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 […]

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 […]

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 […]

School Reputation—A Matter of Education

Posted on Mar 10, 2017 in Blog, Insights
School Reputation—A Matter of Education

Did you know that a significant chunk of the “data” behind the U.S. News college rankings has been a college’s “reputation” among administrators at other colleges and universities? How other educators look at a college thus matters in a substantive, bread-and-butter way, and it doesn’t matter all that much—at least to U.S. News and its […]

Every School Communication is a Recruiting Tool

Posted on Mar 2, 2017 in Blog, Insights
Every School Communication is a Recruiting Tool

Just as there are new ways to use recruitment videos, viewbooks and websites for “nonrecruitment” purposes, so too a school can use its magazine, e-news and annual report to enhance recruitment efforts. Articles in the magazine can help clarify a school’s image and bring people up to date on programs offered. If the public perceives […]

When You Don’t Have a Director of Communications

Posted on Nov 17, 2016 in Blog, Insights
When You Don’t Have a Director of Communications

Lots of schools do not have a centralized marketing communications office, although a strong trend for identifying this function as important to school management is well underway. In a decentralized setting, admissions, development, athletics, summer programs, academic divisions, volunteer leaders and others often are working to produce electronic and print communications separately without too much […]