Smc: School Marketing And Communications

Brad interviews Brian Massey, the head of conversion optimisation agency, Conversion Sciences. Brad and Brian discuss conversion optimisation, how it helps online marketers and how it differs from normal analytics. They also look at the differences that arise between the online feedback that consumers give and their actual online browsing habits. In addition, they examine some different conversion optimisation tools that don’t always require large test sample sizes. In conclusion, Brad and Brian discuss how low traffic websites can use conversion optimisation.

Brad and Scully discuss news that data analytics and mobile technology are becoming must have skill areas for modern marketers. In addition, they examine the idea that all content marketers must make time to write and the relevance of humanity behind the content we create. This episode’s commonly asked school marketing question looks at the importance having purpose built-in to your school brand. This week’s school marketing example: Campos coffee – a good example of having purpose within a brand. The rants and raves segment looks at an infographic highlighting companies in the martech (marketing technology) market.

In this special edition, Brad interviews US-based Independent Curriculum Group Executive Director, Peter Gow. Peter is a long-time independent school teacher, administrator and consultant. They discuss a blog post Peter wrote titled ‘A letter to a new marketing and communications officer’ as well as some essential truths for school marketers.

Brad interviews Mark McCrindle, Principal from McCrindle Research. His firm researches communities, surveys society and analyses the trends. In his article ‘A decade of Australian transformation’, Mark stated that Australia is currently in a decade where society altogether alters – an occurrence that only occasionally takes place in history. Mark and Brad discuss the key megatrends that Mark’s research has identified and how these might change the ways non-government schools think about the future and the next generation of students. Mark concludes the interview with his biggest insight from his research and how Australia’s transformation impacts schools.

Brad interviews Brendan Schneider, Director of Admission and Financial Aid at Sewickley Academy in Pittsburgh, Pennsylvania. Sewickley Academy is a Pre-Kindergarten to Year 12 independent coeducational school with 660 students. Brendan shares his journey with social media from when he commenced at the Academy in 2008, the time of the major stock market crash. Brendan and Brad’s discussion includes how Brendan developed and uses Inbound Marketing and the first steps for using social media in school marketing.

Brad and Scully discuss the concept of schools having their own unique brand personality. In addition, they examine the slump of ad agencies in 2016 and if they will make a comeback in the new year. They also suggest six questions to consider before drafting your 2017 marketing plan. This episode’s commonly asked school marketing question looks at if you should rebrand your school. This week’s school marketing example: onsite tours and why it’s important to get your parents and the community onto your school’s campus. The rants and raves segment looks at the role of language when discussing creativity.

Brad interviews Jonathan Winchester, the founder of Shopper Anonymous, one of the world’s leading mystery shopper companies. Brad and Jonathan discuss the application of mystery shopping in schools and how it differs to retail mystery shopping. In addition, they examine the company’s experience with academic institutions, particularly in the UK. They discuss six key areas discovered by mystery shoppers that schools continually seem to struggle with and some common school practices that mystery shopping often proves wrong. Brad and Jonathan conclude by looking at what schools should be focusing on to improve student’s wellbeing and enrolments.

Brad and Scully discuss Facebook’s issue with fake news. In addition, they examine the strength of the content management system, WordPress; and Google’s 200 ranking factors. This episode’s commonly asked school marketing question looks at five ways marketing analytics is broken and how to fix it. This week’s school marketing example: How to make more people subscribe to your blog. The rants and raves segment looks at how big changes from Facebook, Snapchat and Pinterest will affect school marketers. Episode links: Is Facebook in danger of becoming the next Taboola? https://contently.com/strategist/2016/11/16/facebook-fake-news-problem/ Why WordPress isn’t scared of Facebook, Snapchat, or the future of publishing https://contently.com/strategist/2016/11/08/wordpress-publishing-future/ Google’s 200 ranking factors: The complete list http://backlinko.com/google-ranking-factors# Five ways marketing analytics is broken (and how to fix it) http://www.marketingprofs.com/opinions/2016/31067/five-ways-marketing-an

Brad and Scully discuss news that marketers are putting more time into using marketing technology then their actual marketing. In addition, they examine the implications of Adstream’s acquisition of advertising content management and distribution company, Dubsat; and the discontinuation of Vine by their still relatively new owners, Twitter. This episode’s commonly asked school marketing question looks at how to manage your social media in a crisis. This week’s school marketing example: Buzzfeed’s recipe video series, Tasty, and how it dominates its audience through the effective use of Facebook video. The rants and raves segment looks at the importance of applying insight to marketing decisions.

Brad interviews Howard Behar, an author, speaker and advisor, and the former President of Starbucks North America and Starbucks International. Brad and Howard discuss servant leadership in business. In addition, they examine the idea that servant leadership is a full-time position not a case by case thought process. They also discuss the position of values in a company and how Howard went about building his people-centred culture at Starbucks. Howard explains his 6 Ps and concludes with a parable on servant-based leadership.

Brad and Scully discuss news that Victorian principals have been given a warning about leaking students’ exam results early for marketing advantages. In addition, they examine a practical guide to AB testing; and some essential questions to consider when making a school video. This episode’s commonly asked school marketing question looks at how to optimise content with Google Analytics. This week’s school marketing example: VidyaGyan Leadership Academy’s extensive waiting lists. The rants and raves segment looks at a controversial article by Mark Ritson, ‘Is content marketing a load of bollocks?’

Brad and Scully discuss the most annoying things brands do on social media. In addition, they examine the possibility of podcasters abandoning Apple; and why marketers are creating too many blog posts. This episode’s commonly asked school marketing question looks at how to produce a successful school event. This week’s school marketing example: The Scots College’s compelling interview series, The Scots Advantage. The rants and raves segment looks at 10 tips for telling great brand stories with online video.

Brad and Scully discuss the elements that make a thoroughly modern marketer; and whether the rapid growth of content marketing will make the content bubble burst. In addition, they examine the big move by consultancy firm, Accenture, who will venture into the world of marketing with the creation of a one square kilometre content marketing centre. This episode’s commonly asked school marketing question looks at the most frequently asked questions regarding search engine optimisation. This week’s school marketing example: Knox Grammar School’s excellent use of storytelling in video. The rants and raves segment looks at GoPro’s impressive use of storytelling with the use of their new drone.

Brad interviews Adam Voigt, a speaker, coach and author who focuses on school culture. Adam and Brad discuss the definition of culture within a school and how school marketers can help move their schools toward a healthy culture. They also discuss the role of emotion in the buyer process and how this effects prospective parents’ decisions. In addition, Brad and Adam explore what it means to have a strong school culture and how different teams in the same organisation can have different cultures.

Insights into the world of professional services marketing, presented by Brad Entwistle and Andrew Sculthorpe. Brad and Scully discuss three contradictions that define the Olympics brand; four tips for effectively training your marketing team; how to keep coming up with new story ideas; how to set up the best blog for your school; a clever marketing campaign from the Swedish Tourist Association; and the fact that some brands are starting to question whether they over-invested in digital marketing. 

Brad interviews Erika Heald, a content marketing and social media consultant based in San Francisco. Erika and Brad discuss the purpose of brand voice in a school. They look at why a clear brand voice is imperative even when it may not seem overly important. Brad and Erika also explore the five steps Erika uses to define and use brand voice when she is consulting. In conclusion, they discuss the difficulties a school could face when they initially consider their brand voice.

Brad and Scully discuss the benefits of using multiple vendors for digital marketing tools. In addition, they question if social media is the most engaging channel for marketing; and the digital marketing skills gap. This episode’s commonly asked school marketing question looks at ten tips to managing a school’s reputation. This week’s school marketing example:  Vidyard’s useful blog on how they created new videos for their website. The rants and raves segment looks at the qualities parents consider important when choosing a school; and some powerful audio stories shared by the Royal Commission into Institutional Responses to Child Sexual Abuse.  

Brad interviews Georgy Cohen, Associate Creative Director for Digital Strategy at OHO Interactive in Boston. Georgy and Brad discuss online marketing in education by comparing universities and secondary schools online marketing efforts. They also discuss common problems that are often found on school websites. In addition, they explore content strategies and how they fit within budget and time constraints. In conclusion, Brad and Georgy discuss how analytics is used in content creation.   Episode links: Georgy Cohen http://www.georgycohen.com/ Meet Content http://meetcontent.com/ Confab Higher Education 2016 http://confabevents.com/events/highered/2016 OHO Interactive https://www.oho.com/

Brad and Scully discuss news that many Australian students lack hope for the future. In addition, they examine how single-sex non-government schools are outperforming their co-educational counterparts; and how Google’s Accelerated Mobile Pages update will affect marketers. This episode’s commonly asked school marketing question looks at the top ten reasons to write listicles. This week’s school marketing example: Proctor Academy’s excellent website. The rants and raves segment looks at content marketing predictions for 2017. Episode links: Many Australian students lack hope for the future http://www.gallup.com/opinion/gallup/194525/australian-students-lack-hope-future.aspx?utm_source=alert&utm_medium=email&utm_content=morelink&utm_campaign=syndication Single-sex schools outperforming co-ed – study http://www.educatoronline.com.au/news/singlesex-schools-outperforming-coed--study-221074.aspx How Google’s big AMP update will affect marketers and publishers https://contently.com/strategist/2016/08/

Brad interviews Bart Caylor, President of Caylor Solutions, an education marketing and branding firm in Indianapolis, Indiana. Bart shares his thoughts on the value of content marketing to schools and then ‘walks through’ the five main components of content marketing: content, email nurturing, workflows, business intelligence, and tracking and reporting. He also discusses the hurdles schools may need to overcome and how he implemented inbound marketing at Wesleyan University. Bart concludes by suggesting resources that can assist in learning and understanding more about inbound marketing. Episode links: Caylor Solutions http://www.caylor-solutions.com/ Indiana Wesleyan University https://www.indwes.edu/ Inbound marketing for schools: Edu trends part 3 http://www.caylor-solutions.com/inbound-marketing-schools-edu-trends-part-3/ Youtility – Jay Baer http://www.youtilitybook.com/