IIB Magazine - November 2013

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

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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

12

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

14

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.