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,...
The Parent Experience (PX) at your school has the potential to be the greatest contributor to retention, ambassadorship and enrolment success. That’s why schools should be giving some serious thought what their PX prescription will be. An e-book that I collaborated on...
–> The terms “brand” and “DNA” appear together in business literature as often as “critical” and “thinking” do in the educational world. The assumption is that just as DNA is a way of defining a person’s uniqueness, so too brand is the way of articulating...
–> Consumer brand marketers are finding innovative ways to cut through the clutter and independent schools would be wise to pay attention. The goal of marketing is to make someone feel something. That’s becoming increasingly difficult in large part because we...
Let’s face it. Branding projects are a pain in the butt. They’re time consuming, expensive, require intense introspection, demand the finesse of giving stakeholder groups just the right amount of voice, risk exposing deep divisions about foundational principles...
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...
