Fifty participants in the conference on brand aspects aimed at schools

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Fifty participants in the conference on brand aspects aimed at schools

CONFERENCE

Fifty participants in the conference on brand aspects aimed at schools

The Eskoriatza campus hosted the conference, entitled “Hau da marka! How to make your school’s brand stand out”.

2022·10·28

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Mondragon University and the AZK agency coordinated the Hau da marka! conference on the Eskoriatza campus of the Faculty of Humanities and Education Sciences of Mondragon University. The conference addressed the issue of how to make your school’s brand stand out. A total of fifty people participated, including instructors, school management personnel and university alumni.

The purpose of the conference was to communicate to the schools the importance of having a strong brand and being consistent with the values of that brand, not only to distinguish themselves from other schools, but also to position themselves and strengthen their own educational center. The Faculty of Humanities and Education Sciences of Mondragon University aims to offer a comprehensive transfer service, train both future teachers and existing professionals, and help the people responsible for communication in the schools.

Speakers

The conference had two parts. In the first, the Dean of the Faculty of Humanities and Education Sciences, Nagore Ipiña, opened the conference by commenting that “for decades, we have been collaborating with schools and working in educational innovation. With this conference, we aim to have an influence in a more comprehensive way, and also to help improve communication from these schools.”

After her speech, Olga Llopis, from the Catalan communication agency Comuniza, reviewed the characteristics to be kept in mind regarding communication from organizations: the definition of user, how to “package” the product or idea. “Arguments such as ‘educational innovation’ are no longer sufficient. Moreover, these are attributes that should be inherent in any educational center. You have to choose between working toward belonging or toward distinction. It is not necessary to touch the basic elements of personality; distinction can come from the user’s experience, not necessarily from a graphic image. The brand is not about logos, it’s about personality.”

Success stories

After the discussion that followed, it was time to hear success stories. Three cases were presented. First, Ainhoa Permach Martín, Head of Communication at San Fermín School, explained the brand renovation process carried out by the Pamplona school a few years ago and the benefits that that renovation brought about, commenting that “when we began the brand transformation process, the first step was to understand that communication is as strategic an area as pedagogy. The process also contributed to raising the awareness of the whole group about the importance of communication.”

Next, Oñati High School Director of Studies Lukene Igartua Egaña explained the key factors used to strengthen the brand of that educational center, saying that “the first step in our process was the creation of a new brand that brought together all the educational centers in Oñati. The name Urgain was chosen. We created a logo, a slogan and a story.”

To wrap up the presentations, Pello Agirrezabal, former Director of Early Childhood and Primary Education at the Herrikide School in Tolosa, shared his experience regarding the rebranding recently carried out by the school, stating that “the creation of a new brand is a continuous and constant job. We focused on the characteristics that make us different from the rest; even though we were three different schools, we knew how to join together under a single framework: emotional intelligence.”

After the presentations, there was a discussion between the speakers and the conference participants.