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Innovative thinking, practical tips and some crazy ideas
My Stupidly Simple Explanation of Branding

My Stupidly Simple Explanation of Branding

–> Branding is complicated. It’s time consuming. It can be damn expensive. So, selling your boss or your board on the idea of engaging in a branding project can be a monumental task. But here’s what makes it even harder. Most people don’t know what a brand...

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Heads of school are the key to marketing success

Heads of school are the key to marketing success

More than ever before, it is critical that heads of school become integrally involved with marketing. Why now, you ask? Because marketing has morphed from being a fixed set of activities that emanates from a particular office to something that now touches every...

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The truth about one-page letters

The truth about one-page letters

Imagine this. You’re meeting with your lawyer to review an important business contract and she hands you one page. You ask, “Where is the rest of the contract?” and she replies, “We have a rule in our office that contracts can only be one page. I couldn’t get all of...

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How are you unboxing your school?

How are you unboxing your school?

You may never have heard of it, but “unboxing” is not only all over YouTube, it may be a great way of achieving marketing success at your independent school. There’s a video on YouTube that shows a pair of hands unpacking five cartoon branded plastic eggs...

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Big data for not-so-big organizations

Big data for not-so-big organizations

Read any business, marketing or management publication these days and you’re almost certain to find an article about Big Data. The natural conclusion is that big data is for big organizations. That could be because just the term “big data” will leave...

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Save your marketing dollars. Focus on fundamentals.

Save your marketing dollars. Focus on fundamentals.

My suggestion to most schools is to stop whatever marketing you are doing and re-consider everything. The impetus for this unusual advice was the plethora of independent school radio ads I heard this year. It seemed to me that twice as many schools as last year were...

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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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