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...
Branding gaps are the most likely source of declining enrolment in an independent school. But where do you find them and what do you do about them? First, some ground rules. For the purpose of this discussion I am using Seth Godin’s definition of a brand: “A brand is...
Preaching to the converted is usually taken as a waste of time. The same could be said of branding. Why bother branding to those that have already bought? But I had an experience last month that ought to send a shiver down the spine of any independent school...
Note to Readers: We could use everyone’s insight and wisdom on this issue. Even if you are not involved with the world of independent schools, please read on and comment with your best advice. Classroom websites and e-newsletters represent an enormous challenge for...
