Smc: School Marketing And Communications

Brad and Scully discuss the issue of marketers prematurely abandoning their content strategies. In addition, they examine how you can enhance your prospects’ experience using inbound; and the discontinuation of Isentia’s King Content brand. Brad and Scully interview imageseven Senior Account Manager, Rita Kilroy, on the use of social media in schools. This week’s school marketing example: an effective 360-degree virtual reality video from Knox Grammar School. The rants and raves segment looks at nine pieces of marketing wisdom from influential marketers.

Brad and Scully discuss the age of the wisdom worker. In addition, they examine the best times to post on social media; and how to create effective socially conscious ads. Brad and Scully interview Vanessa Klomp, imageseven Account Manager, on the importance of proofreading. This week’s school marketing example: the effective use of market research presented in the Sensis social media report. The rants and raves segment looks at practical ways to think differently in your marketing.

Brad and Brendan Schneider, Director of Advancement at Sewickley Academy, Pittsburgh, discuss the latest in video benchmarks In addition, they examine global internet trends that will inform your marketing strategy; and the role of a Net Promotor Score at your school. Brendan shares his top three online tools that help him with marketing. This week’s school marketing example: the new podcast from The Scots College, Sydney. The rants and raves segment looks at behavioural data and how it should be used.

Brad and Scully discuss current content marketing trends. In addition, they examine marketing content audits; and the latest martech trends to consider. Brad and Scully interview imageseven Creative Manager, Hayley Emmett on the importance of the brief. This week’s school marketing example: using content for departments other than marketing. The rants and raves segment looks at serendipity in the predictable world of digital marketing.

Brad and Scully discuss who is responsible for customer service in the world of school marketing; and the evolution of content over the past four years. In addition, they examine the role of SEO and how it fits in with what your audience wants. Brad and Scully interview Suzanne Willcock, Senior Account Manager at imageseven, on the topic of visual identity. This week’s school marketing example: an informative piece of content marketing from Deloitte. The rants and raves segment looks at some fact checking done by the Australian Broadcasting Corporation on the schools funding debate.

Brad and Scully discuss the role of influencer marketing for your school and how event marketing can be a great addition to your content marketing. In addition, they examine the difference between marketing content and content marketing. Brad and Scully interview Peter Ion, Lead Creative at imageseven, on visual identity and branding. This week’s school marketing example: a Heineken advertisement that brings people together the right way, not the Pepsi way. The rants and raves segment looks at on old book by Google titled, “The Zero Moment of Truth.”

Brad and Scully discuss the idea that you shouldn’t use enrolments as a key performance indicator. In addition, they examine the fact that Google and Facebook now control 20 percent of global media ad spend; and displaying culture through your brand. Brad and Scully interview Rita Kilroy, imageseven Senior Account Manager, on lead generation and inbound marketing. This week’s school marketing example: removing inappropriate advertising from your brand the correct way. The rants and raves segment looks at how to persuade your boss to pay for your marketing training.

Brad interviews Brian Massey, head of conversion optimisation agency, Conversion Sciences. Brad and Brian discuss the role of conversion optimisation for low traffic sites and the process for self-diagnosing conversion issues. Brian explains how to identify issues on your website and how to rank them. In conclusion, Brian gives examples of generalising words to classify your site issues and determine major conversion problem areas, highlighting the importance to test changes gradually.

Brad and Scully discuss actioning your solutions rather than talking about what you plan to do. In addition, they examine content metrics and why they matter;  and Pinterest’s best scheduling tools for posting. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, on the process for podcasting. This week’s school marketing example:  the powerful Alcohol Think Again campaign that highlights the connection between alcohol and cancer. The rants and raves segment looks at an effective analogy from Seth Godin to continually maintain all aspects of your brand.

Scully interviews Adam Marshall, Managing Director of Carat Perth – the fastest-growing global media agency. Andrew and Adam discuss the role of media buying and how it works. Adam then explains the difference between the media buying process and the media planning process. He also talks about the importance of measurement in the media industry and its role in demonstrating effectiveness and efficiency. Scully and Adam also discuss brand safety, the dangers that social media can create for your school’s image, and programmatic media trading and its growing role in the industry.

Brad and Scully discuss the role of social media in internal communications; and YouTube’s  10,000 view limit for content creators. In addition, they examine the optimum length for copy. Brad and Scully interview imageseven Senior Account Manager, Caitlin du Toit, regarding responding to negative feedback on social media. This week’s school marketing example: Nike’s engaging use of WhatsApp, demonstrating how tailoring your marketing can be very effective. The rants and raves segment looks at the massive failure of Pepsi’s latest advertisement.

Brad interviews Brendan Schneider, Director of Admission and Financial Aid at Sewickley Academy. Brendan is also the driving force behind ScheinerB Media. Brad and Brendan discuss an article written by Brendan, A Match Made in Revenue, and how it is relevant to schools. They then examine the different roles of marketers within schools and the advantage of meeting with all levels of school administration and leadership. In conclusion, they discuss the concept of allowing everyone to ‘own the numbers’ and act as a team.

In our one hundredth episode special, Brad and Scully discuss the Youtube advertising boycott and the importance of brand image. In addition, they examine the effectiveness of newsletters. They also consider mobile applications in the post app era. In celebration of our one hundredth episode, Brad and Scully interview an imageseven Account Manager, Tess Palmyre, on the subject of blog writing for SEO vs writing for real people. This week’s school marketing example: a genius cyber bullying prevention app called Reword. The rants and raves segment looks at a computer-generated painting to bring about the issue of automated content creation, specifically in blog writing, and the future of non-manual written content.

Brad interviews Gabrielle Dolan, a professional storyteller and writer. Gabrielle has recently published a book titled Stories for Work. Brad and Gabrielle discuss the three main parts of the book: Shaping, Sharing and Case Studies. The shaping chapters examine the four styles of stories useful in business and why day-to-day stories are often the most powerful. The eight sharing chapters look at the different places and ways in which you can share your stories and the case studies section examines some real-life examples of storytelling in business.

Brad and Scully discuss marketers that are changing their messaging before the consumers are ready. They also discuss putting the consumer first and not getting caught up in new ad tech fads. In addition, they examine the importance of your brand standing for something and why you need to live it through your actions. This episode’s commonly asked school marketing question looks at an effective list of blog ideas for schools. This week’s school marketing example: a beautifully made Volvo ad that makes use of a historic speech to add to the storytelling of the advertisements visual aspect. The rants and raves segment looks at Monocle Magazines 10 years of print and why you don’t need to wait for a milestone to change your image.

Brad and Scully discuss an informative infographic that shows how event marketing can boost your content strategy. They also examine Snapchat and the dangers of over-reliance on social media. In addition, they look at the use of tone in copywriting and a new tone analyser tool from Contently. This episode’s commonly asked school marketing question looks at yearbooks and how to plan ahead. This week’s school marketing example: how not to make a recruitment video using an example from the Australian Department of Finance. The rants and raves segment looks at the unnecessary and continued use of politics to create content.

Brad interviews Amanda Reid, imageseven’s media strategist. They discuss the role of a media strategist and why they are still important. In addition, they examine the difference between a media strategist and a media planner. They also discuss how to make the most of a media strategist no matter the size of your budget. Brad and Amanda also consider the rise of digital marketing and what that means for traditional media. In conclusion, Amanda explains what every decision maker needs to understand about media planning.

Brad and Scully discuss how Cornell Tech communicated their amazing projects using content marketing. In addition, they examine how to learn from your content marketing failures; and questions you must ask any potential advertising technology partner. This episode’s commonly asked school marketing question looks at boosting your social media engagement without spending more on advertisements. This week’s school marketing example: An emotional video campaign by St Ives Home Care with inspirational stories from seniors. The rants and raves segment looks at the political nature of many of the Super Bowl advertisements this year.

Andrew interviews Ian Thacker, an elite sports and business coach, mentor and teacher. As the former director of ACE Cricket Coaching he has worked with many elite sports teams, independent schools and student athlete teams, applying sports strategies to leadership. They discuss the concept that character is the most important aspect of recruiting, training and mentoring. Andrew and Ian also discuss why simple, clear and concise communication is necessary for effective leadership and why the dictatorial leadership is a thing of the past. They conclude by looking at the importance of teamwork within marketing communities and the necessity of honest, caring feedback.

Brad and Scully discuss the flexibility of agile marketing and what it means for your school. In addition, they examine the role of content in attracting quality staff; and how creativity can work with the modern rules of marketing. This episode’s commonly asked school marketing question looks at project management skills that all marketer should know. This week’s school marketing example: Middlebury College’s website home page which engages the viewer in a creative new way. The rants and raves segment looks at the Association for Data-driven Marketing and Advertising (ADMA) and its controversial decision to have Matthew Oczkowski, the man responsible for the Trump campaign advertising data, speak at their next conference.