In this episode of SMC, Charlie and Rita Oooh and Ahhh about out-of-home media. In the Making News segment, the team discuss the proliferation of fake ads and what it means for creativity and the advertising industry as a whole. In the Deep Dive, the pair discuss an analysis of out-of-home effectiveness and what all school marketers can take away. Finally, they Rave about a fun (mini) out-of-home campaign for Cadbury Mini Eggs.
In the episode of SMC, Charlie is joined in the studio by his co-host Rita Kilroy, and imageseven Account Manager – Sophia White. In the Making News segment, the team discuss the City of Sydney spending hundreds of thousands of dollars removing out-of-home street furniture, and what school marketers can learn about placements. In the Deep Dive, the team discuss the power of ‘multitouch engagement’ and uniting admissions and marketing, before taking the (click)bait of John Le Cras’ recent piece ‘Why so much advertising is a waste of money’. Finally, in the Rants and Raves segment, the team rant about social media, and the dangers of building your brand on someone else’s (digital) land.
Is it possible for your school to stand out in a sea of sameness? This episode, Brad and Scully discuss the idea that to be effective with any content marketing strategy, you have to develop a distinctive – as opposed to distinct – point of view for the story you’re telling or the value you are delivering at your school. We investigate how being only distinct limits our ability to stand out and how by being distinctive, your school can be the ‘purple duck in a room of brown mallards’.
This episode Brad and Scully discuss the case for school magazines and why it is important not to dismiss the idea of print publications. We discuss how the long form content of Prospectus’ and other school publications work differently from the ‘bite-sized’ content that is so often associated with digital communications, and how school Heads can use these hand-in-hand to get the best communications results for their schools.
In the final part of this four-part series with Maria Kadison, President and CEO of EdwardsCo, we discuss how to execute and align all the brand initiatives to form your school’s public presence and form one strong, cohesive brand strategy. We investigate how to streamline your messaging and narrow down your marketing to your key messages to reduce confusion amongst your potential customers.
In this episode we pick up where we left off from Episode 164, as we discuss navigating issue management. We walk you through a flowchart about issue management and the types of decisions you will be faced with. As we explore a number of fictitious case studies, we assess the four key questions that every school Head needs to ask themselves before communicating with the community when an issue arises, and then follow our flow chart to give you practical advice on how to respond respectfully, efficiently and effectively.
In this episode we pick up where we left off from Episode 164, as we discuss navigating issue management. We walk you through a flowchart about issue management and the types of decisions you will be faced with. As we explore a number of fictitious case studies, we assess the four key questions that every school Head needs to ask themselves before communicating with the community when an issue arises, and then follow our flow chart to give you practical advice on how to respond respectfully, efficiently and effectively.
In the episode of SMC, Charlie is joined in the studio by his co-host Rita Kilroy, and imageseven Senior Account Manager – Isabella Tranchita. In the Making News segment, the team discuss the importance of local SEO for school marketers and how to capitalise on this low hanging fruit. In the Deep Dive, the team discuss Open Days and Discovery Mornings, and whether you and your team are maximising the post-tour stage to convert leads. In the Question of the Month, the team are asked about the Net Promoter Score (NPS) and how to get the most out of the question. Finally, in the Rants and Raves segment, the team rave about some great brand videos produced by Malvern College.
In the third part of this four-part series with Maria Kadison, President and CEO of EdwardsCo, we discuss the idea of EDGE; Expressing Differentiation and Generating Engagement. Discover how EDGE can distinguish your message and intrigue prospective families about your offering. We’ll cover how you can use message architecture tactics, including key messaging, brand stories, archetypes, and personality, to set your school apart from competitors. Finally we delve into practical ways to discover themes that can define your differentiation and subsequently generate interest from prospective parents.
The way that a school Head responds to issues can have a significant impact on the school’s reputation, trust and most importantly, the wellbeing of their students and staff. This episode, Brad and Scully discuss how the key lies not just in appropriately reacting to issues, but proactively managing situations with a strategic approach to communication. We share our framework which details on how to assess the impact, develop a clear response plan and how to decide what to say, when to say it and to whom.
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