smj: school marketing journal

In this second of our two-part look at defining and articulating your school's key messages, we discuss the next steps you can take to maximise your communication and marketing impact. If you haven't yet listened to part 1, head to SMJ073 . Get in touch at smj@imageseven.com.au

With experience leading large independent schools, Dr Paul Teys now helps schools leverage their strengths by mentoring leadership teams and managing executive recruitment. In this interview, Paul discusses what it means for Heads to perform as CEOs, focusing on the intersection of leading the school and leading school marketing. Email smj@imageseven.com.au for your copy of ' Bringing marketing to...

What are your school's key messages and why is it important to define and articulate them? We walk you through our framework and give you the tools to apply it in your own context, so that you can maximise your communication and marketing impact. Get in touch at smj@imageseven.com.au

The University of Newcastle's Chief Marketing Officer, Tracy Chalk, has deep experience across higher education and government in both marketing and brand management. In this interview, Tracy discusses why storytelling is so important for today's education marketing, what her own storytelling ecosystem looks like and how school Heads can start the necessary conversation with their marketers. Get i...

How do you stand out from the crowd? What does it mean to be remarkable? In this episode, we delve into the highlights of Seth Godin's Purple Cow , discussing those things that can make all the difference to your school marketing and, ultimately, your enrolments. Get in touch at smj@imageseven.com.au

Even the most experienced of performers can be caught out when dealing with the media. In this interview, media and crisis communication expert John Le Cras discusses why even smooth operators would benefit from some training. Remember, "everything you say may be taken down and used in evidence against you." Get in touch at smj@imageseven.com.au

Is your school distinctive? Do you, your staff and your prospective parents know what sets you apart? In this episode we discuss the '3Rs' criteria, a tool to help you evaluate whether what differentiates your school from your competitors is strategically meaningful. Get in touch at smj@imageseven.com.au

As the main driver of enquiries and enrolments, the importance of school marketing cannot be overemphasised. However, we've found that school Heads struggle to find great school marketers. In this interview, Brendan Schneider highlights 18 traits of successful school marketers, providing an invaluable resource as you search for marcom team talent. Get in touch at smj@imageseven.com.au

"Do you understand me? Can I trust you with my child? Will you keep your promise?" Articulating the answers to these questions is a strategic task that is your responsibility as the school Head. In this podcast, we discuss how you can give clarity and confidence to prospective parents. Get in touch at smj@imageseven.com.au

No two school brand narratives are exactly the same. Following on from podcast SMJ064 , we continue the discussion of the various frameworks you can use to successfully tell your school's story. Which one best reflects your school? Do your leadership and marketing teams share your clarity? Get in touch at smj@imageseven.com.au

With Generation Alpha starting to enter secondary education, McCrindle's Ashley Fell joins us to discuss what makes them different to Generation Z and what that means for school Heads. Focusing on insights of direct relevance to you, she shares some of the findings of Generation Alpha; Understanding Our Children and Helping Them Thrive , a new book just released by Mark McCrindle and Ashley with S...

No two school brand narratives are exactly the same but almost all of them fall within a handful of frameworks. In this first of two parts, we discuss what these look like and how you can get it right for your school. Get in touch at smj@imageseven.com.au

Jay Goulart, founder of Big Philanthropy, speaks to us about how to solicit major gifts for your school by following a specific formula and the importance of getting comfortable with having these conversations as a Head. He takes us through "the art of the ask" and the three important components that every Head should know. Jay enlightens us with his model of not only creating a donor, but retaini...

The world has been upended by the rise of social media and with it so has communication and marketing at your school. In this episode, we discuss ways in which you can empower your school marketing team to wrangle it well, including how to ensure accountability without smothering creativity.   Get in touch at smj@imageseven.com.au

"We serve our School by understanding what it is today and imagining what it might be tomorrow." So states the communication for change manifesto penned by Dr David Willows and his team at The International School of Brussels. David joins us to talk about the why and how of 'unlearning advancement' and what place it has for your school. Listen to our previous interview, SMJ podcast 056 , to hear h...

Your current and prospective parents are not only changing how they research, review and buy a school for their children, but they are also changing what they value most. It is no longer just the 'product' … it is the experience. In this episode, we discuss what the experience economy is and why you can't ignore it. Get in touch at smj@imageseven.com.au

Why do intelligent people make irrational leaps in marketing and how can you lead your school towards rational marketing? In this interview, Steve Cuno — author, copywriter and self-professed 'marketing know-it-all' — highlights six irrational leaps you might be making and discusses how to avoid them.   Get in touch at smj@imageseven.com.au

It's been said that enrolling new families is a numbers game, but the most successful schools would vigorously disagree. In this discussion, we look at how to focus your marketing efforts in areas where you have a clear advantage and pass on everything else.   Get in touch at smj@imageseven.com.au

Frustration. That's the most common emotion imageseven sees when Heads try to describe the status of their marketing efforts. But you don't have to stay frustrated. We discuss the five most common mistakes our analysis has revealed and give you the know-how to fix them. Get in touch at smj@imageseven.com.au

What is a 'Manager of Experience Design' and what does it have to do with your school? Is it possible to reduce costs, increase conversion rates and improve parent satisfaction? Dr David Willows is the Director of Advancement at the International School of Brussels. In this interview with Brad, he discusses how he led his team in challenging the status quo to create a more productive, efficient an...

In our work with school marketers, we get to see and hear what they wish their school Head knew about communication and marketing at their school. In this episode, we discuss their top ten questions to help you understand where your team is looking to you for marketing leadership. Get in touch at smj@imageseven.com.au

What exactly is content marketing and why does it matter to school Heads? Brendan Schneider, Director of Advancement at Pittsburgh's Sewickley Academy, digital marketing specialist and founder of SchneiderB Media , breaks it down, discussing the strategies you need and what you should be doing next. Get in touch at smj@imageseven.com.au

"Do not build your digital house on rented land." So says Joe Pulizzi of the Content Marketing Institute. When Facebook blocked Australian news sites, a lesson in school marketing strategy was played out on a grand scale. With some independent schools nearly becoming roadkill, we take a look at the social media landscape and what you can do to manage your digital currency. Get in touch at smj@imag...

It's important for leaders to have foresight and be able to see things not just as they are, but as they will be. With an eye on some of the societal impacts of the pandemic, Ashley Fell, Director of Advisory at McCrindle, discusses the top ten trends for 2021 that independent school Heads should be aware of.   Additional resources from McCrindle 2020 year in review Strategic Insights 2021 webinar...

A common problem imageseven encounters is that of schools' regular communication channels becoming ineffectual, off brand and off message. How does that happen and what can you do about it? In this episode, we help you diagnose the problem and prescribe a solution, looking at what editorial mission statements are, why they matter and how you can use them to increase engagement, trust and loyalty....