Transform by Toshiba
Educators in the UK use I.T. each and every day. Could one service transform their existing setup to superhero-like performance levels?
Have you turned it off, then on again?
There are over 24,000 schools and 438,000 teachers in the UK using IT on a daily basis. Juggling lesson plans, admin, tech and students isn’t easy. Educators need a setup they can rely on, time and time again.
A bit like a trusty sidekick if you like.
A trusted partner
Toshiba prides itself on the strong relationships it has within the education sector in the UK and felt that a new approach was needed to best support schools and teachers in getting the best out of their existing IT setup rather than simply promote continuous hardware overhauls like competitors do.
A new brand was needed to embody a service specialising in low-risk expert advice. Gone was the one-dimensional hard sell most were tired off and in its place was a collaborative approach, leading to tailor-made enhancements to each learning environment, making each working day a breeze.
The UK has been a leader in the adoption of digital technology in schools. Below highlights this spend:
£900 million
spent by schools across the UK on EdTech
£400,000
average spent per school on IT
3,392,100
in-classroom computers in UK schools
This level of investment by each school needed a service that would optimise the long term potential of hardware and software alike.
What are schools focused on?
For a new brand to resonate with its audience, we first had to better understand what pain points and blockers existed.
Surveyed UK education professionals highlighted the following needs:
100% want greater access and security
93% want improved network security
87% want reliable devices and systems
84% want improved wireless coverage
Creating a balanced brand
Armed with an understanding of the customer, we set to build out the rationale and emotional drivers of the new brand to ensure it would have strong resonance and appeal.
Several brand workshops were run with business stakeholders where the brand mission, aspirations, expectations, core values, promise and communication points were identified.
Core brand values
Inspiring, Valued, Transformative, Rewarding, Genuine and Informed.
Naming the brand
With the basis of the brand outlined, the next stage was to focus on developing a brand name and story that would cut through, carry interest and evoke a response with the target audience.
Therefore, the naming process was built around the premise of the brand embodying an actionable quality, possessing the ability to move at speed, take users on a journey and achieve lasting results.
A set of pragmatic customer promises were created for the brand to align against.
What we will do
Work in collaboration with you to isolate your actual issues and frustrations
Make small improvements to your existing IT setup for big results and gains
Give you back the time lost through poorly performing IT and associated issues, so you can concentrate upon your core vocation of teaching
What we won’t do
Suggest a one size fits all approach because every school is the same
Propose unneeded IT overhauls or hardware upgrades disguised as solutions
Display a lack of empathy and understanding of the demands of your profession.
Introducing Transform brought to you by Toshiba
Brand name and identity
Identity attribute breakdown
Brand story overview
Brand identity and story lockup
Parent brand lockup
Consumer-facing brand story
We know you are already awesome, superheroes in fact. But your efforts can be frustrated by an imperfect IT setup. Transform is the perfect weapon to add to your teaching arsenal, With little disruption, we will work with you to save precious time and money and ultimately unleash your superpowers.
Just think of us as your trusty sidekick.
Adding a touch of character
To ensure the Transform brand connected with schools and teachers in a relatable way, the trusty Toshiba sidekick and awe-inspiring superhero teacher characters were created.
The characters are archetypes in order to be instantly recognisable and accessible to all. This allowed the brand to have an emotional and rational personality, adding depth to each interaction.
The awe-inspiring teacher
The trusty Toshiba sidekick
Taking the brand to market
A range of materials was created to launch the brand and support the Transform team in powering up each school to achieve superhuman results.
Brand guidelines
Website
Teacher and IT manager booklets
Teachers goody bag
Goody bag merchandise
TES magazine advertisement
Social media campaign
App reward notification
Customer testimonial
Since working with the Transform team, we’ve identified a wide range of uses for Office 365 that are helping to improve the way we use IT in an education setting. For example, students have really benefited from using OneNote in lessons as an alternative to traditional exercise books.
As a result, the quality of work we’re seeing has improved and dialogue between pupils and staff is strengthened as teachers can provide immediate feedback to help learning and progression.
Transform’s expertise and friendly, helpful support has been crucial in our adoption of Office 365 as the Transform team truly understands education and schools' specific needs.
Kevin McEvoy, Principal at Bishop Challoner Catholic College
