Brand Awareness - people know about you.
Brand Image – what people think about you.
Brand Preference - they prefer your services or products to others, but they will use others.
Brand Insistence - they demand your services or products and no one else.
In this article let’s look at Brand Awareness. Brand Awareness is something your school district earns by being visible in the marketplace. Some of the things you can use to create brand awareness are advertising, publicity, public relations or word of mouth. In other words your prospects become more aware of who you are and what you do.
For example, Target Department stores, advertises on a regular basis. Their post cards and newspaper advertising help create an awareness of who they are and what they sell. Target could get publicity by building a new store. In order to develop public relations they might sponsor or contribute to some charitable event. Of course, word of mouth would come from what their customers are saying about them to their friends and business acquaintances.
Regarding your school district, you could advertise in many different ways. One great way is to do what Wayne-Westland Community Schools does. They create and periodically mail out a publication called Wayne-Westland Connections to the parents of the students in their school district. This excellent piece does a number of things. First it communicates to the parents timely and important information about their school district. In the fall edition, it publishes the start and dismissal time of all of their schools. It also includes a school bus schedule of all of the pickup times and locations. This is vital information to most parents and their children.
Publicity is another way to build your brand awareness for your school district. Articles about your school that you can submit to your local newspaper are a good example of this.
Public relations can go a long ways in helping create brand awareness for your school district. It is here that a good public relations firm can help you craft a campaign of messages that are communicated to the community.
Word of mouth, by far the most powerful, is what people say about your school district to their friends and acquaintances. This is the result of all of the other efforts you put into place, i.e. the quality of service you provide, how you handle the problems that come up, and how you deliver what you promise.
In summary, good brand awareness is something your school district earns by consistently doing the right things to be visible in the marketplace.
Contact our office for more information on how we can help you build your customer service culture and market your school district effectively. You can reach us at Tom Borg Consulting, LLC 734-404-5909 or visit our website at:
www.TomBorgConsulting.com
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