smj: school marketing journal

Welcome to the 100th episode of the SMJ podcast! To celebrate this milestone, we talk to Dr Alec O'Connell, Headmaster of Perth's Scotch College, where they're about to mark the College's 125th anniversary. We discuss what it looks like for schools to celebrate and capitalise on significant events, to enhance both your fundraising and your brand. Get in touch at smj@imageseven.com.au

How do parents choose schools? What motivates them to 'buy' your school experience? Dr David Willows, Director of Advancement at The International School of Brussels and Co-Founder of [YELLOW CAR] , joins us to discuss his article, ' Dual-Factor Theory '. He highlights the important questions you should be asking in the wake of a pandemic and gives you the tools to answer them. Get in touch at smj...

Historically speaking, marketing activity for schools can be summed up in one word: relationships. However, market changes mean this is no longer enough. Despite this, many schools are resisting new ways of building their brands and marketing themselves. We explore why that is and discuss how your school can join the marketing revolution. Get in touch at smj@imageseven.com.au

What do school Heads need to know about the intersection of schools, marketing and the law? With over 30 years' experience advising Australian educational institutions, David Ford, a Partner of Carroll & O'Dea Lawyers, is known for his expertise in education law. In this interview, we pick up on some of the topics addressed in his contributions to the School Marketing Journal , discussing enrolmen...

"We're not re building, we're building." Schools have a once-in-a-lifetime opportunity to build fit-for-purpose communications and marketing, rather than rebuilding from a pre-pandemic plan. We dive into Real Insurance's Real Education Report to find out what parents are thinking and how you can build your messaging to speak directly to their concerns. Get in touch at smj@imageseven.com.au

A quiet revolution has been happening in marketing technology, particularly in the world of digital advertising. In this interview with Unify's Josh Krueger, we pull back the curtain on some of this wizardry and look at how your school can benefit from it. Get in touch at smj@imageseven.com.au

School web projects generally require a sizeable investment of time and resources. By asking the right questions in advance, your team can work efficiently and you can be confident your new website will meet your school's requirements. We discuss seven questions you should ask to ask to keep your website project heading in the right direction. Get in touch at smj@imageseven.com.au

"What is one skill you wish you had been taught while you were at school?" This is just one of the questions asked by Student Edge in their recent survey of Australian students. In this interview with co-founder Jeremy Chetty, we dig deep into the results to reveal some of the gems you can use in your school marketing and even in designing your school's offering. You can find more student insights...

Do you find yourself declaring that "parents just aren't paying attention anymore"? Attention has become one of the most valuable resources of the digital age. It is not given automatically; it must be earned. We discuss how you can overcome the barriers to effective parent communication and give you seven ways to earn their attention. Get in touch at smj@imageseven.com.au

When faced with a choice, how do prospective parents determine the value of your school? Is their perception different from the reality? Your answers to these questions can make or break your enrolments. We highlight the importance of your value proposition and give you the tools to influence and manage your perceived value, leading to greater enrolment success. Get in touch at smj@imageseven.com....

Should school Heads look to have all their communication and marketing needs serviced by their own in-house team, external providers or a combination of both? In this episode, we draw on imageseven's methodology to assist you in making the best decision for your school's unique circumstances. Get in touch at smj@imageseven.com.au

After a(nother) year unlike any other, it's important for leaders to have foresight; to be able to see things not just as they are, but as they will be. In this interview, Ashley Fell discusses the top trends identified by the McCrindle team that will shape 2022, along with how these should inform the decisions school Heads make this year. Get in touch at smj@imageseven.com.au

Over one million more Australians became active on social media in 2021, according to a new report released by Hootsuite and We Are Social. We analyse the findings to reveal what matters in school marketing, and discuss the whether, why and how of TikTok for schools. Get in touch at smj@imageseven.com.au

In 2012, two independent schools in Western Australia merged to become one, with Mark Ashby appointed as Principal of the new Kennedy Baptist College. Ten years later, Mark discusses where the College is now, sharing the why, what and how of the merger and rebrand, along with lessons learnt. Get in touch at smj@imageseven.com.au

The competition is getting tough, enrolment enquiries are stalling or your school doesn't stand out anymore ... it's time to rebrand, right? Wrong. In this episode, we discuss the damage a misguided attempt can do, along with what you need to consider before embarking on a rebrand. Get in touch at smj@imageseven.com.au

It's not in the formal job description, but inspiring your communications and marketing team is vital to your success. How do you go about such a task when you are not a professional marketer yourself? Spoiler alert: the key is to be inspired yourself. We discuss how to do that and give you tools to be both inspired and inspiring. Get in touch at smj@imageseven.com.au

 "Your brand is what other people say about you when you are not in the room," Amazon's Jeff Bezos has been quoted as saying. But how do you know what that is? In this interview, Meltwater's Client Strategy Manager, Rhianna Busler, discusses how they collect and analyse online news and social media to find out what others are saying about you, along with what you can do about it. Get in touch at s...

What does sending a man to the moon have to do with independent school marketing? How can Heads lead their school's customer experience initiatives with few established reference points? We look at five reasons why NASA's moonshot was successful and why the efforts of school Heads to create and sustain meaningful improvements in their customer experience often fail. Get in touch at smj@imageseven....

Phil Cook has 28 years' experience in the tertiary education sector, most recently as Vice President for Enrolment at Lee University in Tennessee. In this interview, the newly appointed Executive Director of the North American Coalition for Christian Admissions Professionals shares his considerable wisdom on the trends emerging in education marketing, communication and enrolments, and what they me...

When your Board suggests you solve your school's enrolment challenges by "just getting us out there," you know it is not that simple. In this episode, we discuss why and give you a step-by-step framework for explaining it. Get in touch at smj@imageseven.com.au

How do you react when you hear 'the media' is on the phone? For many Heads, panic immediately sets in and they can be inclined to hide under their desk. So, how do you spot the difference between a simple enquiry and a potential crisis? PR and media expert John Le Cras joins us to discuss his five red flashing lights that will help you determine which is which. Get in touch at smj@imageseven.com.a...

It's been said that 'communications and marketing are the same thing' and that 'marketing communications have not fundamentally changed.' Are these two statements myths or facts? We delve into the whys and wherefores of both, unpacking what you need to know about them as the school Head. Get in touch at smj@imageseven.com.au

In this interview, Steve Cuno — author, copywriter and self-professed 'marketing know-it-all' — discusses whether he's a marketing sceptic and why you should take intuition out of your marketing decisions. He provides tips for school Heads in how to embrace scientific marketing, unpacking insights from Prove It Before You Promote It . Steve's recommended reading: Ogilvy on Advertising  – David Ogi...

What are the differences between visual identity, brand and logo? Why would a school want to consider its visual identity and maybe even change it? In this episode, we talk you through the what, why and how. You can delve even deeper by grabbing a copy of Bold School Brand via your favourite online bookseller. Get in touch at smj@imageseven.com.au

As the pandemic rolls on, are you, like many Heads, at the end of your rope and struggling to hold it together? Consulting psychologist Dr Steve Bagi shares insights from his PhD in educational leadership and suggests some ways you can combat emotional fatigue. Get in touch at smj@imageseven.com.au