Before becoming a teacher ten years ago, I spent a lifetime in sales and marketing. Often among my responsibilities was keeping the brand in the consumer’s eye and keeping the brand mark consistent. So I read with interest pages 324-325, Branding and Publicity, and have some thoughts about how to harness marketing tools to improve the tarnished image of my school.
A little history and current events note first. DWC has a very rich history and an illustrious alumni list. We have a Ralph Lauren art room, a James Baldwin garden, a Neil Simon stage. At the turn of the century we were the largest high school in the world. But times change and more recently we have been in the news for fights, falling graduation rates, teacher scandals.
Mayor deBlasio has designated DeWitt Clinton High School as a Renewal School / Community school. The titles refer to his plan to work with schools considered failing, supporting them as they rebuild; by partnering with community organizations, offering extended time for additional student instruction and making sure the schools are reaching the clearly established goals.
But our community has lost sight of what we were and what we could be again.
Currently we have over a dozen logos and about three different slogans. “Castle on the Parkway” , “Sine Labore Nihil“ (not many in our community know Latin) and “the high school of choice for families in the Bronx”. I have read that some of you changed names of publications or worked on the look of your publications. I am going to seek advice. But first I am giving you a rubber bracelet with DeWitt Clinton stamped on it.
Ann Neary
DeWitt Clinton High School
Bronx, NY
Ann,
ReplyDeleteWe've redone our online logo every year. We need to pick one and stick with it. It's changed with each yearbook theme. We made a budget this year for "stationary" to write thank you notes for interviews, guest speakers etc... I'd like our logo to remain consistent from this point forward. Branding is important and students will recognize each other from years past as well if they don't keep using their theme to brand the year and instead use their logo as part of the brand. We don't have nearly the history as your school, but we do have seven distinct publications logos now.