Ways to capitalise on predicted counter urbanisation
YOU'VE FOUND YOUR MESSAGE, NOW IT'S TIME TO FIND YOUR VOICE!
In my last blog, we ascended Mount Brand to explore what truly makes your school unique. Now it’s time for Part 3, to work out the big picture of how you communicate this brand vision before you update your website or create a nifty flier. To do that, we’re leaving behind Mount Brand to instead explore a galaxy far, far away (more on that in a minute).
Developing a brand voice that is clear and easy for all staff members to use is essential for consistent messaging across all your touch-points.
It can be defined into a few key elements…
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uniformity in your word selection
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the attitude presented through those words
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values suggested whilst talking to your parents
In short, it's how you speak to your parents, and how this then, in turn, humanises your brand - building confidence and trust in your school and cementing your individual place in the market.
This week, we pick up the conversation in time to learn how schools can share good news during times of crisis.
Join me on a journey of brand self-discovery!
WHO AM I?
Having spent over 10 years in the school creative industry I’m still surprised by how many clients I meet who are not “on the same page.”
Some schools are nearly there, but there is a little confusion around language. Others disagree completely about the school’s key values. To be honest, it's rare to find a school where everyone is “singing from the same hymn sheet.”
Now, of course, interpretation can be forgiven, but even when you look at the sentiment it's crazy to see how disconnected some schools can be about the essence of who they truly are. And, if your school doesn't know who they are and what they stand for, how on earth will your prospective parents know?
LET ME TAKE YOU ON A JOURNEY OF DISCOVERY!
In my last blog, I gave you guys a tasty little tip on how to start to take the first steps in discovering your brand identity. Now it’s time to strap on those hiking boots and ascend Mount Brand! In this wonderful story, you play the avid explorer looking to discover the mystical secrets of your school brand. I am your loyal and trustworthy Sherpa!
Of all the business processes, marketing has probably changed the most over the last 100 years. The famous 4Ps model of 1960 hardly features on the starting line for the marketers of today who can personalise communications with the click of a button. But evolutions in thought and technology mean nothing if the people sitting behind the desk implementing strategy don’t have the knowledge and desire to improve their own skills.
Without getting back in the classroom themselves, where can #SchoolMarketers go to quench their thirst for knowledge?
LISTEN TO PODCASTS
Podcasts have become every marketer’s best friend. Not only are they a great channel for marketers to engage audiences, but they’re also a fantastic way to get creative ideas. Better still, you can tune in on the commute, in the bath or even whilst clearing the email inbox on a chilled Friday afternoon.the lowdown on new technology, hear from thought-leaders and be inspired with
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Delving into design and leadership, Method in the Madness is a favourite of our Creative Director, Tim. Some of the world’s most renowned marketing and creative leaders talk about their creative process in a refreshingly honest and open way - perfect to help your planning for the new school year.
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This straight-talking pod comes highly recommended from our social team. Covering everything from starting a business, increasing email subscribers and developing full-blown digital strategies, this podcast has you covered.
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The Interactive Schools Podcast
Where better to go for #SchoolMarketing than the experts themselves?! Let our team take you through the ins and outs of social media.
READ A BOOK (REMEMBER THOSE?!)
Marketers are busy people, which is why blogs have become the go-to place for strategic and creative insight. However, we shouldn’t overlook the role of books in personal development. A good book can provide detail, tangible examples and even question the reader’s own practice, which is something digital content can often miss.
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Schools thrive on word of mouth recommendations and Contagious really helps the creative juices to flow. Ben, our marketing manager, read Contagious cover-to-cover in a day and still refers to it when trying to solve those problems that need a bit of extra inspiration!
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Our very own Dan Price gave this book five stars, but he wasn’t alone! Most of the team have read this one and, even though it was written nearly 40 years ago, still feels fresh and relevant to the modern marketer.
TAKE AN ONLINE COURSE
Online courses and webinars provide a fantastic opportunity to get practical advice on a range of topics. Interactive Schools’ #WednesdayWebinar series attracts a great crowd of committed marketers who are eager to improve their understanding of social media, creative strategy, analytics and everything in between. Whether there’s a certificate on offer or just a pat on the back, engaging with more formal learning is a fantastic way to ensure your school is ahead of the game.
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Packed full of fantastic courses, Google’s Digital Garage is a great way for marketers to upskill in digital marketing, leadership and strategy. Members of the Interactive Schools team can regularly be found taking a quick course over lunch to inspire them for the afternoon!
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Our #WednesdayWebinar series is a fantastic way for our clients to stay ahead of the game in school marketing. Our clients choose the topics and we do our very best to help out.
ATTEND A CONFERENCE
Conferences are a great way to find out what leading marketers are up to in their own organisations. As well as hearing from real experts, it’s a chance to meet like-minded people and meet companies with solutions that can help to make your working life easier. In the lockdown world, conferences have gone digital and the team at Interactive Schools have put together an event on Thursday 25th June for those #SchoolMarketers who need some inspiration ahead of the new school year.
Our #PowerUpConference features experts from leading US enrollment organisations, marketers and Principals from top independent schools on both sides of the Atlantic and Interactive Schools’ very own creative strategists.
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Peter Baron - Chief Member Relations Officer, Enrollment Management Association
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Lauren Castagnola - Director of Communications & Community Relations, Westover School
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Jillian Conway, Associate Director of Marketing Communications, Pine Crest School
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Emily Cretella - Marketing Strategist & Storyteller, Cursive Content
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Gregg Ledbetter - Head of Enrollment, Pulaski Academy
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Vivien Valenzuela Mallick - Director of Admission Operations, Phillips Academy (Andover)
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Rick Newberry - President, Enrollment Catalyst
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Rob Norman - Best Boy, InspirED School Marketers
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David Tuttle - Director of Enrollment Management, Westover School, & President of the Board of Directors, Small Boarding Schools Association
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Chris Wheeler - Principal, Monkton Combe School
The conference is limited to 100 delegates, so sign up now!
Community engagement is one of the most important metrics when measuring success of your #ContentStrategy and one which needs a lot more focus. At a time of distance learning, parent engagement is key to student retention and keeping those important stakeholders as happy as Larry!
A common complaint from parents is that schools can be too reactive with engagement and comms and not proactive enough, so how can we improve this with some simple community engagement ideas?
TIP #1: Weekly dynamic newsletter
Words and content are the most fundamental tool to any school website, yet they are also key to enticing any prospecting parents.
While design immediately strikes at humanity’s desire to be satisfied aesthetically; the content and words drive human-kind’s need to acquire information and make decisions. The words we hear or read and the content provided is just as, if not more, powerful than the images that we see.
So, you’ve completed your paid advertising campaign and you’re looking through the results - of course, as every marketing decision must be informed by data. As we have stated previously, every campaign must go through the ‘learning’ process during which the platform on which you advertise makes informed decisions based on the results and costs. The first campaign for any school marketer can be a nerve-racking time, especially if admissions are not as high as had been expected and your efforts are being questioned. The question on every school marketers’ lips is: What on Earth do I do now?