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Promoting Your School Through Social Media




 Presented by :
 Stephen R. D. Glass, Ho.T. &
 Vanessa Landesfeind, Ed.D.
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           Identify this brand?

What do you do?

     How do they do it?
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•   A brand enhances the value of a product or services beyond its
    functional purpose - thereby supporting volume and price.
•   A brand is a link between an organization and its stakeholders,
    providing a badge of community and trust.
•   A brand is the result of behavior - everything an organization
    has the potential to impact the brand.
•   A brand exists only in people’s minds - it is a collection of
    feelings and perceptions in the mind of the consumer.
•   A brand can provide an organization with purpose and
    direction - providing a source of motivation and interest for
    stakeholders.
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Schools are in competition with each other:
• Many districts have shrinking enrollment
• Private schools draw enrollment
• School Choice within a district impacts
  enrollment at sites.
• Schools have “good” reputations and “bad”
  reputations
• California now has 912 charter schools 115 of
  which opened this school year (2010 -11)
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•   Schools develop their brands through state
    test data, reputation, and word mouth.
•   Schools offer courses to appeal to students
    (parents) and their collegiate aspirations.
•   Schools develop athletic teams and co-
    curricular programs to appeal to parents and
    students.
•   Schools Districts offer magnet programs to
    attract with students and stakeholders with
    specific learning interests
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•   Strong Brands can command a premium.
•   Strong Brands can attract and retain talent.
•   Strong Brands are a store of trust.
•   Strong Brands can stimulate innovation.
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• Strong Schools with Strong Brands can command a
  premium.
• Strong Schools with Strong Brands can attract and
  retain talent.
• Strong Schools with Strong Brands are a store of
  trust.
• Strong Schools with Strong Brands can stimulate
  innovation.
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(The) entire process involved in creating a
unique name and image for a product (good or
service) in the consumer’s mind, through
advertising campaigns with a consistent
theme.
Branding aims to establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.
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…branding is not merely…
• MARKETING
• COMMUNICATIONS
• EFFECTIVENESS
• POSITIONING
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Branding aims to establish a significant and
differentiated presence in the market that attracts
and retains loyal customers.
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•   Did you check a review site (i.e. YELP) before
    you came to this conference to help you
    decide where to eat while here?
•   Did you ask friend for a recommendation of
    where to eat before you came here?
•   Did you check a any actual restaurant
    websites before coming here?
•   Which did you do first?
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Owned Media versus Earned Media
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Owned media is anything that the
school produces or controls to publicize
itself.
•   School website
•   Parent Newsletters
•   School Accountability Report Card (SARC)
•   Social Media initiated by school
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          Benefits           Challenges
•   Control           • No guarantees
•   Cost efficiency   • School generated
•   Longevity           communication not
•   Versatility         trusted
•   Niche audiences   • Takes time to develop
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When stakeholders become the channel.
•   Newspaper Articles
•   Online reviews
•   Unsolicited/unofficial social media posts from
    satisfied stakeholders
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        Benefits                  Challenges
• Most credible            • No control
• Key role in convincing   • Potentially negative
  others                   • Hard to measure
• Transparent & lives on
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•   Create a solar system of owned media
•   Monitor and protect your brand
•   Recognize that earned media is a result of
    brand behavior
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Create a solar system of owned media.
•  Create functional school website
•  Create a FACEBOOK fan page and/or a
   Twitter account
•  Utilize these resources to craft a portion of
   your school’s brand.
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Monitor and protect your brand.
• Teacher (personal behaviors)
• Students (on and off campus behavior)
• Events/Actions (unpredictable)
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Recognize that earned media is a result of
brand behavior.
•  Parents gravitate toward other parents’ and
   students’ opinions (loyalty loop).
•  Positive and negative responses to the a
   school is a result of brand behavior.
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CONSULT WITH VS Education Consortium

We understand (and can help you recognize) the
importance of brand behavior.
We can help you create a social media policy for
your district or school.
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   www.vs-edconsortium.org

   stephen.glass@vs-edconsortium.org

   vanessa.landesfeind@vs-edconsortium.org

   …become a Fan on Facebook (VS Education
    Consortium),

   …or follow us on Twitter (EdConsortiumVS).

   All of the information you heard today will be posted.

				
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posted:8/17/2012
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