YOUR education marketing agency
E d u c at i o n i s t h e k i n d l i n g o f a f l a m e , n o t t h e f i l l i n g o f a v e s s e l . Socrates
Incredible quality, rapid turnaround times and a cost-effective, streamlined approach all happen when you work with Accord.
Oakleigh House IndependentNurseryandSchool FOUNDED1919
Building an exceptional
Milbourne Lodge School
Hydesville Tower School
O future adoptimapetenda
O U R C R E D E N T I A L S
Accord is a full service, integrated marketing agency working with a wide range of schools and universities. The one thing they have in common is a desire to provide an excellent educational experience to a capacity number of students. Over the past year, we’ve started working with a number of Cognita schools – we began with 9, now we’re up to 22. We’re helping them to devise and design marketing collateral that includes new corporate identities, brand guidelines, advertising, and much more.
This book showcases some of the work we’ve produced to date.
Good marketing is a blend of dynamic creativity, expert planning, and regimented processes. Too much of either can produce ineffective results. Almost 30 years’ experience means that we have perfected this mix. We believe we are here to fan the flames of inspiration. But we can’t inspire unless we know the right buttons to push, and we don’t know what buttons to push without understanding. That takes a relationship. A give-and-take, back-and-forth relationship. That’s how we get to the good stuff. We take pride in our professionalism, friendly demeanour, collaborative approach and determination to deliver an outstanding service. WO R K I N G T O G E T H E R Experienced, flexible and energetic , clients come to us for ideas, service and results.
O U R A P P R O A C H
You may think ‘branding’ is a corporate term but educational establishments are some of the most recognisable brands seen on a day-to-day basis. Colourful school uniforms, distinctive logos, internal and external signage, your minibus - all of these are part of your brand, reflecting your identity and influencing peoples’ opinions of it. Our branding and design process takes a definite step-by-step approach.
: L E A R N S T E P 1
We will put your current brand and marketing collateral under the microscope to ascertain where you currently stand and what we can build upon. We’ll visit your school, immerse ourselves in your brand, explore your audience and identify key objectives.
: D e F I N E S T E P 2
The critical phase between input and output. At the end of which you’ll get a firm fix on how your current brand is perceived and a sense of what needs to be done.
: D e s i g n S T E P 3
Armed with an in-depth understanding, it’s time to visualise new creative and prepare a roadmap for developing your new identity.
: D e L I V E R S T E P 4
The plan is in place - so it’s time to apply the new messaging to all relevant marketing collateral, whilst allowing flexibility and breadth of application for the future.
: L E A R N S T E P 1 A U D I T
Building an objective assessment of how a brand is currently perceived is the foundation of establishing a new identity. This stage includes quantitative and qualitative research, a thorough review of current communications, competitor mapping and, of course, sessions with key internal stakeholders to agree scope and timelines.
The approach Accord has taken to our branding project has been professional, considered and expert. Our primary point of contact is experienced, knowledgeable and very pleasant to work with. The team has turned pieces of work round very quickly when necessary and is quick to respond to general feedback, queries, requests and so on. Lyndsey Maddocks, Marketing Manager, Hydesville Tower School
The brand refresh
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Sowing the seeds for a love of learning Withourpassion for teachingandholisticapproachweensureevery childhasawell-roundededucation tobeable to fulfil theirpotential
Withourpassion for teachingandholisticapproachweensureevery childhasawell-roundededucation tobeable to fulfil theirpotential Sowing the seeds for a love of learning
OpenMorning Saturday9thMay2016 10.00am - 12.00noon Callnow to reserveyourplace HarwoodHall,HarwoodHallLane, Upminster,EssexRM142YG Tel:01708220117 www.oakfieldsschool.co.uk
OpenMorning Saturday9thMay2016 10.00am - 12.00noon Callnow to reserveyourplace HarwoodHall,HarwoodHallLane,Upminster,EssexRM142YG Tel:01708220117 www.oakfieldsschool.co.uk
Aco-educationalprep school forboysandgirls aged3 -11years
Oakfields ispartof the CognitaSchoolsGroup www.cognitaschools.com
Oakfields ispartof the CognitaSchoolsGroup www.cognitaschools.com
Aco-educationalprepschool for boysandgirls aged3 -11years
: D e F I N E S T E P 2 B R A N D I N G
There are many definitions of a brand but, put simply, it is the total of all the parts of a product, service, or organisation - it’s everything you say and everything you do. It’s a specific promise of value that you must deliver to your parents and pupils. The process of branding is delivering that promise by aligning what you want people to think about your school with what people actually think. People are prepared to pay a premium for the brand with which they have the most affinity.
Accord have done a great job of getting to the heart of what Long Close is about. They have listened to and interpreted our core values and branding, resulting in a fresh and credible set of brand guidelines and concepts. Deirdre Davies, Long Close School
B R A N D G U I D E L I N E S
Consistency is the secret to success as it builds familiarity, trust and, ultimately, brand value.
This is why a set of brand guidelines is imperative.
This document outlines the basic rules for clearly and consistently creating and circulating communications - from typefaces and styles, to colour palette and images. The goal is to make sure that no matter who contributes to your communication materials, your brand has a constant and coherent personality.
: D e S I G N S T E P 3 C R E AT I V I T Y
For us creative thinking is about challenging ‘the way it’s always been done’ and constantly seeking out better options. Our team of copywriters, designers and production specialists are tasked with delivering, time and time again, marketing collateral that will not only help you stand out from the crowd, but also differentiates your establishment from the competition. Creative that reaches your target audience and promotes the right image and message about who you are and what you offer.
The open days went brilliantly; we had 55 families in on Thursday and 101 on Saturday - both up on last year! I am very pleased, especially since we cut so much traditional print! So thank you for your advice and guidance, and all the info on the more fun ad ideas! Lauren Hamill, Marketing Manager, St James Senior Boys’ School
C A S E S T U DY
Preparatory School S t. N i c h o l a s
St. Nicholas Preparatory School provides a demanding and varied education in bright, stimulating and friendly surroundings in the belief that a happy child is a learning child. They place great emphasis on helping children develop their independence, taking pride in what they achieve and for taking responsibility for their actions.
We were asked to design an exhibition stand and associated marketing collateral, including a prospectus for the Independent Schools Show. The objective was to raise awareness of the school and to increase the number of enquiries at the show and at subsequent open days.
We designed the exhibition stand and marketing collateral to reflect their current brand identity and target affluent parents in the competitive Kensington and Knightsbridge areas of London. The designs had to create stand-out in the exhibition environment and be produced to a high standard reflective of the school and target market. St. Nicholas Preparatory School received the highest number of enquiries on record for the month of November 2015, 17% up on their previous best month.
We were thrilled with the clear design of our stand, which attracted the attention of and was complimented by numerous people attending the show. Working with Accord was a real pleasure. They proved to be resourceful when faced with the challenges and demands of the project, responsive, and extremely professional in meeting tight deadlines.
Agnes Niciejewska, St. Nicholas Preparatory School
M A R K E T I N G C O L L AT E R A L : D e L I V E R S T E P 4
We work closely with our clients to develop and implement every stage of their marketing plans. From initial strategy, through branding and positioning, via audience targeting, to the design and production of sales and marketing collateral. Our creative skills, digital knowledge and marketing credentials means we can give you honest advice on what can be achieved with your available resources. Our goal is to outperform expectations at every possible opportunity.
A professional and friendly service from start to finish. They offered an innovative approach with appropriate attention to detail. Vikki Napier, Oakleigh House School
AN EDUCATION FOR HIGH FLYERS
Open Mornings Saturday 7th May from 10am - 12pm Tuesday 10th May from 9.30am - 11.30am
Our schoolprovidesanexcellentall round education.Weareextremelyproudofour academicachievementsandourability to helppupilsmove successfully to theirchosen secondary schools,andwehaveanenviable track recordofAcademic,Sport,MusicandArt scholarships. Exceptionalschooling;exceptionalchildren. Happy children learn best.
At LongCloseSchool,weprideourselvesonour ability toprovide an academic environment inwhich children arehappy, valued as individuals andofferedboth learning and extra-curricular challenges to inspire them to achieve.Weplaceourpupils at theheartof everything wedo,developing an individual learningplan for each student.Small class sizes allowus togive exactly the right amountof support and to set appropriate challenges for each and everyoneofourpupils from Nursery through toSeniorSchool. OUTSTANDING IN ALL AREAS SIS InspectionReport,2015
Long Close School is amulti-cultural, independent, co-educational school for ages 2 to16.
UptonCourtRoad,Upton, Slough,BerkshireSL3 7LU
Tel: 01753 520095 Email: email@example.com
GosfieldHallPark,Gosfield,EssexCO9 1SE 01787 472134 www.stmargaretsprep.com
St.Margaret’sPrepSchool ispartof the CognitaSchoolsGroupwww.cognitaschools.com
LongCloseSchool ispartof theCognitaSchoolsGroup www.cognitaschools.com
An education 75 years in the making ☺
A broad and challenging enrichment programme
We’reHertford’sonlyCo-educational Independent School forages2-11andhavebeeneducating children forover75years
From 2 to 11 years old Duncombe is Hertford’s only Independent, Co-educational School for children from 2 to 11 years old and are ranked as ‘outstanding’. We believe the best education is a well-rounded one and encourage every child to realise their full potential.
100% OUTSTANDING SIS2014
Next Open Day Tuesday19thJanuary Bookavisit
Buildingconfidencewithover60extra-curricularactivities fromFencingtoUkeleClubandChessto IrishDancing
Theonlyco-educational independentschool from2½ to18 inColchester 01206 217116 | www.colchesterhighschool.co.uk ColchesterHighSchool
An Independent Preparatory School and Nursery
P R O S P E C T U S
A prospectus is often viewed by parents and potential students even before they’ve been to an open day, or it serves as a reminder to those who have already attended one. It is an important piece of marketing collateral with a long shelf life, and therefore it needs to be good, really good. Our designers always ensure that its content is both interesting and appealing. We source photography, write copy, and provide a full print service.
Accord have been great to work with. They are polite, professional and patient and have produced an outstanding prospectus for us. We would definitely use them again. Charlotte Rolstone, St. Mary's School
C A S E S T U DY
S A C K V I L L E S C H O O L Sackville School is a co-educational independent school, set amidst spectacular Kent countryside in Hildenborough, between Tonbridge and Sevenoaks. From Year 7 through to Sixth Form, the traditional values of manners, respect, honour and behaviour are highly valued. Their small classes enable them to provide individualised teaching where each and every child is taught in the most effective way for them. Brief We were tasked with creating consistency across business and marketing communications, and to produce marketing collateral that would stand out in a crowded local marketplace. Their logo also needed revision as it was outdated and not appropriate for digital contexts. Approach During a number of visits to the school, we undertook research to understand the key selling points of the school, its atmosphere, objectives, and parents’ motivations. The school is well known in the local community and has an established visual identity; therefore it wasn’t appropriate to advise a revolutionary rebrand, but instead to simply evolve the current logo and brand identity. We adapted the logo to work equally well in digital as well as traditional media environments. Brand guidelines were produced to provide a set of rules to ensure consistency in communications. Marketing collateral, including advertising, leaflets, emails, and outdoor banners, was designed.
Accord carried out a refresh of our school brand and demonstrated a deft touch in improving a wide range of materials whilst retaining the core ethos of the school. The level of service they provide is impressive, always responding to requests in a prompt and efficient manner.
Cathy Morrison, Sackville School
N E X T S T E P S
We brilliantly blend strategy, creativity, content, technology, innovation and meaningful insights to do what we do. Working with Accord means creating a valuable and long-term partnership for the future.
It all starts with a single conversation.
020 7395 9693 firstname.lastname@example.org R I C H A R D R I Z Z O H I L L S
L E I G H A N N K E M B L E
020 7395 9605 email@example.com
E d u c a t i o n i s t h e mo s t p ow e r f u l w e a p o n w h i c h y o u c a n u s e t o c h a n g e t h e wo r l d . Nelson Mandela
Branding Creative Design & print
Direct marketing Email marketing Media planning & buying Search marketing Social Websites
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