Our Process

When we work with school districts on their brand, we recommend a four-step process that mirrors the most common brand processes
used by Fortune 500 companies, not-for-profits and other entities. Here’s what we do:

STEP ONE

Research—to determine perceptions of customers, we use one of more of the following:

1. Online research—No matter what other research you are doing, online research gives everyone a chance to be heard. Fast and cost-effective,
   online research is particularly effective when you have a “captured audience,” such as staff, constituents or membership.
2. Staff research—Nothing kills a brand faster than a team that isn’t all on the same page. Staff research uncovers problem areas and
   provides for clearer communications opportunities. Managing your internal audience is often the key to more sales success and customer satisfaction.
3. Focus Groups—We often recommend three to four focus groups that allow for input from staff, current and past parents, community members
   and other key stakeholders. Focus groups are usually 10-14 people and last 60-90 minutes. Groups are often hosted at a client facility and include food/refreshments
   and a small gratuity. Focus group participants may be recruited by the client or by Patron Insight recruiters.
4. Key Opinion Leader Interviews—The mayor, the CEO, the legislator, the school superintendent, an influential pastor. Key opinion leaders
   provide critical input, and there are often significant PR benefits associated with asking their opinions. We conduct time-respectful interviews by phone or in person.
5. Telephone research—Using the same methodology as Gallup and Harris, our phone surveys provide statistically accurate data for mission-critical decisions.
   In most markets, 400 completed surveys provide a reliability factor of +/- 5%. Our callers are full-time, professional adults, based in the Midwest.

STEP TWO

Infusion—we concentrate brand perceptions into a single idea, thought or theme (often a single word) that 1) resonates with stakeholders and
2) differentiates you from the competition. Then we help you involve critical stakeholders in your brand initially through:

1. Brand School—an experiential workshop to help your staff understand your brand and why building your brand is important
2. Brand Training—incorporates facets of change management to insure that all staff members are able to deliver a great brand experience
3. Brand Planning—a systemic approach to strategic planning, focused on brand development

STEP THREE

Communication—to carry the brand message to all stakeholders, customers and prospective customers we begin with a “brand package” that includes:

1. Brand Mail—a monthly e-mail newsletter to communicate your brand essence and encourage brand-building
2. Brand Share—a social media package to disseminate content, and twice-a-month blog posts
3. Brand Site—a microsite (if needed) to post blogs, contact info, etc.

STEP FOUR

Keep it Going—because building a brand ultimately involves thousands of touch points, we start with the people who are closest to the brand and
work outward. We’ll help you identify and communicate with other audiences as the process progresses. This may include:

1. Advertising
2. Public Relations
3. Events & Media
4. Brand Optimization