First impressions count First impressions count In by fdjerue7eeu


First impressions count

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									 First impressions count

In today’s crowded marketplace,
promoting your school’s image has
never been more important.
                                                                                                                                                    Exce mitm
                                                                                                                                                        llen ent.
                                                                                                                                                PA R
                                                                                                                                                     K      ce.   G AT
                                                                                                                                                                                                  SE S

                                                                                                         PARKGATE HOUSE SCHOOL, CLAPHAM, LONDON
                                                                                                         START DATE: SEPTEMBER 2009
                                                                                                         NOR: 220


          ow    you     communicate       well-written publications. This is                             A well-established coeducational independent prep school, Parkgate House
                                                                                                         provides children aged 2-11 with a nurturing learning environment.

          with the outside world;         particularly important when you are
                                                                                                         With purposefully small class sizes, non-selective entry yet a focus on high
                                                                                                         standards and creative learning, the school caters to the individual and achieves
                                                                                                         impressive results.

          from pupils to parents,         trying to recruit new staff. Badly
                                                                                                         We are now looking for a Headteacher to help us build on our excellent
                                                                                                         reputation. You will be responsible for creating an outstanding senior
                                                                                                         management team and developing the potential of our talented teaching sta .
                                                                                                         With experience of leading a similar-sized prep school, you will combine

prospective candidates to the local       designed and confusing information
                                                                                                         excellent communication skills with a real commitment to driving up standards.

                                                                                                         Together we can create an inspiring future.
                                                                                                         To apply contact Caroline Malitsky at or 020 3194 3038.
                                                                                                         For an informal discussion about the role call Edward Clark on 020 3194 3082

business community, creates a lasting     will simply put prospective teachers
                                                                                                         or Matthew Cook on 020 3194 3284.
                                                                                                         Closing date: 18 February 2009
                                                                                                         School visits: 2 & 3 February 2009 Interviews: 2 & 3 March 2009
                                                                                                         Parkgate House School is committed to safeguarding and promoting

impression and has a long-term effect     off before they even apply.
                                                                                                         the welfare of children and young people and to providing equal
                                                                                                         opportunities in employment.

on how your school is perceived.
Your brand can have an impact on          Have you got a brand?                  Keep it simple
your enrolment levels, staffing ability
levels, parental involvement and          Every piece of communication           Make sure that your communications are
funding opportunities. Here’s how to      that you send out says something       clear, direct and to the point. Here’s how:
get it right.                             about your school. Think about the
                                          following communications. Are they        I
                                                                                 •	 	f	you	don’t	have	one	already,	it	helps	to	have	a	
What’s in a brand?                        saying the same thing?                    strapline that captures what your school stands
                                                                                    for.	Your	strapline	can	be	used	in	conjunction	with	
The word ‘brand’ can sound                • Your school prospectus                  your visual identity to promote your school. Some
overwhelming, but it simply means                                                   examples	are:	Inspire,	Engage,	Enjoy;	Stimulating	
having a clear image, reputation          • Your website                            learning	and	realising	potential;	Flying	high;	Playing,	
or identity. Your brand is your                                                     learning, exploring
opportunity to convey your school’s       • Recruitment adverts
values and ethos. It means making                                                •	 Use	short	sentences	and	paragraphs
all your communications – from the        • Information packs for potential
sign outside your building to your          candidates                           •	 Keep	verbs	active
recruitment adverts – professional
and consistent with those values.         • Stationery                              U
                                                                                 •	 	 se	simple,	clear	words	that	your	target	audience	
Branded communications reflect                                                      will understand
your values and are instantly             • PowerPoint presentations
recognisable as belonging to your                                                •	 Be	positive
school community.                         • Screensavers
                                                                                 •	 Avoid	jargon
Having a distinct brand will help you     • The sign outside your school
to communicate more effectively.                                                    A
                                                                                 •	 	 void	acronyms	unless	your	audience	will	
It’s easier to read well-designed,        • Newsletters                             understand them
Investing in your identity will                                                 How to get good images
improve your status and will give                                               1. Always use a professional
                                                                                It	might	be	cheaper	to	get	a	member	of	staff	to	use	
your	staff	and	pupils	something	to	                                             their	digital	camera	but	if	you	use	a	professional	
                                                                                photographer, you will get high-quality pictures
be	proud	of.                                                                    that you can use over and over again. They will
                                                                                also supply you with images that you can use on
                                                                                different	types	of	materials	–	from	the	internet	to	
                                                                                printed publications.
What are your values?
                                                                                When	choosing	a	professional,	make	sure	that	
Your brand values are the values that   • Colours – how will your logo          you get a contract. They should be supervised at
your school community believes in.        look when it’s printed in black       all times otherwise you will need to make sure that
What makes you different? What            and white? Will the colours clash     they	are	CRB	checked.
do you aspire to? It’s important          when it’s printed in colour?
to talk to all your stakeholders.                                               2. Interact
What do your pupils, parents, staff,    Your colour palette: This is the        Choose	images	of	pupils	interacting	with	each	
governors and partners think? Your      selection of colours that can appear    other as well as with their teachers. The pictures will
brand should reflect the values that    on your corporate materials. They       be	much	more	dynamic	and	effective	than	static	
you think are important.                should complement each other and        poses.
                                        allow for versatile designs. Only
Your brand identity                     these colours should be used on         3. Get the right mix
                                        your publications.                      Don’t	just	use	images	of	the	same	pupils.	You	
If you want a professional-looking                                              should	also	include	images	of	the	school	facilities	
brand use a professional designer.      Photography: Photos are an              and grounds. Make sure you include:
They will be able to take your          important part of your brand. It’s
values and school images and build      good to build up a picture library of      p
                                                                                •	 	 upils	and	teachers	from	the	different	ethnic	
a visual identity that reflects your    images that you can use across your        groups	that	reflect	your	school	community
school community. It will cost          publications.
money but your reputation is worth                                              •	 a	balance	of	boys	and	girls,	men	and	women
investing in. You will continue to      Guidelines:     Simple      brand
                                                                                •	 pupils	and	teachers	of	all	ages
reap the rewards from this one-         guidelines mean that any designer
off investment for many years to        can use your corporate identity            p
                                                                                •	 	 arents	and	other	members	of	your	community	
come.                                   to develop publications for you.           attending school events
                                        They can also include guidance on
The essential components of your        writing.                                •	 internal	as	well	as	external	shots	
visual identity are:
                                                                                •	 	mages	of	any	facilities	that	capture	your	school’s	
Your logo: Many schools have an                                                    strengths	e.g.	sports	facilities,	ICT	suites,	library,	
established logo or badge that can                                                 art room, music room etc
be used as their logo. If you are
creating a new one, think about:
                                                                                Call us
• Shape – can it be easily placed on
  publications of different shapes
  and sizes? Will it fit alongside                                              For more information, contact us today.
  other logos?                                                                  Telephone:
                                                                                020 3194 3038
• Size – if it’s too big it will
  dominate your publications. If                                                Email:
  it’s too small you won’t be able                                    
  to read it.                                                         

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