In this second of our two-part look at defining and articulating your school’s key messages, we discuss the next steps you can take to maximise your communication and marketing impact. If you haven’t yet listened to part 1, head to SMJ073.

With experience leading large independent schools, Dr Paul Teys now helps schools leverage their strengths by mentoring leadership teams and managing executive recruitment. In this interview, Paul discusses what it means for Heads to perform as CEOs, focusing on the intersection of leading the school and leading school marketing.

What are your school’s key messages and why is it important to define and articulate them? We walk you through our framework and give you the tools to apply it in your own context, so that you can maximise your communication and marketing impact.

The University of Newcastle’s Chief Marketing Officer, Tracy Chalk, has deep experience across higher education and government in both marketing and brand management. In this interview, Tracy discusses why storytelling is so important for today’s education marketing, what her own storytelling ecosystem looks like and how school Heads can start the necessary conversation with their marketers.

How do you stand out from the crowd? What does it mean to be remarkable? In this episode, we delve into the highlights of Seth Godin’s Purple Cow, discussing those things that can make all the difference to your school marketing and, ultimately, your enrolments.

Even the most experienced of performers can be caught out when dealing with the media. In this interview, media and crisis communication expert John Le Cras discusses why even smooth operators would benefit from some training. Remember, “everything you say may be taken down and used in evidence against you.”