Though created by accident, I have a deep investment in the Varsity Math brand. There are, apparently, 7 - 12 key strategies to branding depending on which clickbait article you'd like to read. Here are a few thoughts I have about the messaging and look of Varsity Math.

Be Visible

We should have an obvious presence on campus. Other kids should know who is in Varsity Math. We achieve this in a few ways. Students wear patches on their lanyards. It is by far the most visible aspect of our campaign. It starts conversations. Twice a year we have spirit days.

Most importantly, I want people to know a Varsity Math shirt when they see one. Our primary school color is maroon. As such, students own a lot of maroon merchandise as they progress through. Each shirt and sticker is unique to its particular year, but follows a set of conventions. The fonts and layouts are standardized. Recently I made myself a design document to organize the various aspects.

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Be Persistent

Two years ago we created a monument. I post brief information about the courses and competitions available. I display previous yearbook ads, current photos, and a hall of fame. It serves as a regular presence that's necessary when 99% of your members graduate every year.

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It takes time to get merchandise to the new crop. The monument helps remind everyone that we don't disappear. The Class of 2020 will be the first to have this has a permanent fixture their entire high school career. In the last year in particular Varsity Math has very much become a thing we are known for over here.

Be Desirable

Kids should want to be in Varsity Math. It should be a privilege to be a part of the crew. We have an end of the year party that's just for us. If you aren't in you can't come. Our exclusivity is our strongest asset. A lot of this is on me and the enthusiasm I show for the brand. That, in turn, makes the students in the classes excited to tell other kids about the classes. We're now at the point where students in Varsity Math have younger siblings in middle/elementary school who know this is the thing they want to be in when they get to high school. I have had more than one conversation with 9th/10th graders about how they could plan their schedules so that they too could take a Varsity Math course one day. It's extremely unusual for a school to celebrate its math program. And it awakens a unique pride within our students. They brag about their math class. Imagine that.

Conclusion

Many people have told me they want to start something similar or have implemented some kind of math pride at their school. Just the other day a teacher at a feeder middle school wanted to start Junior Varsity Math with her kids. This is amazing! The biggest piece of advice I have about these programs is that you have to believe it. If you say you're going to get shirts, get the kids shirts. Produce on your promises. Be enthusiastic. Give the kids opportunities to celebrate. If you want success you're going to need to be the biggest believer in the cause. You can't just print some stickers and be done with it.

 

Posted
AuthorJonathan Claydon