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 […]

3 Essential Marketing Fitness Factors

Posted on Feb 5, 2018 in Blog, Fundamentals
3 Essential Marketing Fitness Factors

Marketing communications is finally becoming an accepted strategic tool in good school management. Effectively connecting with your audiences cuts across all departments if you hope to meet your goals in student and faculty recruitment, philanthropy, parent and alumni relations and happy neighbors. Reputation is born in relationships (delivering on your promise), and your active responsiveness […]

Calculating Your Magazine ROI

Posted on Jan 15, 2018 in Blog, Fundamentals
Calculating 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 […]

May Your Days Be Merry & Bright

Posted on Dec 21, 2017 in Blog, Musings
May Your Days Be Merry & Bright

“White Christmas” was first heard on the radio on Christmas Day, 1941, shortly after the bombing of Pearl Harbor. Bing Crosby sang Irving Berlin’s beloved carol that day, and this musical story has filled us with yearning and wishfulness for peace and well being ever since. We do long for the old days, sometimes. But […]

Is Your School Magazine an Award Winner?

Posted on Dec 17, 2017 in Blog, Insights
Is Your School Magazine an Award Winner?

I was flattered to serve as a judge for the InspirED Brilliance Awards, which gave me the opportunity to review over 40 entries in this important category. Some observations to help you produce the next winner: The quality of school magazines has increased exponentially in the last few years. This vehicle of communication is really […]

Campaign Microsites: A New Tool in Your Online Ecosystem

Posted on Dec 2, 2017 in Blog, Fundamentals
Campaign Microsites: A New Tool in Your Online Ecosystem

Digital media offer exciting new opportunities to reach prospective donors and thank those who have already contributed to your capital campaign. Campaign microsites are becoming increasingly popular as a vehicle to trumpet your campaign’s brand, highlight campaign news and provide an easy way for donors to make a pledge or an outright gift. Ensure your […]

School Fairs—Why They’re Worth It

Posted on Oct 9, 2017 in Blog, Fundamentals
School Fairs—Why They’re Worth It

It’s worth your institution investing in attendance at a school admissions fair, but maybe not for the reasons you think. Of course the hope is that lines will form at your table to find out more about your school. You are armed with your new materials, an iPad video and fabulous tchotchkies. Sad to say […]

Handling a Campus Crisis

Posted on Sep 8, 2017 in Blog, Fundamentals
Handling a Campus Crisis

We are thrilled to announce that Jane Hulbert will make a major presentation at Aim High 2018. Jane is the country’s leading expert on independent school PR and crisis communication. We are honored to offer her wisdom to Aim High participants. Save the date: February 27–28, 2018 at The Study at Yale, New Haven, CT. […]

Your School Message—Coming into Its Own

Posted on Aug 26, 2017 in Blog, Insights
Your School Message—Coming into Its Own

It’s undeniable that schools share a great portion of their DNA with other educational options, so if you compare mission statements, website home pages, taglines and other published expressions, everybody seems a lot alike. Branding is important in rendering your school “differentiated,” but there are several indispensable factors that will help make your branding stick. […]