Think. Plan. Do.

Your school should not be a well-kept secret.

Independent schools and small colleges have powerful stories to tell, but resources and expertise can be limited. To thrive in a competitive environment, schools need to understand who they are, who they serve, and communicate their value proposition clearly, concisely, and effectively to the right audience.


Directing Your Marketing Chorus – Part 3

Posted on June 18, 2015

This is the third post in a four-part series looking at the importance of internal communications in effective school marketing. Post 1 talked about how to direct your marketing ‘choir’ while Post 2 discussed the need to have clear content themes central to your Admissions, Communications, Academic, and Development Office language. This post looks at how a consistent conversation around the impact of your school’s education will change the ...

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Directing Your Marketing Chorus – Part 2

Posted on June 18, 2015

In my last post, I laid out the framework for developing a consistent institutional voice through all areas of your school’s marketing initiatives. At the end of that post, I discussed the need to build a sound architecture for your organization's marketing and communications plan. This post focuses on the foundation of that architecture: CONTENT THEMES. Why Content Themes Matter? Your organization most likely has clear themes toward which ...

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Directing Your Marketing Chorus – Part 1

Posted on June 18, 2015

Perhaps you have the opportunity to hear a beautiful chorus like this one in person. Listening to each different voice play its part in the collective sound of the group is powerful. While the world’s best choral directors may not appear to be doing much as the chorus performs, the work done during rehearsals, arranging music for each part, and giving each singer the confidence to perform his or her part is significant. So is the work a school ...

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Managing Multiple Social Media Accounts Effectively

Posted on June 16, 2015

An earlier post discussed the value of having multiple Facebook pages for your organization in order to speak directly to specific audiences. The question some have asked in response to that post is how do you manage four official Facebook pages, multiple Twitter accounts, and an Instagram account effectively? Ensuring consistency of brand among multiple social media accounts is not easy. However, with the right tools and the right systems ...

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Are Multiple Facebook Pages the Answer to Distributing Audience Specific Content?

Posted on June 16, 2015

This is not a new question. Mashable wrote an article on the best strategy to reach multiple audiences and countless other school marketers have shared their two cents on the issue. We know there are potential downsides to the strategy, but for our team at Proctor, delivering customized content to each constituency remains our primary goal. Therefore, multiple facebook pages is clearly the best option for us. Background: As Facebook (and other ...

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