CAIS Boarding Schools │ BRAND
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Transcript of CAIS Boarding Schools │ BRAND
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CAIS Boarding Schools │ BRAND
V: 1.0
October 13, 2011
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Presentation Outline
• Target Markets
• CAIS Boarding Brand Positioning Statement
• Market Research
• CAIS Boarding Website: Usability Assessment, Key Messages & Success Metrics
• Brand Evolution
• The Future of CAIS Boarding Brand
• Reveal of CAIS Boarding Website
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Target Markets
TARGET OBJECTIVE
Domestic StudentsEncourage potential Canadian students aged 11-17 to ask their parents to send them to a CAIS Boarding school
Domestic ParentsEncourage Canadian parents in the $200K+ income bracket to consider a CAIS Boarding school for their school aged child
International StudentsEducate potential International students aged 11-17 to ask their parents to send them to Canada to attend a CAIS Boarding school
International ParentsEducate International parents who are considering boarding school for their child to think of Canada and CAIS Boarding schools as their #1 choice
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Brand Positioning Statement
CAIS Boarding Schools - Experience More
CAIS Boarding Education Benefits:• A world class university preparation education
• A 24/7 learning environment for students to thrive in
• Independent, well balanced, self reliant students
• Strong global networks of friendships and professional contacts
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Market Research
• We are waiting for the market research results to help guide the decisions on:
• How do we need to adjust the messaging on the website and other communications materials?
• How we will allocate money for future spending on marketing?
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Creative Concepts
CAIS Boarding Website
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CAIS Boarding Website Objectives
• Create a site that is focused on the end-user experience
• Answer “Why Canada?”
• Build a ‘scalable’ solution for further enhancement
• Integrate web analytics / tracking tool
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Usability Assessment of Peer Websites
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Usability Assessment of Peer Websites
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Usability Assessment of Peer Websites
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Creative Concepts
CAIS Boarding Website Reveal
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CAIS Boarding Website
• CAIS Boarding (www.caisboardingschools.ca)• Clean design
• User centric
• High impact visuals, representation of member schools
• Straightforward primary navigation, highlighting key messages for each target audience (e.g. “For Students”, “For Parents”, “Destination Canada”)
• Prominent call to actions
• Short copy
• Main tools are persistent, easily found; school search is versatile and easy to use
• CMS system
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CAIS Boarding Website
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Website Success Metrics & Future Growth• Traffic (Google Analytics integration)• Impressions, unique visits and traffic sources to the site
(home page and sub page specific)
• Unique visits to member school’s websites from CAIS Boarding website
• Number of requests• Number of requests for information
• Number of users of Just Ask form
• Number of clicks to CAIS Boarding Schools’ social media sites
• Equal representation of all schools, visual & content
• What’s next?
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Creative Concepts
CAIS Boarding Brand Evolution
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CAIS Boarding Brand Concept
• Position CAIS Boarding Schools as the provider of choice for boarding education
• Communicate a clear benefit statement to all target audiences
• Create market impact to foster awareness and comprehension
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Creative Concepts
CAIS Boarding Brand
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Creative Concepts
CAIS Boarding Package – Folder & Card Web Key
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Creative Concepts
CAIS Boarding Package – Folder & Card Web Key
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CAIS Boarding Social Media Strategy
CAIS Boarding
Brand
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The Future of CAIS Boarding Brand
Success Factors • Continue to build the comprehension and relevance
of the CAIS brand in media (online & print, Canadian & International)
• Ensure message simplicity & clarity
• Focus marketing and communications resources on target audiences with a campaign “blitz” approach
• Leverage existing goodwill and assets including database to deliver a focused message
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The Future of CAIS Boarding Brand
Steering Committee & Management Team to determine future
activities
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Creative Concepts
www.caisboardingschools.ca
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Thank you