Issue No. 4 November 2013
Zurich Conference Multiple Intelligences of
Mending the Matchmakers
School Admissions
...support between admissions and
Page 4
advancement should be reciprocal...
Page 8
In The News Current news and events.
Page 16
2
BACK TO THE FUTURE... “The future belongs to those who prepare for it today.” Malcom X
Welcome to the new and improved
April 2014. Inspiring Education is the
edition of the International Ideas!
avenue the Leadership Conference
One year has passed since the last
will be taking and we are anticipating
edition of the newsletter was sent
that through valuable articles that
out and we are already richer in ideas,
talk about connections between the
better in looks and smarter in experi-
admissions work and that of other
ences.
important offices in the school such as the business office or the advance-
The first ever admissions training
ment office as well as about the admis-
and conference, which took place
sions work as part of the strategic
in September 2013, welcomed over
planning of a school.
90 admissions professionals at the Zurich International School engaging
We embark upon a new year of initia-
them in meaningful discussions about
access. Thank you to School Brand
tives, questions, answers and debates
The Multiple Intelligences of School
LLC (schoolbrand.com) and to Mario
and we are doing that with new
Admissions. Admissions counterparts
Zamfir especially for realizing the
energy, new perspectives and many
from 3 continents came together to
importance of professional develop-
new friends. The ECIS Admissions
talk about the hurdles and insights in
ment for all of us and for offering to
Committee is happy to have started
their offices, to get new and helpful
help us organize our thoughts in such
such a great trend in the advancement
ideas about the process of admissions
an interesting and fun manner.
of our profession and is inviting all of
and telling the story of the school and
you to stay tuned to the many events
receive help in developing their EQ.
This year’s newsletter introduces
planned for the future, whether online
The current issue of the international
various resources in the fascinating
or in the form of various events.
ideas offers you glimpses of this very
worlds of books and IT and talks about
successful and well attended event.
the value of networking. We are happy to initiate a series of
We are happy to be presenting our
articles and interview to preview the
Catalina Gardescu, Editor
newsletter in its “new clothes”, in
ECIS Leadership Conference which
ECIS Admissions Committee Chair
tune with the times and easy to
will take place in Seville, Spain, in
Admissions & Training Conference - Zurich 2013
Over 90 admissions professionals from over 3 continents attended the first ever conference to discuss about Multiple Intelligences of School Admissions.
The International Ideas Bulletin
CONFERENCE HIGHLIGHTS
Connecting with People One of the most well attended conference seminars was “Connecting with People”. The session
The Multiple Intelligences of School Admissions
conceptualized the admissions officer as a ‘hub’, at the heart of a network of people, places and
The first ever Admissions Conference and Training took place at the Zurich
relationships.
International school in September 2013.
Read more on page 4
Hosted in one of the beautiful ZIS campuses, under the auspices of the European Council of International Schools and attended by around 100 admissions professionals from international schools on 3 continents, the event featured great speakers and thought provoking gatherings. Building on the past successful experiences of job-a-likes, this conference led professionals through discussions about the admissions process, telling the story of schools as well as managing ourselves and others. Marketing schools, diplomacy skills, protocol, emotional intelligence, managing documents, successful software stories, social media, were just a few of the topics that were brought into discussion and many of the participants commented in their feedback about the
The Multiple Intelligences of School Admission Training & Conference Zurich, 2013
many things that they have learned. A final thanks to those of you Thank you to our gracious host, the Zurich International School for their warm
who joined us for the Admissions
welcome; to our great speakers for inspiring us and to the ECIS Admissions
Conference in Zurich! For those
Committee for putting in great amounts of work as well as financial contributions
of you who missed it, we look
to make this conference a great success! To many more ahead!
forward to seeing you in the next one and here is a brief synopsis of what happened... Read more on page 4
Catalina Gardescu, Editor ECIS Admissions Committee Chair
"this conference led professionals through discussions about the admissions process"
3
4
CONNECTING WITH PEOPLE
depicting an emotionally intense 15 minutes in the life of an admissions officer. The facilitators encouraged
by James Cooper, IS Paris and Claudine Hakim, ISL Surrey One of the most well attended conference seminars was “Connecting with People”. Its objectives were as follows: participants to share good practice • To help participants recognize the wide array of different people that admissions officers need to connect with on a day-to-day basis • To help participants make, manage and maintain these connections as effective-
through guided discussion, and provided tips and techniques from their own experience.
ly as possible, with a major focus on the role of Emotional Intelligence • To help participants find ways to effectively handle the emotional intensity which often comes along with managing these connections
The session closed with the facilitators sharing advice on how to manage the emotional pressures of our role as
The session conceptualized the admissions officer as a ‘hub’, at the heart of a net-
a hub, including resources to support
work of people, places and relationships. The theory of Emotional Intelligence was
the development of EQ, and practi-
fore grounded as a key element in performing our ‘hub’ role effectively, and partici-
cal emotion management techniques
pants were provided with a brief introduction to the key tenets of the theory and
such as writing therapy and mindful-
its relevance to admissions. This was followed by a hands-on group discussion task
ness meditation.
which asked participants to corroboratively reflect on a semi-fictitious scenario
THE MULTIPLE INTELLIGENCES OF SCHOOL ADMISSION TRAINING & CONFERENCE Zurich, 2013
by James Cooper, IS Paris and Claudine Hakim, ISL Surrey
A final thanks to those of you
conference tailored to meet the needs
Caston, Admissions, Communications
who joined us for the Admissions
of Admissions Professionals with
and Development Director at IS
Conference in Zurich! For those of
less than five years of experience.
Duesseldorf and Alec Aspinwall,
you who missed it, we look forward to
Alongside David Willows, Director
Director of Admissions and
seeing you in the next one and here is
of External Relations at IS Brussels,
Advancement at Frankfurt IS, I was
a brief synopsis of what happened.
Claudine Hakim, Head of Secondary
fortunate enough to lead sessions in
& Head of Admissions at IS London
workshop format throughout the day.
in Surrey, James Cooper, Beatrice
We commenced with David and
The first day was designed as a pre-
The International Ideas Bulletin
5
Beatrice guiding us through ‘Telling
After lunch we proceeded to
• Data in Admissions Office
the Story,’ which focused on how
‘Connecting with People,’ which
• Where am I on my personal
to communicate a shared learning
afforded Claudine and James an
vision, the strategies we in admissions
opportunity to share why admissions
can use to help people find their
is such an emotionally demanding
place in our story, and looked
position, and what the role of an
at the relationship between the
admissions professional is in managing
tour, telephone and website in the
families in global transition. The
The format of the day was designed
admissions office.
session examined the importance
for give-and-take conversations so
of human connections not only with
that the audience could learn from
‘Managing the Process’ followed,
the prospective student and parents,
others at their tables, and beg, borrow
which gave Alec and I the opportunity
but third party constituents like
and steal the best ideas in the room!
to discuss whether the admissions
relocation companies, or educational
It was a productive day full of good
process matches a school’s articles
consultants.
discussion, debate and learning.
of association and the mission
Admissions continuum • What resources are available to me as an Admissions professional • Feedback surveys
The on-going dialogue allowed
statement. We also looked at financial
The day concluded with a round-robin
questions to be asked and answered,
aid, nationality caps, waiting lists,
style of short 10 minute sessions
and also served as a reminder of the
required application documents, and
designed around four components:
importance of the work all of us do,
the role of inquiries.
day in and day out.
6
I would like to introduce you to School Brand - a Canadian brand design agency that works exclusively with private international schools. I have worked with School Brand for the past 12 years. They are trustworthy and reliable. Working with School Brand has always been easy and stress free, the results are timely and exactly what we want and most importantly exactly what we need. They have helped our school produce yearbooks, enrollment and communications materials, trade show displays and are involved in all aspects of design that AISB requires. They set a high benchmark right from the beginning. They are reactive when we need them, resourceful when we hit hurdles and insightful when we seek advice. We are very happy with the level of commitment they bring to each project and the high quality and usability of the end product they deliver. We became a problem customer in the middle of a project as we had made mistakes with our directory database. Our solution was to make a note of it and fix it the following year but School Brand helped us through this blip. Their solution, in the words of the principal, "let's do it right the first time". His answer is a statement that defines the entire work ethic of the agency! I would like to thank School Brand for noticing our group and offering to design our newsletter and corporate identity. I hope you are as excited as I am about this wonderfully designed newsletter. I look forward to many more great issues to come. Thank you School Brand!
Catalina Gardescu AISB 50th Anniversary Project 2012 School Brand created the visual identity, print and marketing collateral for AISB's 50th Anniversary.
The International Ideas Bulletin
7
Why School Brand
School Brand is a creative agency that works exclusively with private international schools. We provide a broad range of education marketing services at both strategic and tactical levels. With a product offering embracing marketing communications, brand development, web development and research & consultancy, delivered through digital and traditional media we are the marketing and advertising agency for the education sector. We recently asked our clients why they work with us and five key reasons kept coming up: Five reasons we feel you should be working with School Brand: Custom made solutions Everything we create is built with your school in mind. We don’t use templates, we don't outsource your work to design mills, and everything we do is completely unique to you. Qualified and experienced We have over 20 years industry experience. We are passionate about consumer engagement and it shows in all our work.
Results focused Our marketing techniques – whether print or online – are completely results focused. We work exclusively with private international schools. Big enough to deliver, small enough to care At School Brand we treat each job as if it was our own. We genuinely care about each and every client and project. Proactive Approach We’re always on top of all the latest changes in the digital world. It is this proactive approach and unrelenting dedication that recommends us as an agency of choice.
WE PLAN, CRAFT AND DEVELOP
OUTSTANDING BRANDS
to help you reach your goals for enrollment, development & alumni relations
www.schoolbrand.com
8
MENDING THE MATCHMAKERS by Alec Aspinwall, Frankfurt International School
The combination of “Admissions and
interest and capacity to offer additional
The support between admissions and
Advancement” initially appears a
financial support. While different in
advancement should be reciprocal, with
joining of strange bedfellows. The first
their core messages, both admissions
admissions also benefitting from talents
“A” shuns any perception that money
and advancement are variations on
and information advancement can
might play a role in determining if a
the age-old practice of matchmaking,
offer. Advancement professionals are
student is qualified for admission, gladly
bringing together those who share a
often masters of the craft of sharing a
“passing the buck” to the accounting
common vision.
message, and this message of a school’s
department to collect fees after a
unique value is of the same ilk that
family has been admitted. The second
It is easily understood how admissions
the admission office must share. And
“A” recognizes that schools cannot
can support the fundraising efforts of
while families may have a relatively
operate merely with high standards and
a school. As new families inquire about
short relationship with the admissions
core values, but need supplementary
an institution through its website and
office, the advancement office will
funding to translate these ideals into
personal meetings on campus, the
often create an extended partnership
action. However, while these roles
admission professional can be clear
with families that can result in valuable
may conjure different images, they are
that a culture of giving exists within the
perspectives and information that is
closely related in that they both are
school community. This giving history
useful to attracting new families to the
in the business of offering a targeted
should be a source of pride because
school.
invitation to make a student-centered
it not only speaks of existing parents’
decision.
belief in and support of the school’s
Admissions and advancement are two
mission, it also results in facilities and
sides of the same coin. Both extend
Admissions and advancement share a
programs that otherwise would not
an invitation to become a part of
common task of creating compelling
be possible. The admission office’s
something special. Both will succeed or
messages that will resonate for a
familiarity with the background of
fail depending on their ability to craft a
specific audience. The Admission
incoming families can also help in
clear and concise message that reflects
officer seeks to attract the interest of
the early identification of those who
the value proposition that they are
students and families that have the
would appreciate a special invitation
offering. Whether these departments
abilities, interests and values that are a
to support the school AFTER they have
are led by a single person or headed by
match for the school. The Advancement
been enrolled. (We often forget that
different individuals, recognizing their
professional has a particular interest
true philanthropists enjoy exercising
common goals and interests will create
in sharing a message with the subset of
their ability to make a meaningful
a synergy that will ultimately better
the community that has the greatest
difference in the world!)
serve students.
The International Ideas Bulletin
9
UNITY
During my school tours I always mention how important the cooperation between parents and teachers/school is, that´s why I love this poem which is stuck to my office door.
ANY GOOD READS LATELY? For a “professional” and not science fiction
school divisions. Also, useful to get glimpses of
book, Lencioni’s book was pretty captivating.
leadership improvement suggestions is Lencioni’s
Two days is all it took for me to go through the
blog entitled “The Table Group”. I enjoy their
metaphor he puts together to illustrate the five
newsletters (this week I read about the power
dysfunction of teams. What teams? Any teams. I
of simplicity in leadership) and the blog also
see this book as very useful to CEOs of companies
hosts a variety of survey’s and tests to spot the
as well as managers of smaller teams within
dysfunctions of specific teams.
One word
Say Search. Think Google. Say Priceless. Think Mastercard
The question
Are you better off than you were 4 years ago? (Regan, 1980)
The rhyming pitch
A Mars a day helps you work rest and play.
The subject line pitch
Three Simple Ways to Ensure that Your Emails Get Read
The Pixar Pitch
Once upon a time… Every day… Because of that… Until finally…
The Twitter Pitch
We’re all in sales now, but sales isn’t what it used to be.
Find the answer to the interesting question for all people in sales - is there life beyond the elevator pitch? What? What is the elevator pitch? Well, check out this book.
10
ENROLLMENT PROJECTIONS IS THERE A FORMULA? by Catalina Gardescu, AIS Bucharest
October gives me chills every year. And not because fall is finally here and the summer sun warms us up much less. No. Because it is the time when I have to be putting together enrollment projections for the year to come. As my crystal ball has failed me a couple of
I am not a math person. I have never been
times in previous years, I have tried over time
one. In putting together the formula I came
to develop a formula by which to efficiently
up with last year when I was asked for
estimate numbers we are to start with in
projections over the next 10 years so that
the year to come. The items of my recipe for
our school could start talking to architects
putting together such a formula were the
about a plan to expand the campus, I seeked
following:
the help of our Math department. Everything
• Management of data over the course of at
was fine, numbers came up reasonably in
least 5 years: enrollment at the beginning
line with what our Board had anticipated,
of the year and year end, intake of new
they seemed to make sense. I had a feeling
students at the beginning of the year and
something was missing though …. I felt the
in mid year, withdrawal rate
human factor was missing.
• Figuring out percentages of increase or decrease over the years and applying that
In international schools all around the world
to the last enrollment
our intake and outpours are of people,
Enrollment Fact #1
Enrollment Fact #2
"Projections may be really positive on paper but if your campus grounds do not accommodate the great numbers that show in your reports, you have to adapt the numbers as the income will be generated solely by those attending and not by those projected."
"Projections of enrollment cannot be solely mathematical nor entirely based on the human factor"
The International Ideas Bulletin 4.
11
of students who are part of families
figure out who will be returning.
connected with international companies
Figure out categories (new, 1-2
able to take all applying students
or missions strategies of human resources
years, 3 years and over 3 years;
in the year to come? Do you
and development. We all function in an
expat and nationals) and – based
have classes that are closed?
incredibly intricate web that cannot be
on the realities of the country you
Are there any expansion plans
ignored when looking to project how our
are in – estimate return. Yes, it
going to be materialized soon?
schools will progress (or the contrary) in
is a guessing game but isn’t it all
Projections may be really positive
the following years.
something of the sort?
on paper but if your campus
Realizing that projections of enrollment cannot be solely mathematical nor
Look at your facilities. Are you
grounds do not accommodate Look at your intake of new
the great numbers that show in
entirely based on the human factor I
3.
students over the past 5 years –
your reports, you have to adapt
have tried in the formula used this year
do the numbers look somewhat
the numbers as the income will
to take into account both and here are
alike? It pays to know of course if
be generated solely by those
some elements of my recipe for successful
there are any major events that
attending and not by those
projections:
have generated a bigger intake
projected.
of students but make an average 1.
2.
Stay in touch through various
intake and add it to the returning
channels (press, FB, newsletters)
students you have figured out
Board on adjustments to make
with changes in the economy of the
already. If you look back at your
in separating class sections to
country the school resides in. If 20 of
numbers you will notice that we
maximize student intake.
your students are there through P&G
are sometimes touched by what
and the company is suddenly moving
I call “large generations” – how
Remember, this is not exact science
headquarters elsewhere you know
else would we explain the fact that
and it can never be. Adjust your sales
that this is bound to be seen in your
grade 5 is full in many different
as you go on and be prudent without
numbers.
schools around the globe. Make
being completely pessimistic about
sure you take this into account as
what your next enrollment will look
well.
like. Good luck!
Look a bit more closely at current students demographics trying to
5.
Advise your Admin Team and
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PARENT’S WEEKEND WHY, WHEN, HOW by Sam Stover, TASIS The American School in England
On a beautifully rainy Thursday evening in early October, people shuffled along under umbrellas trying to make it to class on time. Mind you, these were not students, but their parents! Upper School Parents’ Weekend kicked off with a welcome by the school headmaster, followed by the parents following their child(ren)’s schedule. The first ‘class’ of the
evening was a meeting with the Academic Advisor, followed by ten minutes in each class with the classroom teacher. The short amount of time gave the teacher an opportunity to introduce his/ herself and give a brief overview of the course. The individual parent-teacher meetings occurred the following day.
Throughout the day on Friday the gym is filled with teachers meeting with parents and the students. Six weeks into the school year, teachers now have a good understanding of student’s
strengths and weaknesses. It gives the opportunity for feedback before the end of the quarter, which is the first official marking period of the school year. For many of the parents of boarding students, it is the first face-toface contact they have with each teacher.
As the parent-teacher meetings start to come to a close, there is a gradual shift in the physical appearance of the students and parents on campus. However, it has nothing to do with the amount
of conversation their parents have had with their teachers… At 15:00, the Lower School students come dashing out of the building in an array of bright colors. They sport a wide array of clothing styles, from sports jerseys to kimonos— the international festival is about to begin! Students are asked to wear their native dress, and their
The International Ideas Bulletin
parents are asked to bring a food dish native to their home country. Tables line the back wall of the big marquee on the lawn, the flags of the nations represented in the student body proudly hanging behind. After the Lower School students’ parade through in their native dress, the opportunity for the whole school community to ‘eat around the world’ begins. Sushi from the Japanese families, Belgian mousse from the Belgians, paella from the Spanish, BBQ from the Americans, and a
plethora of other tasty delights-it is a wonderful opportunity for us to celebrate the diversity of our school.
13
winds down, smiles are plastered on the faces of the students and parents alike, most likely thinking of the delicious treats they have just consumed. To the students, food is Because the festival is the the most important part of the day. same day as parent-teacher To the teachers and parents, the day conferences, it draws a huge serves as a wonderful reminder of crowd of parents from both the the impact our teachers play in the day and boarding community. lives of our students, and of how Throughout the festival groups of fortunate each of us is to work and students showcase their talents learning such a global environment. in tae kwon do, cheerleading, and native dance. As the festival
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INTERVIEW DR. ARNIE BIEBER Can you give a brief account of the schools you have worked at and the schools you have led? Do you have any professional experience in school admissions?
nationalities, prekindergarten through high school, learn and
Over the past twenty years I have worked at international
I know that your school has recently hired a new admissions professional. What are the skills and qualifications as well as personality traits that you look for when hiring?
schools in Munich, Caracas, Bucharest and now the International School of Prague. As a school leader, I have often been involved in the admissions process, but have not been an ad-
develop in an innovative and nurturing multicultural environment, with programs designed to meet the needs of twentyfirst century learners.
missions officer.
Over the past few years we have restructured out Admissions
Please offer a brief description of the International School of Prague, the school you are currently leading. It would be interesting to know the number of students, nationalities, recent growth and any other aspect you deem important.
Office so that it is now functioning as a part of our Advancement Office. Given that our Admissions is the first place that new families are in contact with, we felt that this change made sense. Furthermore the new position of Admissions and Communications Manager reflects the outreach component of this position within the admissions process. The key expectations
Founded in 1948, the International School of Prague is the
for this new position are organizational skills, sales and mar-
oldest and most respected international school in the Czech
keting ability, excellent verbal and written communications,
Republic. With a world-wide reputation as a leader in a inter-
high level of interpersonal skills with a focus of managing ap-
national education, ISP’s 800 students, representing over 60
plicant expectations.
The International Ideas Bulletin As a school Director, what is your relationship with your Admissions Officer / Director? Do you meet regularly? What do your discussions center on?
15
When it comes to making strategic plans for your school, do you involve the admissions office? If yes, how? If no, why not? The Advancement/Admissions Office has integral involve-
The Admissions/Communications Manager and I meet on a
ment in our strategic planning process. A central goal is to
regular, but mostly on an informal basis, as she reports directly
ensure that the admissions process is highly efficient and cus-
to the Advancement Director. Nonetheless, it is important for
tomer service based, as well as ensuring that all eligible stu-
me to hear regularly about major admissions trends, as well as
dents are admitted. Another strategic goal for the admissions
ways I can support the work of the Admissions Office. For ex-
is to improve outreach to the local market, such as corpora-
ample, whenever I am available, I meet and greet families that
tions, embassies and relocation companies.
are applying for admissions to ISP as well as newly admitted families.
What is the information received through your admissions office that you find most useful in developing your school?
As a school leader with many years of experience in international schools, what would be the areas that you feel are most important in the professional development of admissions officers? The most effective form of professional development targets
The Admissions Office provides regular enrollment updates,
the needs of each individual employee in the organization. This
which includes the latest trends and nationality breakdowns,
is why our appraisal process includes a central professional
language ability, learning support and EAL needs of our stu-
development goal. Each of us has strengths and weaknesses
dents. These are all monitored closely, so that we are aware
and professional development must target areas that require
of any changing demographics. Another important document
support and improvement. While there are a variety of skills
is the Annual Competitive analyses, which provides in-depth
that could have a focus such as languages, marketing, writing,
information about the local private and international school
technology etc., ongoing interaction with other admissions
market in reference to enrollment numbers, demographics,
personnel from other schools should always be a component
curriculum, after-school activities, tuition and fees, university
of an effective PD plan.
admissions, resources, facilities, languages taught, as well as support services such as counseling, learning support and EAL.
STAY IN TOUCH WITH YOUR PROFESSIONAL PEERS International Ideas Group:
Independent Schools Management:
Sign up to email list serve by contacting Catalina Gardescu,
http://isminc.com/
ECIS Admissions Committee Chair Email: cgardescu@aisb.ro
CASE: www.case.org
ECIS: www.ecis.org
AISAP: www.aisap.org
16
ISK marked this important milestone at a ceremony attended by US Ambassador Robert Godec and Canadian High Commissioner David Angell. ISK Staff, faculty, students, and parents watched with excitement as both dignitaries cut the ribbon to officially open The Commons. ISK’s Director, John Roberts The International School of Kenya (ISK) recently held a ribbon cutting ceremony
amongst other board members also
to mark the official opening of the school’s new Commons. The Commons is the
shared a few words honoring this
thriving and active center of academic and social life on campus and offers a wide
auspicious occasion.
variety of student-centered learning areas: In 2011, The International School of • Beautiful, bright, and spacious library
Kenya embarked on a $40 million capital
• Technology space for Design Tech and Media Production
investment to extend its state-of-the-
• Cafeteria with a variety of interesting, open-air eating areas
art facilities and ensure a world-leading
• Conference rooms and various multipurpose rooms.
international school for Kenya. Nairobi has become a magnet in Africa for
The Commons reflects ISK's commitment to staying abreast of the trends in
diplomatic missions, the United Nations,
today's best learning environments and green technology, all in an architecturally
foreign investment, and NGO’s.
dramatic yet friendly space. The Commons complements ISK’s lush campus and outdoor orientation.
The International Ideas Bulletin
17
LITTLE LONDON BECOMES AVENOR COLLEGE submitted by Cristina Pop, Avenor College signage materials. Ten years ago, Little London started out as a kindergarten.
Our goal has been reached: we have a new name with great
Since then, it has expanded into primary and secondary
potential, one that is full of meaning, British-sounding yet
school, it has grown into two campuses, and it has
meaningful in other major languages, easy to remember with a
made significant investments into brand new, custom-
positive vibe, and able to take you to a place where you really
designed buildings. But, most importantly, it has grown
want to learn and live. We really found ourselves in this new
a much larger, highly professional faculty that provided
name: Avenor – Creators of Future
an educational experience that is cutting-edge, holistic, and highly satisfying to the entire academic community:
Through its roots, the newly minted brand name Avenor speaks
children, parents and teachers.
of the road (avenue) to the future (French: avenir). This idea is explicitly reinforced by the new brand slogan, Creators of
Our community realized that our former brand identity
Future. The new logo in the shape of a star made up of simple,
had grown utterly obsolete. Students in more advanced
colorful stripes, depicts the school community with its different
years as well as their parents and the teachers felt the
constituents and interests that converge towards a shared
“little� qualifier in the brand name was not suitable for
purpose. The whole of the new brand identity was enthusiastically
them and for a prestigious college that was also preparing
received by students, parents and teachers alike, who instantly
to inaugurate a high-school in 2015. That is why the
identified with it and took it up with much pride.
management team decided to make a radical change in this respect, one that would prove inspirational to the
Before future, Avenor College has a tradition. A school that has
very diverse brand stakeholders, from inside and outside
grown year by year and this autumn it has reached the number
the school.
of 210 students and the first future graduates of the 8th grade. A school benefiting from a campus with exceptional equipment,
Creating a new brand identity that would gain acceptance
but also from a remarkable team of teachers. A school ranked at
throughout the school community required a brand audit
the highest standards in the Romanian education system and not
that involved stakeholders of all ages and roles, without
only. All these oblige and guide our going forward: perspective,
overlooking the competitive context. This audit provided
direction, vision.
the basis the joint school- branding agency team needed to develop a representative brand definition. In turn, the definition allowed for the effective development of basic identity elements (name, slogan and logo) that were subsequently rolled out in corporate communication and
18
The International Ideas Bulletin
19
STORY IDEAS WELCOME International Ideas Bulletin strives to present news, stories and other content in the course of each year that is of particular interest or pertinence to Admissions professionals. We rely in part on your input to guide and generate articles. This is your publication and we always welcome your contributions. NEWS: Your career is ever-changing. Let others know about the changes and trends in your particular country/area, or school. PROFILES: Want to share your own story? International Ideas Bulletin is a great way to share ideas, best practices, etc. FEEDBACK: Write to us and share your viewpoints (members and non-members alike).
Write to Catalina Gardescu at cgardescu@aisb.ro for more information.
Publisher
Editor
School Brand LLC
Catalina Gardescu
team@schoolbrand.com
cgardescu@aisb.ro
www.schoolbrand.com
www. aisb.ro
MEET OUR TEAM
In the next issue March 2014 School Admissions: Strategic importance to any international school leadership team.