EFFECTIVE MARKETING

FOR SCHOOL
@judiarto
From the morning when you wake up
And get ready for work
And on your way back home
from work
you see 2000+ brands everyday
how many do you remember?
Branding Matters | TheBrandQuotient Methodology

Many giants
are falling
apart
copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

Some giants
are able to
sustain
copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

New giants
have been
surfacing
copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
A Brands Ultimate Goals
is to achieve
Loyalty Beyond Reason
Branding Matters | TheBrandQuotient Methodology

TheBrandQuotient

know network behavior

how

audience business brand expression

product trust comm

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Branding Matters | TheBrandQuotient Methodology

audience

behavior

product know
how

brand
comm expression

trust network

business

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Leaders Incubator

Price (?) Awareness +

Knowledge

+
Recall
Meaning
Perception - Image

Value (?) Perception - Value

Distinction

+
Relevance
Accessibility
Connection /

Reason or Connectivity
Experience

Motive (?) Loyalty Level

Loyalty Beyond Reason

image courtesy of 123rf.com

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandCamp Brand As Business Multiplier Force

Perception is
The Reputation
The ultimate objective of
brand building is to gain
the highest and positive
reputation from your
consumers or customers.
The right and preferred
brand perception can
take your business far.

www.dove.us
Branding Matters | TheBrandQuotient Methodology

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandQuotient Methodology

Who you think you

are and what your
consumer think of
who you are are two
completely different
things
Sakti Makki

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandQuotient Methodology

What you do and how

you do it shapes the
consumers perception
of who you are
Sakti Makki
TheBrandCamp Brand As Business Multiplier Force

Product is
The Basic
The starting point of your
business is your product but
it is not the most important
one, unless you think your
product is the only one
available in the market.

courtesy of google images

TheBrandQuotient Methodology

the economical car the family car

courtesy of google images

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandCamp Brand As Business Multiplier Force

What do you sell?

A bottled water

How do you sell it?

Promoting your products competitive
advantage, e.g. better price, cheaper
price, flavored variants, etc.

How do you say it?

The best product, the best taste

How easy is it to challenge your

proposition?
Everyone else is saying or doing
the same thing

What do you actually sell?

The benefit of drinking water - health,
freshness, thirst quencher, etc
www.aqua.com
TheBrandQuotient Methodology

brand is what makes

you pay US$ 3.90 for
the same coffee that
you can buy for .80
cents elsewhere
TheBrandQuotient Methodology

www.starbucks.com

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandQuotient Methodology

branding is about
building, growing
and nurturing trust
to achieve loyalty
beyond reason
 Leaders Incubator

People

Partners

Marketing
Framework People
Fragmented Branding
Approach Framework
External Holistic
Dimensions Approach
Consumer Internal +
Partners
Customers
/ Customer External
Dimensions

Consumers

Partners
Public

Regulators
Opinion
Leaders

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
Leaders Incubator

Regulators
Partners
Consumers
Opinion
You Leaders
Customers

People
Public

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandQuotient Methodology

brand is you and

everything about you

branding is everything
that the brand does,
without exceptions!
TheBrandQuotient Methodology
TheBrandQuotient Methodology

copyright notice: All images were taken from miscellaneous sources and TheBrandCamp acknowledge and adhere to its copyright issues and intellectual property rights that are associated with these images.They are used solely for the purposes of highlighting particular issues in this presentation and not for any commercial purposes.
TheBrandCamp Brand As Business Multiplier Force

www.kfc.com
TheBrandCamp Brand As Business Multiplier Force

image courtesy of google

leaders incubator Jakarta Kuala Lumpur Hanoi Ho Chi Minh Tokyo 2015 TheBrandCamp,
TheBrandCamp Brand As Business Multiplier Force

courtesy of google images

TheBrandCamp Brand As Business Multiplier Force

www.adidas.com
TheBrandCamp Brand As Business Multiplier Force

Psychology is
The Switcher
With the understanding of
human psychology your
brand becomes the mind
switch that make them
decide to choose you over
other similar offerings.

image source: www.123rf.com

TheBrandCamp Brand As Business Multiplier Force

Price is
The Argument Rp
m .30
illi 0
on
When the mixture of all
propositions have been
presented to the
consumer the final
argument lies between
what they understand
against the offered price.

courtesy of google images

TheBrandCamp Brand As Business Multiplier Force

Price is what you pay.

Value is what you get.
Warren Buffet
niversity How to Achieve The Intent

BUILD YOUR BRAND FROM THE INSIDE

OUT BEFORE SOMEONE ELSE
DESTROY IT FROM THE OUTSIDE IN.
Branding success embarks from strategic and holistic brand
management from the inside out. A winning brand strategy begins with
comprehensive insights combined with a brand vision and clear business
objectives.
Education Industry DYNAMICS
 SISWA ABAD 21
DIAJAR GURU ABAD KE 20
DI SEKOLAH ABAD 19
DENGAN MATERI ABAD 18
MELALUI CARA AJAR ABAD KE 17
Capacity( Ra*o( Expand(
Interpreta(on toward Business Strategies

Marke&ng)is)
Marke&ng)is) Marke&ng)is) Segmenta&on)and)
Unnecessary) Promo&on) Marke&ng)Research) Marke&ng)is) Marke&ng)is)
Strategic) Enrollment)
Marke&ng)is) Planning) Management)
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 FRAMEWORK

INTERNAL FACTORS
Strong'points'

Reten%on'Rate' Sa%sfac%on'Index''

EXTERNAL FACTORS
Feeders'Review' Market'Percep%on' Media'Channels'

Compe%%on'Review' Digital'Review''
 BINUS SCHOOL
www.binus.sch.id
BINUS SCHOOL BINUS SCHOOL BINUS SCHOOL
Simprug Serpong Bekasi
Est. 1998 Est. 2007 Est. 2016
1350 active students 3000 active students 400 active students
IB Curriculum Cambridge Cambridge
Curriculum Curriculum
Global Partners
BINUS SCHOOLS are proud to host and participate in various
international and national forums, summits, and events.
 We Learn from the Experts
Dino Pati Djalal
Ambassador

Basuki T. Purnama Lukman H. Saifuddin

Governor of Jakarta Minister of Religion

Wisber Loeis
Ambassador

Sheldon Glashow
Nobel Laureate

Handry Satriago
Airlangga Hartarto
CEO, GE Indonesia
Minister of Industry

Al Busyra Basnur
Diplomacy Director, Ministry of Foreign Affair
 Australia
10% Asia
8%

100+
Indonesia
World America 45%
Renowned 18%

Universities
Europe
19%
 Media Coverage

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TERIMA KASIH