So you’ve determined you’re buying ad space. What makes a strategically-driven, well-executed open house ad? I’m going to offer recommendations and show a number of ads, but leave the assessments up to you. Do any of them hit the mark? What’s missing in some that are otherwise effective?
We have an idea. Create a “slogan” for the enrollment year and plaster it on everything you do for admissions. Make it exciting, interesting, and memorable. Have it lead the charge and carry your other brand messages along with it. “But we have a tagline. Isn’t that the same thing?” No.
Change is difficult. It creates feelings of being unsettled and anxious. As a result, people resist change and defer to the status quo, even when they know what is in place isn’t working. If you know you need a new logo, try this recipe to help your school embrace the change.
Is print dead? Have viewbooks past their prime? Do they have one foot in the grave? Isn't everything digital? Our answer is: not yet. And here’s why:
Client: We have to reprint the viewbook!
Me: Why? You have 4,000 left.
Client: Because the dark-haired girl on the cover left the school.
I am pleased to say that I’ve worked with a number of truly excellent independent school marketing committees over the years. I’ve also worked with a number of committees that generated marketing efforts, which confirmed, “A Camel is a Horse Designed by Committee.” What's the difference?
Answering one big fat question is the key to driving inquiries. It's simple, or at least the words are. The answer is more elusive for most schools, but shouldn't be. "Why is your school worth it?
Brendan Schneider is Director of Advancement at Sewickley Academy by day, and independent school inbound marketing superhero in his spare(!) time. He invited us for a virtual cup of coffee and a chat. Brendan lobbed some great questions over the net.
Viewing marketing materials of other independent schools is interesting and valuable…to an extent. Their market, audience, challenges, etc. are not yours. Enjoy the samples, but don’t just copy an idea. Make sure it’s right for your situation and is — always — brand-centric.
You’re the Director of Marketing Communications at an independent school. You’re just back from spring break and the baseball coach wants to show you something. He’s very excited. He’s very proud of himself. You? All you see is a coach gone rogue.
Most independent schools are still producing their magazine as if it were 1990. Rethink the purpose and content of yours engross readers and bring it into this century.