abhinav ratan- 2011

8/3/2019 Abhinav Ratan- 2011

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Education Branding:A JWT Framework


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Categorydiscoveries

CommunicationdiscoveriesCompetition

discoveries

Consumer discoveries

The JWT Way

Client

discoveries

Branddiscoveries


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Categorydiscoveries


discoveries


Todays focus

Client

discoveries

Branddiscoveries


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H ow we see education


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H ow we see education

CategoryBig shiftsVaried target groups and points of view

The education promise ladder and mapConsumer

The student expectation map

Communication

Varied sources of perceptionPillars of education brandingBuying system, Relationship systemCommunication pillarsOther relevant frameworks


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Big shifts 1

Knowledge

Employment/economicgrowth


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Big shifts 2

Engineers, doctors,lawyers, graduatesbasic generalists

Animation, retail, airhostess

early specialisation


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Big shifts 3

Schools, colleges,universities degrees

Institutes, corporateand government

bodies - coaching,certificates, skillstraining


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Big shifts 4

Subject knowledge

Life skills


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Big shifts 5

Pre-job

Post-jobs


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Big shifts 6

Teaching

Infrastructure,partnerships,opportunities


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Big shifts 7

Traditional methods

Innovative ideas


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Big shifts 7

Traditional methods

Innovative ideas


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Big shifts 8

India

Global


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Big shifts 9

Geographic containment

Geographic fluidity


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Big shifts 10

Non-profit/pull

Business/push


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Big shifts 10


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Big shifts

KnowledgeEngineers, Doctors, lawyers,graduates/basic generalistsSchools, colleges, universities degreesSubject knowledgePre-jobTeachingTraditional methods

IndianGeographic containmentNon profit /Pull

Employment/economic growthAnimation, retail, /earlyspecialisationTuition, coaching, certificates,skills, training institutes,centers, employee organisationsLife skills/applicationPost-jobInfrastructure/partnerships/oppor

tunitiesInventive methodsGlobalGeographic fluidityBusiness/Push


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Other shifts 1

Education going tolower SEC


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Other shifts 2

Lower SEC workingharder


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Other shifts 3

Women


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Other shifts 4

Education capturing theimagination of allcategories

Times of IndiaIdeaIntel, MicrosoftBanks, insurance


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Other shifts 5

Increase in socialconsciousness


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Many target groups

EDUCATION

StudentsFaculty

Employers/industryGovernment

Parents

Media

Relatedindustries

Associates

Financiers

Society


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Government/industry POV

CitizenLiteracy

EducationEmployability/Training

Employment/manpower developmentCreation of wealth

Fuelling economic growth


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Employer POV

Creativity Innovation

Interpersonal Team spirit

Commitment Attitude

Application Skill

Ideal Employee Skills

Leadership

STUDENT QUALITY ORG BENEFIT

Intelligence Knowledge


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Parents POVBe good, be safe

From children as dutyFrom wanting her child to dowell

From living for the momentFrom leaving it to herhusband to plan the child sfutureFrom just being happy if herchild does well

From unsureness of whatawaits her in her old age

Shine and make me shineTo children as a way ofrealizing her own potential.To wanting her child to befamous and reach a positionof grand power and influenceTo constantly thinking of andshaping the future.To taking it into her ownhands and playing a centralrole.To wanting publicacknowledgment for her rolein it.To a clear staking of claimsto the fruits of success.


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Parents POVThough 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 ableto walk around with her head held high

R ight from the time my child was born, I have only brought himup. I have devoted my entire life I have melted my life into thatof my child. I have moulded my child according to what I wanted,hence the child s future has become this way. 90% of thechild s future achievement is mine.

If a child gets 100% marks, then 40-70% will be the result of themother s efforts


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Parents POV

W e are not always with our children. W ecannot go everywhere with them. This isabout having indirect presence, influence even

when we are not there. Like during examtimes, we hope that through our prayers, wecan ensure that they never get nervousthatthey are able to remember what they havestudied

It s all because of my mother s prayers


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The education promiseMould young men and women into competent and

responsible professionalsMission of providing students with well rounded

development

Giving students and academics the benefits ofbelonging to both a large, internationally renownedinstitution and to a smaller, interdisciplinary,academic college community.


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The education promise

Uniquely positioned to offer diverse,transformational knowledge, opportunity, anddiscovery. We are indebted to those who have gonebefore us obligation to leave the world better than

we found it.To contribute to society through the pursuit ofeducation, learning, and research at the highestinternational levels of excellence.

To advance knowledge and educate students in

science, technology, and other areas of scholarshipthat will best serve the nation and the world in the21st century.

Vibrant center of innovation andenquirynurtures talent force for positive change


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To finding solutions to the great challenges of theday and to preparing our students for leadership intoday's complex world.

Nurturing and developing global wealth creatorsand leaders.

The school would produce graduates who wouldbecome pillars of the state, whether in private orin public life ."

Embedded in the founding of the University,

national integration, social justice, secularism, thedemocratic way of life, international understandingand scientific approach to the problems of society.


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Student as professionalStudent as individual

Student as communityStudent as knowledge creator

Student as industry/public leaderStudent as world changerStudent as humanitarian


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SocietyIndividual

Education

Life



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Education

The education promiseIndividual

Mould young men and womeninto competent and responsibleprofessionals


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Education

The education promiseSociety

To advance knowledge and educatestudents in science,

technology, and other areas ofscholarship that will best servethe nation and the world in the

21st century


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Individual

L ife


Mission of providing students

with well rounded development


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L ife


Society

National integration,social justice, secularism,

the democratic way of life,international understanding

and scientific approachto the problems of society .


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SocietyIndividual

Education

Life


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


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Education value

FreedomVibrant, dynamic ideas

Transformational ideasInfluence and innovationPioneering, influential, excitingSophistication with Sanskar


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Education value


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Categorydiscoveries


discoveries


Todays focus

Client

discoveries

Branddiscoveries


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The student expectation


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College is Masti kiPathsala

College means fun masti hanging out... beingindependent ,.. enjoying full freedom

In college, there is nobody to stop us there is

freedomThere is a lot of masti in college bunking classes

and going for movies when the lectures are boring

A h


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Arguments with parents

My parents are afraid of the circles that I movearound with in college when my cell phone keepsringing 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 thethinking is very different when it comes to notions of

friends, entertainment etc


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Y eh dosti

F riends are healers, guides, supporters we leanon their shoulders in case there is a problem

F riends guide us we exchange views with them

and get to know more about various things like other cultures


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Y eh dosti

There is a bit of competition with friends when itcome to studies.. W e keep telling some friends thatthey should not study too much and leave us

behind F riendship in college is not only about enjoyment

friends are helpful to each other they exchangenotes

F uture is also as important hence friendship is adifferent thing and future is different we should not let friendships affect our future


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Road to money

Life is like climbing a staircase to reach one's goal if we are able to leave others behind and reachthe top, then there will be no tension or financial

problems fame and luxurious life will be there butat the same time, 24 hrs one cannot keep studyingMoney 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 worktoday we are dependent on them after getting a

job, we will become independent


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Lifeready

Jobready

Education

Engagement



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Jobready

Engage ment


C lasses should be made more interestingthere should be less of theory

and more of practicals

Teaching should also be done usingthe presentation method

technology related exhibitions,competitive events can also be there

to make learning fun


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Angst about facultyOlder teachers should be more innovative they should

include more fun in their teachingTheir way of teaching is not right we are youngsters they

should change the way of teaching we get bored very easilythere 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 funTeachers who have good teaching skills we will sit in thatclass for 2 hours

Teachers have to teach in such a way that we do not feelbored in between teaching, they should also crack jokes, passcomments which make their classes interesting


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Angst about faculty

F aculty 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 futureCollege teachers are only concerned about coming

to the class and teaching they do not take any interest in students beyond that school teachers, incomparison, were like parents


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Education

The student expectationL ife 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

F aculty should guide and support us they should not limit themselves to taking classes

they should be ready to help us on an individual basisin order to get a bright future


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Engage m ent


L ife ready

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

Just attending classes in college

is a waste of time you can becomemore knowledgeable about lifeby spending time outside class

A fter joiningcollege, our sense of the world has become wider

we have become more knowledgeableabout fashion, lifestyle


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Engage m ent


L ife ready

H aving projects that are of challenging natureare also necessary for this

There must also be enough activities other than studies that will help us improve our

thinking and communication skills

F or this, thereshould 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 usexpress our inner talent


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L ifeready

Jobready

Education

Engagement



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Values expected

AmbitionCompetitivenessCourage

OpportunityChallengePersonalityMotivationConfidenceIndividual coachingMentoring


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Values expected gap?

AmbitionCompetitivenessCourage

OpportunityChallengePersonalityMotivationConfidenceIndividual coachingMentoring

FreedomVibrant, dynamic ideasTransformational ideas

Influence and innovationPioneering, influential,excitingSophistication with

Sanskar


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Categorydiscoveries


discoveries


Todays focus

Client

discoveries

Branddiscoveries


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Pillars of an education brand

*HISTORY

*PHILOSOPHYOF TEACH ING*VISION

*FOUNDERS*MYTHS AND

STOR IES

H ERITAGE INFRASTRUCTURE ALUMNI

PARTNERSH IPSINTELLECTUALCAPITAL

*CAMPUS*LABS

*LIBRARY*FAC ILITIES

*TECHNOLOGY

*FACULTY*TEACH ING

METHODOLOGY*RESEARCH

OUTPUT*INT

CONTR IBUT IONTO INDUSTRY

*COMPETENCY

*EXCHANGEPROGRAMMES

*IND COLLAB*INT

PRESENCE*VISITINGFACULTY

*SEMINARS

*QUALITY OFSTUDENTS

*PLACEMENT*WHO S WHO

*ACTIVITIES*NETWORK


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Communicating an education brand


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The Buying System

1. Trigger 2. Consider

3. Search

5. Buy 4. Choose

6. Experience


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TheVisionBrand

TheAlumniBrand

TheFaculty

Brand

TheResearch

Brand The

CampusBrand

The

PlacementBrand


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Consumer relationship system

Introduction Trying Out Appreciating Deepening Loyalty

Awareness/Acquisition

Experience on tria l Using and valu ingmore

Trying more services Having a rewardbond

Wh at are t h eydoing ?

Wh at are t h eyth inking ?

Wh at are t h eyfeeling ?

Wh at are t h eopportunitiesto

communicate wit h th em?

How can t h e brandtakeadvantage ofth is?


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Look at education brands as

Education brandCorporate brand


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Making of a corporate brand

The vision/philosophy/value brand

Theproductbrand

Theservicebrand

TheCEO

brand

Theemployee

brand

TheCSR

brand

Thestock

marketbrand

Thesponsorship

brand

Concerted, co-ordinated, multi-pronged programme


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Students are also Youth


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Students are also Youth


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Benefits of branding

More respect for the institutionH igher demand for the coursesDecrease discount/increase premium/show valueSuperior quality studentsBetter jobs for the graduatesStronger ties with alumniWider coverage for the institutionStronger relationships with associationsH igher revenue


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Brand valueIf we are studying in a reputed college, there is an inner

satisfaction and pride that makes us want to do wellourselves

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 calibreof the college and give you the feeling that you are really intelligent

The power of a college comes from its reputationif you have studied in a reputed college, then that can give you power in

life this will come to your advantage in many future situationsW hen 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

W e should always have the confidence that the good name of thecollege will always be advantageous for us


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JWT Tools, Processes

Planning CycleDiscoveriesInsightsDay oneBrand VisionEngagement ideaBuying SystemConnection Plan

PLANNING CYCLE

KEY DISCOVERIES

DAY 1BRAND VISIONBRAND VISIONBRANDING IDEABRANDING IDEA

ENG A GEMENT IDE A

CO MMUN ICAT IO N PLA N

CR E AT IV E EXE C UT IO NS

E VALU AT IO N


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JWT Tools, Processes

Planning CycleDiscoveriesInsightsDay oneBrand VisionEngagement ideaBuying SystemConnection Plan

Why arewe t h ere? Ke y Discoveries

Are wegetting t h ere?

E valuation PlanResults

How can weget t h ere?

Branding IdeaCommunication Plan

Creative Briefs

Wh ere could we be?

Brand Vision

Wh ere are we? Brand Asset

S ummar y


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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 ?(H ow 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)

H ow do I express myself?(H ow I communicate that gives meaning and distinctiveness)


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Brand Vision Focus

BRANDOFFER ING

CONSUMER DESIRE

VISION FOCUS


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Intel


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Intel


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Universal Studios

To

A J . W a l

t e r T

h o m p s o n

C o m p a n y

B R A N D I N G I D E A

Ambitious professionals concerned about making the right career choice and

finding excitement,opportunities and gratification.


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Universal Studios


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US Marines

Raise the price of joining to raise thevalue of belonging

To:

High school students, predominately male

seniors, who areshopping for a future

J . W a l

t e r

T h o m p s o n

C o m p a n y

B R A N D I N G I D E A


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Education Branding:A JWT Framework

abhinav ratan- 2011

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