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
Target Markets
TARGET
Domestic Students
Domestic Parents
International Students
International Parents
OBJECTIVE
Encourage potential Canadian students
aged 11-17 to ask their parents to send them
to a CAIS Boarding school
Encourage Canadian parents in the $200K+
income bracket to consider a CAIS Boarding
school for their school aged child
Educate potential International students
aged 11-17 to ask their parents to send them
to Canada to attend a CAIS Boarding
school
Educate International parents who are
considering boarding school for their child to
think of Canada and CAIS Boarding schools
as their #1 choice
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
Usability Assessment of Peer Websites
Usability Assessment of Peer Websites
Usability Assessment of Peer Websites
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
CAIS Boarding Website
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
Commu
nications
Materials
Partnerships
Ambassador
Program
Promotions
CAIS
Boarding
Brand
Public
Relations
Print & Online
Advertising
Online
Marketing
Event
Marketing
Steering Committee & Management Team to determine future activities
Creative Concepts
www.caisboardingschools.ca
Thank you