Allendale Language School
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The positioning goal for Allendale Language School is to be the best language learning option for residents in the Allendale, New Jersey area who need both a social, structured atmosphere and an affordable price. The external marketing message stresses both the social, interactive aspect and the price of $25 per class for foreign language learners and $15 per class for English as a second language learners.
Measurable results from the marketing should include:
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Core branding elements for Allendale Language School must be revisited to support this plan and move the language school into the future. The current marketing focuses only on the affordable cost of classes and does not speak of the social aspect of the school.
To accomplish this change will mean the redeveloping the following elements:
With the redevelopment of these core branding elements, the company's printed materials, website, advertising, business cards, and more must be redesigned and reprinted over the next year. The school will also introduce a uniform requirement for teachers including a branded jacket and name tag which must be worn during all classes.
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