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 […]

Creativity

Posted on Nov 10, 2016 in Blog, Insights
Creativity

Often I am asked about creativity and how to come up with ideas beyond the ordinary to make a digital or print communication the most effective it can be. Here are some key elements that will lead you to the wow factor. Empathy Putting yourself in your readers’ shoes and anticipating their needs, expectations and […]

Rethinking the Class Size Message

Posted on Nov 3, 2016 in Blog, Insights
Rethinking the Class Size Message

Brad Rathgeber is the executive director of One Schoolhouse, which comprises Online School for Girls, Online School for Boys, Online Independent School. Brad’s guest post addresses the need to shift marketing messages as educational models evolve and the expectations of millennial parents change. A central promise that independent schools make to families is: We know […]

Major Gifts Come from the Personal Touch

Posted on Oct 6, 2016 in Blog, Insights
Major Gifts Come from the Personal Touch

Helen Colson is a leading expert in independent school advancement. Her 360-degree view of philanthropy comes from her experiences as a director of development, trustee, teacher and author, and consultant to schools in the U.S. and abroad. You work hard to make your website, printed materials and social media outreach relevant, timely and persuasive. But […]

Everyday Expertise

Posted on Sep 23, 2016 in Blog, Insights
Everyday Expertise

A few years ago David Thiel (Deerfield Academy) and I gave a workshop on time management. I absolutely love his ability to cut through the underbrush of marketing communications work to arrive at simple truths and time well spent. For example: “Rinse and repeat. Audiences don’t read everything we send out. Say the same thing […]

Does Class Size Matter Anymore?

Posted on Sep 15, 2016 in Blog, Insights
Does Class Size Matter Anymore?

Educators have trained a generation of parents that small class size matters and that this is a distinguishing attribute of independent schools. But some research does not demonstrate that class size below 22 makes an appreciable difference in how children learn.[i] So reports Brad Rathgeber, executive director of One Schoolhouse, which has evolved from the […]

Marketing: The Personal Touch

Posted on Aug 25, 2016 in Blog, Insights
Marketing: The Personal Touch

The college sports world has provided a stark reminder that school marketing plays a crucial role in admissions as well as fundraising and community good will. A top recruit to the University of Michigan has decommitted to the university’s football program after a thank you note blunder. Michigan thanked this athlete and his mother for […]

Three Immutable Branding Principles

Posted on Aug 11, 2016 in Blog, Insights
Three Immutable Branding Principles

This guest blog was written by Gerald A. Schorin, a longtime friend and mentor of Carol Cheney. Like many things, what we call branding can be both simple and complex. On one hand, some marketers refer to freshening the logo as branding. On the other, branding can involve intensive internal and external research, competitive analysis, […]

How We Respond to Your RFP

Posted on Aug 4, 2016 in Blog, Insights
How We Respond to Your RFP

We get loads of inquiries asking about our marcomm creative and consulting services. Such inquiries can be classified as RFQs—request for qualifications—and are a great way to determine if an agency may be a good fit for a project. The RFP—request for proposal—outlines the project for which you are seeking services. When we are asked […]

Lessons from the Field

Posted on Jul 21, 2016 in Blog, Insights
Lessons from the Field

Here are a few words of wisdom from Catherine O’Neill Grace from her 25 years as a writer and editor. She is currently senior associate editor of Wellesley magazine and former editor of Independent School magazine. Never, ever misspell the name of an alumna/alumnus, or attribute her/him to the wrong graduating class. This seems obvious, […]