Be a Data-Driven Marketer

Posted on Jun 9, 2017 in Blog, Fundamentals
Be a Data-Driven Marketer

Stacy Jagodowski is on the move. This high-profile indy school marketing and communications strategist is headed west from Cheshire Academy to a new assignment at Milken Community Schools in Los Angeles. I caught her for a farewell lunch today, and—as always—she was generous in sharing her expert advice as the year wraps and summer offers […]

Avoid the Jargon Jungle

Posted on Jun 3, 2017 in Blog, Fundamentals
Avoid the Jargon Jungle

Are you thrashing through the marketing jargon jungle? Confused about what is Brand Essence, a Value Proposition, the difference between Vision and Position and how do you get it? What happens if you don’t? Well, you’re not alone! There’s lots of competition for your business now that marketing has become an accepted management tool in […]

Is Your Speech on Message?

Posted on May 27, 2017 in Blog, Musings
Is Your Speech on Message?

The school year end means graduation, reunion, prize day, and other celebrations that call for speechifying, and these moments are golden opportunities to reinforce your school’s brand promise. You want to take time to research and craft your remarks to be memorable and full of passion: • Excite your audience • Thank and congratulate wholeheartedly […]

Origin Stories and Your School’s Brand

Posted on May 19, 2017 in Blog, Insights
Origin Stories and Your School’s Brand

Brand strategy is based on a school’s existing strengths as well as an aspirational vision. Your brand needs to convey a clear and authoritative point of view about your education and the results it delivers. Your brand also looks back to the founding of the school and the pride that has built up over time […]

8 Ways to Reduce Snooze in a Long Story

Posted on May 11, 2017 in Blog, Fundamentals
8 Ways to Reduce Snooze in a Long Story

Headline Grab the attention of your distracted reader with a powerful headline—make it pithy and make it colorful. Deck Explain your story through this précis, building on the headline—a phrase or a short sentence or two will do the trick. Running Heads Show your reader through the content by adding bold subheads for new sections […]

7 Ways to Improve Your Admissions Collaterals

Posted on May 5, 2017 in Blog, Fundamentals
7 Ways to Improve Your Admissions Collaterals

Yes, people still want to receive print from you. To maximize your investment, these materials must create an experience for the reader that mirrors what they will find when they come to your campus. Too often, they fall short. Print gets bad grades for: amateur graphic design that decorates but does not illuminate your editorial […]

Assessing Your Magazine ROI

Posted on Apr 28, 2017 in Blog, Fundamentals
Assessing Your Magazine ROI

Taking time to review your work is a discipline that often gets lost in the day to day. But it’s essential to evaluate the process and product that keeps communication flowing with your desired constituencies. Using the school magazine as an example, here’s what you should look at: Objectives What do you hope to accomplish […]

Happy Birthday To You

Posted on Apr 20, 2017 in Blog, Insights
Happy Birthday To You

School anniversaries provide an ideal occasion to boost your visibility with important constituencies, including your hometown. Increasingly, schools are using birthdays as a vehicle to launch or round up major fundraising programs, including capital campaigns for endowment and bricks and mortar. If you want to be a really with-it party animal, get started well before […]

Market Research—Every Year

Posted on Apr 14, 2017 in Blog, Insights
Market Research—Every Year

Market research should become part of the management of an independent school on a yearly basis. You should be looking at demographics, perception and position in the marketplace, program, facilities/location, modes of communication, program effectiveness, impact and outcomes, growing philanthropy and more. There are all kinds of diagnostic and assessment research schools can harness depending […]

A How-to Guide for School Communications Directors

Posted on Apr 8, 2017 in Blog, Insights
A How-to Guide for School Communications Directors

Some of the days in your many-layered job, you’ll spend time as a writer/editor. Here are 18 essential survival tips for the 5 selves in you: The Egotist Be a reader first and an editor second and a writer third. Listen and then give it your own touch. Pick your fights. If you have to […]