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...

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...

Content marketing can’t close the sale

It takes a person to do that. I read an article last week that promoted the use of content marketing in automobile sales. It started by detailing the way the Internet has changed the relationship between salesperson and customer. Salespeople used to have exclusive...

Branding to the converted

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...

Corporate success is built on nonprofit wisdom

How many times have you heard a blustering layperson exclaim, “We need to run this organization more like a business!” If you work or are involved in the nonprofit sector, odds are you’ve heard that more times than you’d care to remember. The truth is that nonprofits...

Brand hopes v. brand reality

Every business or organization has two brands. Or, more accurately there are two facets to the brand. Most of us are very aware of one of those. It is all the ways in which we present ourselves to various audiences – customers, donors, employees, and constituents. It...