Smc: School Marketing And Communications

Brad and Scully discuss the importance of putting people before your technology. In addition, they examine Pokémon Go and the case for augmented reality; and an infographic of the brief history of content marketing. This episode’s commonly asked school marketing question looks at how to manage a communication crisis. This week’s school marketing example: a magnificent combined website, Stowe School and Stowe House. The rants and raves segment looks at sharing your vulnerabilities. Episode links: Business technology implementations are no longer an IT matter https://www.marketingmag.com.au/hubs-c/75909-2/ Opinion: Pokémon Go and the case for augmented reality http://www.contagious.com/blogs/news-and-views/opinion-pokemon-go-and-the-case-for-augmented-reality Infographic: The history of content marketing https://contently.com/strategist/2016/07/19/infographic-the-history-of-content-marketing/ How to successfully manage a media crisis http://info.imageseven.com.au/school-marketing-blog/how-to-successfully-man

Brad interviews Gabrielle Dolan, co-founder of the leading storytelling company in Australia, and expert in business storytelling and thought leadership, as well as being a teacher, consultant, speaker and author. Gabrielle is also a partner with Thought Leaders Global and works with organisations to help them gain a competitive edge with thought leadership. Brad and Gabrielle discuss the importance of storytelling for school heads, leaders and marketers and how to use it in a school context for messages to resonate with parents, board members and other stakeholders. They also talk about what makes an effective story and some common mistakes in storytelling. Gabrielle concludes with some suggestions on how school marketers can take the first steps in using storytelling in their marketing efforts. Episode links: Gabrielle Dolan http://gabrielledolan.com Business Storytelling Online Program – 25 percent discount for SMC listeners, just add the coupon code mentioned in the podcast https://gabrielle-dolan.mykajab

Brad and Scully discuss seven ways Facebook’s big algorithm change will affect school marketers. In addition, they examine 25 questions you should ask when interviewing for a new school marketing position; and are marketers using the metrics that matter? This episode’s commonly asked school marketing question looks at five of marketing’s most frequently asked questions. This week’s school marketing example: The Scots College’s well-crafted series of Old Boys videos. The rants and raves segment looks at ABC Radio National’s, Download This Show. Episode links: 7 ways Facebook’s big algorithm change will affect marketers and publishers https://contently.com/strategist/2016/06/29/7-ways-facebooks-big-algorithm-change-will-affect-marketers-and-publishers/ Agencies: 25 interview questions you should be asking new hires http://www.workflowmax.com/blog/agencies-25-interview-questions-you-should-be-asking-new-hires Are marketers using the metrics that matter? https://au.marketo.com/analyst-and-other-reports/are-mar

Brad and Scully discuss how school marketing is a love affair with customers – your parents and community. In addition, they examine how age and life stage no longer hold the same relevance and it’s time to rewrite the marketing rules; and 64 online writing tools for writers, bloggers and authors. This episode’s commonly asked school marketing question looks at how to use storytelling to engage your school community. This week’s school marketing example: Brighton Grammar’s wonderful website communication point, Understanding Boys. The rants and raves segment looks at why every election goes negative in the end. Episode links: Make love, not war https://www.marketingmag.com.au/hubs-c/make-love-not-war/ It’s time to rewrite the marketing rules on age and generation https://www.marketingmag.com.au/hubs-c/time-rewrite-marketing-rules-age-generation/ 64 online writing tools for writers, bloggers and authors https://writingcooperative.com/64-online-writing-tools-for-writers-bloggers-authors-40128393adce MindNode

Brad and Scully discuss the value of advertising to the Australian economy. In addition, they examine scientific support for content marketing; and Microsoft’s purchase of LinkedIn. This episode’s commonly asked school marketing question looks at how to prepare your school for marketing automation. This week’s school marketing example: Wilderness School’s series of insightful parent interviews. The rants and raves segment looks at the growth of Monocles’ 24 hour digital radio station since its launch in 2011; and Media Watch’s great summary of the challenges facing the digital news landscape. Episode links: Advertising pays http://www.advertisingpays.com.au/docs/Deloitte-Executive-Summary.pdf Scientific support for content marketing https://www.linkedin.com/pulse/scientific-support-content-marketing-thomas-barregren Microsoft to buy LinkedIn for $26 billion http://www.bbc.com/news/business-36519766 How to prepare your organisation for marketing automation http://www.marketingprofs.com/articles/2016/30053/h

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. Episode links: Sewickley Academy www.sewickley.org/ SchneiderB.com www.schneiderb.com/

Brad and Scully discuss putting marketing research in context and the process for good marketing research. In addition, they examine nine questions to ask before creating another social media account; and what it takes to reach the ‘tipping point’ for viral content. This episode’s commonly asked school marketing question looks at how to garner interest for your next event. This week’s school marketing example: employer marketing and marketing to potential employees. The rants and raves segment looks at a host of new tools Instagram are releasing. Episode links: Marketing research http://www.referenceforbusiness.com/management/Mar-No/Marketing-Research.html 9 questions to ask before creating another social media account http://blog.hubspot.com/marketing/new-social-media-account-questions Viral content: what does it take to reach the ‘tipping point’? http://www.cedarcom.co.uk/blog/viral-content-what-does-it-take-to-reach-the-tipping-point.html How to garner interest for your next event http://info.imageseve

Brad and Scully discuss 4 secrets to building social media momentum. In addition, they examine how to make public relations drive search engine optimisation (SEO); and a fun online quiz is a good way to collect information. This episode’s commonly asked school marketing question looks at how word of mouth advertising is the single most powerful marketing tool. This week’s school marketing example: 17 inspiring Instagram video examples. The rants and raves segment looks at millions of hacked LinkedIn IDs advertised ‘for sale’. Episode links: 4 secrets to building social momentum http://contentmarketinginstitute.com/2016/05/secrets-social-momentum/ How to make public relations drive SEO http://www.marketingprofs.com/articles/2016/29819/how-to-make-public-relations-drive-seo Quiz: What media company are you? https://contently.com/strategist/2015/06/25/quiz-what-media-company-are-you/ How to best influence word of mouth advertising http://info.imageseven.com.au/school-marketing-blog/how-to-best-influence-word

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 that will impact schools to be relevant and attract students in the future. This week’s links: Mark McCrindle http://markmccrindle.com/ A decade of Australian transformation http://mccrindle.com.au/the-mccrindle-blog/a-decade-of-australian-transformation

In episode 63, Brad and Scully discuss the trend of social networking moving away from mass connection to the local market. In addition, they examine the top 10 recommendations for website form usability; and how virtual reality will change business as we know it. This episode’s commonly asked school marketing question looks at 3 ways to incorporate scarcity into your marketing. This week’s school marketing example: how to use NAB’s Federal Budget Hub in your school. The rants and raves segment looks at a well written article about the death of persuasion in advertising. This week’s links: From clicks to cliques: why social networking is moving inwards https://www.marketingmag.com.au/hubs-c/clicks-cliques-social-networking-moving-inwards/ Website forms usability: Top 10 recommendations https://www.nngroup.com/articles/web-form-design/ Virtual reality will change business as we know it http://readwrite.com/2016/03/09/vr-changing-business/ 3 ways to incorporate scarcity into your marketing http://info.imagese

In episode 62, Brad and Scully discuss the best way to present marketing results to your principal, board or heads. In addition, they examine how to deliver on brand promises; and discuss that to be outstanding you need to think more. This episode’s commonly asked school marketing question looks at 5 tips to improve yearbooks. This week’s school marketing example: 7 effective call to action examples and why they work. The rants and raves segment looks at annoying clichés and phrases you hear at work. This week’s links: The best way to present marketing results to your CEO http://www.convinceandconvert.com/digital-marketing/best-way-to-present/ Brand promises and the customer experience gap https://www.marketingmag.com.au/hubs-c/brand-promises-customer-experience-gap/ Stand out from the crowd in your education marketing http://www.caylor-solutions.com/stand-out-from-crowd-education-marketing/ Yearbooks ... 5 tips to polish your performance http://info.imageseven.com.au/school-marketing-blog/topic/yearbooks

In episode 61, Brad and Scully discuss the psychology behind video and marketing. In addition, they examine the unusual relationship between social media and SEO; and the art of email personalisation. This episode’s commonly asked school marketing question looks at how to use inbound marketing to reach your niche market. This week’s school marketing example: 16 tips for a memorable open day. The rants and raves segment looks at a principal who is taking his former marketing director to court over a Twitter account. This week’s links: Web psychology and video: An interview with Nathalie Nahai http://wistia.com/blog/interview-nathalie-nahai How do you see me? video https://www.youtube.com/watch?v=YhCEoL1pics Understanding the unusual relationship between social media and SEO https://contently.com/strategist/2016/03/31/understanding-unusual-relationship-social-media-seo/ Are pages from social media sites ranked differently? – Matt Cutts video https://www.youtube.com/watch?v=udqtSM-6QbQ ‘Dear first name’ is not g

In episode 60, Brad and Scully discuss that without good design, your content marketing will fail. In addition, they examine the implications of the fear economy; and how your school website measures up. This episode’s commonly asked school marketing question looks at the real value of social media followers. This week’s school marketing example: Marcellin College’s beautifully produced video, I am known. The rants and raves segment looks at Publicis Groupe’s rollout of solution hubs to incorporate digital agencies. This week’s links: Ignore design at your peril https://contently.com/strategist/2016/03/15/ignore-design-peril/ The fear economy – how will you adapt to survive? https://www.marketingmag.com.au/hubs-c/fear-economy-will-adapt-survive/ Is your school’s website up to scratch? http://www.educatoronline.com.au/news/is-your-schools-website-up-to-scratch-213672.aspx Schools miss online opportunities to convert leads to enrolments http://info.imageseven.com.au/school-marketing-blog/schools-miss-online-opp

In this special edition, Brad interviews Sean D'Souza, marketing expert/strategist and founder of PyschoTactics. Brad and Sean discuss how customers think and why they buy and why they don’t. Why do customers back away at the very last minute? They go on to talk about why a prospective parent would ‘buy’ a school and how they reach a decision. This week’s links: Psychotactics.com http://www.psychotactics.com/ Why clients buy and why they don’t http://www.psychotactics.com/xbrain

In episode 58, Brad and Scully discuss a list of tools to find great content ideas. In addition, they examine a sensible social media checklist; and look at the similarities between modern branding and Tinder. This episode’s commonly asked school marketing question looks at what the next ten years has in store for school marketers. This week’s school marketing example: the best university commercial of 2015 which features a couple kissing in the library. The rants and raves segment looks at future proofing your content rankings. This week’s links: Out of ideas? 13+ tools to spark content creation http://contentmarketinginstitute.com/2016/03/tools-content-creation/ A sensible social media checklist for businesses [Infographic] http://www.marketingprofs.com/chirp/2016/29488/a-sensible-social-media-checklist-for-businesses-infographic New rules of engagement: how modern branding is much like Tinder https://www.marketingmag.com.au/hubs-c/new-rules-engagement-modern-branding-much-like-tinder/ What the next 10 year

In this special edition, Brad interviews Josh Miles, principal and founder of Indianapolis-based Miles Design, an award-winning design firm specialising in brand strategy, corporate identity and website design. In mid-2015 he joined Redwall Branding and Advertising to create a new branding firm, MilesHerndon. Topics covered include the strategy behind a logo, how visual identity is only part of a school’s brand, the importance of differentiating a school and some examples of how this can be achieved. This week’s links: Miles Design http://www.milesdesign.com/ MilesHerndon https://milesherndon.com/ Bold Brand: The new rules for differentiating, branding and marketing your professional services firm http://www.boldbrand.com/

In episode 56, Brad and Scully discuss creating heritage content that tells and shapes the history of your school. In addition, they examine two new tools introduced by Twitter to provide higher levels of customer service; and whether schools are facing a privacy crisis. This episode’s commonly asked school marketing question looks at how to effectively communicate with parents. This week’s school marketing example: an educational association’s improved digital strategy and highly engaging website. The rants and raves segment looks at how Apple took on the US government with content. This week’s links: The double-edged sword of heritage content https://contently.com/strategist/2016/01/26/the-double-edged-sword-of-heritage-content/ Twitter boosts credentials as customer service platform with NPS and CSAT tools https://www.marketingmag.com.au/news-c/twitter-customer-service-tools/ Are schools facing a digital privacy crisis? http://www.educatoronline.com.au/news/are-schools-facing-a-digital-privacy-crisis-21233

In this special edition, Brad interviews US based Independent Curriculum Group Executive Director Peter Gow – a long-time independent school teacher, administrator and consultant – about a blog post he wrote ‘A letter to a new marketing and communications officer’. This week’s links: The Independent Curriculum Group http://independentcurriculum.org A letter to a new marketing and communications officer http://www.aisap.org/blogs/peter-gow/2015/09/04/letter-to-a-new-marketing-and-communications-officer

In episode 54, Brad and Scully discuss how colours influence people. In addition, they examine a well-produced, very unusual video from Slack; and what you need to know for performance marketing in 2016. This episode’s commonly asked school marketing question looks at whether your school marketing is broken and obsolete. This week’s school marketing example: how a school used marketing automation to increase enrolments by an amazing 40 percent. The rants and raves segment looks at two major changes by Twitter. This week’s links: Infographic: How colours influence consumers https://contently.com/strategist/2016/02/03/infographic-how-colors-influence-consumer Wild animals inventing flying umbrellas? Yep, Slack's new video is whack https://www.vidyard.com/blog/animals-flying-umbrellas-slacks-new-video/ Slack teams do amazing things: Animals – TV commercial https://www.youtube.com/watch?v=x6sSa5NpqUI Amazing teams: Animals – The bloopers https://www.youtube.com/watch?v=a27YWiEeQ1w The state of performance market

In this special edition, Brad interviews Jamie McKean from Automating You on marketing automation – is it right for your school?   This week’s links: Automating You http://www.automatingyou.com/