Blandvertising is rife in schools…here’s how to avoid it.
Is your school guilty of ‘blandvertising'?
Blandvertising is where brands try to appeal to everyone, sacrificing creativity in the process.
This results in promotions that don’t stand out.
There’s no cut-through in a busy and competitive marketplace.
All too often, I see schools sticking to the status quo when it comes to promotions.
I’ll admit, I’ve been guilty of it.
Maybe you have too?
Is your school's advertising vanilla?
So, how did we end up here?
Here are some catalysts for blandvertising in schools:
An element of desperation when enrolments are grim – we just need bums on seats, so our promotions have to appeal to everyone.
An identity crisis - the school is not really sure who they are or what sets them apart from other schools.
Non-marketers (often members of leadership) getting involved in the creative process.
This results in the messaging becoming watered down to the point that it becomes so bland - so safe - that it could be used for any school.
You could whack a different logo on a piece of creative and nobody would even notice.
How blandvertising creeps into schools:
Trying to be as inoffensive as possible.
Cramming too much copy into the creative.
Not recognising that most schools offer very similar things…the school down the road also offers academic excellence, strong pastoral care, a broad subject offering, experienced and caring teachers, and exciting sporting program. What’s the real difference between them and you?
Focusing on messages the school wants to push out, rather than the messaging that families need to hear to make an informed decision.
Sticking to, “the formula” i.e. coed schools need to have, “three and a tree” in their photos.
How to prevent blandvertising:
Take time understanding your ideal audience. Hint: your ideal audience is not “everyone”. Really understand what your school offers that makes families want to choose you.
Review your brand visuals and messaging - is it time for a brand revitalisation? (Good for the schools with an identity crisis.)
Look at what your competitors are doing - how are you currently replicating it? How can you be more distinctive and stand out?
Schools are a lot of things - start by figuring out what your school is not to help you articulate who you really are.
Be brave – high quality creative will turn away people who aren’t the right fit for your school, but it will also make the right people fall madly in love with you. Avoid the try-to-please-everyone middle.
We are the lucky ones - we work in a beautiful, exciting, inspirational sector (I mean, imagine trying to sell dental implants or something like that).
Our work should reflect this.
Be bold!
Be brave!
But for the love of all things good in this world, don't be bland.