smj podcast

What do you need to know about paid advertising and what should you be budgeting for your school? How is Australian marketing leadership changing and what does this mean for school Heads? We dive into the latest research to give you an inside look at the numbers and trends driving marketing in general and school marketing in particular.

What is the place of storytelling in communication and marketing for education? How do you make the most of opportunities and avoid the perception of manipulation? Kevin Lynch, Director of Marketing and Communications at Shanghai American School, shares his insights and discusses how the powerful Graduation 2020 was created.

Navigating your school through a global pandemic was probably not in your job description. What are the key survival skills you need to keep your school alive, well and with a bright future? It all starts on the inside and we give you four ways to get your community singing from the same hymn sheet.

Parents will choose your school based on what makes you different from other schools. Can you articulate what that difference is? Scott McKain, author and globally recognised authority on how organisations create distinction to attract and retain customers, reveals why playing it safe is the riskiest thing you can do. He also discusses his four cornerstones of distinction along with why and how to apply them to your school.

A rebrand can create real, lasting value when it’s done for the right reasons. What are those reasons? What do you need to consider before even uttering the word ‘rebrand’? We talk through the why and when, the missteps to avoid and provide some simple tips. To find out more about the strategy behind it, grab a copy of Bold School Brand.

What is lead nurturing and why is it so important to your school’s enrolment pipeline? Is email really dying or could it be your secret weapon? In this interview, Brendan Schneider gives some practical tips while discussing how to increase your contact touchpoints and ultimately improve your conversion rate … without increasing your advertising spend or staffing.

One of the biggest challenges for any school is figuring out how to be different. How do you stand out as a unique offering in the marketplace? How do you look and sound different from your competition? With the market already disrupted, now is the perfect time to ask the hard questions about what your school stands for and we give you the tools to answer them. To delve deeper, pick up a copy of ‘Bold School Brand’.

In the face of physical distancing, what does your enrolment funnel look like without the previously unquestioned fixtures of open days, site visits and face-to-face interviews? Is it enough to make these experiences ‘virtual’ or is there a better way? Brad discusses these and other questions with Greg Campitelli, Director of Enquiry Tracker, who also shares his insights into how to conduct live-streaming virtual tours.

Is your school’s marketing strategy ready for the coming recession? We share five guiding principles that you can apply now to adjust your school’s marketing posture for when we emerge from the health crisis and enter the recession.

As the COVID-19 health crisis turns into an economic crisis, the risk of student attrition comes to the fore. With years of research into retention, Jill Goodman intimately understands parent thinking and behaviours. She shares her insights in this interview and discusses six experiences your parents need to not just stay the course, but to become great advocates for your school.