Smc: School Marketing And Communications

In this special summer series podcast, 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.

In this special summer series podcast, Brad and Scully discuss the idea that you shouldn’t use enrolments as a KPI and the fact that Google and Facebook now control 20% of global media ad spend. In addition, they examine showing culture through your brand. For this episode’s commonly asked school marketing question, Brad and Scully interview Rita Kilroy, imageseven Senior Account Manager, on lead generation and inbound. This week’s school marketing example: Removing inappropriate advertising from your brand the right way. The rants and raves segment looks at how to persuade your boss to fork out for your marketing training.

Brad and Scully discuss the ACCC’s inquiry into the effect of companies such as Google and Facebook on competition in advertising and media. In addition, they examine the idea of the ‘zombie brand’; and how the Queensland Department of Energy and Water Supply convinced motorists to try E10 fuel. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, on using Facebook for your school. This week’s marketing example: a visually impressive and attractive website by Frensham. The rants and raves segment looks at the notion of brands and how they are created.

Brad and Scully discuss the second wave of advertisers boycotting YouTube over inappropriately placed ads. In addition, they examine the move from private to public schools by high income families; and the role of consistency and structure in brand management. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, on using Instagram for your school. This week’s marketing example: the final episode of This Old Marketing podcast with Joe Pulizzi and Robert Rose. The rants and raves segment looks at an emerging engagement tool called kinetic currency.

Brad and Scully discuss the results from the latest Content Marketing in Australia report from the Content Marketing Institute. In addition, they examine ethical content curation and the value millennials put on experiences. Scully and Brad interview imageseven Senior Account Manager, Caitlin Quartermaine, on inbound marketing. This week’s school marketing example: A campaign showing the importance of giving, presented by Coca Cola and The Salvation Army. The rants and raves segment looks at the role of servant leadership.

Brad and Scully discuss content marketing for internal communications. In addition, they examine six soft skills to assist you in your marketing role; and remind us to only use technology that you need and not to get caught up in trends. Brad and Scully interview imageseven Account Manager, Sarah Millinson, on how to manage a school photo shoot. This week’s school marketing example: the great use of available budget in a video from Nature Play WA. The rants and raves segment looks at how soft skills and culture are impertinent for brand reputation.

Brad and Scully discuss the difference between publishing for marketing and publishing for your parents. In addition, they examine how influence marketers with a small following can make a big impact; and how to know when to adopt new marketing technology. Brad and Scully interview John ‘Jiggles’ Igglesden, imageseven Account Coordinator, on using Twitter in schools. This week’s school marketing example: an excellent use of storytelling and animation from Western Power. The rants and raves segment looks at standing by your school brand.

Brad and Scully discuss the importance of a consistent brand message across your brand. In addition, they examine what happens when the internal culture of your organisation breaks out into the open; and some effective suggestions for promoting your e-book. This week’s school marketing example: The excellent use of video to communicate the strategic plan of a Sydney girls’ school, Ravenswood. The rants and raves segment looks at the marketing efforts of Tourism New Zealand and the investment by WPP in Gimlet Media that suggests a bright future for the humble podcast.

Brad and Scully discuss news that Australia are late adopters of innovative technology. In addition, they examine how Facebook is driving the content shift to video; and seven classic interview mistakes. Brad and Scully interview John ‘Jiggles’ Igglesden on dealing with inappropriate content mistakes. This week’s school marketing example: the latest recruiting efforts from the Western Australia Police. The rants and raves segment looks at the different areas of artificial intelligence and the roles they play in marketing.

Brad and Scully discuss predicted content marketing tech trends for 2018. In addition, they examine five skills to look for in new marketing recruits; and if augmented reality has finally arrived. Brad and Scully interview imageseven Account Manager, Vanessa Reside, on writing and content preparation. This week’s school marketing example: the use of Facebook by parents to abuse teachers in South Australia. The rants and raves segment looks at how anthropology can help your marketing.

Brad and Scully discuss the importance of consistent customer intimacy. In addition, they examine the latest research on marketing emails; and some essential blogging tips for schools. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, about live streaming at your school. This week’s school marketing example: consistent use of online storytelling across the website of Mount Vernon Presbyterian School in Atlanta. The rants and raves segment looks at the role of identity in influencer marketing.

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.