Brand Name: Horace Mann Preparatory School

Product/Service Type or Description: Nonprofit & Foundation, Media and Publishing

Overview:
MZI Global^® Market Entry Consultants Get an A+, By Using Custom Publishing Techniques to Brand Top Prep School Horace Mann

Horace Mann is one of the top college preparatory schools in the country. They were facing difficulties branding themselves and expressing their competitive advantage. They knew they needed a prominent new image that would distinguish them from other top private schools. MZI was contracted to take on this challenge and combated it by developing a custom published magazine that was able to help Horace Mann Preparatory School meet all of its objectives.

Situation Analysis:

• Needed to reveal the schools competitive advantage through marketing techniques
• Display the unique educational environment possessed by Horace Mann school
• Expose the schools outstanding attributes to all potential attendees

Marketing Challenge:

• Establish unique selling points
• Create an identifiable image that will satisfy the diverse needs of potential candidates
• Emphasize the educational quality being offered
• Highlight the individual programs within the curriculum

MZI Global® Solutions:

• Utilized strategic Visual Marketing:
  • MZI Global^® solutions used art work from the Horace Mann’s honors photography group as their main vehicle to achieve two main objectives:            
    • Branded the school as an institution that extracts the individual student(s) outstanding qualities, ranging from artistic to intellectual capabilities
    • Created awareness of the school’s variety of programs that are offered
• MZI Global^® experts designed and produced a custom publication for the school titled “Insight”
  • Insight displays outstanding artwork created by Horace Mann Prep School students; the publications focus is demonstrating their student’s talents and highlighting the credibility of the programs offered
  • Used as a prominent marketing tool—indirect soft sell—which casually communicated the school’s distinctiveness and strength
  • The publication was designed to portray the Horace Mann Prep School as a learning institution that gives individual attention to its students, providing them with the tools they need to develop and demonstrate their talents

MZI Global^® Results:

• The institution gained a reputation of providing individual student nurturing, which is uncommon for most Preparatory Schools
• Increased awareness by demonstrating the supreme quality of education offered
• The publication has been successful in branding the institution and setting it apart from its' competitors