The new headmistress of a private school recently asked us to submit a marketing proposal. She noted that the institution had been "resting on its laurels" for several years and had done very little marketing.

As a result, its enrollment had plummeted, and a reputable, once-thriving school was now fighting for survival.

The few promotional materials they did have — including a parent handbook, a trifold brochure, a flyer, and a Web site — were shoddy. The pieces looked and sounded dated and oozed generic — nothing distinguished this school from its competitors.

The Web site (whose "Webmasters" were volunteer parents) teemed with divergent styles, inconsistent fonts, and spelling/grammatical errors.

Worse yet, each piece flaunted a different logo, diluting the school's brand identity.

Finally, when we arrived at the school to make our presentation, there was a tiny sign marking its entrance. It was so obscure, we almost blew past the place!

While the school had eked through on volunteer power and photocopied marketing pieces, it was now paying the price.

And in an effort to pinch pennies, it was sending a poor (albeit untrue) message: "We're dusty, old, and tired."


Lesson #1:
First impressions count.

When we Turtles got a hold of the school's marketing materials, we had an immediate first impression. Unfortunately, it was not a terribly good one.

Had we been parents considering this facility for our kids, we may not have investigated further. Because what these pieces said to us — dusty, old, tired — sent a message that the school itself was dusty, old and tired.

Even the near-inconspicuous sign at the entranceway did not bode well.

Once we visited the school, we found it to be extraordinary. But, sadly, its materials did not convey "extraordinary."

Don't risk losing prospects due to bland, shabby, or amateurish materials that fail to convey your fabulousness. You do not need to invest huge sums to create stuff that's catchy, fun, professional, and just plain different.

What do your materials say about you?


Lesson #2:
Will the real logo
please stand up?

With four different black-and-white logos floating around, the school had muddled its identity. But among the logos was one that was quite striking. We urged the committee to adopt it and freshen it up with some color.

To their credit, they were on the right path: At least they had a logo (well, several).

Some small companies fail to create a distinctive identity for themselves, and may be overlooked in the process, chalked up as "small potatoes," "hobbyists," or "moonlighters."

Please note the emphasis on distinctive identity. Clip art, which is available to the entire world, is not distinct!

If you take your business seriously, others will take you seriously, too.

Does your logo convey your company's personality?


Lesson #3:
What about brand?

There's an old marketing mantra: Brand or get branded. Meaning, if you don't brand yourself, others will do the job for you — and you may not like what they have to say. Make sure your brand doesn't happen by accident!

In addition to its all-over-the-map logo, the school had another branding issue: Its materials failed to differentiate it from the competition. The copy was generic and verged on trite: "We want the best for your child." And what school doesn't?

Make an effort to set yourself apart with a polished brand. Here are three key steps you can take now:

• Find out who you are. Start by making two lists, one that describes your company's current personality, the other describing the company you want to be. The two lists may be similar; if not, work on evolving into the brand you envision.
  
  
• Give your company a look. What are your signature colors and styles? Make choices that work for your "dream" brand and keep them consistent in all your materials.
  
  
• Act appropriately. Reinforce your message throughout your company, from the way you answer the phone to how you treat customers and employees to the way you conduct yourself at networking events.

And don't forget that big, beautiful sign at your front entrance, showcasing your company's name in all its glory!

Have you taken charge of your branding?


Lesson #4:
A penny saved could spell failure.

With enrollment at capacity and a stellar reputation in the community, the school was flying high on success. Surely, this momentum would continue. There was no need to throw more money at marketing, right?

Sadly, no. A few years after it launched its marketing moratorium, the school began to suffer from shrinking enrollment and a severe identity crisis. The question was even posed: "Will we have to close our doors?"

Fortunately, the school's new headmaster believes in the power of marketing and will most likely turn things around before it's too late.

So we leave you with this final piece of advice:

• When times are great, don't stop marketing
• When times are tough, don't stop marketing

Marketing doesn't have a beginning or an end. It's something we need to do day after day, year after year.

What is your plan for marketing in 2009?


Need a marketing strategy but don't know where to begin?

The Turtles can help you get noticed in 2009. Contact us today for a complimentary, one-hour marketing check-up and learn how promotable you are.