Smc: School Marketing And Communications

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/

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