We assume that the longer a school has been around, the more likely it is to stick around. We assume that a school's age is proof of its strength and resilience. We assume

First, answer this: what makes for a good story of your school? The currency is the same as it ever was: memorability. To create memories, we need to take parent audiences to places

Competition is a fact of life and it makes growing enrollment difficult (while also putting downward pressure on tuition for private schools). Finding a unique, unchallenged space in your neighborhood's market is the

What if you cannot differentiate your school?  Faced with increasing competition, the strategy for most schools is to differentiate. This involves offering families something that the school down the road cannot or does

We are getting pushback from a client school on our R&D ads. The head of school is concerned about doing any testing at all. She is reluctant to send out variations

You want to be the school that gets to financial stability with calm; serenely and quietly. You don't want to be the school that succeeds but needs to hustle; with high strung leadership,

I was on a call with a school board yesterday when a parent shouted out, "you're telling us all this stuff about nurturing leads, and enrollment funnels... Facts speak for themselves".The reality

Imagine one day you arrive at your school at 8 am as parents and buses are dropping off your students. You walk into your office to a ringing phone. You pick up, and

When talking to our clients about school branding, I sometimes feel a faint skepticism in the air. The unspoken reaction is this, "we are not THAT unique... How can a [small parochial, typical

Facebook is the largest user platform out there. Many, however, still doubt its potential as a teacher recruiting tool in terms of both quantity and quality of candidates. But increasingly we're getting inquiries

Sadly, many schools TRY to write their own ads; the results are unfortunate... Ads full of clichés and sentences that seem to go nowhere. Imagine a parent, sitting on her couch, scrolling through

What is a foundation? The definition appears obvious at first. A foundation is a nonprofit entity that awards grants to organizations. Thinking about a foundation's objectives, however, makes the definition fuzzier. Some are

I've been watching "Mad Men" reruns recently. They made me think deeply about how marketing & branding have evolved over the decades. Here are Madison Avenue's themes since the 1950s: 50s - Comfort,

Traditionally, “performance marketing” means metrics-driven, inquiry-focused, left-brained, algorithm-loving data advertising. "Brand marketing," on the other hand, implies experience-focused, purpose-driven, right-brained, creativity-loving storytelling. While both are under the marketing umbrella, these two disciplines have