SMC: School Marketing and Communications

Brad interviews Bart Caylor, President of Caylor Solutions, an education marketing and branding firm in Indianapolis, Indiana. Bart shares his thoughts on the value of content marketing to schools and then 'walks through' the five main components of content marketing: content, email nurturing, workflows, business intelligence, and tracking and reporting. He also discusses the hurdles schools may n...

Brad and Scully discuss the importance of putting people before your technology. In addition, they examine Pokémon Go and the case for augmented reality; and an infographic of the brief history of content marketing. This episode's commonly asked school marketing question looks at how to manage a communication crisis. This week's school marketing example: a magnificent combined website, Stowe Schoo...

Brad interviews Gabrielle Dolan, co-founder of the leading storytelling company in Australia, and expert in business storytelling and thought leadership, as well as being a teacher, consultant, speaker and author. Gabrielle is also a partner with Thought Leaders Global and works with organisations to help them gain a competitive edge with thought leadership. Brad and Gabrielle discuss the importan...

Brad and Scully discuss seven ways Facebook's big algorithm change will affect school marketers. In addition, they examine 25 questions you should ask when interviewing for a new school marketing position; and are marketers using the metrics that matter? This episode's commonly asked school marketing question looks at five of marketing's most frequently asked questions. This week's school marketin...

Brad and Scully discuss how school marketing is a love affair with customers – your parents and community. In addition, they examine how age and life stage no longer hold the same relevance and it's time to rewrite the marketing rules; and 64 online writing tools for writers, bloggers and authors. This episode's commonly asked school marketing question looks at how to use storytelling to engage yo...

Brad and Scully discuss the value of advertising to the Australian economy. In addition, they examine scientific support for content marketing; and Microsoft's purchase of LinkedIn. This episode's commonly asked school marketing question looks at how to prepare your school for marketing automation. This week's school marketing example: Wilderness School's series of insightful parent interviews. Th...

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 putting marketing research in context and the process for good marketing research. In addition, they examine nine questions to ask before creating another social media account; and what it takes to reach the 'tipping point' for viral content. This episode's commonly asked school marketing question looks at how to garner interest for your next event. This week's school marke...

Brad and Scully discuss 4 secrets to building social media momentum. In addition, they examine how to make public relations drive search engine optimisation (SEO); and a fun online quiz is a good way to collect information. This episode's commonly asked school marketing question looks at how word of mouth advertising is the single most powerful marketing tool. This week's school marketing example:...

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...

In episode 63, Brad and Scully discuss the trend of social networking moving away from mass connection to the local market. In addition, they examine the top 10 recommendations for website form usability; and how virtual reality will change business as we know it. This episode's commonly asked school marketing question looks at 3 ways to incorporate scarcity into your marketing. This week's school...

In episode 62, Brad and Scully discuss the best way to present marketing results to your principal, board or heads. In addition, they examine how to deliver on brand promises; and discuss that to be outstanding you need to think more. This episode's commonly asked school marketing question looks at 5 tips to improve yearbooks. This week's school marketing example: 7 effective call to action exampl...

In episode 61, Brad and Scully discuss the psychology behind video and marketing. In addition, they examine the unusual relationship between social media and SEO; and the art of email personalisation. This episode’s commonly asked school marketing question looks at how to use inbound marketing to reach your niche market. This week’s school marketing example: 16 tips for a memorable open day. The r...

In episode 60, Brad and Scully discuss that without good design, your content marketing will fail. In addition, they examine the implications of the fear economy; and how your school website measures up. This episode’s commonly asked school marketing question looks at the real value of social media followers. This week’s school marketing example: Marcellin College’s beautifully produced video, I a...

In this special edition, Brad interviews Sean D'Souza, marketing expert/strategist and founder of PyschoTactics. Brad and Sean discuss how customers think and why they buy and why they don’t. Why do customers back away at the very last minute? They go on to talk about why a prospective parent would ‘buy’ a school and how they reach a decision. This week’s links: Psychotactics.com http://www.psycho...

In episode 58, Brad and Scully discuss a list of tools to find great content ideas. In addition, they examine a sensible social media checklist; and look at the similarities between modern branding and Tinder. This episode’s commonly asked school marketing question looks at what the next ten years has in store for school marketers. This week’s school marketing example: the best university commerci...

In this special edition, Brad interviews Josh Miles, principal and founder of Indianapolis-based Miles Design, an award-winning design firm specialising in brand strategy, corporate identity and website design. In mid-2015 he joined Redwall Branding and Advertising to create a new branding firm, MilesHerndon. Topics covered include the strategy behind a logo, how visual identity is only part of a...

In episode 56, Brad and Scully discuss creating heritage content that tells and shapes the history of your school. In addition, they examine two new tools introduced by Twitter to provide higher levels of customer service; and whether schools are facing a privacy crisis. This episode’s commonly asked school marketing question looks at how to effectively communicate with parents. This week’s school...

In this special edition, Brad interviews US based Independent Curriculum Group Executive Director Peter Gow – a long-time independent school teacher, administrator and consultant – about a blog post he wrote ‘A letter to a new marketing and communications officer’. This week’s links: The Independent Curriculum Group http://independentcurriculum.org A letter to a new marketing and communications of...

In episode 54, Brad and Scully discuss how colours influence people. In addition, they examine a well-produced, very unusual video from Slack; and what you need to know for performance marketing in 2016. This episode’s commonly asked school marketing question looks at whether your school marketing is broken and obsolete. This week’s school marketing example: how a school used marketing automation...

In this special edition, Brad interviews Jamie McKean from Automating You on marketing automation – is it right for your school?   This week’s links: Automating You http://www.automatingyou.com/

In episode 52, Brad and Scully discuss how most Australian school heads are unprepared for the new competitive environment. In addition, they examine how it is critical to include employees in your communication efforts; and the death of traditional journalism and its impact for school marketers. This episode’s commonly asked school marketing question looks at eight tools that save you time. This...

In this special edition, Brad interviews Lyndal Wilson, Editor of Independence, the journal of Association of Heads of Independent Schools of Australia (AHISA) to discuss the essay she authored, Protection racket: The unacceptable cost of deception in the war against non-government schools . This week’s links: Protection racket: The unacceptable cost of deception in the war against non-government...

In this special episode of SMC, Brad speaks with Professor Luke Connolly from The University of Queensland about recent media reports concerning a study by university researchers who reportedly declared that investing in a private education is a waste of money. This issue is vitally important for Principals, School Heads, Marketing and Enrolment leaders because parents and prospective parents will...

In this special episode of SMC, Brad speaks with one of Australia’s best public speakers, Matt Church. Matt is an Australian Speaker of the Year and is also an author, leadership consultant, and a passionate thought leader. Brad begins the interview by asking Matt in a world that is full of exceptional leaders and thinkers, why he advocates we need to be more — we need to be thought leaders. No lo...