British Council looks to extend Education UK brand through Tayburn
The British Council has appointed the Manchester office of Tayburn to extend the Education UK brand to include partnerships.
Tayburn has been tasked with identifying how Education UK can develop its brand to communication with international policy makers and partners alongside its current remit with students.
JWT’s education arm will initially research the perfection of the brand before Tayburn begins its strategy of implementing a series of workshops and focus groups with the British Council in order to understand the needs of the brand to effectively communicate its communications.
Education UK’s focus had previously centred on attracting the lucrative international student market but this may change if Tayburn identifies that the brand can be extended to communicate with foreign policy makers and institutions on a more strategic level.
The project is a result of the second Prime Minister’s Initiative for International Education (PMI2), a five year programme put forward in 2005 by the then Prime Minister Tony Blair, to promote international relationships within the education sector. The British Council’s aim is to foster better partnerships with overseas institutions and decision makers to generate greater leverage from the wider advantages of collaboration.