Driving Demand - It's All About Content Marketing

Note: "Driving Demand" is a three part series on manufacturing interest and demand for independent schools and colleges.  Written by our Director of Enrollment Management Services, Kelly Laboe, each article focuses on foundational aspects of generating interest and demand for enrollment.  This is the second in the three part series.

The need to effectively engage readers and drive demand through social media content is a must yet many institutions leave this on the back burner.  Driving demand through content marketing can be perceived to be a daunting task as directors of admission and enrollment management are often tasked with instantly becoming marketing professionals in a marketplace that is driven by a proliferation of new media.   Although this may be an institutional challenge, it is a mission critical tool for driving the top of the enrollment funnel.   What is content marketing and how do you implement it as a strategy?

Content marketing is a concept that is often discussed but rarely defined.  It is not a new concept but rather a new school adaptation to an old school practice.  It is a simple strategy that traditional broadcast media - such as radio and television - have used for years.  Traditional broadcast media have used content through syndicated shows, movies, news, and other rich information to drive their advertising revenue.  Today, content marketing looks a little different, using expert content in interesting topics that are relevant to a given demographic to drive interest, or demand, most often through blogs, websites, and social media channels.  Think of content marketing as the creation of a "digital commons" that advances the thinking on a particular topic in line naturally with the mission of an organization.  

Let's try an example to get a better idea.  A Jesuit university might develop and distribute a lot of content on service and justice, which is naturally in line with their 450 year old educational tradition and at the same time of natural relevance to specific demographics in which the university might want to recruit.  Positioning the university as an expert in the area of service and justice through generating and distributing content in this area may drive visibility, demand, and cultural relevance.  It is the content that serves as the "bait"  or "hook" into the university, and, potentially drive more demand into the institution.

Content marketing is a more natural and organic method of outreach.  It serves a higher purpose than merely advertising in that it is a natural act of giving information rather than promoting an organization. It is focused on the client and culture rather than on the organization.  And, if you have read any marketing studies recently, most will all point to the natural inclination of the general public to ignore "interruptive" advertising that is focused on a given product or organization.  Content marketing offers some heuristic value, adding to the body of knowledge in a given content area and simultaneously positioning the organization as an expert in that area.

How does an organization get started in content marketing?  Here are three foundational steps we suggest as you begin your endeavor:

1. Choose a Position or Area of Focus.  This is an all important task as it will define your content for the future.  Pick something that is in line with the mission of your organization and of relevance to target audiences.
2. Develop Mature Channels of Distribution.  You must have a "hub", which is generally a blog or website, with many "hooks" to drive readership to the site.  Our website here uses Facebook and Twitter, as well as our own client collaboration platform, to drive people to our blog site. Yes, even our site is organized around content marketing, which is why you are reading this!
3. Generate Content Consistently.  A strong content marketing effort relies on content.  If your organization cannot produce dynamic content consistently, you may want to revisit whether this strategy is right for your toolbox.  Nothing is worse than going to a static website with blog entries that are old. 

Content marketing is a new adaptation on a traditional marketing strategy.  It can serve to drive demand into the institution if it is approached carefully with relevant content generated, strong readership cultivated, and audience engagement achieved.  Ultimately, the content should be in line with the overall positioning strategy of the organization.  Try it on for size, or, if you are already doing some content marketing, share your results with us below or on our Twitter or Facebook feeds. 

Driving Demand - It's All About the Relationships

Note: "Driving Demand" is a three part series on manufacturing interest and demand for independent schools and colleges.  Written by our Director of Enrollment Management Services, Kelly Laboe, each article focuses on foundational aspects of generating interest and demand for enrollment.  This is the first in the three part series.

Independent colleges and universities have multiple “triggers” that allow them to drive demand at the top of the funnel, including the SAT, SSS, ACT, NRCCUA just to name a few.  What triggers to independent K-12 schools possess to manufacture interest at the top half of the funnel?  The answer?   Nada…None…Zip.

This is the key missing function in driving enrollment in K-12 private schools. We all struggle to create more prospects and inquiries and most K-12 independent schools have failed to develop the most basic and effective demand generation “triggers” to drive the top half of their enrollment funnel.

In an effort to determine the key motivators that inspire families to jump into a school’s inquiry pool, ISA has surveyed over 50,000 private school parents since 2003. The result?  By far, the number one information source for institutions among this 50,000 plus cohort of parents was word of mouth and what we call "relational marketing".  Among the least effective information sources among this cohort were print advertising and campus publications.

So, what did we learn truly “triggers” this population?  We learned that It is all about relationships.  The parents said it themselves.  Print media, view books, direct mail campaigns all have their place in providing content and context, but they are by no means the key triggers to increasing prospect and inquiry activity.  Relational marketing drives interest at the inquiry level, birthing the family into a sequence of future communication.

Since we know that relational marketing is the key motivator, what should your school be doing institutionally to effectively create these triggers?  

• Start within your organization and assess internal marketing and collaboration.

• Maximize your internal and personnel resources.

• Re-orient, re-orient, re-orient.  No more receivership model. 

• Create and commit to a clear and executable relational marketing strategy.

• Articulate a clear and consistent “why” statement.

• Commit to creating a strong presence within the external community.

• Create a social media presence that is easily “liked” and/or shared.

We all know that Independent K-12 institutions find demand generation to be one of their hardest jobs. We also know that relationship marketing is the key to demand generation, and very few schools have organized their resources around relationship marketing.  To be ahead of the game, schools need to institutionally commit to this external orientation and prioritize “trigger development” as mission critical.

Position Opportunity - ISA University

Ian Symmonds & Associates (ISA) seeks an ambitious and organized professional to create and manage a new division - ISA University - within our research and strategy consulting firm. ISA University - or ISA-U - will serve as a flagship online offering of consulting and counsel services to independent school and higher education clients across the United States and world.

ISA is an innovative research and strategy firm for independent schools, colleges, universities, and non-profits.  Led by the innovative thinking of founder Ian Symmonds, ISA sets the consulting standard for the next generation of educational strategists.   Since our inception in 2003, we have served over 205 clients, representing 48 states and several countries and territories.  

The Director of ISA University will join a strong internal research team and innovative support structure to consult on development projects.  This position requires excellent organizational and technological skills, as well as the following specific attributes:

• Plan, post, and maintain ISA-U curriculum
• Manage ISA social media feeds, including daily posts to ISA Twitter 
• Develop ISA mass email list for promotion of ISA-U
• Position ISA-U as a strategic offering within our unique mix of consulting services
• Manage processing of ISA-U credit card payments 
• Manage scheduling of WebEx and sending confirmations and reminders to attendees
• Manage and promote ISA-U programs on our blog, social media, and email marketing
• Manage ISA blog posts
• Other duties as assigned

The Director of ISA University will be compensated as a part-time contract employee with incentives toward ISA-U growth.  This position is ideal for graduate students, young professionals, and professionals seeking limited part-time project management opportunities. Interested candidates should forward their CV or resume directly to Ian Symmonds, president of ISA, via email at ian@iansymmonds.com. 

Position Opportunity - Director of Advancement Services

Ian Symmonds & Associates (ISA) seeks an ambitious and highly skilled senior practitioner in the independent and/or higher education sectors to grow the advancement, fundraising, and development division within our research and strategy consulting firm.

ISA is an innovative research and strategy firm for independent schools, colleges, universities, and non-profits.  Led by the innovative thinking of founder Ian Symmonds, ISA sets the consulting standard for the next generation of educational strategists.   Since our inception in 2003, we have served over 205 clients, representing 48 states and several countries and territories.  

The Director of Advancement Services will join a strong internal research team and innovative support structure to consult on development projects.  This position requires the following:

• Moderate travel.
• Ongoing marketing and promotion, including writing and speaking.
• Excellent project management skills.
• Excellent writing, speaking, and facilitation skills.  
• Five to ten years of relevant advancement experience in independent schools or private colleges.
• Previous speaking, writing, and consulting experience.
• Ability to travel extensively and manage two to three projects simultaneously.
• Excellent technology skills, including the use of collaboration media, web-based services, and video conferencing clients.

The Director of Advancement Services will be compensated on a per project basis.  This position can be filled by a sitting practitioner at an independent school or college with the proper experience and context for ongoing consulting. Interested candidates should forward their CV or resume directly to Ian Symmonds, president of ISA, via email at ian@iansymmonds.com. 

Social Media Role Reversal

Usually it is ISA that is featuring another independent school or college in our social media feed.  But, last weekend I experienced a social media role reversal for our firm. My wife Lisa and I had an opportunity to head down to Loyola Marymount University in Los Angeles for Parents Weekend.  Our daughter, Makayla, attends the university as a first year student.  After tweeting about the upcoming trip, the fine folks at LMU asked if we might serve in a short video to promote Parents Weekend.  The result is shown above and serves as proof that I never should have a career in acting! 

Lincoln Academy Selects ISA

Lincoln Academy in Newcastle, Maine has selected ISA to be their strategic planning partner.  Our work will commence in April and be completed in December 2015.  We are very excited to welcome Lincoln Academy into our ISA family of clients.

Lincoln Academy, with a proud two hundred plus year tradition of preparing students to meet the intellectual demands of full citizenship, strives continuously to provide a learning environment in which all students can achieve their highest potential.  As an accredited, independent, secondary school with deep roots in the communities of Mid-Coast Maine, Lincoln Academy seeks to serve the public interest by affording not only a comprehensive academic curriculum but also a diverse blend of co-curricular opportunities.  Their programs undertake to build knowledge, skills, and social values, and to promote high aspirations among all of our students.

University School of Jackson Selects ISA

University School of Jackson (TN) has selected Ian Symmonds & Associates as their partner for strategic planning.  We are delighted to welcome USJ into our client community.  Our work will commence in April and be completed in December.

University School of Jackson is West Tennessee's college preparatory school. It offers a challenging curriculum in a nurturing and safe environment. USJ educates students from PreKindergarten (2-year-olds) through the 12th Grade.

Taking Francis Parker Seriously

The famous progressive education pioneer Francis Parker, who has several fine schools named after him, including two of our own client independent schools in Chicago and San Diego, once argued that "the needs of society should determine the work of the school." I have been reflecting upon that quote a lot lately as I examine the relevance of school and college curriculum and programs.  Every time I read his quote I find myself hearing a "wake up call" to North American education.

Last week I keynoted on educational trends and inflection points at the Independent Schools of the Central States Heads Conference in Chicago.  Of the ten different trends that were outlined in the talk, educational relevance is perhaps the one inflection point most intriguing - and concerning - to me.  I often reference the famous book "High Noon - 20 Global Problems for 2020" as a guidepost for building a relevant curriculum.  In the book, the French author outlines some of the most pressing and predictable challenges our globe will face in the future, including globalism terrorism, digital piracy, and a lack of natural resources, such as water and petroleum. If these are the problems of our future times and the world in which our children will inherit, why does our curriculum not reflect the tools our students will need to solve these problems?

Francis Parker was ahead of his time.  He knew what he was speaking about when it comes to the broader and more strategic purpose of education.  We may believe that our students are in school to prepare for good colleges or careers.  But, if we take Francis Parker seriously, they are being prepared to solve the greatest challenges of our times. As Parker said, the needs of society should determine the work of the school.  Is your school curriculum up to the challenge?

St. Stephen's & St. Agnes School Selects ISA

St. Stephen's & St. Agnes School, a JK through 12th grade independent school in Alexandria, Virginia, has selected ISA for strategic planning, market research, and brand development.  Our work will commence in April and will be completed in December.  We are excited to welcome the school to our ISA community.

St. Stephen's & St. Agnes School is a college preparatory Episcopal Church School in the Diocese of Virginia that educates boys and girls from junior kindergarten through grade 12. St. Stephen's & St. Agnes School serves students from across Northern Virginia, Maryland, and Washington, D.C. Currently enrolled students hail from Alexandria, Arlington, McLean, Falls Church, Fairfax County, Prince George's County, and Washington, D.C. The School consists of three distinct campuses, each uniquely tailored to meet the needs of the students within. The Lower School, grades JK-5, is located on Fontaine Street; the Middle School, 6-8, is located on Braddock Road; the Upper School, 9-12, is located on St. Stephen's Road.

Brookwood School Selects ISA

Brookwood School in Thomasville, Georgia has selected Ian Symmonds & Associates for strategic planning.  Brookwood School is an independent, co-educational college-preparatory day school that offers a superior educational opportunity to qualified students from 4 years of age through the 12th grade. Founded in 1970, Brookwood's eleven buildings are situated on an attractive campus of more than 40 acres located south of Thomasville in southwest Georgia.

Brookwood seeks excellence in intellectual and social growth. Integrity and ethical behavior are strongly encouraged through an Honor Code governed by students. Academically qualified applicants are admitted without regard to race, creed, color, gender, or national and ethnic origin.

The Pivot Point Keynote from ISACS

Ian delivered the keynote address to open the Annual Heads Conference for the Independent Schools Association of the Central States this morning.  The conference was held at the Swissotel in Chicago.  His keynote, "The Pivot Point", focused on trends and inflection points in both education and the broader culture.  The materials from the keynote can be downloaded here.

Position Opportunity - Senior Strategy Consultant

Ian Symmonds & Associates (ISA) seeks an ambitious and highly skilled senior practitioner in the independent and/or higher education sectors to grow with our research and strategy consulting firm.

ISA is an innovative research and strategy firm for independent schools, colleges, universities, and non-profits.  Led by the innovative thinking of founder Ian Symmonds, ISA sets the consulting standard for the next generation of educational strategists.   Since our inception in 2003, we have served over 205 clients, representing 48 states and several countries and territories.  

The Senior Strategy Consultant will join a strong internal research team and innovative support structure to consult on strategy projects.  Guided by and partnering with company president Ian Symmonds, the Senior Strategy Consultant will collaborate, assist, and lead on consulting projects in the areas of strategic planning, strategy development, marketing, and identity.  This position requires extensive training, travel, and client-relationship learning, and will be compensated on a per project basis.  Requirements for the position include the following:

• Excellent writing, speaking, and facilitation skills.  
• Five or more years of relevant experience in independent schools or private colleges.
• Previous speaking, writing, and consulting experience.
• Ability to travel extensively and manage projects simultaneously.
• Excellent technology skills, including the use of collaboration media, web-based services, and video conferencing clients.

Interested candidates should forward their CV or resume directly to Ian Symmonds, president of ISA,  at ian@iansymmonds.com.  For more questions, feel free to contact Ian directly.

College Marketing Survey

Are you a student actively engaged in the college search process?  ISA has developed a short, five minute survey to gather information just how students are experiencing the college search process from a marketing standpoint.  We are focusing on your preferred communication mediums, messages that annoy you, and ways in which colleges can make your search process a lot easier and user-friendly.  

Your voice matters and will potentially influence college marketing efforts.  Our results will be used in a national presentation to college marketing officers in Washington, DC in early February. We hope you can help us out and influence college marketers to adopt user-friendly methods to communicate with prospective students.

Take the survey anonymously here. 

Schools of Consequence - Characteristic #2

We continue our series on Schools of Consequence.  A School of Consequence is a school or college that has a transformational quality on the context of their environment. From our experience, they are a small segment of independent schools and colleges that seem to thrive in doing meaningful work within the context of their environment.  Over the next several weeks, we have and will be outlining the core characteristics of Schools of Consequence. Today, we identify the second characteristic of these schools.  Two weeks ago, we wrote that Schools of Consequence are externally-oriented as the first characteristic.

Characteristic #2 - They Know Why They Do What They Do

There is an extreme difference between vision, mission and values.  Many schools and colleges get them confused and have the wrong perception about the differences between these terms.  For purposes of our series, let's define them.

• Mission - What You Do
• Vision - Why You Do It
• Core Values - Enduring Ideas or Truths You Live By 

Most schools and colleges know what they do.  That know their mission, their purpose, their foundation as an organization, and they spend great time defining this in lofty language and lengthy mission statements.  And, most schools and colleges know how they do what they do.  This is often defined by how they teach, their educational philosophy, and the methodology by which they deliver education to the consumer.  But, like management guru Simon Sinek shares, few organizations know why they do what they do.  Answering the question of why is perhaps the most important strategic question of any school or college.  

The right answer to the question of why is never about the school or college.  It is about the external environment, culture, or society.  We in the non-profit world are not selling widgets or gadgets.  No, by definition we are supposed to be transforming lives through education.  Understanding why your school or college exists is more about measuring the impact of the organization against the landscape of the culture around you.

A couple of years ago I wrote an article called the George Bailey Test.  It is a featured white paper in our iBook. The basic premise is simple:  George Bailey, in the movie "It's a Wonderful Life", got a glimpse - through a nightmare - of what the world would look like without him in it.  After that dream, he realized that while he had been trying to leave Bedford Falls his whole life, he was the only person uniquely qualified to save the city again the evil Mr. Potter.  He found his why. 

Schools of Consequence know why they do what they do.  They have passed the George Bailey Test with flying colors and measure their true success by identifying their overall impact on society and people's lives.  They use the answer to the question of why to drive their strategic decision making. 

We have defined two characteristics of Schools of Consequence so far.  These organizations...

1. Are externally oriented, reading the tea leaves of culture and are adept at understanding their context;
2. Know why they do what they do, have passed the George Bailey Test, and organize around their priorities around their broader impact on society.

Next week, we will offer the third installment of the series.  Feel free to share this post on social media or make a comment below.  We love to hear from you.

Ian to Speak at VAIS Governance Forum

Ian will be the featured keynote speaker at the Virginia Association of Independent Schools Governannce Forum. The topic will be focused on the art and science of strategic planning and will be held in Richmond on April 30th. Heads of school, trustees, and senior school officials will be the primary groups in attendance. For more information, visit the VAIS website.

ISA and Jensen Design Featured at CASE District II

Ian will team up with long time creative partner Robert Rytter of Jensen Design to present a "supersession" on integrated marketing at the Council for Advancement and Support of Education District II Conference in Washington, DC on Sunday, February 1st.  The session - "Integrated Marketing at it's Best - Axioms and Case Studies" - will review state of the industry principles, grounded in research, on what’s working - and what’s not.  

Together, Ian and Robert Rytter have developed some of the most groundbreaking brands and creative marks for regional members such as Roanoke College, Emory & Henry University and Carlisle School - to name a few. We will walk through some research-based case studies on identity, web and video to give attendees a look at integrated marketing at its best.

Ian to Keynote at ISACS

Ian will serve as the keynote speaker at the upcoming Independent Schools Association of the Central States Heads Conference on January 29th in Chicago.  He will speak on ISA's Ten Trends series, the changing landscape facing independent schools, and strategic responses and opportunities for the marketplace.  The conference enjoyed a retooled scheduled this year and will be held at the SwissHotel in Chicago.  For more information, please visit the conference webpage here. 

Schools of Consequence Series Continues

Our Schools of Consequence series continues this week with our second criterion of five overall factors.  A School of Consequence is a school or college that has a transformational quality on the context of their environment. From our experience, they are a small segment of independent schools and colleges that seem to thrive in doing meaningful work within the context of their environment.  Watch for our second installment on Thursday. 

Park Tudor Announces Strategic Plan

Park Tudor School in Indianapolis announces their recently completed strategic plan.  "PT2020" is an ambitious strategic plan characterized by industry best practices, progressive thinking, and sustainable practices.  The school launched the plan on a strategic plan microsite which can be seen here. 

Park Tudor is an independent school in Indianapolis, Indiana. As an independent school for children age 3 through grade 12, the school provides an individualized learning environment where children are encouraged to explore opportunities, exceed expectations and expand possibilities. Small class sizes, a safe and caring atmosphere, and numerous extracurricular activities ensure that each child at Park Tudor receives a unique educational experience catered to his or her individual needs.

ISA supported the development of the plan through research, facilitation, and providing counsel throughout the process.  We are very excited about the plan and the future of Park Tudor. 

Video: All I Want for Christmas is You!

The Symmonds Family was busy this Christmas putting together this Christmas video card for all of our friends, colleagues, and clients.  Special thanks to our videographer, Makayla Symmonds, a freshman at Loyola Marymount University in Los Angeles.  Merry Christmas, Happy New Years, and enjoy your holidays!