Image of the School as a Factor of Targeted Attraction and Formation of the Student Body

Most educational institutions in the country never think about such a concept as the image or brand of an educational institution. Parents of children of 6,5-7 years old habitually bring their children to the 1st grade of the nearest school. But sometimes it happens that the location of educational organizations in a particular neighborhood is uneven. Schools with an elevated status (lyceums, gymnasiums, schools with in-depth study of individual subjects) are adjacent to general education schools and the latter find themselves in a difficult situation. The paper reviews the literature that deals with the concepts of image, brand, and reputation of organizations. Special attention is paid to the peculiarities of the formation of the image of educational organizations. On the example of MBEI "School No. 113", the situation is examined when the need to form the image of an educational institution becomes a key factor in the financing and content of the implementation of educational services. The main purpose of the project reseach is to study the reasons for the declining in the number and quality of students in an educational institution, as well as to developing an algorithm of actions, the so-called "road map" to change the established image of the school. The paper presents the first results of the implementation of the "road map". Keywords: image of an educational organization, roadmap, analysis of the competitive environment, system of measures