Traditionally, the concept of marketing and branding has never been high on a school’s list of priorities. Is it necessary for schools to place emphasis on marketing? Daniel Clarke, Director of SchoolWebsite.co.uk, supplier of marketing and branding for schools, discusses the concept of rebranding, why it is worthwhile for schools to consider such a task and how they should undertake it.

In some instances, rebranding can result from the amalgamation of two schools, particularly in the current recession-fuelled climate where money is tight and funding low. Some schools choose to form partnerships and consequently need to rethink the messages that they are communicating. Others take on such a project to attract new students, celebrate successes, and re-establish themselves within the community. A cohesive rebranding effort should be sensitive to the aims of the school and should raise awareness and recognition within the local community.  2009 BESA research found that one of the big issues currently facing schools is falling roll numbers.  Reduction in student numbers results in a decrease of per-pupil funding, yet schools must continue to pay overhead costs and wages.  As a result, reaching out to prospective parents and the wider community and pushing out the school’s messages is crucial for a school’s continued financial well-being. No matter your successes, it always pays to be conscious of attracting new students, ensuring that roll numbers remain high, even when schools are currently at the brim.

The difficulty is however, that unless schools have been through the process before, there is a skill gap in terms of how to undertake the task.  With such a large project it becomes a case of, where to begin?

There are a number of different aspects to branding – at the heart there is the logo, the school’s ethos and key messages. Ultimately this is the basis for all further activity. Other elements included in the process consist of the redesign of the school’s prospectus, website, stationery and uniform.

However, taking on a project whereby the public image of the school changes is a task that is far from easy. 

Often the school’s culture is embedded deep into the psyche of the school community and making changes and letting go can feel unsettling for some of the individuals involved. Embracing the views of these individuals and ensuring that their thoughts and opinions are heard is crucial.  However, whilst a variety of views offer inspiration, ultimately the final decisions should be broken down to a small management team.

Student voice
In terms of the internal community, many schools that do take on the project use it as an opportunity to promote cohesion from within the school.  Pupils are ambassadors of the school brand and getting them involved in the development is important.  Invite pupils to work alongside the design team so that they are able to learn first-hand about the design and creative processes involved in such a project, as well as contributing directly to the direction of their school’s brand identity. Some schools choose to hold a series of lessons or focus groups to teach the pupils about logo design, prospectus and website design. Launching an in-school competition to design a logo or come up with the school motto for example, is another way to drive motivation for pupil engagement.

Delivering a promise
Creating a brand is about delivering a promise. Schools must have a thorough understanding of the needs and desires of the people it is communicating to. Look carefully at your demographic; take the pupils, parents – existing and prospective - and local community into account.

Branding helps to create a relationship or a bond with its audience - ultimately, individuals who recognise and trust your brand instantly create a bond with you. In return,  this bond can be easily broken if the brand does something to break that trust, so make it clear to pupils and parents what your school has to offer and ensure these promises are carried out. Taking care of positive relationships between the school and its audience is a sure way to protect your brand.

Undertaking a rebranding project is a big step, and requires a great deal of investment, both financially and in terms of time. However, under the right circumstances, rebranding can offer schools the opportunity to reposition themselves in the market and continue to secure their future successes – a consideration that more and more schools are recognising.

For more information visit www.schoolwebsite.co.uk