before, we can work TOGETHER as a global network.Now, more than ever before, we can work TOGETHER as a global network.
Social media Social media
Collective expertise and knowledge
Collective expertise and knowledge Online platformsOnline platforms
150 schools in 52 countries
150 schools in 52 countries
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2012
A year for -
Believing in our brand and bringing the values it represents to life
Quality without exceptions or compromise
Collaboration, sharing and communication
A year we’ll look back on with pride in the future!