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 […]

Faculty—Your Golden Brand

Posted on Mar 31, 2017 in Blog, Insights
Faculty—Your Golden Brand

Bringing your faculty alive to web visitors and readers is a fantastic way to differentiate your school from all others. These individuals are the heart of your school, and you should be ready to showcase them by having on hand basic information that goes beyond name and year of appointment. You should have a completed […]

Writing Fit for Reading

Posted on Mar 23, 2017 in Blog, Fundamentals
Writing Fit for Reading

By now, I hope your school has created the position of director of communications. And if you’re keeping up with the times, you also have an associate or assistant responsible for the website and social media. This puts your school in good shape for producing well-written content for both electronic and print communications. Although the […]

Getting Personal with Donors

Posted on Mar 17, 2017 in Blog, Insights
Getting Personal with Donors

What’s the best way to quietly unveil your plans for a major capital campaign with key donor prospects? Treat them like insiders! Especially during the leadership phase of a capital campaign or in the ongoing cultivation of major donors, a school is wise to seek and take counsel from this essential constituency. Your donors and […]