IH DOS Conference 2012 Welcome and Update Lucy Horsefield, Chief Operating Officer Monica Green, Executive Director
Overview • Introductions and conference programme • IH Branding Project • Quality • Looking ahead
IHWO office team • Christina Margraf – Business Dev & Events • Elizabeth Arbuthnott – Recruitment, IH Journal & IH Club • Sophie Montagne – Membership Services and Internal Communications • Yvonne Hamill – Administration (TT & Quality) • Monica Green – Executive Director (Part time)
Academic Team • • Shaun Wilden – Teacher Training • • Neil McMahon – DOS Support and Resources • • Kylie Malinowska – Young Learner Advisor • Elaine Kniveton – • Language Coordinators – Spanish, German, Russian, Italian, Arabic. Vacancy for French.
DOS Conference Programme • This afternoon Track B is in Westminster • Track C is in Nelson • Tonight – Informal drinks at The Kings Arms • Friday • External speaker day • Publishers Exhibition • Question Time Panel • Pub Quiz and meal sponsored by IH Trust • Talk the IH Academic Team members
IH World Strategy • International and Local Recognition • Financial and Organisational Strength • Quality - Internal (Membership “Delight”) • Quality – External • Resources - People, Services & Products
International Recognition - the IH Branding Project What onion? Who is Rufus? Is there a pot of gold at the end of the IH rainbow?
A quick review • We launched the Branding Project in 2010 • To raise IH global profile and strengthen IH brand • To improve consistency of IH visual brand throughout network • To refresh and redefine essence of IH • To help IH schools to promote themselves and communicate value of International House to internal and external customers
What did we achieve in 2011 • Reviewed existing brand and consulted with key IH stakeholders • Identified core values (the onion!) and essence of IH • Achieved consensus on new look and feel at Directors Conference • Piloted with 20 very enthusiastic schools • October 2011 – launched new look and feel, new IHWO website and IH Brandbox
Why is consistent branding so essential for IH? Consistency = Trust Reliability Reassurance Operational efficiency Financial benefits Unity and a shared mission Not a straitjacket!
The IH Brand model Flexibility – essential to allow for local and cultural relevance. IH schools have unique personalities! We don’t want to be a ‘McDonalds’ language school like some of our competitors Our aim: 70/30 70% = Brand Compliance 30% = Flexibility
Essence and proposition Essence: Changing Worlds Proposition: Open new horizons and realise your aspirations in a positive and enjoyable environment
Look and Feel Brand mark Colour palette Graphics Typeface Imagery
IH Brand mark Every IH school has their own, unique brand mark. 3D and 2D version
Language is a……. ...... green light .......bicycle .......friendship Our first communication campaign.
What comes next? • IH school adoption of new look and feel • New communication strategy for IH World • Social media campaign that IH schools can take part in. Language is a..... • Development of training packs and materials for schools to use • Brand policing
IH Quality Management in 2012 • New name – Quality Inspections • Inspectors – not visitors • Revised Quality Standards – will be approved in February 2012. • Greater clarity of met/not met criteria • New report format • Academic Management • Premises • Legality
IH Quality Management in 2012 • Warning System for schools not meeting quality standards: • a series of warnings • re-inspections • disaffiliation • The majority of IH schools DO meet our standards and have no cause for concern
Important anniversaries 2012 – 50th anniversary of first IH Teacher Training course (June 1962) Since 1962 IH schools around the world have developed teacher training courses and trained millions. 2013 – 60th anniversary of International House (first IH school in Cordoba opened in 1953)
What will we achieve together in 2012? Now, more than ever before, we can work TOGETHER as a global network. Online platforms Collective expertise and knowledge Social media 150 schools in 52 countries
2012 A year for - Believing in our brand and bringing the values it represents to life Quality without exceptions or compromise Collaboration, sharing and communication A year we’ll look back on with pride in the future!