Citizen schools brand evolution
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A look at most of what I contributed at Citizen Schools for 8 years: moving a brand through several iterations, evolving its visual and verbal components, and creating a range of resources for staff to use to build it. These slides are adapted from a presentation to the board.
Citizen schools brand evolution
- 1. COMING INTO OUR OWN: Maturing Our Marketing Strategy Leadership Retreat July 2013
- 2. Uncovering the Brand ROLLOUT 1. Internal 則 Training 則 Onboarding 則 Culture 2. External 則 Talking points 則 Materials 則 Content ANALYSIS & INTEGRATION 則 Facilitated by Deloitte 則 Conduct market research segmented by audience in Massachusetts 則 Identify strategies to align perception with self-image SELF-INVESTIGATION 則 Facilitated by Craig Bida 則 Identify core elements of desired self-image (brand framework) 則 Qualitative, values-driven 則 Internal sources (leadership, staff, champions) CURRENT STATE 則 Task force on external engagement found inconsistent messages, staff confusion, audience confusion 則 Deloitte assessing gaps in organizational self-image and perceptions in Massachusetts
- 3. Phase I After-school and summer apprenticeship program Student-centered Core brand: more fun than school Phase II Out-of-school education program Education-insider-centered Core brand: more serious than after-school Evolution of Citizen Schools Brand, 1995-2005
- 4. Phase III Expanded Learning Time partnerships Education-insider-centered brand Core brand: results Phase IV Education and service movement Citizen-centered brand Differentiator: YOU Evolution of Citizen Schools Brand, 2006-2012 CALLING ALL CITIZENS.
- 5. Our mission, according to staff: 則 Focused on student achievement 則 Not differentiated from high-quality schools What we are like at our best, according to staff: Self-perception In December 2010 all Citizen Schools staff were asked two questions about the organizations identity. The word clouds on the right show all the words used in their answers, with the most frequently used words in the largest type.
- 6. Brand Identity and Collateral 則 Knowing who we are and the value we bring 則 High-level messaging and sales pieces Existing Marketing Assets
- 8. Skills and Capacity 則 Social media 則 Media pitching 則 Message coaching 則 Event programming 則 Graphic design Existing Marketing Assets Brand Identity and Collateral 則 Knowing who we are and the value we bring 則 High level messaging and sales piece
- 9. Master Pitch Deck for Citizen Teacher Recruitment
- 11. Experiences and Stories 則 Events 則 Blogs 則 Videos 則 Continuous brand voice Existing Marketing Assets Skills and Capacity 則 Social media 則 Media pitching 則 Message coaching 則 Event programming 則 Graphic design Brand Identity and Collateral 則 Knowing who we are and the value we bring 則 High level messaging and sales piece
- 13. 83 inspirED Blog Stories (FY13)
- 14. 46 High Quality Videos
- 15. + 3 months of math learning each year +4 months of reading learning each year District schools with Citizen Schools ELT programs show academic growth comparable to top charter schools 41% 0% 10% 20% 30% 40% 50% 60% 70% Low-income students Citizen Schools alumni % students enrolled in college U.S. national average: 62% 9% 0% 5% 10% 15% 20% 25% 30% 35% Low-income students Citizen Schools alumni % students earning a college degree by age 25 U.S. national average: 32%63% 21% IMPACT
- 16. More People, More Engaged 則 Engaging existing supporters nationally and locally 則 Buzz within key niches (STEM, ELT, TF candidates) Existing Marketing Assets Experiences and Stories 則 Events 則 Blogs 則 Videos 則 Continuous brand voice Skills and Capacity 則 Social media 則 Media pitching 則 Message coaching 則 Event programming 則 Graphic design Brand Identity and Collateral 則 Knowing who we are and the value we bring 則 High level messaging and sales piece