ASSESSMENT OF NEEDS The School of Traditional Western Herbalism takes place in temporary spaces, and is planning for a permanent location in the future. They teach workshops and hold a unique three year herbal studies program for both the beginning herbalist and clinical herbal practitioner. Courses are a blend of traditional herbal wisdom, plant energetics, clinical skills, plant identification, wild-harvesting, medicine-making, plant pharmacology, modern bio-medicine, and a variety of interesting special topics. The target audience has some knowledge of herbalism. They tend to view modern medicine as more harmful than helpful—and view naturopathic medicine as more in tune with the body and nature. Reinforcing STWHs alignment with the concerns and ideals of the target audience are key to building client-base. Simple, handcrafted details will carry far with the target audience.
UNIVERSAL MESSAGE The STWH is a school of highly knowledgeable and well-known herbalists that teaches students how to use natural plants as remedies to heal body and mind. It does this taking into consideration the well-being of both the individual and the planet.
BRAND EXPRESSION The School of Traditional Western Herbalism will be perceived as a professional resource for plant medicine education based on health and wholeness of the body, mind, and spirit.
GOALS Distinguish The School of Traditional Western Herbalism as a business with an authentic identity and strong sense of connection to their target clientele. Integrate traditional styles of marketing with non-traditional marketing to showcase the main strengths of The School of Traditional Western Herbalism as a leader in the world of herbalism teaching. Develop a system of templates and guidelines that the School of Traditional Western Herbalism can use to have brand cohesion with all aspects of their marketing campaigns. Develop a strategy for printing that will be highly functional for high end detailed product but also be sustainable for the school to keep a low cost.
The School of Traditional Western Herbalism | Elizabeth Atchley | February 4, 2011