Education Branding: A JWT Framework

The JWT Way

Category discoveries Client discoveries Consumer discoveries

Competition discoveries

Communication discoveries

Brand discoveries

Todays focus
Category discoveries Client discoveries Consumer discoveries

Competition discoveries

Communication discoveries

Brand discoveries

How we see education

How we see education

Category
Big shifts Varied target groups and points of view The education promise ladder and map

Consumer
The student expectation map

Communication
Varied sources of perception Pillars of education branding Buying system, Relationship system Communication pillars Other relevant frameworks

Big shifts 1
Knowledge Employment/economic growth

Big shifts 2
Engineers, doctors, lawyers, graduates basic generalists Animation, retail, air hostess early specialisation

Big shifts 3
Schools, colleges, universities degrees Institutes, corporate and government bodies - coaching, certificates, skills training

Big shifts 4
Subject knowledge Life skills

Big shifts 5
Pre-job Post-jobs

Big shifts 6
Teaching Infrastructure, partnerships, opportunities

Big shifts 7
Traditional methods Innovative ideas

Big shifts 7
Traditional methods Innovative ideas

Big shifts 8
India Global

Big shifts 9
Geographic containment Geographic fluidity

Big shifts 10
Non-profit/pull

Business/push

Big shifts 10

Big shifts
Knowledge Engineers, Doctors, lawyers, graduates/basic generalists Schools, colleges, universities degrees Subject knowledge Pre-job Teaching Traditional methods Indian Geographic containment Non profit /Pull Employment/economic growth Animation, retail, /early specialisation Tuition, coaching, certificates, skills, training institutes, centers, employee organisations Life skills/application Post-job Infrastructure/partnerships/oppor tunities Inventive methods Global Geographic fluidity Business/Push

Other shifts 1
Education going to lower SEC

Other shifts 2
Lower SEC working harder

Other shifts 3
Women

Other shifts 4
Education capturing the imagination of all categories Times of India Idea Intel, Microsoft Banks, insurance

Other shifts 5
Increase in social consciousness

Many target groups

Parents Financiers EDUCATION Government Associates Media Employers/ industry Society Students Faculty Related industries

Government/industry POV
Citizen Literacy Education Employability/Training Employment/manpower development Creation of wealth Fuelling economic growth

Employer POV
Leadership Creativity Interpersonal Commitment Application Intelligence STUDENT QUALITY Innovation Team spirit Attitude Skill Knowledge ORG BENEFIT

Ideal Employee Skills

Parents POV
Be good, be safe From children as duty From wanting her child to do well From living for the moment From leaving it to her husband to plan the child s future From just being happy if her child does well From unsureness of what awaits her in her old age Shine and make me shine To children as a way of realizing her own potential. To wanting her child to be famous and reach a position of grand power and influence To constantly thinking of and shaping the future. To taking it into her own hands and playing a central role. To wanting public acknowledgment for her role in it. To a clear staking of claims to the fruits of success.

Parents POV
Though I will be happy if my son praises my cooking, I will have greater happiness if he gets good marks in his exams my greater responsibility is to take care of my son s studies than cooking If my future turns out to be bright, then my mother will get great happiness...she will get respect in society she will be able to walk around with her head held high Right from the time my child was born, I have only brought him up. I have devoted my entire life I have melted my life into that of my child. I have moulded my child according to what I wanted, hence the child s future has become this way. 90% of the child s future achievement is mine. If a child gets 100% marks, then 40-70% will be the result of the mother s efforts

Parents POV
We are not always with our children. We cannot go everywhere with them. This is about having indirect presence, influence even when we are not there. Like during exam times, we hope that through our prayers, we can ensure that they never get nervousthat they are able to remember what they have studied It s all because of my mother s prayers

The education promise

Mould young men and women into competent and responsible professionals Mission of providing students with well rounded development Giving students and academics the benefits of belonging to both a large, internationally renowned institution and to a smaller, interdisciplinary, academic college community.

The education promise

Uniquely positioned to offer diverse, transformational knowledge, opportunity, and discovery. We are indebted to those who have gone before us obligation to leave the world better than we found it. To contribute to society through the pursuit of education, learning, and research at the highest international levels of excellence. To advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century. Vibrant center of innovation and enquirynurtures talent force for positive change

The education promise

To finding solutions to the great challenges of the day and to preparing our students for leadership in today's complex world. Nurturing and developing global wealth creators and leaders. The school would produce graduates who would become pillars of the state, whether in private or in public life ." Embedded in the founding of the University, national integration, social justice, secularism, the democratic way of life, international understanding and scientific approach to the problems of society.

The education promise

Student as professional Student as individual Student as community Student as knowledge creator Student as industry/public leader Student as world changer Student as humanitarian

The education promise

Life

Individual

Society

Education

The education promise

Individual

Education

Mould young men and women into competent and responsible professionals

The education promise

Society

Education

To advance knowledge and educate students in science, technology, and other areas of scholarship that will best serve the nation and the world in the 21st century

The education promise

Life

Individual

Mission of providing students with well rounded development

The education promise

Life Society

Individual

Preparing our students for leadership in today's complex world. Produce graduates who would become pillars of the state.

The education promise

Life Society

National integration, social justice, secularism, the democratic way of life, international understanding and scientific approach to the problems of society.

The education promise

Life
Student as community Student as individual Student as humanitarian Student as world changer Student as industry/public leader

Individual

Society

Student as professional

Student as knowledge creator

Education

Education value
Freedom Vibrant, dynamic ideas Transformational ideas Influence and innovation Pioneering, influential, exciting Sophistication with Sanskar

Education value

Todays focus
Category discoveries Client discoveries Consumer discoveries

Competition discoveries

Communication discoveries

Brand discoveries

The student expectation

College is Masti ki Pathsala

College means fun masti hanging out... being independent,.. enjoying full freedom In college, there is nobody to stop us there is freedom There is a lot of masti in college bunking classes and going for movies when the lectures are boring

Arguments with parents

My parents are afraid of the circles that I move around with in college when my cell phone keeps ringing all the time, they have the doubt when I receive SMS even at the dinner table because they think in college, there is more freedom that we could be misusing My parents do not like my friends who smoke and drink parents do not trust outsiders There are a lot of arguments with parents the thinking is very different when it comes to notions of friends, entertainment etc

Yeh dosti
Friends are healers, guides, supporters we lean on their shoulders in case there is a problem Friends guide us we exchange views with them and get to know more about various things like other cultures

Yeh dosti
There is a bit of competition with friends when it come to studies.. We keep telling some friends that they should not study too much and leave us behind Friendship in college is not only about enjoyment friends are helpful to each other they exchange notes Future is also as important hence friendship is a different thing and future is different we should not let friendships affect our future

Road to money
Life is like climbing a staircase to reach one's goal if we are able to leave others behind and reach the top, then there will be no tension or financial problems fame and luxurious life will be there but at the same time, 24 hrs one cannot keep studying Money is very important can t live life without it I would like to spend money on luxurious cars, clothes etc would also want to give money to my parents it is giving the fruit for their hard work today we are dependent on them after getting a job, we will become independent

The student expectation

Engagement

Job ready

Life ready

Education

The student expectation

Job ready

The college should provide 100% placement It should help us in making our future secure The college plays the most crucial role in deciding whether I achieve my career goals and dreams College should give us an opportunity to seek employment in the best companies. Our senior batch got placement in Microsoft when there are opportunities like these, then we become all the more ambitious For some, getting a good job is the goal while for others, the goal is to have their own businesscollege should help us achieve these goals

Education

The student expectation

Engagement Job ready

Classes should be made more interesting there should be less of theory and more of practicals Teaching should also be done using the presentation method technology related exhibitions, competitive events can also be there to make learning fun

Angst about faculty

Older teachers should be more innovative they should include more fun in their teaching Their way of teaching is not right we are youngsters they should change the way of teaching we get bored very easily there should be some humor involved Professors should show more sincerity Our careers will depend on this teaching skills should be improved Study is important part of life we need this for our future but when we sit in class for more than two hours, we feel bored there should be enjoyment also there has to be a balance between study and fun Teachers who have good teaching skills we will sit in that class for 2 hours Teachers have to teach in such a way that we do not feel bored in between teaching, they should also crack jokes, pass comments which make their classes interesting

Angst about faculty

Faculty should guide and support us they should not limit themselves to taking classes they should be ready to help us on an individual basis in order to get a bright future College teachers are only concerned about coming to the class and teaching they do not take any interest in students beyond that school teachers, in comparison, were like parents

The student expectation

Life ready

The atmosphere of the college, class mates, seniors must give rise to a feeling of competitiveness Colleges should prepare us to face tough competition. There should be extra classes for training us for interviews training for general personality development Faculty should guide and support us they should not limit themselves to taking classes they should be ready to help us on an individual basis in order to get a bright future

Education

The student expectation

Engagement

College fests are in a way a training for personality development

There should be so many activities Life ready within the college for us to participate They should teach us new activities like golf, pool One becomes more competitive after joining college there is greater interest developed in extra curricular activities which involve competing with others sports, dance competition, we take it seriously College should develop our competitive spirit Motivational speech from teachers are needed they should explain that studying is like climbing a stair case you need to achieve this to go to the next step no need to fear knowledge

The student expectation

Engagement

At the end of the day, college grooms you gives you confidenceprovides training in life
Life ready

Just attending classes in college is a waste of time you can become more knowledgeable about life by spending time outside class After joining college, our sense of the world has become wider we have become more knowledgeable about fashion, lifestyle

The student expectation

Engagement

Having projects that are of challenging nature are also necessary for this
Life ready

There must also be enough activities other than studies that will help us improve our thinking and communication skills For this, there should be opportunity for personal interaction with faculty there should be lot of activities that we can participate in. projects, interesting assignments activities that can help us express our inner talent

The student expectation

Engagement Job ready

Life ready

Education

Values expected
Ambition Competitiveness Courage Opportunity Challenge Personality Motivation Confidence Individual coaching Mentoring

Values expected gap?

Ambition Competitiveness Courage Opportunity Challenge Personality Motivation Confidence Individual coaching Mentoring Freedom Vibrant, dynamic ideas Transformational ideas Influence and innovation Pioneering, influential, exciting Sophistication with Sanskar

Todays focus
Category discoveries Client discoveries Consumer discoveries

Competition discoveries

Communication discoveries

Brand discoveries

Perception of the Education Brand

PROMOTION MATERIAL FACULTY AND CURRICULUM EVENTS/OPEN DAYS TEACHING PROCESS THE PRODUCT COURSES ALUMNI INSTITUTE LOCATION FACILITIES AND SUPPORT EASE OF ENTRY CAMPUS PLACEMENT RECORD COURSE GUIDES INTERNET ENTRY REQUIREMENTS APPLICATION PROCESS

STUDENT

STUDENTS/ WORD OF MOUTH

SURVEY RANKINGS ADVERTISING MEDIA PRESENCE PRICE

Pillars of an education brand

HERITAGE INFRASTRUCTURE

ALUMNI

INTELLECTUAL CAPITAL
*HISTORY
*PHILOSOPHY OF TEACHING *VISION *FOUNDERS *MYTHS AND STORIES

PARTNERSHIPS
*EXCHANGE *CAMPUS
*LABS *LIBRARY *FACILITIES *TECHNOLOGY PROGRAMMES *IND COLLAB *INT PRESENCE *VISITING FACULTY *SEMINARS

*FACULTY
*TEACHING METHODOLOGY *RESEARCH OUTPUT *INT CONTRIBUTION TO INDUSTRY *COMPETENCY

*QUALITY OF STUDENTS *PLACEMENT *WHO S WHO *ACTIVITIES *NETWORK

Communicating an education brand

The Buying System

1. Trigger

2. Consider

6. Experience

3. Search

5. Buy

4. Choose

Communicating an education brand

Communicating an education brand

Communicating an education brand

Communicating an education brand

The Vision Brand The Faculty Brand

The Research Brand The Alumni Brand

The Placement Brand The Campus Brand

Consumer relationship system

Introduction
Awareness/ Acquisition

Trying Out
Experience on trial

Appreciating
Using and valuing more

Deepening
Trying more services

Loyalty
Having a reward bond

What are they doing ?

What are they thinking ?

What are they feeling ? What are the opportunities to communicate with them? How can the brand take advantage of this?

Look at education brands as

Education brand Corporate brand

Making of a corporate brand

The vision/ philosophy/ value brand

The service brand The CEO brand

The employee brand The CSR brand

The product brand

The stock market brand

The sponsorship brand

Concerted, co-ordinated, multi-pronged programme

Look at education brands as

Education brand Corporate brand Service brand Recruitment brand Place brand Youth brand

Students are also

Youth

Students are also

Youth

Benefits of branding
More respect for the institution Higher demand for the courses Decrease discount/increase premium/show value Superior quality students Better jobs for the graduates Stronger ties with alumni Wider coverage for the institution Stronger relationships with associations Higher revenue

Brand value
If we are studying in a reputed college, there is an inner satisfaction and pride that makes us want to do well ourselves By studying in a reputed college, there is a good branding of the person people will start respecting the person more because of this branding they will start expecting you to have the calibre of the college and give you the feeling that you are really intelligent The power of a college comes from its reputation if you have studied in a reputed college, then that can give you power in life this will come to your advantage in many future situations When we go for interviews, we should be able to proudly say that we are from this college and that should present us in a favorable light everywhere We should always have the confidence that the good name of the college will always be advantageous for us

JWT Tools, Processes

Planning Cycle Discoveries Insights Day one Brand Vision Engagement idea Buying System Connection Plan
PLANNING CYCLE KEY DISCOVERIES DAY 1 BRAND VISION
BRANDING IDEA ENGAGEMENT IDEA COMMUNICATION PLAN CREATIVE EXECUTIONS EVALUATION

JWT Tools, Processes

Planning Cycle Discoveries Insights Day one Brand Vision Engagement idea Buying System Connection Plan
Where are we? Brand Asset Summary

Are we getting there? Evaluation Plan Results How can we get there? Branding Idea Communication Plan Creative Briefs

Why are we there? Key Discoveries

Where could we be? Brand Vision

Brand Vision Focus

Who do I appeal to?
 (What sort of people, their needs, wants, desires, beliefs)

Why do people find me appealing?

 (My rational, perceptual, emotional benefits)

Why am I different ?
 (How I compare with other brands)

What is my personality?
 (My character in peoples minds)

What relationships do I have with them?

 (The nature of our relationship)

How do I express myself?

 (How I communicate that gives meaning and distinctiveness)

Brand Vision Focus

CONSUMER DESIRE BRAND OFFERING

VISION FOCUS

Intel

Intel

Universal Studios
BRANDING IDEA A J. Walter Thompson Company

To
Ambitious professionals concerned about making the right career choice and finding excitement, opportunities and gratification.

Universal Studios

US Marines
J. Walter Thompson Company BRANDING IDEA

To: High school students, predominately male seniors, who are shopping for a future

Raise the price of joining to raise the value of belonging

Education Branding: A JWT Framework