Headmaster

Is the perception of your school’s brand far too important to be left solely to school marketers? How exactly has our digital world shifted the role of school staff in marketing? In this episode, we discuss who really is responsible and how your school, as a whole, can become best equipped to operate like a media company.

“The greatest delivery system for any idea is a story.” Seems simple, right? Yet, before you can craft an effective narrative you must ask yourself three questions: Who is your story for? What is it for? How will you know if it’s working? We cover the six types of stories – from personal anecdotes to the sceptics’ story – that will clearly articulate your school’s brand.

What is the best way to think of strategy for non-strategists? Is it possible to clearly distinguish strategy from tactical execution? In this episode, we’re joined by CEO of Strategic Factors and Harvard Business Review author, Dr Graham Kenny, who knows what yields results and what doesn’t when it comes to executing a strategy.

As you’re aware – as a school Head – switching hats from managing teachers to managing your marketing team can be quite the juggling act. So how can you adjust your management style to reflect this? In this episode, we go over our seven-step guide so you can effectively communicate with (and inspire) your team to achieve your school’s objectives.

McCrindle’s Director of Advisory Ashley Fell summarises some surprising (and unsurprising) trends school Heads must be aware of leading into the year ahead, spanning from the virtuous needs of consumers (in this case, parents) to a shift in intergenerational connections in the workplace.

How do prospective parents determine value? And most importantly, how do you increase your school’s perceived value? In this episode, we discuss what the perceived value theory is and how you can apply this theory to prospective parents as a Chief Value Proposition Officer.

Dr Christopher Duncan has 20 years’ experience leading independent schools across Australia and is now the CEO of the Association of Heads of Independent Schools of Australia (AHISA). He spoke with SMJ about the observed parallels between leadership, decisions made by the Board and marketing strategies – leading to his mission to improve school governance.

How do you create enticing content to get your prospective parent to know, like, and then, ultimately, trust you? And most importantly, how do you leverage that trust into an opportunity? In this episode, we discuss how you can reach the seven key stages of the life cycle of your prospective parent’s journey, resulting in the prospective parent becoming an advocate for your school.

Despite staggering inflation costs, many schools have increased their fees well below the current inflation rate in recognition of the cost-of-living pressures on families. In this interview, Edstart founder and CEO, Jack Stevens dives into Edstart’s School Fees Report 2023 to summarise the surprising tuition trends across the country and the financial implications this has had on schools.

The future of artificial intelligence (AI) is here and with it comes the need for an answer to the big question: What does this mean for the future of school marketing? In this episode, we take a look at ChatGPT, the AI software stirring controversy, and reveal how you can utilise this powerful technology to augment and enhance your marketing and communication strategy.