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
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
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
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 […]
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
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
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. […]
RSVP
Summer is a good time to start planning for your special events and parties in the coming school year. Your invitations should set the tone for your event AND provide the details that will be sure to attract the guests you want to come. Especially if you are working with volunteers (think reunion class chairs […]
Operating Statement for your Blog
I keep saying that schools need to have a written operating statement for their magazines. Such a document provides a rationale for this costly communication and back-up for the editor, who is likely to be pulled in different directions by multiple stakeholders. Stay on mission, stay on message. Your blog needs an operating statement, too, […]
The No-Fail Magazine Budget Diet
The school magazine is one of the premier ways to showcase your programs and people—here is where the best content marketing can really pay off. But if print is NOT dead, how do you keep it from killing your budget? Here’s how to maximize the ROI of your magazine. Giving it structure will preserve dollars, […]