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
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
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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Break down silos for enrollment success
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
The advent of digital assistants is having 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
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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Maximizing e-newsletter impact
School e-newsletters are a huge pain. No one, other than those who have to prepare them, would believe the amount of time they take. On top of that, they are a magnet for all kinds of heated and time-consuming discussions about who should control content, why parents...
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10 Other Reasons Parents Are Choosing Your School
Independent school marketing is in many ways a cycle of self-fulfilling prophecy. We promote schools based on certain attributes and then we research why parents have chosen our schools and remain satisfied with them based on those same attributes. That, in turn,...
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7 paths to being a parent-centred school
To distinguish themselves in a competitive marketplace, schools must become parent-centred. These days, being a child-centred school doesn’t provide much competitive advantage. Child-centred approaches are clearly linked to educational success and have been woven into...
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Discover how the parent experience can drive enrollment results
Learn why Heads of School are critical to marketing success.
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