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Brad Entwistle

Brad Entwistle is founder and Managing Director of imageseven. For more than 25 years he has led the imageseven team on a crusade to lift schools’ brands and reveal the true value they deliver to students and their families. When he is not working with schools on their marketing strategy, Brad sits on the boards of two national not-for-profits and enjoys looking at antique maps.

Recent Posts

The fads, trends, meta-trends and tectonic shifts of school marketing

Posted by Brad Entwistle

I’m sorry. I should have written this article two years ago, but I wasn’t ready to. Probably more truthfully, I couldn’t find the words to explain the disturbing facts (at least to some) that school marketing has changed so much.

In almost every discipline you can identify fads, trends, meta-trends and tectonic shifts in the fundamentals. School marketing is going through a tectonic shift in the fundamentals. Unfortunately, most school Heads still believe it’s all just a fad. It’s not.

Yes, once again I’m talking about marketing technology, or Martech. Previously, I discussed how you might approach this new era of marketing on a practical level. In this article, I want to take you on a journey and reform your thinking about the place of technology in your school’s marketing.

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Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, Content marketing, School marketing, School, School Marketing Institute

Why marketing technology is your future

Posted by Brad Entwistle

Your school is doomed to a future wandering in the wastelands of irrelevance if you do not embrace the trend toward marketing technology.

It’s a big statement. But I’m happy for you to quote me. (Better to stand for something than nothing)

Back in 2012, global technology research firm Gartner released a report that shook the corporate technology world. Researcher Laura McLellan predicted that by 2017 Chief Marketing Officers (CMO) in big business would be spending more on technology than their Chief Information Officer (CIO) colleagues. We are halfway there and there is no reason to doubt the prediction will come to pass on schedule. 

But what does that mean for you, as a school head?

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Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, Content marketing, Content marketing distribution, School marketing, School, School Marketing Institute

Are you translating social media followers into something that matters?

Posted by Brad Entwistle

The trend of ‘following’ and ‘liking’ has developed radically since the increasing growth of social media. By asking members to ‘like’ your school's page on social media, or ‘follow’ you, they are gaining access to special content and information that they may not otherwise be able to access, but are you translating social media followers into something that matters?

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Topics: Education, Social media, imageseven, Communication, Social media management, Marcom, Social media marketing, School marketing strategy, School marketing, School

At what point can communication change a parent's behaviour?

Posted by Brad Entwistle

In this blog post we look at communication and the point at which it can change a parent's behaviour ...

People are more likely to change in response to a combination of new experiences and communications, than in response to communication alone.
Experienced educators the world over recognise this. It is generally true that people who are successful at influencing the behaviour of others start by looking for ways of changing the circumstances or the environment of their audience. They recognise that people tend to act habitually and that those habits are unlikely to change unless the environment of the communication also changes.

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Topics: Education, Communication, Internal communication, Public relations

How to really engage with parents

Posted by Brad Entwistle

In a recent podcast, Andrew and I discussed a recent imageseven blog entitled How to effectively communicate with parents where we outline the need for schools to plan their communications. The issue came to our attention again when a school sent a family 72 communications in one week.

So today we ask, how do we, as a school, really engage with parents without bombarding them?

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Topics: Email marketing, Education, imageseven, Communication, Marcom, School marketing strategy, School marketing, School

How to manage school marketers – a guide for Heads

Posted by Brad Entwistle

Being a school marketing and communication professional is a frustrating job.

Stop and think about it from a school marketer’s point-of-view for a moment. How many other jobs are there where your professional skill represents perhaps just one percent – maybe less – of the workplace. Even more challenging is that your boss rarely has any professional training or experience in your field, and yet is the sole arbiter of your role performance.

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Topics: Education, imageseven, Communication, Marcom, School marketing strategy, School marketing, School, School Marketing Institute

Is your school in pursuit of trust and communication?

Posted by Brad Entwistle

A client recently asked me how he could improve his performance to become a better leader, better communicator, and possibly a better marketer of his school.

I had this advice for him ...

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Topics: Education, Communication, Internal communication, Public relations, School marketing strategy, School marketing, School

What does luxury branding mean to you?

Posted by Brad Entwistle

I’ve spent a good part of Christmas and the New Year thinking about luxury. What is a luxury brand and what defines it? What name would I put forward to a client for a new luxury brand?

Luxury is essentially of no use, physiologically unnecessary, and yet more psychologically vital than ever before. The late 90s and early 2000s saw the dawn of a new kind of luxury. Luxury that people dreamed about and purchased as well.

Luxury purchases today can break with the traditional logic of selling through conservative boutique operations and relies on the luxury ‘drug' - that is, its exclusivity.

Outside the well-known luxury brands of perfume, automobile and timepieces (not a watch, but a timepiece) we’ve entered an era of mass exclusivity. Everyday items carrying previously exclusive brands are within the reach of the majority of the population.

The spell of a luxury purchase is its power to give people an idealised image of themselves whenever they own it or are even around it.

What does luxury branding mean for you?

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Topics: Education, imageseven, Branding, Communication, School culture, Marcom, Rebranding, School marketing strategy, School

A simple formula on how to approach the unknown in school marketing

Posted by Brad Entwistle

At some point in everyone's career, we have to work on a project that we know nothing about, and therefore aren't sure how to approach it

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Topics: Education, imageseven, Communication, School culture, Marcom, Leadership, School marketing strategy, School marketing, School

Is your school marketing broken and obsolete?

Posted by Brad Entwistle

We are moving into a new era of school marketing. The buying journey of your prospective parent is no longer a straight line. They can, and do, locate information online, compare pricing, read and make social recommendations about prospective schools ... all before you even know they are in the marketplace. Increasingly, unless you make their final shortlist you won’t even know they were looking.

I make a call for school Heads to look afresh at their marketing function. 

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Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School website, School marketing strategy, Content marketing, Content marketing distribution, School marketing, School, Marketing automation, School Marketing Institute

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