SMC: School Marketing and Communications

Brad and Scully discuss marketers that are changing their messaging before the consumers are ready. They also discuss putting the consumer first and not getting caught up in new ad tech fads. In addition, they examine the importance of your brand standing for something and why you need to live it through your actions. This episode's commonly asked school marketing question looks at an effective li...

Brad and Scully discuss an informative infographic that shows how event marketing can boost your content strategy. They also examine Snapchat and the dangers of over-reliance on social media. In addition, they look at the use of tone in copywriting and a new tone analyser tool from Contently. This episode's commonly asked school marketing question looks at yearbooks and how to plan ahead. This wee...

Brad interviews Amanda Reid, imageseven's media strategist. They discuss the role of a media strategist and why they are still important. In addition, they examine the difference between a media strategist and a media planner. They also discuss how to make the most of a media strategist no matter the size of your budget. Brad and Amanda also consider the rise of digital marketing and what that mea...

Brad and Scully discuss how Cornell Tech communicated their amazing projects using content marketing. In addition, they examine how to learn from your content marketing failures; and questions you must ask any potential advertising technology partner. This episode's commonly asked school marketing question looks at boosting your social media engagement without spending more on advertisements. This...

Andrew interviews Ian Thacker, an elite sports and business coach, mentor and teacher. As the former director of ACE Cricket Coaching he has worked with many elite sports teams, independent schools and student athlete teams, applying sports strategies to leadership. They discuss the concept that character is the most important aspect of recruiting, training and mentoring. Andrew and Ian also discu...

Brad and Scully discuss the flexibility of agile marketing and what it means for your school. In addition, they examine the role of content in attracting quality staff; and how creativity can work with the modern rules of marketing. This episode's commonly asked school marketing question looks at project management skills that all marketer should know. This week's school marketing example: Middleb...

Brad interviews Brian Massey, the head of conversion optimisation agency, Conversion Sciences. Brad and Brian discuss conversion optimisation, how it helps online marketers and how it differs from normal analytics. They also look at the differences that arise between the online feedback that consumers give and their actual online browsing habits. In addition, they examine some different conversion...

Brad and Scully discuss news that data analytics and mobile technology are becoming must have skill areas for modern marketers. In addition, they examine the idea that all content marketers must make time to write and the relevance of humanity behind the content we create. This episode's commonly asked school marketing question looks at the importance having purpose built-in to your school brand....

In this special edition, Brad interviews US-based Independent Curriculum Group Executive Director, Peter Gow. Peter is a long-time independent school teacher, administrator and consultant. They discuss a blog post Peter wrote titled 'A letter to a new marketing and communications officer' as well as some essential truths for school marketers.

Brad interviews Mark McCrindle, Principal from McCrindle Research. His firm researches communities, surveys society and analyses the trends. In his article 'A decade of Australian transformation', Mark stated that Australia is currently in a decade where society altogether alters – an occurrence that only occasionally takes place in history. Mark and Brad discuss the key megatrends that Mark's res...

Brad interviews Brendan Schneider, Director of Admission and Financial Aid at Sewickley Academy in Pittsburgh, Pennsylvania. Sewickley Academy is a Pre-Kindergarten to Year 12 independent coeducational school with 660 students. Brendan shares his journey with social media from when he commenced at the Academy in 2008, the time of the major stock market crash. Brendan and Brad's discussion includes...

Brad and Scully discuss the concept of schools having their own unique brand personality. In addition, they examine the slump of ad agencies in 2016 and if they will make a comeback in the new year. They also suggest six questions to consider before drafting your 2017 marketing plan. This episode's commonly asked school marketing question looks at if you should rebrand your school. This week's sch...

Brad interviews Jonathan Winchester, the founder of Shopper Anonymous, one of the world's leading mystery shopper companies. Brad and Jonathan discuss the application of mystery shopping in schools and how it differs to retail mystery shopping. In addition, they examine the company's experience with academic institutions, particularly in the UK. They discuss six key areas discovered by mystery sho...

Brad and Scully discuss Facebook's issue with fake news. In addition, they examine the strength of the content management system, WordPress; and Google's 200 ranking factors. This episode's commonly asked school marketing question looks at five ways marketing analytics is broken and how to fix it. This week's school marketing example: How to make more people subscribe to your blog. The rants and r...

Brad and Scully discuss news that marketers are putting more time into using marketing technology then their actual marketing. In addition, they examine the implications of Adstream's acquisition of advertising content management and distribution company, Dubsat; and the discontinuation of Vine by their still relatively new owners, Twitter. This episode's commonly asked school marketing question l...

Brad interviews Howard Behar, an author, speaker and advisor, and the former President of Starbucks North America and Starbucks International. Brad and Howard discuss servant leadership in business. In addition, they examine the idea that servant leadership is a full-time position not a case by case thought process. They also discuss the position of values in a company and how Howard went about bu...

Brad and Scully discuss news that Victorian principals have been given a warning about leaking students' exam results early for marketing advantages. In addition, they examine a practical guide to AB testing; and some essential questions to consider when making a school video. This episode's commonly asked school marketing question looks at how to optimise content with Google Analytics. This week'...

Brad and Scully discuss the most annoying things brands do on social media. In addition, they examine the possibility of podcasters abandoning Apple; and why marketers are creating too many blog posts. This episode's commonly asked school marketing question looks at how to produce a successful school event. This week's school marketing example: The Scots College's compelling interview series, The...

Brad and Scully discuss the elements that make a thoroughly modern marketer; and whether the rapid growth of content marketing will make the content bubble burst. In addition, they examine the big move by consultancy firm, Accenture, who will venture into the world of marketing with the creation of a one square kilometre content marketing centre. This episode's commonly asked school marketing ques...

Brad interviews Adam Voigt, a speaker, coach and author who focuses on school culture. Adam and Brad discuss the definition of culture within a school and how school marketers can help move their schools toward a healthy culture. They also discuss the role of emotion in the buyer process and how this effects prospective parents' decisions. In addition, Brad and Adam explore what it means to have a...

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss three contradictions that define the Olympics brand; four tips for effectively training your marketing team; how to keep coming up with new story ideas; how to set up the best blog for your school; a clever marketing campaign from the Swedish Tourist Association; a...

Brad interviews Erika Heald, a content marketing and social media consultant based in San Francisco . Erika and Brad discuss the purpose of brand voice in a school. They look at why a clear brand voice is imperative even when it may not seem overly important. Brad and Erika also explore the five steps Erika uses to define and use brand voice when she is consulting. In conclusion, they discuss the...

Brad and Scully discuss the benefits of using multiple vendors for digital marketing tools. In addition, they question if social media is the most engaging channel for marketing; and the digital marketing skills gap. This episode's commonly asked school marketing question looks at ten tips to managing a school's reputation. This week's school marketing example:  Vidyard's useful blog on how they c...

Brad interviews Georgy Cohen, Associate Creative Director for Digital Strategy at OHO Interactive in Boston. Georgy and Brad discuss online marketing in education by comparing universities and secondary schools online marketing efforts. They also discuss common problems that are often found on school websites. In addition, they explore content strategies and how they fit within budget and time con...

Brad and Scully discuss news that many Australian students lack hope for the future. In addition, they examine how single-sex non-government schools are outperforming their co-educational counterparts; and how Google's Accelerated Mobile Pages update will affect marketers. This episode's commonly asked school marketing question looks at the top ten reasons to write listicles. This week's school ma...