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CAIS Boarding Schools │ BRAND

CAIS Boarding Schools │ BRAND. V: 1.0 October 13, 2011. 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

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CAIS Boarding Schools │ BRAND

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  1. CAIS Boarding Schools │ BRAND V: 1.0 October 13, 2011

  2. 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

  3. Target Markets

  4. 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

  5. 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?

  6. Creative Concepts CAIS Boarding Website

  7. 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

  8. Usability Assessment of Peer Websites

  9. Usability Assessment of Peer Websites

  10. Usability Assessment of Peer Websites

  11. Creative Concepts CAIS Boarding Website Reveal

  12. 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

  13. CAIS Boarding Website

  14. 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?

  15. Creative Concepts CAIS Boarding Brand Evolution

  16. 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

  17. CAIS Boarding Brand Creative Concepts

  18. CAIS Boarding Package – Folder & Card Web Key Creative Concepts

  19. CAIS Boarding Package – Folder & Card Web Key Creative Concepts

  20. CAIS Boarding Social Media Strategy CAIS Boarding Brand

  21. 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

  22. The Future of CAIS Boarding Brand Steering Committee & Management Team to determine future activities

  23. Creative Concepts www.caisboardingschools.ca

  24. Thank you

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