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school marketing news

Suzanne Wilcock

Suzanne Willcock is a Senior Account Manager for imageseven. She is a professional services and education marketing specialist who happens to love copywriting and blogging. She is also particularly fond of interior design magazines and home renovation shows.

Recent Posts

How to nail this year’s yearbook

Posted by Suzanne Wilcock

In case you hadn’t noticed, it’s yearbook season for many schools and in my line of work I get to see some amazing school yearbooks and annuals that really convey the essence of a school and its brand. Of course I’ve also seen some shockers in my time. Successful yearbooks tell your brand story through experiences and celebrate the successes and achievements of your school and its students. They reveal the assets and strengths of your brand and validate a parent’s decision to place their trust in you. So how do you take your school’s yearbook from simply being an archival record to something more meaningful?

Here’s our top tips to nail this year’s yearbook:

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

Why you need to optimise your school's online presence

Posted by Suzanne Wilcock

“If you want to be more effective at content marketing, document your strategy.” This is just one of the findings from the Content Marketing Institute and MarketingProf’s annual Content Marketing: 2015 Benchmarks, Budgets, and Trends report. Yes, it is US B2B data, but the report’s key findings have relevance for schools already executing a content marketing strategy or thinking of it.

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

Yearbooks … 5 tips to polish your performance

Posted by Suzanne Wilcock

Right now, all across the country, there will be school marketers doing fist pumps and happy dances as they celebrate the delivery of their school’s yearbook. A momentous occasion indeed, but before you call it a wrap for another year, there’s one simple but significant step to complete. It’s a debrief, better known as the process of questioning to assess performance, and this simple process can really put some polish on next year’s performance.

Firstly, why debrief? Because it helps you to figure out what worked, what didn’t, how to avoid inefficiencies and how you’re going to build on this year’s success. One of the reasons debriefs don’t always happen is because we’re so busy that we have already moved on to the next priority, but hindsight is a powerful thing! By bringing together the key project people to debrief a project you greatly increase your chances of learning, growing and thinking bigger for next year.

Looking for some inspiration to kick-start your debrief session? Here’s our top tips to get you started:

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

Yearbooks: Tips to make the words count!

Posted by Suzanne Wilcock

If you’ve been following our series on how to create yearbooks that get read, you’ll know we’ve reached the all-important copy stage … the words! Okay, we know that to a large degree publications are a visual medium and a picture paints a thousand words, but even the most arresting imagery can be elevated when it is supported by quality copywriting. The images and copy should combine to communicate your school’s brand values and make a real connection with the reader. The publication captures a moment in time: think about what truly sets your school apart and equips your students for living life. That’s why it is one of the most powerful communication tools a school has at its disposal. It’s a key opportunity to promote brand pride and share the stories and achievements of the past year with your school community. And that’s where the words come in.

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Topics: Education, imageseven, Communication, Yearbooks, Marcom

Yearbooks: Arm your content creators with the right tools

Posted by Suzanne Wilcock

I’ve worked on yearbooks and school publications for many years and there is something that I can tell you with absolute certainty. There is a direct link between how well you prepare your yearbook contributors and the quality of the copy and content you receive. A healthy tension exists within schools between those who are responsible for writing and supplying yearbook content - usually busy teachers - and those whose job it is to coordinate the content and production of the yearbooks - be they internal team members or an external supplier. Yearbooks require the same level of professionalism, organisation and communication that you would apply to anything else you do. In our experience it comes down to arming your content creators with the right tools from the outset.

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Topics: Education, imageseven, Communication, Yearbooks, Copywriting, Marcom

Tick tock, yearbook content countdown

Posted by Suzanne Wilcock

Last time we talked school yearbooks, we looked at the people in the process - your yearbook A team. Now that you’ve assembled your crack squad of publication professionals, let’s take a look at the next stage - content milestones and production deadlines. In other words, everything you need to do between now and December to deliver the yearbook.

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Topics: Education, imageseven, Communication, Yearbooks, Marcom

Yearbooks … assign your A-Team

Posted by Suzanne Wilcock

“… If you have a problem, if no one else can help, and if you can find them, maybe you can hire the A-Team.”

Any child of the 1980s will recognise these words as the opening narration of The A-team, the American television series, about a fictional group of ex–US Army Special Forces personnel. The A-Team were a crack squad, the best at what they did, and above all who you could turn to in times of trouble.

What does all this have to do with school yearbooks? Very little, except to say that when it comes to producing a school yearbook, you need to assign your own crack squad of publication professionals - your school’s A-Team. 

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Topics: Education, imageseven, Communication, Yearbooks, Marcom, School vision

Yearbooks … start with the end in mind

Posted by Suzanne Wilcock

Yearbooks are a funny thing … they can bring an enormous amount of joy and nostalgia to their intended audience, but if you’ve ever been involved in the production of a yearbook, you’ll know the experience can be a love/hate one! In our experience, a yearbook is a year-long project. Okay, so you may not be working on it continuously, but there are key stages that need to be in place across the entire school year. So if you’ve just finalised your school’s yearbook and you’re feeling a little jaded, here are our tips for bringing the love back in 2015.

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Topics: imageseven, Communication, Yearbooks, Marcom

You’ve built a school brand, now protect it

Posted by Suzanne Wilcock

I’ve just returned from a family holiday in Vietnam and while I was there I was reminded of the value of brand and why organisations so fiercely protect it …  

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Topics: Education, imageseven, Branding, Communication, Marcom, Rebranding


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