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,...

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...

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...

Break down silos for enrollment success

Independent school marketing departments and directors are operating in silos and it’s leading to confused messaging, a lack of strategy and, not surprisingly enrollment declines and uncertainty. You might think that with all of the articles, TED talks and conference...

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...

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...