Developing a New Brand for Deregulating Education Market

Raleigh Green Inc. (RGI), specialists in brand marketing and advertising, recently launched the new brand identity and campaign for Educator Edge, a new division of the Ulster Board of Cooperative Educational Services (Ulster BOCES).  Working directly with Ulster BOCES’ executive team, RGI provided a full range of marketing and advertising services including: a brand strategy to uniquely position the new division in the competitive market of professional development for educators; development of a unique name (Educator Edge); tagline (“Innovation that matters”); logo design; website design and development; copywriting; print collateral design; ad design and media placement.  A launch video was also developed to introduce the new division to target markets outside of Ulster County and New York State.

Ulster BOCES has been at the forefront of sustainable teaching practices and technology strategies in the classroom. The new division builds upon the specialized skills of Ulster BOCES in the areas of innovative and customized teacher and school administrator training and consulting. Educator Edge offers programs and services on-site, off-site, online as well as ongoing consultation. Initial programs being offered include Leadership Development, Innovative Program Development, Educational Data Analysis, Instructional Technology and School Safety.

The formation of Educator Edge comes as New York State recently opened all 37 NYS BOCES to competition, introducing marketplace dynamics within the state.  The new Educator Edge division will enable Ulster BOCES to remain competitive in a changing market, provide flexibility to reach new markets outside of its traditional service area, introduce innovative programming throughout its system, and establish new revenue stream opportunities.

For more details about Educator Edge and to view its video, visit

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