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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 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 • Reveal of CAIS Boarding Website
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
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?
Creative Concepts CAIS Boarding Website
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
Creative Concepts CAIS Boarding Website Reveal
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
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?
Creative Concepts CAIS Boarding Brand Evolution
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
CAIS Boarding Brand Creative Concepts
CAIS Boarding Package – Folder & Card Web Key Creative Concepts
CAIS Boarding Package – Folder & Card Web Key Creative Concepts
CAIS Boarding Social Media Strategy CAIS Boarding Brand
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
The Future of CAIS Boarding Brand Steering Committee & Management Team to determine future activities
Creative Concepts www.caisboardingschools.ca