School marketing and communications with Charlie Maughan, Rita Kilroy and Harrison Shearn

In this episode, Charlie and Rita are once again joined by imageseven Digital Marketing Specialist Harrison Shearn, who provides an update on the latest changes in Meta, Google and AI. The team then deep dives into the challenge of rising online advertising costs in 2025, as well as sharing how to capture audience attention while reducing dependency on expensive ad campaigns. Finally, inspired by some famous viral campaigns, the team is posed the question: “Can schools ever drop their logo?” 

• The challenge of rising online advertising costs in 2025
• Heinz UK drops logo – zoning in on perfect food pairings 
• Tesco drops logo from bags 

·     Got more questions for Charlie and the team? You can ask them via the following:

·       Email: smc@imageseven.com.au

·       Survey: imageseven.typeform.com

Here at imageseven, we are always on the lookout for great people to join the team and we have a few opportunities open. To view our available positions or enquire further, head to https://www.imageseven.com.au/work-with-us/

School marketing and communications with Charlie Maughan and James Tindall

In this episode, Charlie is joined by imageseven Account Manager James Tindall to discuss all things school marketing. In Making News, the pair discuss what caught their attention from the recent release of InspirEd School Marketers’ annual MarCom Survey Report. In the Deep Dive, they discuss whether you should include emojis in your social media posts and how to create a strong tone of voice for your school. Finally, the team raves about Ferrari’s new Formula 1 ad campaign and what your school can learn from their use of heritage, history and storytelling.

•         Sempre Forza Ferrari – Ferrari’s new campaign
•         How to develop a strong tone of voice for your school
•         InspirED School Marketers U.S Private School MarCom Survey Report

Got more questions for Charlie and the team? You can ask them via the following:

·       Email: smc@imageseven.com.au

·       Survey: imageseven.typeform.com

Here at imageseven, we are always on the lookout for great people to join the team and we have a few opportunities open. To view our available positions or enquire further, head to https://www.imageseven.com.au/work-with-us/

School marketing and communications with Charlie Maughan and Rita Kilroy

In this episode of SMC, Charlie and Rita Oooh and Ahhh about out-of-home media. In the Making News segment, the team discuss the proliferation of fake ads and what it means for creativity and the advertising industry as a whole. In the Deep Dive, the pair discuss an analysis of out-of-home effectiveness and what all school marketers can take away. Finally, they Rave about a fun (mini) out-of-home campaign for Cadbury Mini Eggs.

• The Drum - For fakes' sake, let's talk about 'real ads'
• The Drum - 7 out of 10 OOH ads don't work. Here's why and how to fix them
• LinkedIn - Cadbury Mini Eggs 

Got more questions for Charlie and the team? You can ask them via the following:

• Email: smc@imageseven.com.au
• Survey: imageseven.typeform.com 

Brad and Scully discuss the importance of audio branding. In addition, they examine the premium ad price paid by Australian advertisers on Facebook; and how to create high-quality video with your smartphone. Brad and Scully talk with imageseven Account Manager, Kristian Lawrence, about his top tips for WordPress. This week’s school marketing example: Hillbrook Anglican School’s responsible use of drones for their home page video. The rants and raves segment looks at why storytelling isn’t a strategy; and the repercussions of a school not listening to their stakeholders.

Brad and Scully discuss the decline of Facebook use amongst teenagers. In addition, they examine the role of video in school marketing as they analyse the top videos on Vimeo in 2017. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, on using YouTube at your school. This week’s school marketing example: East 9th Brewing’s creative use of trademarking. The rants and raves segment looks at how Twitter use has changed with the introduction of the new 280-character limit.

Brad and Scully discuss how our markets are lacking customer experience quality. In addition, they examine the future of customer relationship management; and how to help journalists adjust to inbound marketing. Brad and Scully interview imageseven Account Coordinator, John ‘Jiggles’ Igglesden, on using Snapchat at your school. This week’s school marketing example: the effective use of live streaming by Harvard-Westlake School in California. The rants and raves segment looks at an interview with Richard Shotton, Deputy Head of Evidence at Manning Gottlieb OMD on the subject of behavioural science in marketing.

Brad and Scully discuss research from Brightcove on using video for social media engagement. In addition, they examine the pros and cons of directing users away from social media to your website; and the growing use of imagery in newsletters. Brad and Scully interview imageseven Senior Account Manager, Tess Palmyre, on her tips for content marketing in 2018. This week’s school marketing example: the Whiteboard Friday’s blog by Rand Fishkin. The rants and raves segment looks at brands as a legal asset.

In this special summer series podcast, Brad interviews Amanda Reid, imageseven’s media strategist. They discuss the role of a media strategist and why they are still important. In addition, they examine the difference between a media strategist and a media planner. They also discuss how to make the most of a media strategist no matter the size of your budget. Brad and Amanda also consider the rise of digital marketing and what that means for traditional media. In conclusion, Amanda explains what every decision maker needs to understand about media planning.

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.

School marketing and communications with Charlie Maughan, Rita Kilroy and Sophia White

In the episode of SMC, Charlie is joined in the studio by his co-host Rita Kilroy, and imageseven Account Manager – Sophia White. In the Making News segment, the team discuss the City of Sydney spending hundreds of thousands of dollars removing out-of-home street furniture, and what school marketers can learn about placements. In the Deep Dive, the team discuss the power of ‘multitouch engagement’ and uniting admissions and marketing, before taking the (click)bait of John Le Cras’ recent piece ‘Why so much advertising is a waste of money’. Finally, in the Rants and Raves segment, the team rant about social media, and the dangers of building your brand on someone else’s (digital) land. 

• AdNews - Advertising street furniture in Sydney moved in favour of pedestrians
• MarketingProfs - Boosting conversions: The power of Multitouch Engagement in Sales and Marketing
• SMC216 – Is your post-tour process up to scratch?
• SMC214 – Your Data Goldmine: unleashing the power of first-party insights for your school marketing
• SMC178 – How to market your school’s arts events
• SMC187 – How to execute the perfect conversion event
• SMC209 – How to grow marketing’s influence within your school
• John Le Cras – Why so much advertising is a waste of money
• Mumbrella – Don’t build your home on someone else’s land – TikTok, cookies and Facebook news

Got more questions for Charlie and the team? You can ask them via the following:

·        Email: smc@imageseven.com.au

·        Survey: imageseven.typeform.com

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.

School marketing and communications with Charlie Maughan, Rita Kilroy and Isabella Tranchita

In the episode of SMC, Charlie is joined in the studio by his co-host Rita Kilroy, and imageseven Senior Account Manager – Isabella Tranchita. In the Making News segment, the team discuss the importance of local SEO for school marketers and how to capitalise on this low hanging fruit. In the Deep Dive, the team discuss Open Days and Discovery Mornings, and whether you and your team are maximising the post-tour stage to convert leads. In the Question of the Month, the team are asked about the Net Promoter Score (NPS) and how to get the most out of the question. Finally, in the Rants and Raves segment, the team rave about some great brand videos produced by Malvern College.

• SMPerth - Local SEO: 7 Tips for 2024
• CustomerGauge: Net Promoter Rookie Mistakes to Avoid
• Malvern College - This is Malvern College 
• Malvern College - Meet all our Role Models 

Got more questions for Charlie and the team? You can ask them via the following:

·       Email: smc@imageseven.com.au

·       Survey: imageseven.typeform.com

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.

Scully interviews Adam Marshall, Managing Director of Carat Perth – the fastest-growing global media agency. Andrew and Adam discuss the role of media buying and how it works. Adam then explains the difference between the media buying process and the media planning process. He also talks about the importance of measurement in the media industry and its role in demonstrating effectiveness and efficiency. Scully and Adam also discuss brand safety, the dangers that social media can create for your school’s image, and programmatic media trading and its growing role in the industry.

Brad and Scully discuss the role of social media in internal communications; and YouTube’s  10,000 view limit for content creators. In addition, they examine the optimum length for copy. Brad and Scully interview imageseven Senior Account Manager, Caitlin du Toit, regarding responding to negative feedback on social media. This week’s school marketing example: Nike’s engaging use of WhatsApp, demonstrating how tailoring your marketing can be very effective. The rants and raves segment looks at the massive failure of Pepsi’s latest advertisement.

Brad interviews Brendan Schneider, Director of Admission and Financial Aid at Sewickley Academy. Brendan is also the driving force behind ScheinerB Media. Brad and Brendan discuss an article written by Brendan, A Match Made in Revenue, and how it is relevant to schools. They then examine the different roles of marketers within schools and the advantage of meeting with all levels of school administration and leadership. In conclusion, they discuss the concept of allowing everyone to ‘own the numbers’ and act as a team.

In our one hundredth episode special, Brad and Scully discuss the Youtube advertising boycott and the importance of brand image. In addition, they examine the effectiveness of newsletters. They also consider mobile applications in the post app era. In celebration of our one hundredth episode, Brad and Scully interview an imageseven Account Manager, Tess Palmyre, on the subject of blog writing for SEO vs writing for real people. This week’s school marketing example: a genius cyber bullying prevention app called Reword. The rants and raves segment looks at a computer-generated painting to bring about the issue of automated content creation, specifically in blog writing, and the future of non-manual written content.

Brad interviews Gabrielle Dolan, a professional storyteller and writer. Gabrielle has recently published a book titled Stories for Work. Brad and Gabrielle discuss the three main parts of the book: Shaping, Sharing and Case Studies. The shaping chapters examine the four styles of stories useful in business and why day-to-day stories are often the most powerful. The eight sharing chapters look at the different places and ways in which you can share your stories and the case studies section examines some real-life examples of storytelling in business.

School marketing and communications with Charlie Maughan, Rita Kilroy and James Tindall

In the first episode of the year, Charlie is joined in the studio by his co-host Rita Kilroy, and imageseven Account Manager – James Tindall. In the Making News segment, the team discuss the top 10 most valuable, and strongest, brands in Australia, and what school marketers can learn from these goliath brands. In the Deep Dive, the team discuss enrolment strategies for the new year and what school marketers and admissions teams could trial. Finally, in the Rants and Raves segment, the team raved about some of the great content promoting teaching and teachers from around the globe.

·       AdNews – The 10 most valuable Australian brands 2024

·       Enrollment Catalyst – 6 Enrollment Marketing Stratgies for Your School in September

·       Department of Education – “Grow like only a teacher can”

·       Melbourne Archdiocese Catholic Schools – “The Biggest Thanks”

·       Chapel Hill – Chauncy Hall – “CH-CH Teachers Receive Emotional Surprise from Previous Students”

·       Campaign Brief - Australian Government Celebrates Teachers’ Mementos And Stories Behind Them In New Exhibition And Campaign Via Clemenger Bbdo

Got more questions for Charlie and the team? You can ask them via the following:

·        Email: smc@imageseven.com.au

·        Survey: imageseven.typeform.com

Brad and Scully discuss marketers that are changing their messaging before the consumers are ready. They also discuss putting the consumer first and not getting caught up in new ad tech fads. In addition, they examine the importance of your brand standing for something and why you need to live it through your actions. This episode’s commonly asked school marketing question looks at an effective list of blog ideas for schools. This week’s school marketing example: a beautifully made Volvo ad that makes use of a historic speech to add to the storytelling of the advertisements visual aspect. The rants and raves segment looks at Monocle Magazines 10 years of print and why you don’t need to wait for a milestone to change your image.

Brad and Scully discuss an informative infographic that shows how event marketing can boost your content strategy. They also examine Snapchat and the dangers of over-reliance on social media. In addition, they look at the use of tone in copywriting and a new tone analyser tool from Contently. This episode’s commonly asked school marketing question looks at yearbooks and how to plan ahead. This week’s school marketing example: how not to make a recruitment video using an example from the Australian Department of Finance. The rants and raves segment looks at the unnecessary and continued use of politics to create content.

Brad interviews Amanda Reid, imageseven’s media strategist. They discuss the role of a media strategist and why they are still important. In addition, they examine the difference between a media strategist and a media planner. They also discuss how to make the most of a media strategist no matter the size of your budget. Brad and Amanda also consider the rise of digital marketing and what that means for traditional media. In conclusion, Amanda explains what every decision maker needs to understand about media planning.

Brad and Scully discuss how Cornell Tech communicated their amazing projects using content marketing. In addition, they examine how to learn from your content marketing failures; and questions you must ask any potential advertising technology partner. This episode’s commonly asked school marketing question looks at boosting your social media engagement without spending more on advertisements. This week’s school marketing example: An emotional video campaign by St Ives Home Care with inspirational stories from seniors. The rants and raves segment looks at the political nature of many of the Super Bowl advertisements this year.

Andrew interviews Ian Thacker, an elite sports and business coach, mentor and teacher. As the former director of ACE Cricket Coaching he has worked with many elite sports teams, independent schools and student athlete teams, applying sports strategies to leadership. They discuss the concept that character is the most important aspect of recruiting, training and mentoring. Andrew and Ian also discuss why simple, clear and concise communication is necessary for effective leadership and why the dictatorial leadership is a thing of the past. They conclude by looking at the importance of teamwork within marketing communities and the necessity of honest, caring feedback.

Brad and Scully discuss the flexibility of agile marketing and what it means for your school. In addition, they examine the role of content in attracting quality staff; and how creativity can work with the modern rules of marketing. This episode’s commonly asked school marketing question looks at project management skills that all marketer should know. This week’s school marketing example: Middlebury College’s website home page which engages the viewer in a creative new way. The rants and raves segment looks at the Association for Data-driven Marketing and Advertising (ADMA) and its controversial decision to have Matthew Oczkowski, the man responsible for the Trump campaign advertising data, speak at their next conference.

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.

Brad and Scully discuss news that data analytics and mobile technology are becoming must have skill areas for modern marketers. In addition, they examine the idea that all content marketers must make time to write and the relevance of humanity behind the content we create. This episode’s commonly asked school marketing question looks at the importance having purpose built-in to your school brand. This week’s school marketing example: Campos coffee – a good example of having purpose within a brand. The rants and raves segment looks at an infographic highlighting companies in the martech (marketing technology) market.

In this special edition, Brad interviews US-based Independent Curriculum Group Executive Director, Peter Gow. Peter is a long-time independent school teacher, administrator and consultant. They discuss a blog post Peter wrote titled ‘A letter to a new marketing and communications officer’ as well as some essential truths for school marketers.

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 Australia’s transformation impacts schools.

School marketing and communications with Charlie Maughan, Rita Kilroy and Amanda Reid

In this episode, Charlie is joined in the studio for the last episode of 2023 by his co-host Rita Kilroy, and Mentor Marketing Founder and Director – Amanda Reid. In the Making News segment, the team discuss the mass Optus out(r)age and the lack of communication which serves a reminder to school marketers of how (not) to manage crisis communications. In the Deep Dive, Amanda took the team through the importance of First-Party Data to all marketers as the deadline for the end of cookies approaches. The team discuss what a First-Party Data Strategy would look like, and where school marketers should start. Finally in the Rants and Raves segment, the team raved about some self-skipping ads produced by Ikea India. 

·        Mumbrella: Optus out(r)age: a communication company that needs to work on its communication

·        Contagious – Ikea India uses self-skipping ads to promote practical furnishings

       Got more questions for Charlie and the team? You can ask them via the following:

·        Email: smc@imageseven.com.au

·        Survey: imageseven.typeform.com

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.

Brad and Scully discuss the concept of schools having their own unique brand personality. In addition, they examine the slump of ad agencies in 2016 and if they will make a comeback in the new year. They also suggest six questions to consider before drafting your 2017 marketing plan. This episode’s commonly asked school marketing question looks at if you should rebrand your school. This week’s school marketing example: onsite tours and why it’s important to get your parents and the community onto your school’s campus. The rants and raves segment looks at the role of language when discussing creativity.

Brad interviews Jonathan Winchester, the founder of Shopper Anonymous, one of the world’s leading mystery shopper companies. Brad and Jonathan discuss the application of mystery shopping in schools and how it differs to retail mystery shopping. In addition, they examine the company’s experience with academic institutions, particularly in the UK. They discuss six key areas discovered by mystery shoppers that schools continually seem to struggle with and some common school practices that mystery shopping often proves wrong. Brad and Jonathan conclude by looking at what schools should be focusing on to improve student’s wellbeing and enrolments.