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Innovative thinking, practical tips and some crazy ideas
3 keys to successful ambassadorship

3 keys to successful ambassadorship

Whether your existing parent ambassador program isn’t producing the results you hoped for, or whether starting an ambassador program is high up on your to-do list, there are three factors that need your attention. The three keys to a successful parent or student...

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Speak to the heart

Speak to the heart

Speak to the heart. That’s how you can create messaging that captures people’s attention, influences their thinking, or even changes their minds. It’s how you can differentiate your school from its competitors and it’s how you develop recruitment and retention...

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Messaging that gets results

Messaging that gets results

Have you ever spent a lot of time and money developing a social media campaign only to end up with disappointing results? You targeted all the right demographic and interest groups but still had fewer clicks than you hoped for and definitely fewer inquiries. In the...

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Great messaging: man vs machine

Great messaging: man vs machine

Can a computer write more effective ad copy than a human? If you look at the results of a recent campaign by JP Morgan Chase, the answer would be a resounding yes. Does that mean that we should automate the creation of marketing messaging? Absolutely not. Last year,...

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Empathy & the new abnormal

Empathy & the new abnormal

We are moving from one phase of COVID reality to the next. That may have school leaders and other professionals thinking about how they should be communicating and marketing in this the new normal (really it’s new abnormal) stage. What’s the right tone and focus of...

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Covid Common Sense

Covid Common Sense

This is a confusing time for those responsible for independent school marketing & communications. There is a dizzying number of webinars, courses and podcasts that have been made available. And each of them has its own bulleted lists of indispensable best...

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11 ways to surprise and delight parents

11 ways to surprise and delight parents

“Surprise” and “school” isn’t a word pairing that would generally be regarded as positive. There is little that parents dread more than the unexpected call from their child’s school. Based on that, surprising parents may not sound like the basis for an effective...

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Why your school needs to be like Alexa

Why your school needs to be like Alexa

The advent of digital assistants is having a huge impact on our culture but Google and Alexa also account for larger shifts in how we engage with brands and technology. Those shifts are influencing the way parents engage with independent schools and are shaping their...

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The Messaging Inventory: Beef up your marketing

The Messaging Inventory: Beef up your marketing

Thirty-four years ago, Wendys launched what was probably its most successful ad campaign ever. It featured three elderly women examining a hamburger from an unnamed restaurant and discovering it had a huge bun but a very tiny patty. One of the women repeatedly...

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