Smc: School Marketing And Communications

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/

In episode 52, Brad and Scully discuss how most Australian school heads are unprepared for the new competitive environment. In addition, they examine how it is critical to include employees in your communication efforts; and the death of traditional journalism and its impact for school marketers. This episode’s commonly asked school marketing question looks at eight tools that save you time. This week’s school marketing example: Trinity Oaks Christian Academy successful postcard campaign. The rants and raves segment looks at the trick that will double your content success. This week’s links: School Heads unprepared for competitive onslaught http://schoolmarketinginstitute.com/ Employee advocacy - no longer optional in 2016 https://www.marketingmag.com.au/hubs-c/employee-advocacy-no-longer-optional-2016/ The quiet death of church and state https://contently.com/strategist/2016/01/19/the-quiet-death-of-church-and-state/ 8 tools to save you time at school http://info.imageseven.com.au/school-marketing-blog/8-too

In this special edition, Brad interviews Lyndal Wilson, Editor of Independence, the journal of Association of Heads of Independent Schools of Australia (AHISA) to discuss the essay she authored, Protection racket: The unacceptable cost of deception in the war against non-government schools. This week’s links: Protection racket: The unacceptable cost of deception in the war against non-government schools: https://www.ahisa.edu.au/wp-content/uploads/2015/04/03-Special-Edition-Lyndal-Wilson-Protection-racket.pdf AHISA infographic #1: Independent schools and student academic achievement https://www.ahisa.edu.au/resources/ahisa-infographics/ahisa-infographic-1/ Interview with Dr Paul Burgis, Executive Principal of Presbyterian Ladies College, Sydney: https://vimeo.com/imageseven/review/91133922/8260846afc

In this special episode of SMC, Brad speaks with Professor Luke Connolly from The University of Queensland about recent media reports concerning a study by university researchers who reportedly declared that investing in a private education is a waste of money. This issue is vitally important for Principals, School Heads, Marketing and Enrolment leaders because parents and prospective parents will draw conclusions based on the headlines. To put you in the picture we give you this ‘background briefing’ by going directly to the source to ask the hard questions. This will arm you with the facts to overcome any objections you might receive. Brad interviews Professor Connelly about the study in question, ‘Does school type affect cognitive and non-cognitive development in children?’, which was published recently in the Australian Journal of Labour Economics. Professor Connelly states that the headlines are vastly oversimplified claims and goes on to explain the purpose of the study, research conducted, data sources

In this special episode of SMC, Brad speaks with one of Australia’s best public speakers, Matt Church. Matt is an Australian Speaker of the Year and is also an author, leadership consultant, and a passionate thought leader. Brad begins the interview by asking Matt in a world that is full of exceptional leaders and thinkers, why he advocates we need to be more — we need to be thought leaders. No longer is it enough to have the best ‘widget’, you need to be able to communicate that it is the best in a way that is engaging, compelling and relevant, and in a method that people can trust. Trust has traditionally been aligned in marketing communications with the idea of brands, and Brad asks Matt if brands are finding it harder to obtain trust from customers. Matt has tracked some trends and discusses his observations. He continues by discussing the mega trend — that thought leadership marketing is the number one way to differentiate your organisation, product and services in an increasingly competitive market. Mat

In episode 48, Brad and Scully discuss why good infographics are more than just pictures and numbers. In addition, they examine the pros and cons of native advertising; the news that digital marketing is mainstream; and provide the ultimate guide to SEO for content marketers. This episode’s commonly asked school marketing question looks at how you can save five hours a week on social media. This week’s school marketing example: Crescent School’s ten reasons why to send your son to an all-boys school. The rants and raves segment looks at a useful tool that grades websites.   This week’s links: Why good infographics are more than just pictures and numbers https://contently.com/strategist/2015/11/25/why-good-infographics-are-more-than-just-pictures-and-numbers/ Native advertising: buzz, bollocks or brilliance? https://www.marketingmag.com.au/hubs-c/native-advertising-buzz-bollocks-brilliance/ Last Week Tonight with John Oliver: Native advertising https://www.youtube.com/watch?v=E_F5GxCwizc The ultimate guide to

In episode 47, Brad and Scully discuss nine tips to create dynamic email content and produce better results. In addition, they examine how privacy law applies to schools; and discuss the announcement that Content Marketing Institute’s Chief Strategy Officer, Robert Rose, has accepted an advisory role for the University of Canberra’s world first Bachelor of Journalism majoring in Content Marketing. This episode’s commonly asked school marketing question looks at three ways that podcasting can generate enrolments for your school. This week’s school marketing example: how Esperance Anglican Community School leapt into action when bushfires struck. The rants and raves segment looks at ten interesting marketing charts from 2015. This week’s links: 9 ways dynamic content delivers for email marketers https://emma.uberflip.com/h/i/165821664-9-ways-dynamic-content-delivers-for-email-marketers Demystifying privacy laws: what’s your privacy policy? https://www.marketingmag.com.au/hubs-c/demystifying-privacy-law-whats-pr

In episode 46, Brad and Scully discuss adopting a more strategic, longer-term approach to video. In addition, they examine four automated emails you should be sending; and whether email messages are reaching inboxes. While this episode’s commonly asked school marketing question looks at managing reputation risk. This week’s school marketing example: fantastic videos for hospital schools. The rants and raves segment looks at a powerful, but simple podcast player for iPhone, iPad and Apple Watch. This week’s links: Video content strategy: Think long term http://wallblog.co.uk/2015/11/05/video-content-strategy-think-long-term The 4 automated emails you should be sending https://emma.uberflip.com/h/i/147850948-the-4-automated-emails-you-should-be-sending Email deliverability 2015: Are messages reaching inboxes? http://www.marketingprofs.com/charts/2015/28649/email-deliverability-2015-are-messages-reaching-inboxes You are only as good as your reputation http://info.imageseven.com.au/psm-blog/you-are-only-as-good-a

In episode 45, Brad and Scully discuss how editorial independence fits into today’s media industry. In addition, they examine how to remarket to people who have previously visited your website; and who will succeed in the social media news race – Facebook, Twitter or Snapchat. This episode’s commonly asked school marketing question looks at if your brand is ready for an update. This week’s school marketing example: Trinity Grammar School’s outstanding new website. The rants and raves segment looks at a very useful guide for marketing automation. This week’s links: Is editorial independence officially dead? https://contently.com/strategist/2015/10/07/is-editorial-independence-officially-dead/ Remarketing to people that have already visited your website https://moz.com/blog/remarketing-to-people-that-have-already-visited-your-website-whiteboard-Friday Facebook vs Twitter vs Snapchat: Who will win the news war? https://www.linkedin.com/pulse/facebook-vs-twitter-snapchat-who-win-news-wars-ryan-holmes 12 signs it’

In episode 44, Brad and Scully discuss the four key themes from the 2015 Content Marketing Report. In addition, they examine why Twitter is dropping its 140 character limit, allowing longer posts; and the 10th annual Shonky Awards for dubious claims and dodgy products, coordinated by consumer advocacy group Choice. This episode’s commonly asked school marketing question looks at ways to include video in content marketing. This week’s school marketing example: Tanbridge House School’s record breaking advert. The rants and raves segment looks at Seth Godin’s excellent blog on marketing topics and a great video, The story of content: Rise of the new marketing. This week’s links: B2B content marketing report: 2016 benchmarks, budgets and trends http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf Twitter dropping its 140-character limit signals a new era in content marketing https://contently.com/strategist/2015/09/30/twitter-dropping-its-140-character-limit-signals-a-new-era-