® LIBERPositioning - Liber

IGEP Rome 2009

® Liber

Why positioningLiber perceived as traditional book publisherCustomers do not experience any important differences among the 5 main publishing companies in SwedenTotal school market slowly decreased during last 15-20 years

Need forRepositioningPositioning against competitorsPositioning including “e”Consequent communication strategy to different target

groupsTaking “the lead role” in the Swedish Educational business

The goals are increased markets shares and market growth

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Teachers – general characteristics

TeachersTo reflect is

more important than facts only

Independent – appreciate the

freedom in the job

Eager to learn – themselves and

the pupils

Proud – we areimportant in

society

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Högskola

Gymnasium Grundskola

We are:

We do:

Our goal:

Self-governed

Learn how to learn

To liberate the individualstudents potential

Teachers

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4 communication concepts which together creates a whole

Mother brand

HigherEducation

PrimarySecondary

Upper secondaryVocational

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Target groups per segment

Liber tar ställning för vår sak!Higher

EducationUpper sec.Vocational

Primary/secondary

Liber

Teachers Teachers

ParentsPoliticiansPupils/

StudentsAuthors

Schoolmgm

Teachers Customers

FacilitatorsPress

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Mother brand - Tagline

”Boundless learning”

A boundless learning with a growing choice of individually adaptedlearning tools that guides, inspires and motivates teachers and pupils throughout the process of learning

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360-degrees of learning

Planning

Realize/Accomplish

Follow up

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Position

Supporting teaching

Availability

The educational publishing business existing position

Our competitors direction

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Business ideaLiber develops and distributes learning resources with the aim to support the learning individual in the school, at the university and in the professional life.

Learning resources; All those resources, distributed through different medias, which supports the individual learning cycle

Knowledge•Authors•Resarch•Methods•Curriculum•Etc

Individuals•Teachers•Pupils•Parents•Emplyees•Employers•Etc

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Message example :

If every individual is unique,

why isn't every schoolbook unique too?

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HigherEducation

PrimarySecondary

Upper secondaryVocational

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”Behind every important book, there is an important author”

Koncept – higher education

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HigherEducation

PrimarySecondary

Upper secondaryVocational

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”Knowledge exists in the curious classroom”

In words and pictures we are focusing the teachers and pupils most important tool to learn, understand and apply new knowledge – their own curiosity and imagination.

Koncept – primary & secondary

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HigherEducation

PrimarySecondary

Upper secondaryVocational

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”Learning resources for people”

Students have different needs – that's why we develops different alternatives to choose from

Koncept – upper secondary & vocational

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Liber communicates• A handbook used in all communication

– Catalogues– Newsletters– Brochures– Magazines– Web– Events– Sales visits– etc

Libercommunicates

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