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® LIBERPositioning - Liber
IGEP Rome 2009
® Liber
Why positioningLiber perceived as traditional book publisherCustomers do not experience any important differences among the 5 main publishing companies in SwedenTotal school market slowly decreased during last 15-20 years
Need forRepositioningPositioning against competitorsPositioning including “e”Consequent communication strategy to different target
groupsTaking “the lead role” in the Swedish Educational business
The goals are increased markets shares and market growth
® Liber
Teachers – general characteristics
TeachersTo reflect is
more important than facts only
Independent – appreciate the
freedom in the job
Eager to learn – themselves and
the pupils
Proud – we areimportant in
society
® Liber
Högskola
Gymnasium Grundskola
We are:
We do:
Our goal:
Self-governed
Learn how to learn
To liberate the individualstudents potential
Teachers
® Liber
4 communication concepts which together creates a whole
Mother brand
HigherEducation
PrimarySecondary
Upper secondaryVocational
® Liber
Target groups per segment
Liber tar ställning för vår sak!Higher
EducationUpper sec.Vocational
Primary/secondary
Liber
Teachers Teachers
ParentsPoliticiansPupils/
StudentsAuthors
Schoolmgm
Teachers Customers
FacilitatorsPress
® Liber
Mother brand - Tagline
”Boundless learning”
A boundless learning with a growing choice of individually adaptedlearning tools that guides, inspires and motivates teachers and pupils throughout the process of learning
® Liber
360-degrees of learning
Planning
Realize/Accomplish
Follow up
® Liber
Position
Supporting teaching
Availability
The educational publishing business existing position
Our competitors direction
® Liber
Business ideaLiber develops and distributes learning resources with the aim to support the learning individual in the school, at the university and in the professional life.
Learning resources; All those resources, distributed through different medias, which supports the individual learning cycle
Knowledge•Authors•Resarch•Methods•Curriculum•Etc
Individuals•Teachers•Pupils•Parents•Emplyees•Employers•Etc
® Liber
Message example :
If every individual is unique,
why isn't every schoolbook unique too?
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HigherEducation
PrimarySecondary
Upper secondaryVocational
® Liber
”Behind every important book, there is an important author”
Koncept – higher education
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HigherEducation
PrimarySecondary
Upper secondaryVocational
® Liber
”Knowledge exists in the curious classroom”
In words and pictures we are focusing the teachers and pupils most important tool to learn, understand and apply new knowledge – their own curiosity and imagination.
Koncept – primary & secondary
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HigherEducation
PrimarySecondary
Upper secondaryVocational
® Liber
”Learning resources for people”
Students have different needs – that's why we develops different alternatives to choose from
Koncept – upper secondary & vocational
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Liber communicates• A handbook used in all communication
– Catalogues– Newsletters– Brochures– Magazines– Web– Events– Sales visits– etc
Libercommunicates
® Liber