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...

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...

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...

The Marketing Gap of 21st Century Education

There is a major gap in the way independent schools are marketing themselves. Here it is. The promise of a 21st century (21C) education is more meaningful to educators than it is to parents. At the core of this issue are differing views on what it will take for...

The nightmare of classroom websites and what to do about them

Note to Readers: We could use everyone’s insight and wisdom on this issue. Even if you are not involved with the world of independent schools, please read on and comment with your best advice. Classroom websites and e-newsletters represent an enormous challenge for...

Six Pillars of Independent School Marketing

(Note to readers: Even though this post focuses on independent schools, the points made are easily transferable to other nonprofits and businesses. Don’t discount what can be learned) After directing the marketing and communications activity of an independent school...