cathy law, development director, campbell college tuesday ... conference speaker... · any brand is...
TRANSCRIPT
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Building your brand: `The 3 R’s - Reputation, Recruitment and Relationships’ Cathy Law, Development Director, Campbell College Tuesday, 13th June 09:35 -10:20
IDPE 2017 Annual Conference
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! Drinks Industry ! Arts and Charity ! Education
Background
IDPE 2017 Annual Conference
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! A village ! Strong education ! Free not fee ! Declining Preps ! Declining Boarding
Northern Ireland
IDPE 2017 Annual Conference
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The Campbell College Story
IDPE 2017 Annual Conference
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! Kindergarten and Prep 1 = 20 in each ! Year 8 (age 11) applications = 122 ! Boarding Applications = 130 ! Undersubscribed at all entry points
Recruitment in 2014
IDPE 2017 Annual Conference
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! Elite ! Removed ! Not academic ! Rugby focussed ! Closed gates
External Perception 2014
IDPE 2017 Annual Conference
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! A new Headmaster and a progressive Board of Governors recognised the urgent need to ‘do some proper marketing’
! I was appointed as a freelance for 2 days a week to review the marketing and increase admissions across all entry points
! No Development Office in place.
The Brief
IDPE 2017 Annual Conference
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Any brand is a set of perceptions and images that represent a company, product or service. While many people refer to a brand as a logo, tag line or audio jingle, a brand is actually
much larger.
A brand is the essence or promise of what will be delivered or experienced.
Defining Brands
IDPE 2017 Annual Conference
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! Review of Current Position - Brand Audit ! Audience Understanding - Focus Groups (internal v’s external) ! Brand Vision, Mission and Values ! Brand Development - Look and Feel
Defining Brand
IDPE 2017 Annual Conference
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What is our brand essence - what do we promise and what do we actually deliver?
Defining Brand
IDPE 2017 Annual Conference
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! 3 Little Words Inspiring Individual Potential
! Inspiring Individuals to be the best they can be ! Achieving their own personal best
Defining Brand
IDPE 2017 Annual Conference
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Before
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After
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! So, we had our lovely prospectus and visuals ! A vision, mission and values ! But, we needed to live it, breathe it and shout about it ! Vision needed to match reality ! This was just the start of the journey
Next Steps
IDPE 2017 Annual Conference
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! We are all at different points on this journey of Development ! Northern Ireland Schools are only taking the first step
The Development Journey
IDPE 2017 Annual Conference
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The Development Office 2014
IDPE 2017 Annual Conference
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Development(noun):
‘The process of growing or changing and becoming more advanced.’
Cambridge Dictionary
Defining Development
IDPE 2017 Annual Conference
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The 3 R’s
RECRUITMENT: Marketing:
REPUTATION: Brand BuildingCommunications
RELATIONSHIPS: Alumni, parents, staff, community …
New Pupils
Growing and
advancing our brand
Fundraising
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! Reputation is the ultimate measure of a brand ! The ongoing maintenance of our brand promise ! What people say about us over coffee ! Word of mouth ! Managing the message
Reputation
IDPE 2017 Annual Conference
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! Tell the stories that make us unique
! Control the stories that damage our reputation
! Utilise all platforms
Reputation
IDPE 2017 Annual Conference
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! Clear and targeted marketing strategy - local and international.
! Stronger admissions processes ! Stronger connections with feeder schools
! Established partnerships and collaborations
! Reviewed and relaunched Scholarships
Recruitment
IDPE 2017 Annual Conference
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! Building a connected community - internally and externally ! Old Campbellians - Alumni Relations ! Parent Campbellians ! Staff ! Local community - public benefit strategy ! Giving back - bursaries, COTY, community partnerships
Relationships
IDPE 2017 Annual Conference
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! Intake in KG = 48 P1 = 34 ! Year 8 applications = 168 ! Boarding applications = 155 ! Oversubscribed and building more boarding rooms.
! Perception - shifting
2017
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! 3 Full Time Staff
Development Director
Alumni Relations and Fundraising Manager
Marketing Assistant
(Hoping for Admissions Manager in 2018)
! 2 Freelance Staff
Archivist and Heritage Project Manager
The Development Office 2017
IDPE 2017 Annual Conference
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! Only at base camp ! Just launching our Fundraising Strategy ! Long road ahead ! Keep returning to the Brand Promise
The Development Office 2017
IDPE 2017 Annual Conference