Why your school needs to be like Alexa

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The advent of digital assistants is having huge impact on our culture but Google and Alexa also account for larger shifts in how we engage with brands and technology. Those shifts are influencing the way parents engage with independent schools and are shaping their expectations. To be successful, schools need to pay attention and adapt to a changing marketplace. With that in mind, here are two reasons that your school needs to be like Alexa.

1. Your voice is more important than your logo or any other visual communication.

In a September 2017 Fast Company article, a CMO commenting on the rise of digital assistants said the following: 

“What will brands look like in a more-voice-oriented world? Is there a post-logo world there? It’s just so interesting to think that the visual world may be less important and what that means.” 

While the CMO was clearly talking about the voice of digital assistants, the reality is that schools have a voice as well. It is reflected in the language used in communication as well as in its tone and style. Your communication makes a statement about who you are and what’s important to you. In short, your communication is the voice of your brand and one should be as unique as the other. In fact, in an increasingly competitive environment, your school’s voice is a key differentiator.

In the same Fast Company article, an agency creative officer said, “…we shouldn’t be going at people with what we sell, we should be telling then what we believe in. Get them to buy into your brand by understanding what it stands for.”

The reality is that what you say and how you say it is more important then what it looks like. Content trumps design. That applies to everything from websites to email to print to video. Let's face it. The most popular YouTube videos are often shot on smartphones.

The design of the Amazon Echo is attractive but purposefully unobtrusive. It is a vehicle, a platform for its voice. And when you hear that voice, you know its Alexa.

An interesting test would be to give someone something written about your school that contains no give-away references. Would they recognize it as referring your school? Would your school’s voice be as distinctive as Alexa’s?

2. Customer expectations are being driven higher than ever.

Digital assistants are all about the user. A recent Google blog post presented results of a study of voice assistant owners. These are the reasons that people use voice-activated assistants:  

1. It allows them to more easily multitask.
2. It enables them to do things faster than other devices.
3. It empowers them to instantly get answers and information.
4. It makes their daily routine easier. 

Me. Me, me. In fact 41% of respondents said that using their voice assistant felt like talking to a friend.

So, here’s the obvious question. Is your school as customer focused as Alexa? Voice assistants are empowering, enabling and responsive. They answer the questions they are asked and, by the way, admit when they don’t know the answer. They provide the information you need to be better at what you do. They tell you what you absolutely need to know on any given day. They don’t hide facts and they make no assumptions about why you are asking a question. Alexa is never short or condescending.

You can also extend the capability of your voice assistant so that you can control your thermostat, lights or choose TV channels. Are you equally anticipating the needs of your customers and extending your capabilities? That could be before and after school care, parent education programs or financial planning seminars.

Just as was the case with social media, ongoing technological advances empower customers and raise expectations. They also put a premium, both literally and figuratively, on the voice of your school. There is no turning back. To be successful, schools must meet the challenge and be more like Alexa.

10 Other Reasons Parents Are Choosing Your School

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Independent school marketing is in many ways a cycle of self-fulfilling prophecy. We promote schools based on certain attributes and then we research why parents have chosen our schools and remain satisfied with them based on those same attributes. That, in turn, provides the proof that we need to convince ourselves that we completely understand parents' decision-making. But, maybe it’s time to jump out of our comfort zone and look more deeply at parents’ motivation.

Let’s be more specific. If you were to scan the websites of any number of independent schools, you would find the following attributes that are being used to promote the school: 

• Academic excellence
• Character Development
• Whole Child Education
• Acquisition of skills for learning
• Being part of a community of students 

To measure their success in attracting and retaining families, schools then survey parents. That’s good. But here’s the self-fulfilling part. Survey questions are based on the promotional attributes above or some variation on them. For example, every parent satisfaction survey that I’ve seen asks respondents to rate the school based on something like this series of questions: 

• How satisfied are you with the quality of the academic program/the Math curriculum/the Language Arts program?
• To what extent do you feel your child is developing positive character traits? 

And surveys to new families will most often ask parents to rank the reasons they chose the school based on variations of the attributes above.

Then the survey data is collected and analyzed and guess what? Yup, now we have proof that the features we are using to promote the school are exactly the reasons that parents have chosen our school and the criteria they use in deciding whether to stay. And with great confidence, we can continue to market our schools the way we always have. Phew!

So how do we break the cycle? Two recent Harvard Business Review articles provide some guidance. The first – Creativity in Marketing – is based on discussions with leading marketers and provides some approaches that will definitely lead to new insights.

For example, what if we think about marketing with parents as opposed to marketing to parents? Strategic marketing is targeted. We talk about target audiences or target segments. Implicitly that means that we keep our distance, disseminating marketing messages, like arrows, toward the bulls-eyes we seek to influence. But parents aren’t sitting idly waiting for our cupid-like missives.  In fact, they are creating their own content in the lives they lead as reflected on social media. The imperative for independent school marketers is to remove the distance, have meaningful interactions with parents and make their stories and experiences the centerpiece of marketing efforts.  

The second article advocates a less empirical and more experiential way of interacting with customers – or, in our case, parents. By intuitively analyzing the customer experience, it’s possible to discover previously hidden motivation for buying a product or service. The authors characterize these motivators as “jobs to be done.”

With these two articles in mind, if we were to market with parents and really immerse ourselves in the parent experience, we may discover other attributes upon which parents are selecting independent schools and choosing to remain at them. Here are some of the “jobs to be done” that we might find: 

• Creating a sense of accomplishment or status for parents
• Building community and developing new friendships for parents
• Developing a more homogeneous social circle for children and parents
• Meeting the expectations of grandparents (parents’ parents) or other family members
• Providing a worry-free experience that relieves the stress of having to continuously monitor school progress and advocate for children
• Delivering convenience – in pick up/drop off and in scheduling of meetings, presentations and assemblies
• Providing seamless access to tutoring or other supports
• Communicating in ways that find the balance between providing “must-know” information and the validation of continuing to make the right choice

And, removing barriers to choosing independent schools, such as:

• Assuring parents that they will fit in with other families at the school
• Relieving a sense of guilt about their ability to afford higher tuition fees and separating themselves from peers (as may be the case with any luxury product) 

Implicitly, each school will have its own meaningful promotional attributes which doubles down on the need for marketers – and, I would argue heads of school and other key administrators - to immerse themselves in the parent experience.

Uncovering these real attributes at your school is way more than an exercise in marketing because each of them is an expression of need that must be supported. Being attuned to the parent experience requires action in programming and communication.

Lest anyone thinks I am disparaging the use of data, I offer these points. As is best practice in the use of qualitative and quantitative data, once you uncover new motivational criteria, you can – and should - use broad based surveys to determine the degree to which they are a factor for all parents. But perhaps more importantly, I am reminded of an amazing quote by author and speaker Brené Brown, who said, “stories are data with a soul.”

The bottom line is that as independent school marketers, we may be looking for love in all the wrong places and by being shoulder to shoulder with our parents, we may discover the true path to their hearts.

What do you think?

What are some of the other reasons that parents are choosing your school? What have you done to validate those reasons empirically? More importantly, what programs or communication have you put in place to support them?

7 paths to being a parent-centred school

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To distinguish themselves in a competitive marketplace, schools must become parent-centred.

These days, being a child-centred school doesn’t provide much competitive advantage. Child-centred approaches are clearly linked to educational success and have been woven into the practice of most schools. Frankly, being child-centred is a must-have that parents expect.

On the other hand, being parent-centred represents an opportunity to differentiate and create recruitment and retention success. The data from the business world on the benefits of improving customer experience is incontrovertibly positive. Focusing on the quality and the characteristics of the parent experience in your school has innumerable benefits including fostering more satisfied parents who are more enthusiastic ambassadors. So, how do you do that? Here are seven paths to being a parent-centred school.

1. Think like a customer. This is primarily about empathy. Put your self in the shoes of a parent and use all your senses. For example, when you walk into the office, what do you see and how are you greeted? Are you talking to parents in language that they can understand? Often, there is a tendency to use internal technical terms like, “you need to complete an RTC form.” Sometimes, it’s easy to fall into “edu-speak,” using terms like authentic learning and differentiation while a parent’s eyes glaze over.

No matter how hard you try, it can be difficult to look at your school with fresh eyes. In that case, borrow an idea that retailers use all the time and enlist mystery shoppers – or in this case, mystery parents. Have two or three people contact the school (using various means) and express interest in enrolling their children. Be sure they record details of all their interactions. Review their reports to see if the experience that’s being delivered is what you really want it to be.

2. Collaborate. Parents aren’t really at the centre of your enrolment and marketing efforts unless you seek their opinions and participation in meaningful ways. Considering a change to the daily schedule? You’d be wise to consult parents. Partnering with parents also means encouraging feedback and, of course, being willing to accept criticism.

3. Be Transparent. There is no point in trying to hide information from parents. If you’ve made an error, you have got to own it. Let parents know what happened and how you’re going to fix it. Schools can be notoriously secretive about how decisions are made – often because they don’t want them to be questioned. A great example of this is class placement. A common statement is something like, “we place students using our best judgment in optimizing their academic performance and social environment.” This is vague enough that parents don’t really have a basis for questioning a placement decision. Contrast that to listing the specific criteria on which placement decisions are made and being prepared to entertain discussions with parents based on those criteria. Being transparent doesn’t mean having to accede to every parent request. Many times, parents will tolerate a decision that doesn’t go their way as long as they feel like they’ve been heard.

4. Solve Problems. Effective problem resolution requires many elements. First, you need to encourage openness. If staff members feel that every reported error is just another step toward discipline and dismissal, you won’t know about most of what goes wrong with parents. Second, you need to know the root cause of problems and that, in turn, requires asking incessant whys. Why did the Smiths get the wrong letter? Why were they on the wrong list? Why were they tagged incorrectly in the database? Why did someone edit their profile? You get the picture. Resolving problems is only half the battle. The real prize is problem prevention and that will require lots of internal collaboration with staff members at all levels.

5. Consider First Impressions. This isn’t just about the first-time visitor to your school, although focusing on that is a pretty good idea. But this could also be the first experience that parents have with your school every morning. You know, the dreaded drop off line. (Here’s a hilarious rant about drop-off). This is a great opportunity to greet parents and reduce their anxiety. What about the first impression of parents coming to the school for parent teacher conferences? They are totally stressed at having to quickly navigate the school and find the appropriate rooms so that they can then spend six minutes and 28 seconds with a teacher before being rushed out. Some schools place student docents in front of each room who can tell parents whether the teacher is ahead of or behind schedule and can even disarm parents by having a conversation with them.

6. Prove You’re Listening. It’s not enough to tell parents that you care about their opinions. You have to put your money where your mouth is. Be prepared to make changes based on parent feedback. You can take that to another level by making proactive changes. For example, let’s say a parent reports that her child was dropped off at the wrong spot when taking the bus home. In addition to finding out what happened to that child, you should likely be investigating whether the same thing has happened to other children – even if those parents haven’t said anything. And, make sure you tell parents about the action you are taking in response to their concerns. As consumers we all know how gratifying it is to be told that changes have been made because we spoke up. Be sure to give yourself credit for listening – and acting.

7. Break Down Silos. Making your school more parent-centred can’t be done as a unilateral initiative of the admissions department. Or the marketing department. It’s going to take a multi-disciplinary approach that has the parent experience on the agenda of every department in the school – including faculty and lay leadership. You may want to share articles about parent/customer service or better yet, be sure to communicate parent experience successes. In all likelihood, it will require the active involvement of the head of school to make it happen.

Technology and demography (think millennials) have created conditions where word of mouth is the most powerful channel in marketing success. While educational success is the most potent subject of word of mouth, being a parent-centred school will create the motivation and impetus for positive ambassadorship that will in turn lead to gains in recruitment and retention.

A more detailed look at the Parent Experience is available in the e-book, "Tailoring the Parent Experience."

For better marketing results – Get Experiential!

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Consumer brand marketers are finding innovative ways to cut through the clutter and independent schools would be wise to pay attention.

The goal of marketing is to make someone feel something. That’s becoming increasingly difficult in large part because we are inundated with marketing messages. So, marketers are continually on the hunt for tactics that can find a straighter route to the heart.

Enter experiential marketing, which is all about creating real-life experiences that form a memorable and emotional connection between the consumer and the brand. Some of the most talked about examples of experiential marketing are pretty outlandish. Have a look at this video that shows how the cable network TNT transformed a quiet corner in Belgium into a bizarre crime scene that ends with the message, “Your Daily Dose of Drama.” You can check out this page for lots of other examples of experiential marketing.

But not all experiential marketing has to have that "wow" factor. In December, chocolate maker Ferrero Rocher invited residents in Toronto and Montreal to drop by a home in their neighborhood for a “holiday house lighting ceremony.” Along with a beautifully lit home, carolers and hot chocolate, Ferrero Rocher chocolates were handed out to those who had come to be part of the event. When interviewed, the company’s spokesperson talked about creating “‘golden moments’ that have a special place in our hearts.”

There’s another dimension to experiential marketing that schools should pay attention to. It is being touted as a highly successful means of reaching millennials. People who have grown up with media and technology along with its ubiquitous stream of marketing have justifiably become a little cynical about sales pitches. As a recent article in theFinancial Post says, “millennials want to experience what a brand has to offer before they lend it their dollars or support. That’s why experiential marketing has taken on a new importance.”

Millennials are also characterized by being both values and relationship driven. Experiential marketing is seen as a means of “building consumer-to-brand relationships [that are] authentic and transparent” and reflecting “collective values” that are the key to supporting a brand.

So, what does all of this have to do with schools? In almost all elementary schools, prospective parents are millennials and you can bet that cynicism and marketing-immunity extend to the universe of prospective parents at all schools. Like any other player in competitive markets, schools have to find a way of cutting through and establishing a meaningful connection with those they want to attract.

For sure, schools don’t have the budget and resources to pull off elaborate experiential marketing events but there is no reason they can’t be guided by the goal of establishing an emotional connection with potential buyers. Here are a few ideas with a fair warning that many of these are simply a product of my imagination and, as far as I know, are untried.

Experiential Open Houses – Let’s start with the obvious. The typical “talking head” open house presentation isn’t going to cut it. At a school that I worked with we had parents visit various classrooms where teachers taught them a mini-lesson as they would their students. Parents sat in a circle, sang songs, repeated words, jumped up and down – and, believe it or not, had a blast. They got to experience school the way their kids would. Best of all, they got to feel just a little bit like a kid and imagine the way their children would feel when they get to school.

Pop-up school – A growing marketing trend is the pop-up store or restaurant. Businesses rent space on a short-term basis to bring a sampling of their products to high traffic areas, to a particular venue that is thematically related to their business or to take advantage of an upcoming event or holiday.

What if you set up a pop-up school at your local mall. Children could drop in and participate in fun, educational activities. Parents could take part and be wowed with a robotics or other technology based activities. The broad idea is to allow people to experience your school. The other experiential points that get made are that learning can be fun and can take place beyond the four walls of a school.

Imagine the future event – The idea is to organize an event or perhaps even a contest for local parents that asks them to imagine what the world will look like in twenty years. Maybe people are asked to predict things like the price of gas, houses or groceries; what countries will or will not exist; the population of cities, countries or the world. It could have a light-hearted component with comedy routines about the future. However its done, the idea is to create an opportunity for parents to experientially consider the future in which their children will come of age and for which their education is preparing them.

School-mobile  - The inspiration for this idea is the bookmobile. When I was growing up, we lived a long way from the local library but every week our neighborhood was visited by the bookmobile – an RV shaped vehicle that was a mini-library on wheels.

Schools could take a used school bus and re-model it at as a traveling educational activity centre. Advance publicity would let parents know when to expect the school-mobile in their area. Once it was parked in a particular neighbourhood, children and their parents could hop on the bus and spend an hour or so engaged in fun activities. The school-mobile allows parents and children to experience what a school has to offer and creates a sense of excitement about learning.

Ok, some of these ideas may be a little out there, but what is undeniable is that when schools find ways to experientially make a connection with prospective parents they will see better marketing results.

What do you think?

Have you used any experiential initiatives? Were they successful?  Any ideas about other ways to create an emotional connection through experience? I’d love to hear from you.

Why bother branding?

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Let’s face it. Branding projects are a pain in the butt. They’re time consuming, expensive, require intense introspection, demand the finesse of giving stakeholder groups just the right amount of voice, risk exposing deep divisions about foundational principles in your school and when complete, will create an avalanche of work in updating admissions, development and other messaging as well as websites and all kinds of communications and promotional material. And all of that is after the painstaking process of decision making that led to a branding project in the first place.

So, given all of that, why bother branding?

Your knee jerk response might be to point to the potential enrolment benefits of re-branding. And that wouldn’t be wrong. However the benefits of branding extend well beyond the admissions office and into every facet of a school’s operation. Branding can have broad, positive and even transformative impact on a school.

Before going further let’s make sure we have a common understanding of branding. A school’s brand reflects its essence. It communicates the experience of being part of the school community. A brand is a representation of the multi-faceted relationship that parents, students, teachers, staff and other groups groups have with your school. Branding is the process of articulating a school’s essential nature.

Based on that, here are some examples of the profound benefits that come from a successful branding project:

• Admissions efforts. Well understood branding gives focus to conversations with prospective parents. Without the clarity of good branding, admissions staff can grapple with what to say about a school and feel like they are constantly reinventing the wheel. Branding uncomplicates admissions efforts and makes it easier for prospective parents to decide if your school is right for their child and them.

• Ambassadorship. Having a clearer understanding of what makes a school unique will sharpen the conversations that ambassadors have and ensure that the prospective parents they refer are a better fit. 

• Parent experience. Current parents can be equal beneficiaries of clearer branding.  Tailor your parent experience to match the brand and at every interaction your parents will gain a deep understanding of what makes the school unique, have their choice of the school validated and be better ambassadors. 

• Customer service. Because the brand is all about the relationship that parents have with your school, more focused branding should make it easier to anticipate and satisfy the needs of parents. Great customer service is the foundation of positive word of mouth and intensifies the benefits of a strong brand. 

• Community. A brand can be a rallying point for a school, uniting parents, students, administrators, teachers and even trustees around a common quest or cause. When there is clarity about what a school is supposed to be, there can be greater purpose to living up to the brand. 

• Decision-making.  Whether it’s about curriculum, policy, staffing or facilities, branding brings a clearer common basis for decision making.  As Peter Gow says in an essential branding publication from NAIS, “Because it stems directly from experience, a school’s brand can be a reliable touchstone in the assessment of current programs as well as in future planning.”

• Business Operations. A school’s business office acts in support of the brand as much as any other department. Selecting and assessing suppliers, decisions about facilities and payment policies – just to name a few items – are all given greater focus by a strong brand. 

• Advancement. A well-articulated brand will be a boon to fundraising efforts. It sharpens the case for giving and brings clarity to solicitations and fundraising appeals because prospective donors are better able to understand what makes the school unique. Likewise, a strong brand can re-affirm the commitment of alumni, strengthening their ties to the school. 

• Staffing. The brand becomes an effective criterion in staffing decisions.  The degree to which prospective teachers and other staff members reflect the brand and are capable of furthering it are key hiring considerations. Conversely, a strong and clearly articulated brand makes a school more attractive to prospective faculty members and helps them decide whether they want to work there. 

• Classroom content. The head at a school that I worked with would regularly challenge faculty to consider how they would teach material differently if the school’s mission changed. Similarly a school’s brand can inform decisions about the way curriculum is delivered, integrating subject matter and making the brand deeply experiential to students. 

• Inspiration. The best brands are aspirational. They provide a higher purpose to everything that is done within a school. They make the collective goal clearer. They challenge and, in that way, unite a school community. A vibrant brand will inspire a school to reach higher, achieve more and serve its community better.

All of these factors can also provide a meaningful gauge of your current branding. If it’s not delivering enough of the benefits above, it needs your attention. It may just be that the brand is not being communicated well or it could be time to go back to the drawing board.

The next time you are considering whether to “bother” with a branding project make sure it’s as 360 degree decision and take all the factors above – and more – into consideration.

What do you think?

What’s been the breadth of your school’s experience with branding? What other aspects of school life and operation does branding touch? How do you decide whether it’s time to re-brand?

49 Independent School Content Marketing Topics

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Here are two facts. First, content marketing has been proven to be an extremely successful means of differentiating and driving results for businesses and organizations. Fact number two – independent schools should be doing way more content marketing.

Stop. Let’s make sure we understand what content marketing is. According to the Content Marketing Institute:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

In very simple terms, content marketing is providing parents or prospective parents with information or experiences (think video) they will consider valuable and will share with others. The real point is that by providing this content, a school demonstrates both its expertise and its ability to relate to the interests and concerns of parents. Great content can make a school’s website or social media platforms a hub for those seeking valuable information or expert opinions.

To be clear, content marketing is not news about the basketball team’s big win, your school’s state-leading performance in standardized tests or a video from the latest science fair.

Content can be delivered from a resource section on your website, through blogs, in e-newsletters, videos, prezi-type presentations, via social media platforms, Vine videos or even apps if your school has one. Content is most effective when it’s written or developed by people within in a school – heads of school, educational leaders, faculty, administrators, lay leaders, staff people and maybe even students. Content marketing also works best when its themes align with your school’s brand or experience and when its part of a plan. This post provides some useful perspectives.

If you think about content marketing as a form of knowledge transfer, you would think that schools, which are wells of knowledge, should be overflowing with ideas for content marketing. And yet, when I talk to schools about content marketing the response I inevitably get is “what would we talk about?”

So, in the interest of making it easier for schools to get going with their content marketing planning, here are 49 suggested content marketing topics for independent schools.

1. Pre-literacy activities you can do with your child
2. The pros and cons of standardized testing
3. How to help your child with homework
4. How do you know if your child is gifted
5. Age/grade level book recommendations
6. How to prepare a pre-schooler for Grade 1
7. Activities at home to build fine motor skills
8. How do know if you should hire a tutor for your child
9. How to talk to children about terrorism
10. What exactly is critical thinking?
11. Humorous conversations overheard at school
12. Suggestions for educational apps
13. A teacher’s view of parent teacher conferences
14. Is being perfect a healthy goal?
15. The school day from the perspective of a front office staff member
16. Until what age should you read to your children?
17. The most outrageous rumors heard in the parking lot
18. How to watch TV with your children
19. What does 21^st century learning really mean?
20. How to help your child build self-confidence
21. What your children really does with the lunches you pack
22. The pros and cons of teenage cynicism
23. When is it too early to talk about college prep?
24. How to help your children learn from receiving a poor grade
25. The pros and cons of student competition
26. A teacher’s perspective on managing teenage angst
27. What’s better? – Summer camp or summer jobs
28. Do students need to know cursive writing anymore?
29. Strategies for improving SAT scores
30. Managing the transition to high school
31. How you can help your child find a school/career path
32. Is it really bad to be a helicopter parent?
33. The academic benefits of participating in athletics
34. How to help your child cope with the stress of exams
35. The best ways students can study for tests
36. The best excuses for not having homework done
37. Is it ever ok to complain about the mark your child received on a test?
38. How to argue with your teenager
39. The synergies of STEM
40. Where do teachers go to learn?
41. How do you know if your child is over programmed?
42. The differences between bullying and arguing
43. What to do when your child says, “I have no friends”
44. The challenges of raging hormones in a high school classroom
45. The funniest excuses students have used for being late
46. Some school-related signs that your child needs glasses
47. How students are using their phones in the classroom
48. Do students really need to know how to tell time?
49. Strategies for surviving car pool

 You can see that topics don’t always have to be serious. They just have to be interesting or of value. I figure that if I could come up with 49 topics, there must be thousands more that you can write, blog, video, prezi or talk about.

What do you think?

Have you used any of these for your content marketing? Which ones do you hate? Which do you love? What’s the state of content marketing at your school?

Image courtesy of David Castillo Dominici at FreeDigitalPhotos.netPhoto