Branding Strategy

Positioning: We care like you would

SAS should position itself as a school that cares for the children just like
their parents would.
Objective: Acquire students and retain them throughout the schooling
tenure of a student by targeting their parents. This positioning will create
an emotional connect with every parent on a lookout for a good school for
their child.
Brand Promise: In meeting the above stated objective, SAS should place
itself at a premium price point, promising superior education and
unbounded learning.
Brand Personality:
Female,
Age 25-40,
Attributes: Motherly, caring, loving, protective

Branding Strategy:
Hygiene Factors
SAS being in the education(service) industry, must follow the flower of
service to brand themselves.
1. Information: the school website must have all the material
information. Must also have social media presence.
2. Consultation: Consultation services must be provided to parents,
especially since these are the initial years for SAS Surat
3. Hospitality: Parents who invest time and effort in visiting the school
and using its services must be treated as welcome guests
4. Order taking: The process of enrollment of students must be easy
and smooth
5. Safekeeping: The security of the school must be given high
importance
6. Exception: The school should appreciate and welcome differently
abled students, ADHD students, those from economically weaker
sections of the society, etc.
7. Payment: The fee payment process should be automated for the
convenience of the parents

Differentiation Strategy
SAS Surat has a commendable teacher to student ratio of 14:1 as
against the industry average of 28:1. This is a Point of Difference
that must be communicated to the target audience.
The proposed parents involvement
differentiated offering of SAS Surat

strategy

would

be

Introduce a student exchange programme in liaison with some

international educational institution
Formulation of a school motto, and avowal of the same in all
communication media

Parents-involvement
strategy
1. Form parent groups and invite them monthly to the school
to have a meeting with senior faculty member. The idea of
these meetings is to involve the parents in the
development of their own kids. This would have a threefold benefit:
Parents to interact with other parents, thereby
reassuring them of their choice of school for their kids
Curriculum of the school would entail innovative
methods educating and introduction of newer extracurricular activities as per suggestions of the parents
Parents satisfaction improves- movement from Safety
to Affiliation to Esteem levels (refer Maslows need
hierarchy
theory)
2. Organize
competitions
where-in, the parents would
participate with their kids. Such competitions may include
sports events, cooking events etc.

Parents-involvement
strategy
3. Provide parents with volunteering opportunities in different initiatives of the
school, like Summer Camps, Annual Day Celebrations and Sports Day. Parents
might want to be volunteers for jobs like- hospitality, students make-up,
logistics, etc.
4. Student of the year awards should be given away by the parents of the
winning students. This is a method of positive motivation for the students. This
programme could also be run monthly wherein, parents are invited to the
school for sharing positive feedback about their children with them.
5. Send out thank you notes to parents who have actively been participating in
all the parents involvement activities introduced by the school.

Restructuring
Education
The model of teaching should be changed for it to become more
students participative in nature. This could be done by having the
students to make presentations on different topics. There is no better
learning than peer-learning, after all.
Outdoor leadership and management development activities
Involve more extra-curricular activities that add more to the
individual growth of the students like- Debating society, Core subject
societies (Finance society, Arts society, etc.), Street Plays organized
on socially relevant topics, etc.
Organize summer camps inviting student from across the country
Organize Model United Nations and Student Parliaments
Organize industrial visits for students
Provide career guidance facility to students to shape their careers at
the very outset
A full-time counselor should be recruited for the students.
The school must also hire a dietician for consultation to parents about
the nutritional requirement of the students

Leveraging online sources

of education
The online sources like Khan Academy, Coursera and Udemy could be additional
sources of education for the students
1. As time progresses, it is likely that the Blended Education Model comes into play,
i.e. combining the intimacy and face-to-face interaction of a physical classroom
with the flexibility and convenience of an online one
2. Videos and materials such as from Khan Academy etc. could be suggested as
reference directly by teachers to complement and support existing lesson plans
3. Collaborate with such online sources to provide certified courses to students for
subjects not offered in curriculum (language courses, technical skill courses, etc.)
4. Collaboration with such sources can be leveraged by publicizing the school on
their websites
Introduction of such online sources of education encourages the self-studying among
students. This knack for learning, if developed in the foundation years of a students
life, can produce extremely knowledgable and successful individuals

References
1. Retrieved September 19, 2016, from
http://www.bbk.ac.uk/prospective/open-evenings/open-evenings/)
2. OnlineUniversities. (2012, April 23). 12 inspiring schools using khan academy.
Retrieved September 19, 2016, from Blog,
http://www.onlineuniversities.com/blog/2012/04/12-inspiring-schools-using-khanacademy
/
3. Bird, K. (2014, February 19). Online vs. Traditional education: The answer you
never expected. Retrieved September 21, 2016, from
http://www.rasmussen.edu/student-life/blogs/college-life/online-vs-traditional-edu
cation-answer-never-expected
/
4. Premji, A. (2010, October ). What Makes a School Successful? Retrieved September
21, 2016, from http://www.azimpremjifoundation.org/, http://
www.azimpremjifoundation.org/pdf/What%20Makes%20a%20School%20Successful
.pdf

Marketing Plan
Other ways of branding:
1. Organize open evenings (Open evenings and open days welcome to prospective
students.
Retrieved
September
19,
2016,
from
http://www.bbk.ac.uk/prospective/open-evenings/open-evenings/)
2. Testimonials of alumni and/or of parents of students to be uploaded on website
3. Share annual students achievement newsletters on your website, and the
hardcopy of the same should be sent out to the parents of students.
4. Organize summer camps open for students from all around the country. Invite
reputed delegates from different disciplines for the first summer camp to be a
grand success in the country
5. Offer your school facility for national or state level events that might be getting
organized by the government, or any private associations.
6. Hire a PR agency to get SAS Surat the required media-mentions and coverage it
needs
7. Build a brand personality