Save your marketing dollars. Focus on fundamentals.

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My suggestion to most schools is to stop whatever marketing you are doing and re-consider everything.

The impetus for this unusual advice was the plethora of independent school radio ads I heard this year. It seemed to me that twice as many schools as last year were running radio spots. They weren't very effective but there were lots of them and they were undoubtedly very expensive.

Of all people, I understand that the independent school marketplace is incredibly and increasingly competitive. That in turn, drives schools - almost desperately - to ratchet up marketing efforts using as many channels as they can think of or afford. The result is ads on buses, bus shelters, national newspapers, billboards and yes, radio. It's an ad rep's dream but do they really do anything? After all, these are wide-net advertising vehicles being used for narrow target markets.

In addition, there are now more "education guide" type publications than ever before. Here in Toronto, there are four or five of these. This has created two other dynamics. First, schools are scrambling to get their ads in these publications – in many cases for fear of being notable by their absence. That produces the second effect which is the need for pithy headlines and taglines. These gems of copywriting may keep some of my colleagues in business but they do nothing to differentiate. Here are some examples:

• Be yourself. Be great. 
• Be remarkable 
• I am limitless 
• Dedicated to Developing the Whole Child 
• Become. Go Beyond. 
• Confidence. It's Who We Are 
• Igniting A Passion for the Art of Learning 
• Learning for Life. Creating the Future. 
• Education with Balance 

Let's be honest. Each of those could apply to any one of about 50 schools. They become meaningless – as does much of the marketing effort I've described above.

All of this marketing activity – with its accompanying expense – is more mystifying when every piece of market research that I have ever done or read clearly indicates that word of mouth is the principal driver of the decision to choose any independent school.

So, as I said, it's time to stop and re-discover the fundamentals. How? For that I turn to a great social fresh post from the beginning of the year that presented tips for 2014 from marketing pros. Here are the ones that make the most sense for independent schools.

1. Focus on the product. I always tell the educators with whom I work that my job is to take their great work and put in on a pedestal. But there has to be great work. The social fresh post goes even farther. "90% of companies would see more “marketing” success if they focused that energy NOT on marketing, but rather on improving the product or the service. Doing something worth talking about is more difficult."

2. Create and sustain buzz. Fuel and enable word of mouth through effective ambassador and communication programs. The marketing tip puts it this way: "Nurture advocacy! And instead of creating marketing campaigns, build movements around your brand. Only brands that focus deeply on building and nurturing long-term relationships with their true advocates will see sustainable business results."

3. Treat your parents like customers. My previous blog post provided some advice on how do that but here's what social fresh says. "Focus on customer experience. Brands like USAA, Amazon, Apple, and Google don’t succeed in social media because they have better content or social strategies, but because they offer great experiences and let customers do the talking for them."

4. Make social media a two-way channel. It's your opportunity to learn, listen and really be able to empathize. Or as the experts say, "social Media is not just a news broadcasting tool. Engage with your fan base: it is a blessing to have fans and customers, so treat them as such."

5. Stop, take a breath and do a reality check. Then, create (or re-create) a plan. The expert advice goes like this: "Re-evaluate everything. Do you think you know who your customers are, what they need, and how they are getting their information about your products?"

The irony is that sometimes it's harder to stop what you're doing and re-evaluate its effectiveness. It's easy to get caught up in the vortex of needing more marketing – and more marketing dollars. Smart school marketers will find a way to stop the cycle and re-focus on fundamentals.

What do you think? 
Is independent school marketing out of control? What are you doing to stay focused on effectiveness? I'd love to hear your thoughts.

Shared content beats paid content and what you can do about it

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OK, now we have the proof of what we all thought was true in the first place.

Content delivered through social media sharing is more effective than the same content delivered through paid advertising.

A piece from Ad Age Digital summarizes a study conducted by GE using the social media site BuzzFeed and facilitated by Vizu, a digital advertising measurement firm. The “GE Show” was distributed on BuzzFeed using both paid advertising and sharing. Attitudes of those who watched it each way were tested. In addition, a control group that had not seen the online piece at all was tested.

All three groups (sharing, advertising, control) were asked the question, “"What comes to mind when you think of General Electric (GE)?" Overall, 77% of those who saw the content via sharing had positive responses to the question compared to 55% who saw it via advertising and 42% who didn’t see it all.

The study also measured something called “brand lift” by specifically measuring the number of people that responded to the question using the word “creative.” The calculation reported wasn’t clear to me but the contention is that there was a brand lift differential of 138% between those who were exposed via sharing and those not exposed at all.

So what do businesses and organizations that are just a wee bit smaller than GE do about this?

I looked at some of the content. It’s pretty slick. Great quality video combined in some cases with neat interactivity. And it’s on message. Not the kind of content that’s within the budget of most marketing departments. It makes me wonder that if the content was good but not amazing would there still be a 20 point spread in positive reaction between those who viewed it via sharing and those via advertising. Probably not but its an academic point for most of us.

The message for most businesses is don’t worry about paid advertising. Just start creating content – white papers, video testimonials, case studies, how-to guides, handy reference material. Don’t bet on your content going viral and being seen by millions (hundreds would be very good). You’re better off concentrating on developing content that is of value to your target audience and then distribute it using a well-planned social media strategy. Better yet, find ways to have your customers participate in content creation. There are tons of online resources that will help you with all of that. If that doesn’t work for you, I can connect you with a very creative marketing firm that can help.

The results of the GE study are hardly startling. Research shows that word of mouth is more effective than advertising every time. You may not be able to duplicate GE’s results but if nothing else this study should tell you that if you’re not thinking about content marketing, it’s time.

That’s my take on this research and how it relates to the majority of organizations. What’s yours?

Six Pillars of Independent School Marketing

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(Note to readers: Even though this post focuses on independent schools, the points made are easily transferable to other nonprofits and businesses. Don’t discount what can be learned)

After directing the marketing and communications activity of an independent school in Toronto for the past six years, I gave some thought to what has accounted for our success. Here, then are my six pillars of independent school marketing.

It starts with numbers. Even the most creative marketing efforts won’t be effective without a wide array of reliable data. You need a demographic and attitudinal profile of parents - current, new and prospective. You need to know what’s going on in your catchment area in terms of real estate and business.  It’s important that you do your own surveys and access other available research. All of this will allow you to more accurately put yourself in the shoes of prospective parents and develop positioning and messaging that hits the mark.

Fish where the fish are. Let’s face it – not every parent considering an independent school is going to be interested in yours. Wide-net techniques like advertising in high circulation newspapers are expensive and often ineffective when you’re really interested in a very narrow target. Once you've determined the profile of the prospective parent that is most likely to choose your school, figure out where to find them. Use mail drops to particular postal areas, advertising or presentations aimed at specific organizations, create cooperative opportunities with local businesses or service providers. Make sure you have the right online presence. The more laser-like your targeting is, the more results you will see.

Think outside in. Education is one of those fields where it’s easy to fall into professional patter that most parents don’t understand. "Differentiation" is an example of a word that most people can define (sort of) but few can apply in an educational context. Yes, prospective parents want educators to be experts but they need to be able to understand them. The key is to use plain language in your materials and presentations. More importantly, remember that the heart rules the head in most (if not all) decisions. You need to evoke emotional responses through images and words that speak to what parents really want for their children.

Your parents are customers. Think Zappos or Starbucks and provide your parents with an outstanding consumer experience. They are paying a lot of money to send their kids to your school and they have choices. This presents unique challenges in an educational setting because the product can’t always conform to the desires of your customers. There has to be integrity to the educational product and experience. But parents can still feel like their voice is being heard if the outcome isn’t the one they wanted. Respect and responsiveness must still be the basis of all communication. Every interaction with a parent – in the front office, in the classroom, in the tuition office, in every email or letter and e-newsletter, must let parents know how much they are valued and appreciated. Perhaps more importantly, there needs to be multiple channels - both online and off - that allow parents to provide opinions.

Constantly collaborate. Educators and administrators must be strategic partners. Meet with Principals and Vice Principals often and involve them in marketing planning and decision-making. The truth is that the educational staff determines the nature and the quality of the product and your job is to put the fruit of their efforts on a pedestal. They can be the source of great ideas and provide outstanding marketing content and events. Administrators have daily contact with parents and frequently speak to colleagues in other schools. They are invaluable sources of information. Your marketing efforts won’t be nearly as effective without them.

Listen. Very carefully – to all stakeholders – faculty, administrators, current and prospective parents, lay leaders, non-educational departments, support and maintenance staff. You may not always agree and it may try your patience, but there is something to be learned from every interaction. It will add richness to your understanding of the school. You would be amazed at how often the kernel of a great marketing idea comes from a conversation with a member of the office staff or one of the custodians. Listening also means monitoring social media and using it wisely. Encourage people to offer opinions – online and off. They will make you a better marketer.

Admittedly, these are pretty high level principles and each of them could be spun off into detailed discussions. But I think these represent a meaningful starting point.

Having said that, I’m interested in the opinions of others who are marketing independent schools. What are your six pillars?

Four essential marketing goals for 2012 – inspired by Cirque du Soleil

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I saw Quidam, my first-ever Cirque du Soleil production last night (I don’t get out much) and I was mesmerized, thoroughly entertained and very much inspired. It was clearly one of the most creative spectacles I’ve witnessed. Even though being there had nothing to do with business (it was my wife’s birthday present), my mind was flooded with the ways in which Quidam offers advice to all of us involved in marketing. So here’s my Cirque du Soleil prescription for 2012.

Be totally, completely, unquestionably unique
Cirque du Soleil is not only different than any other circus. Its different than any other live entertainment – with its own  character and ambience. And it was memorable. If I heard a snippet of the music or saw the flash of an image from the show, I’d recognize it in a heartbeat.

To survive and thrive, the brands we market, create or develop are going to have to be unique. OK, so you’ve heard that so many times that you’re about to close this tab, but think about it – and be honest. Odds are we’re not really distinguishing ourselves from the competition. We’re just part of the pack taking our fair share. To truly stand out, you’re going to have to dig deep – do some research (customers, supporters, employees, the public), soul searching, innovating and come up with a premise and a persona for your brand that is like no other.

Take chances but be prepared for uncertainty
The clowns in Cirque use people from the audience as an integral part of their performance. It’s an incredible risk. What if the chosen people do something totally unpredictable? It’s clear that the clowns are prepared for just about anything and are skilled at manipulating the “performers” while playing the audience.

In the coming year, charge into uncharted territory. Do something you’ve never done before or better yet, something your competitors have never done before. Create that campaign that will have people saying, “I can’t believe they did that – and I love it.” But, be sure you know the risks involved and have a plan (communications, crisis management, back-up campaign) in place in case it doesn’t work.

Sweat the small stuff – it makes a huge difference
While the acrobats and jugglers in Quidam deliver their performance there are all kinds of other things going on - dancers twirling, men in white spinning. people on stage having conversations. You might think these things would be distracting but they’re not. The balancing acts would be no less breathtaking without them but they are little flourishes that just add to the overall ambience – and make it unique.

It’s the small stuff – the attention to design detail, the unexpected thank you, the token of appreciation, the personalized letter – all the things you didn’t have to do but chose to do  - that will get and keep the attention of your customers and supporters.

Create ooohs and aaahs - don’t settle for second best
The unbelievable skill of Cirque’s performers and the perfection in all aspects of the production were key to the quality of the presentation. And yes, there were lost of oohs, aaahs and wows.

There is no substitute for excellence. We have to set our standards high – higher than they ever have been. The people we are marketing to are increasingly sophisticated and discerning. Whether on a conscious or innate level, audiences know the difference between good enough and outstanding. More importantly, they will demonstrate that knowledge in their purchasing or giving decisions. To achieve results  - which is the goal of all marketing - it’s going to take copy, campaigns, initiatives and tactics that create oohs and aaahs.

That’s my take on Cirque du Soleil and marketing in 2012. What’s yours?

Truths and jests

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Are nonprofits and fundraising organizations prepared to laugh at themselves?

Hats of to John Suart for helping us find out. His Non Profit Humour blog is hilarious and there’s a lot of truth in his jesting.

Recent posts include one that reveals both sides of the media release game. Others deal with unrealistic expectations of social media efforts and question their effectiveness.

There is often a sad side to humour. After I finished chuckling at these, I was struck by how genuinely they describe the situation many nonprofits are in. With restricted marketing budgets and too few resources, nonprofits do often find themselves flailing – and hoping. From the outside it’s easy to see that what they need is a realistic and informed plan. From the inside, marketing is often subject to unrealistic expectations. It seems that every stakeholder thinks that he or she is an expert in marketing and knows exactly what the organization should be doing. (Well, at the very least they know what is being done wrong.) The end result can be marketing efforts that are neither pretty nor effective.

The blog also takes on the large organization that so often takes itself far too seriously.

It seems to me it’s also the humorous side to Dan Pallotta’s HBR blog about thinking outside the box. Dan's point is that to think outside the box, you have to be able to confront what’s inside the box. John Stuart demonstrates that humour is a great way to do that.

So, let’s be prepared to laugh at ourselves and in the process become better nonprofit marketers.