Beyond the Campaign Logo

Posted on Oct 11, 2019 in Blog, Fundamentals
Beyond the Campaign Logo

If your school isn’t in full campaign mode, chances are you’re in the planning stages for the next one. This ongoing cycle of campaigns means attention to stewardship and cultivation must be a top priority. Donors need to feel genuinely appreciated for their generosity. The school community as a whole should be updated on donor-funded […]

Who’s In Charge of Your Message?

Posted on Jul 12, 2019 in Blog, Insights
Who’s In Charge of Your Message?

The ability to rate quality of programs and value of your offerings has increased exponentially with the growth of social media and ranking sites. It’s too late to sit around freaking out because you aren’t in control of your message anymore… Or are you? Take a look at the communications channels you can take charge […]

Recharge with a Marcom Retreat

Posted on Jun 10, 2019 in Blog, Fundamentals
Recharge with a Marcom Retreat

Summer is the professional pause all school marketers are anticipating. There is a sweet spot of time between the end of the fiscal year and the kick off of the next admissions cycle to schedule a team retreat. This can be a wonderful opportunity to acknowledge the hard work and dedication your team demonstrated this […]

The 8 Key Elements of Communications Planning

Posted on Jan 24, 2019 in Blog, Fundamentals
The 8 Key Elements of Communications Planning

1. Constituencies Identify your important audiences and get to know their needs and expectations. 2. Programs and Services Know your “product.” True marketing involves a give and take between you and your “customer” with something of value going in both directions and both parties benefiting from the exchange. This is as true for your development […]

The How-To Guide for School Communications Directors

Posted on Dec 6, 2018 in Blog, Fundamentals
The 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 […]

Color

Posted on Nov 16, 2018 in Blog, Fundamentals
Color

Color is the foundational and indispensable element of visual branding. Color comes from light, “that first phenomenon of the world,” as said by the famous color theorist, Johannes Itten. Color: distinguishes mood and style symbolizes trends, ideas and traditions lets you identify without reading (think hospital wayfinding signage and the right team bench) Most older […]

Is Your Magazine Worth the Cost of Printing?

Posted on Oct 22, 2018 in Blog, Insights
Is Your Magazine Worth the Cost of Printing?

This post is adapted from Carol’s interview with Megan Venzin, writing for The Nonprofit Communications Report, published by John Wiley & Sons. When is a nonprofit publication a sound investment? WHEN IT IS READ! Sadly, over 50% of school magazines should go straight to the wastebasket. They fail to demonstrate how the institution is living […]

Own Your School’s Identity

Posted on Aug 27, 2018 in Blog, Fundamentals
Own Your School’s Identity

Schools think they will save money with do-it-yourself branding by using clip art or by having an enthusiastic parent draw a logo that will be emblazoned on the website, letterhead and campus signage. Home pages abound with newly created heraldic crests with indecipherable Latin phrases, lamps of learning, swords and trees meant to define the […]

Start to Finish

Posted on Jun 18, 2018 in Blog, Fundamentals
Start to Finish

More than any other factor—yes, even more than money—the importance of plotting your marketing communications (aka marcom) projects on a master calendar is the most undervalued planning step we encounter working with schools around the country. Starting too late and guessing at how long it will take is rampant. What do you get when you […]

Market Research–It Begins at Home

Posted on Apr 7, 2018 in Blog, Fundamentals
Market Research–It Begins at Home

My friend and marketing expert Jeff Wack recently commented, “For me, marketing/enrollment is not the output goal of truly strategic planning; rather, coupling an understanding of market factors (competitors, demographics) with a cold-eyed look at the organization (product, price, messaging, staffing, resourcing), are the main inputs to strategic thinking.” I agree with Jeff. Sometimes we […]