International School Moshi

International School Moshi (ISM) is a boarding and day school with two campuses in Moshi and Arusha in northern Tanzania. The school was founded in 1969 and serves a thriving local and expatriate community.

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Although long established and the oldest IB school in Tanzania, competition had increased dramatically over the last ten years and certain competitor schools had embarked on a cost cutting exercise in a bid to increase their recruitment.

Senior management decided that a new marketing and branding strategy was needed to combat this threat and approached Face.

With a limited budget and ambitious marketing objectives it was important that we developed a strong marque that was instantly recognisable.

We created a new identity, which took the iconic summit of Mount Kilimanjaro as its central theme and developed a colour pallet, which was symbolic of the local culture.

We wanted the brand to be fluent and so developed it in a range of colour-ways as well as three sub-brands, required for outreach activities.
So that the school could take ownership of everything, we developed comprehensive guidelines allowing them to implement the branding successfully in the future.

To make the budget as cost-effective as possible we developed templates for the prospectus, newsletter and website, this enabled the internal team at the school to take ownership of the project and develop these within their own timeframe.

To combat the competition, we developed an outdoor poster campaign, which ran in Dar es Salaam, which was followed through as an email campaign and give-away promotional items.

The full potential effects of the rebrand will not be apparent for some time, as it is a staged roll-out, but initial response has been very encouraging, with very positive feedback from parents and staff.