How to personalize the parent experience

How to personalize the parent experience

A recent Huffington Post article asks the question, “Is 2014 the year of personalization?” Examples of personalization in marketing abound from the sublime of Virgin America’s Chatter initiative that will use video screens to deliver a personalized travel...

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4 ways to change your customer relationships forever

Forget about customer satisfaction. Your real goal ought to be customer transformation. Every now and then you come across an idea that is just brilliant. Do yourself a favour and read a Harvard Business Review post from a couple of years ago called, “Who Do You...

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9 ways to get survey results that matter

You probably know that surveying stakeholders is critically important to the marketing success of your business, school or organization. That’s the easy part. The hard part is how to get started. There are consultants and firms that will develop surveys and provide...

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Branding gaps and 6 ways to bridge them

Branding gaps are the most likely source of declining enrolment in an independent school. But where do you find them and what do you do about them? First, some ground rules. For the purpose of this discussion I am using Seth Godin’s definition of a brand: “A brand is...

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Content marketing can’t close the sale

It takes a person to do that. I read an article last week that promoted the use of content marketing in automobile sales. It started by detailing the way the Internet has changed the relationship between salesperson and customer. Salespeople used to have exclusive...

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Major gifts fundraising isn’t normal

Those who have been involved in major gifts solicitations and have spent years trying to get inside the head and heart of a single donor in the hopes of securing that elusive impact gift will agree with the headline. Likewise, major givers who have endured countless...

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Branding to the converted

Preaching to the converted is usually taken as a waste of time. The same could be said of branding. Why bother branding to those that have already bought? But I had an experience last month that ought to send a shiver down the spine of any independent school...

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Corporate success is built on nonprofit wisdom

How many times have you heard a blustering layperson exclaim, “We need to run this organization more like a business!” If you work or are involved in the nonprofit sector, odds are you’ve heard that more times than you’d care to remember. The truth is that nonprofits...

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Nonprofits don’t care about marketing

Well, maybe not all of them but the results of Nancy Schwartz’s latest Nonprofit Messages Survey sure are depressing – especially for those of us who are trying to service the marketing needs of organizations without becoming a nonprofit ourselves. The results are...

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Brand hopes v. brand reality

Every business or organization has two brands. Or, more accurately there are two facets to the brand. Most of us are very aware of one of those. It is all the ways in which we present ourselves to various audiences – customers, donors, employees, and constituents. It...

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