marketing

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 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.

In the second part of this four-part series with Maria Kadison, President and CEO of EdwardsCo, we discuss some of the things successful schools are doing to uncover valuable data and how to identify the sources of this data. We analyse the different groups relevant to schools and dive into how each demographic can be useful in gaining information to improve the enrolments process and retention. Maria then gives us seven questions that schools can ask prospective families in order to gain a clearer picture about their school. 

Deepfakes are where Artificial Intelligence is used to create or alter video and audio recordings with remarkable realism. In this episode, Brad and Scully discuss the rise of deepfakes and how, for schools, the advent of deepfake technology brings a host of communication, reputation and safety concerns with a range of opportunities for misuse. We present a multifaceted approach for schools to mitigate the risks associated with deepfakes, including key actions for school Heads to prepare for deepfake challenges.

This episode, Brad is joined by Maria Kadison, President and CEO of EdwardsCo, a branding, marketing, strategy and design agency for independent schools across the United States. In the first episode of a special four-part series, they discuss how school marketers can deeply understand their school’s mission and how to turn that into the school’s brand. They explore how creating a meaningful brand creates trust for the community and prospective parents and eventually leads to school growth.

Looking into the future, Brad and Scully discuss the ‘Martec Revolution’ and the implications and challenges that schools will face adapting to rapid technological changes. They provide an action plan for school Heads to implement to ensure their schools are embracing change, aligning technology with their overall strategies and adapting to the dynamic marketing environment. To conclude, they discuss the role of the school Head in all of this and how to balance expectations and practices within your team.