080: Media crisis or media enquiry? Interview with John Le Cras

How do you react when you hear ‘the media’ is on the phone? For many Heads, panic immediately sets in and they can be inclined to hide under their desk. So, how do you spot the difference between a simple enquiry and a potential crisis? PR and media expert John Le Cras joins us to discuss his five red flashing lights that will help you determine which is which.

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079: Marketing myth busting

It’s been said that ‘communications and marketing are the same thing’ and that ‘marketing communications have not fundamentally changed.’ Myths or facts? We delve into the whys and wherefores of both, unpacking what you need to know about them as the school Head.

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078: Prove it before you promote it – interview with Steve Cuno

In this interview, Steve Cuno — author, copywriter and self-professed ‘marketing know-it-all’ — discusses whether he’s a marketing sceptic and why you should take intuition out of your marketing decisions. He provides tips for school Heads in how to embrace scientific marketing, unpacking insights from his book, “Prove It Before You Promote It”.

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077: Crafting your visual identity

What are the differences between visual identity, brand and logo? Why would a school want to consider its visual identity and maybe even change it? In this episode, we talk you through the what, why and how.

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074: Managing marketing

With experience leading large independent schools, Dr Paul Teys now helps schools leverage their strengths by mentoring leadership teams and managing executive recruitment. In this interview, Paul discusses what it means for Heads to perform as CEOs, focusing on the intersection of leading the school and leading school marketing.

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072: A storytelling ecosystem with Tracy Chalk

The University of Newcastle’s Chief Marketing Officer, Tracy Chalk, has deep experience across higher education and government in both marketing and brand management. In this interview, Tracy discusses why storytelling is so important for today’s education marketing, what her own storytelling ecosystem looks like and how school Heads can start the necessary conversation with their marketers.

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071: Being remarkable

How do you stand out from the crowd? What does it mean to be remarkable? In this episode, we delve into the highlights of Seth Godin’s Purple Cow, discussing those things that can make all the difference to your school marketing and, ultimately, your enrolments.

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070: Why media training matters

Even the most experienced of performers can be caught out when dealing with the media. In this interview, media and crisis communication expert John Le Cras discusses why even smooth operators would benefit from some training. Remember, “everything you say may be taken down and used in evidence against you.”

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069: Real, rare and relevant

Is your school distinctive? Do you, your staff and your prospective parents know what sets you apart? In this episode we discuss the ‘3Rs’ criteria, a tool to help you evaluate whether what differentiates your school from your competitors is strategically meaningful.

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