If you’re not sure what messaging is, you’re not alone. Messaging is often poorly defined and couched in other terms like brand personality, identity and values. You may not always notice messaging, but parents do. Whether it’s compelling or confusing, messaging...
There’s no shortage of speculation about AI in school marketing—but how many people are actually using it to generate meaningful results? Like many others, I had my share of adoption jitters. But having pushed past them, I now see the real value AI brings to school...
If you want to make your messaging more impactful, use numbers. Numerous studies confirm that using numbers makes messaging more believable, compelling and memorable. An article from the Wharton School refers to this phenomenon as “Quantification Fixation.” The author...
The “Mad Men” notion of people coming up with marketing and messaging ideas while drinking whiskey and smoking cigarettes is great TV fare but definitely not reality. No school marketing and communication professionals I know have ever developed a campaign that way –...
Is it possible that messaging maxims from over a century ago can still be relevant today? The answer is a resounding yes. In 1923, Claude Hopkins, an immensely successful advertising writer and strategist, wrote Scientific Advertising. As you can tell from the title,...
We’re all very familiar with the admissions funnel. It’s a variation of the sales funnel developed by agency executive Elias St. Elmo Lewis in 1898. The problem is that, at 126 years old, the funnel is feeling its age and is becoming less helpful to schools. The good...
