Do a number on your messaging
If you want to make your messaging more impactful, use numbers. Numerous studies confirm that using numbers makes messaging more believable, compelling and memorable. An article from the Wharton School refers to this phenomenon as “Quantification Fixation.” The author...
read moreBridging the Reputation Gap
Here’s a bitter pill for school marketers to swallow. What you see as the high academic quality of your school’s educational program is meaningless unless parents agree with your assessment. Likewise, your belief in the outstanding calibre of your faculty doesn’t...
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Great messaging needs great data (not Mad Men)
The “Mad Men” notion of people coming up with marketing and messaging ideas while drinking whiskey and smoking cigarettes is great TV fare but definitely not reality. No school marketing and communication professionals I know have ever developed a campaign that way –...
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These 11 century-old maxims will make your messaging shine today
Is it possible that messaging maxims from over a century ago can still be relevant today? The answer is a resounding yes. In 1923, Claude Hopkins, an immensely successful advertising writer and strategist, wrote Scientific Advertising. As you can tell from the title,...
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The Funnel meets the Flywheel
We’re all very familiar with the admissions funnel. It’s a variation of the sales funnel developed by agency executive Elias St. Elmo Lewis in 1898. The problem is that, at 126 years old, the funnel is feeling its age and is becoming less helpful to schools. The good...
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Moments of Truth
Not every moment in a parent’s experience with a school is equal. Some of them are more equal than others. Some of them are moments of truth. Of the many interactions a parent has with a school, some have deeper and more lasting impact than others. They are the ones...
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Three Rules for Creating Value Propositions
Figuring out your school’s value proposition is not easy. It raises all kinds of questions. Which features or characteristics will be of interest to prospective parents? And, even if they resonate with parents, do they represent value? What will convince parents that...
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11 Ways that Parent Experience Drives Enrollment Results
Parent experience. You’ve heard about it. You may have read about it or thought about it. You may even have devoted some time to improving it at your school. The inevitable question is whether there are practical benefits to working on the parent experience. And more...
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11 Things Parent Ambassadors Need to Know
Is it possible to have a group of extremely enthusiastic and well-informed parents who make lousy ambassadors? The answer is yes. Why? Because when it comes to successful ambassadorship, knowledge takes a back seat to passion. Ambassador training in many schools is...
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13 ways to foster faculty involvement in school marketing
Teachers are the front line of a schools’ relationship with its parents. They are key influencers. Leveraging the impact of faculty members is an absolute necessity for the success of enrollment and marketing efforts. However, teachers are often uncomfortable with...
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