SchoolCEO: Marketing for School Leaders

SchoolCEO by Apptegy
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SchoolCEO: Marketing for School Leaders

School CEO podcast takes a deep dive into the minds and hearts of the country’s most successful and innovative school leaders and subject matter experts on the topics of brand, culture and marketing strategies for schools. Join us in our discussions where we explore how the role of education is changing and learn private sector best practices that can be adopted into the way you lead your team and shape your community. Whether you're a superintendent, communications director, a principal or in another role, this show will help you better understand how to shape and lead your schools. Inspired by SchoolCEO Magazine, our original research, case studies, and marketing guides are all tools to equip you to become a better leader in a time of rapid change in public education.

  1. The Complete Guide to School Marketing: How to Communicate in a Crisis

    FEB 21

    The Complete Guide to School Marketing: How to Communicate in a Crisis

    As school communicators, you play a vital role when crises happen in your district. How you respond can greatly affect your school’s reputation. While crises are unavoidable, they provide a chance for communication professionals to support your leaders and communities. In this episode, we’ll go over the three phases of a crisis communications plan: before, during and after. To handle a crisis effectively, it's essential to prepare in advance. This involves creating a strategic plan, running drills to test your crisis communication strategy, and developing partnerships with community leaders and local media. When a crisis occurs, building trust is key. Selecting and training a sympathetic spokesperson and relaying information quickly and honestly allows your community to stay informed and feel included. In the aftermath of a crisis, reflecting is the first step to improving. Give your community something to do to feel they are part of the solution and strengthen your bond with them and lastly, take care of yourself because you experienced a crisis, too. While crises are extremely difficult to weather, they are also opportunities to support your leaders and your community when they need you most.

    24 min
  2. The Complete Guide to School Marketing: What is Enrollment Marketing?

    FEB 6

    The Complete Guide to School Marketing: What is Enrollment Marketing?

    Welcome to the SchoolCEO Podcast. Todays’ topic is enrollment marketing in K-12 education. Enrollment numbers affect funding, which affects everything else. One strategy to improve enrollment is understanding the customer journey, which is the series of steps families take to learn about your school. The customer journey has five phases: Awareness, Interest, Decision, Retention and Advocacy. The Awareness Phase focuses on getting families to know about your school through events or online presence. In the Interest Phase, families compare schools, and you can engage by offering tours and showcasing student experiences. Next, in the Decision Phase, it’s important to make the registration process easy. The Retention Phase aims to strengthen relationships with existing families, keeping them engaged through programs and communication. Finally, in the Advocacy Phase, committed families promote your school. Throughout this journey, it’s important to assess where resources and efforts can be better allocated to enhance engagement at every stage.

    17 min
  3. The Complete Guide to School Marketing: Does Social Media Work for Schools?

    12/10/2024

    The Complete Guide to School Marketing: Does Social Media Work for Schools?

    More than any other communication channel, schools have been quick to adopt social media, but there are a few key differences between how schools and the private sector can use it. Schools already have an established audience, while new businesses must build theirs from scratch. Schools can reach families without needing to build a following. Engaging on social media requires competing for your audience’s attention. It’s also a forum that often leads to negativity, where complaints can overshadow positive discussions. Managing a social media account can be too time-consuming, especially if you have a one person communication team. But it’s not all doom and gloom. Social media is a hotbed of creativity you can draw inspiration from. Social media can also help reach new families, but its use should be targeted and not at the expense of your existing school community and more direct communication channels. In this episode, we’ll discuss the rise and fall of different communication channels, why social media is different for schools than it is for individuals and companies, social media’s potential downsides and when it can work for your schools. We’ll also give you some recommendations on how to get the most out of social media when you do use it.

    24 min
  4. The Complete Guide to School Marketing: What is Digital Experience?

    11/01/2024

    The Complete Guide to School Marketing: What is Digital Experience?

    School leaders are well-equipped to consider how families' experiences with their schools shape their opinions about their districts. But for many families, the majority of their experiences start and remain online. In this episode of SchoolCEO Podcast, we dig into how to optimize your online communities to make sure that they’re just as incredible as your schools are in real life. We also dig into some lessons from industry experts Rhodes Branding as well as advice on how not to make your online communities feel like negative spaces.

    17 min
  5. The Complete Guide to School Marketing: What is Experiential Marketing?

    08/14/2024

    The Complete Guide to School Marketing: What is Experiential Marketing?

    Experiential marketing is a tactic businesses use to promote their brands through face to face interaction with their customers. Live, branded events tend to have a much bigger impact on audiences than traditional advertising—helping companies build brand awareness, encourage brand loyalty and generate word of mouth. The goal of branded experiential marketing events is to form an emotional connection with your audience. Intense emotions turn into memories which influence future actions. A positive memory of an event could decide whether someone sends their child to your district or votes in favor of your bond. While K-12 education lacks the same resources as private sector marketers, the fact is that schools have one major advantage over them: you already regularly interface with your audience at live events, be they football games or graduation ceremonies. In this episode, we’ll discuss what sets successful experiential marketing campaigns apart from other events, how experiential marketing can benefit schools and ways K-12 leaders can leverage experiential marketing tactics to level up your events and create lasting memories.

    24 min
  6. The Complete Guide to School Marketing: What is Organizational Culture?

    07/29/2024

    The Complete Guide to School Marketing: What is Organizational Culture?

    Nothing is more important to the success of a district than organizational culture: it determines the performance and satisfaction of your staff, aids your marketing and communication efforts and ultimately defines the experience of your students. Organizational culture is not a short-term initiative, nor is it office perks or a mission statement. It is how your staff experiences working for you, the beliefs they form about those experiences and how those beliefs motivate their actions. Employees who have a positive attitude about their workplace work better and smarter. And employee satisfaction is the greatest indicator of customer satisfaction. In this episode, we’ll discuss how to determine the health of your organizational culture, steps you can take today and every day to improve it and why it’s so important that you do.

    27 min
  7. The Complete Guide to School Marketing: What is School Communications?

    07/15/2024

    The Complete Guide to School Marketing: What is School Communications?

    What does effective school communication look like?” The health of your district starts and ends with connection. From the connections that happen in the classroom and outside of it—they all funnel into keeping your district healthy and tied to your purpose. Communication plays a huge part in this. In this episode, we’re looking at what sets apart effective school communication from ineffective school communication. We engage both business leaders and school leaders to explore a real, tactical discussion of what effective communication looks like in schools.

    18 min
  8. The Complete Guide to School Marketing: What is School Marketing?

    06/12/2024

    The Complete Guide to School Marketing: What is School Marketing?

    When people think of marketing they likely think of advertising or PR but over the past decade marketing has evolved to encompass many different things. For school leaders, marketing will differ from the private sector; and it should. School marketing isn’t about reaching as many people as possible, rather specifically reaching those in your community. But school marketing is not just about boosting enrollment numbers. It is also about building a strong community, enhancing your district’s reputation, and ensuring long-term sustainability. In this episode, we explore the tools and strategies that are being used in the private sector and the actionable steps you can use to take your schools to the next level.

    33 min
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About

School CEO podcast takes a deep dive into the minds and hearts of the country’s most successful and innovative school leaders and subject matter experts on the topics of brand, culture and marketing strategies for schools. Join us in our discussions where we explore how the role of education is changing and learn private sector best practices that can be adopted into the way you lead your team and shape your community. Whether you're a superintendent, communications director, a principal or in another role, this show will help you better understand how to shape and lead your schools. Inspired by SchoolCEO Magazine, our original research, case studies, and marketing guides are all tools to equip you to become a better leader in a time of rapid change in public education.

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