smj: school marketing journal

As Executive Director of CASE Asia-Pacific (the Council for Advancement and Support of Education), Heather Hamilton has a wealth of knowledge about the operation of school advancement teams. In this interview, she and Brad discuss the difference between fundraising and advancement, how to make a meaningful start to the year in building engagement with alumni, and what the transforming trends might...

A question that haunts many Heads is how to fairly judge the performance of their school communication and marketing teams when they themselves do not have any domain expertise in marketing. In this episode, we discuss how you can lead your school marketers to a path of accountability for the important, as well as the urgent, tasks. inspirED school marketers 2020 Brilliance Awards Watch the video...

In every study imageseven has undertaken and every other study we've researched, word-of-mouth is shown to be the primary influence for parents when choosing a school for their child. But very few schools have a strategy for generating word-of-mouth enrolment referrals. In this episode, we talk about why that is and what you can do about it. Get in touch at smj@imageseven.com.au

All schools will at some time experience 'the enrolment problem', and many new Heads are hired to solve it. Tom Olverson, a veteran independent school Head of 27 years in the US and now mentor of other school Heads, discusses with Brad a better way to tackle enrolment challenges than trotting out the usual suspects. Get in touch at smj@imageseven.com.au

The trust of your current and prospective parents is the cornerstone of a successful school. Trust is also the cornerstone of successful school communications and marketing. Why do so many schools miss the mark? In this episode we look at the causes of and solutions to the trust problem you might not know you have. Get in touch at smj@imageseven.com.au

What is influencer marketing and what is it not? What does it have to do with education marketing (if anything)? In this interview, Neil Schaffer , author of newly released the age of influence: the power of influencers to elevate your brand , defines and discusses both digital influence and influencer marketing, explaining the whys and wherefores for your school brand. Get in touch at smj@imagese...

What is influencer marketing and what is it not? What does it have to do with education marketing (if anything)? In this interview, Neil Schaffer , author of newly released the age of influence: the power of influencers to elevate your brand , defines and discusses both digital influence and influencer marketing, explaining the whys and wherefores for your school brand. Get in touch at smj@imagese...

Are you creating, endorsing and even promoting marketing strategies that don't have a snowball's chance of success? As you know, a strategy is worthless unless executed … in this episode of the podcast, we give you the right tools to turn your strategy into action. Get in touch at smj@imageseven.com.au

Have you ever looked at online reviews of your school and been dismayed, often disappointed and occasionally depressed? You're not alone. Trevor Waddington, Principal of US digital marketing services firm Truth Tree Consulting , joins us to share his insights and unpack his article, The Ultimate Private  School Review . Get in touch at smj@imageseven.com.au

How do you talk with current and prospective parents about your school fees and the value you deliver? How do you and your staff overcome the (natural) reluctance to talk about money? Garth Wynne, Executive Principal of Christ's College in Christchurch, New Zealand, shares how he was able to increase fees mid-pandemic, complete with positive media coverage. Get in touch at smj@imageseven.com.au

"Teachers are not merely the pastoral point of contact or a focal point of academic review; they represent the principle means by which parents judge school quality." Dr Rob Loe, CEO of Relationships Foundation, shares his research insights into brand and relationships in schools, explaining how and why teachers are brand managers. Listen to the extended version of the podcast to go even deeper. G...

We love a good statistic at imageseven. In this podcast, we deconstruct the results of US-based InspirED's survey of school marketing departments and extract the highlights, trends and expectations for independent schools in Australia. Get in touch at smj@imageseven.com.au

How do you manage and lead fundraising in a school environment? Are schools any different from charities? Tom Ahern joins us again, explaining why fundraising is a noble pursuit and how you can make it part of your school culture. You can also listen to Tom's previous interview with SMJ here . Get in touch at smj@imageseven.com.au

What's a T-shaped school marketer and what does it mean to you? In this episode, we discuss why T-shapes trump specialists in education marketing, how to recruit for what you need and how to grow the skills of the team you have. You can also download 12 reasons why school marketing is different , an excerpt from our book, Bold School Brand . Let us know what is most useful to you at smj@imageseven...

Kevin Lynch, Director of Marketing and Communications at Shanghai American School, returns to the SMJ podcast with a storytelling masterclass. He reveals the elements that make a good story, the process for editing and distilling it, and how to select the right media to gain the most effective results. If you missed his first interview, have a listen to podcast 031. Let us know what is most useful...

"Do you do … ?" After presenting to a recent Heads of Independent Co-Educational Schools (HICES) NSW meeting, we were inspired by the number of "do you do" questions. In this episode we take a slight detour to explain why we do what we do and the various ways we help school Heads achieve their mission, from the conceptual to the practical. Let us know what is most useful to you at smj@imageseven.c...

All schools will experience enrolment challenges at some point in time. With over 38 years' experience in independent schools (27 years as a Head), Tom Olverson of RG175 shares his framework for how to respond strategically for the long-term instead of falling back on short-term tactics. Get in touch at smj@imageseven.com.au

The advertising landscape is changing more rapidly than ever, but the good news is that the timeline for measuring results has reduced. In this interview, independent media buying expert Amanda Reid, Founder of Mentor Marketing, tells you what you do (and don't) need to know, the questions you should be asking and how to make informed decisions about advertising your school. Get in touch at smj@im...

Planned giving is more than bequests and it's not just for universities and major charities. Ruth O'Hanlon, Director of Development for Sevenoaks School Foundation in the UK, discusses its value to your school, where to start and the things you need to consider.   Additional resources Book: Legacy and in-memory fundraising Paper: The ethics of legacy fundraising during emergencies Professional Ass...

What do you need to know about paid advertising and what should you be budgeting for your school? How is Australian marketing leadership changing and what does this mean for school Heads? We dive into the latest research to give you an inside look at the numbers and trends driving marketing in general and school marketing in particular. Get in touch at smj@imageseven.com.au

What is the place of storytelling in communication and marketing for education? How do you make the most of opportunities and avoid the perception of manipulation? Kevin Lynch, Director of Marketing and Communications at Shanghai American School, shares his insights and discusses how the powerful Graduation 2020 was created. Get in touch at smj@imageseven.com.au

Navigating your school through a global pandemic was probably not in your job description. What are the key survival skills you need to keep your school alive, well and with a bright future? It all starts on the inside and we give you four ways to get your community singing from the same hymn sheet. Get in touch at smj@imageseven.com.au

Parents will choose your school based on what makes you different from other schools. Can you articulate what that difference is? Scott McKain , author and globally recognised authority on how organisations create distinction to attract and retain customers, reveals why playing it safe is the riskiest thing you can do. He also discusses his four cornerstones of distinction along with why and how t...

A rebrand can create real, lasting value when it's done for the right reasons. What are those reasons? What do you need to consider before even uttering the word 'rebrand'? We talk through the why and when, the missteps to avoid and provide some simple tips. To find out more about the strategy behind it, grab a copy of Bold School Brand .   Get in touch at smj@imageseven.com.au

What is lead nurturing and why is it so important to your school's enrolment pipeline? Is email really dying or could it be your secret weapon? In this interview, Brendan Schneider gives some practical tips while discussing how to increase your contact touchpoints and ultimately improve your conversion rate … without increasing your advertising spend or staffing. Get in touch at smj@imageseven.com...