IH DOS Conference 2012Welcome and Update
Lucy Horsefield, Chief Operating Officer
Monica Green, Executive Director
• Introductions and conference programme• IH Branding Project• Quality• Looking ahead
Overview
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 WestminsterTrack 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? What onion?
Is there a pot of goldat the end of the IHrainbow?
Is there a pot of goldat the end of the IHrainbow?
Who is Rufus? Who is Rufus?
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
• 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
What did we achieve in 2011
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:
70/3070% = Brand Compliance30% = Flexibility
70/3070% = Brand Compliance30% = Flexibility
Essence and proposition
Essence: Changing Worlds
Proposition: Open new horizons and realise your aspirations in a positive and enjoyable environment
• Add screenshot of journal, ask for input.
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
www.ihbrandbox.com
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 IH Quality Management
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
Looking ahead Looking ahead
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.Now, more than ever before, we can work TOGETHER as a global network.
Social media Social media
Collective expertise and knowledge
Collective expertise and knowledge Online platformsOnline platforms
150 schools in 52 countries
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!