This is the conclusion work of the post graduation course in Branding and Brand Management in IED.
The study object, Vila Alpha School, works with kindergarten and elementary school. With the objective to identify the obstacles that impact the school growth, we conducted quantitative researchers with the general public, internal stakeholders, student's parents, former students and other collaborators, and qualitative research with the management.
Based on the results gathered, we have identified some main problems: Lack of competitiveness to attract new students; bigger or more traditional schools are also located in the same region; difficulty to keep children from kindergarten to the elementary school, when the parents decide to move their sons to bigger schools to make the elementary and continue the high school in the same place.
To address this issues we research the local history, legislation, social and cultural behaviour, the socio-economical reality in the region, and benchmarked with other initiatives in Brasil and other countries.
As a result of this diagnosis, we have developed the Brand Strategy, focused on optimizing the strong points of the school: the quality of the education offered and the contact with nature, minimizing the weak points such as the matter of the visibility as well as the perceived status of the institution.
We have also pointed the public that the school should strengthen its communication, and we suggest some strategic actions, with the objective to maximize what the school has the best.
Finally, we concluded that Vila Alpha School has potential to expand its activities and focus on different audiences which are in constant growth, and in order to achieve this objective, the first step would be the implementation of the directives suggested in this project, so the brand can transmit the values of this new stage of the school.
