First impressions
Cherry Stephen
Does your corporate image give you an edge over your competitors?
“Your corporate image includes everything that says something about your school and is a strong factor in the perception of your business by outsiders.”
If we could be privy to the chatter of moms at a children’s birthday party, we would quickly get an idea of the image or perception of our school. The reputation of the school is built brick by brick over time, and a good image is a prerequisite for promoting and marketing your school. It is important that there is integrity in the image projected and that all the parts of your organisation add up to a consistent whole.
How do your clients form their view of your school? Consider and discuss these questions with the whole staff:
- What impression is given by the entrance to the school?
- Can you see that this is a place for children even when they are not there?
- Are all classrooms equally well arranged and appointed and is the standard of work and other materials on the walls up to the school’s standard in all rooms?
- Are visitors received in a professional manner? Has the way visitors are received ever been discussed by the staff?
- Can visitors to the school see that staff is involved with the children at all times or do they arrive to groups of teachers in a huddle on the playground?
- Who answers the telephone and how? This is the very first point of contact for many prospective parents.
- Does the school have a logo? This is the emblem you use and is important in the way the name of your business is presented to the public.
- Do you have attractive stationery? This includes letterheads, continuation sheets, matching envelopes, compliments slips, business cards, invoices, etc.
- Are the signboards outside your school well maintained and attractive?
- Are items on notice boards changed regularly?
- If the school has vehicles, how neat and clean are they kept?
- Are uniforms or overalls worn by staff neat, clean and attractive?
- Are advertisements for the school well designed and effective?
- Do you boost your school’s image by linking your name to a charity?
- Do you use this link to obtain coverage in the media?
Your corporate image includes everything that says something about your school and is a strong factor in the perception of your business by outsiders. Do your answers add up to the kind of image you want to project?
Cherry Stephen
References:
Ali, M. et al: Managing for Excellence, Dorling Kindersley, London, 2001.
Business Skills for South Africa: Advertising and Promotion Workbook, 1997.
Article first published in Learning Years Vol 33 / nr 1 – August 2008.