Communications AMI

The World Today…

FragmentationInterconnectedness

Our context • Montessori Education across 140 countries, in

more than 25,000 schools

• There is no other educational movement quite like Montessori

• “Research has shown that students who attend Montessori schools foster higher levels of executive functioning skills, like self-discipline, autonomy over learning, deep focus, critical reasoning and problem solving” Forbes, March 2019

What will a communications strategy do?

• Support AMI strategic goals

• Be relevant for AMI partners across the world

• Unite AMI partners on brand, messaging, purpose

• Learn from our research

The communications challenge….• The Montessori name – a branding challenge

• The AMI opportunity

• An open and welcoming organisation

• Communicate in ways which appeal to our wider audiences

• Our message to the world – the human rights of the child

• We are not an “elite” education

How do we get there?

• Develop our “Personas”

• Messaging – the AMI framework

• Channel analysis

• Professionalising our communications

• Developing a content strategy

• Helping our partners communicate our core values

Professionalise our communications

Improve our presence on key channels

Who do we want to reach?

Personas

Content strategy

AMI Strategy

Communications strategy

Content strategy

Channel strategy

SocialWebnewslettersPrint

Content strategy

• AMI core team

• Working together

• Sharing best practice and maximising content

• Cultivating brand advocates - influencers

Tell compelling stories

Why do people share stories?

• We all enjoy stories – deep down, on a primal level

• Stories connect us – we feel connected and personally involved

• Stories inspire action – far more than logic or reason

• Emotion – when we care, we share

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Montessori 150

• The AMI world is not short of stories – the challenge is to curate them to tell a coherent story of our impact on the world

• Anniversaries aren’t just for looking back – we must also use them to look to the future

• In 2020 – the 150 celebrations will tell the story of Maria Montessori and AMI’s place in the Montessori world

• An opportunity for us all to share our stories

Working together

• A messaging tool kit

• Clear branding guidelines

• Sharing our strategy