In this episode Brad and Scully discuss selecting a face for a campaign, dealing with a crisis, how brainstorming can be improved, combining social media with advertising and interview digital marketing expert Bart Caylor.
News you can use (1:32)
In their regular review of marketing and communications news, Brad and Scully discuss a new campaign fronted by Sarah Wilson, author of the I Quit Sugar book series and website. The campaign is set to position her as Australia’s answer to Jamie Oliver as she seeks to change canteen guidelines so children are served healthier food. Brad notes that the way the campaign has been created is very clever as Sarah has partnered with leading nutritionist Rosemary Stanton, University of Sydney researchers and local politicians to add weight to the argument and bring about change in school canteens. The campaign is well executed given the backing of leading credible thought leaders with a profile and using more than one face and voice for a campaign is a practice schools can adopt to give a message more weight.
The second news story put under the microscope is the ongoing Ebola crisis and news that a health worker has been admitted to the Duke University Hospital suspected of having the disease. Brad and Scully praise the way the university has handled the situation, as they have been calm, thoughtful and compassionate in their statements and even set up a dedicated website to provide ongoing live updates. Staying ahead of the curve is key to being on the front foot and Scully shares it is vital to be across what is being said in social and traditional media during any form of crisis that may hit a school.
School marketing frequently asked questions (8:34)
In the regular segment that aims to answer common school marketing questions, Brad and Scully look at the topic of brainstorming, if they are effective and how they can be improved. An article from the Content Marketing Institute is discussed that provides some great tips on improving brainstorming, all based around using sticky notes. The simple tips covered include establishing a single meeting leader, writing the problem statement on the wall and giving all participants a stack of sticky notes to write ideas on, before conducting a group vote to determine the best ideas.
Interview: Bart Caylor – Caylor Solutions (13:43)
Back in episode two of SMC Brad and Scully introduced listeners to the Franklin College website as an example of a well-executed education website. The creator of that website is Bart Caylor of Caylor Solutions in Indianapolis in the US. Since then Bart has become a good friend of imageseven and Brad and Scully have enjoyed the opportunity to connect and talk about their common passion for all things to do with education marketing. Brad invited Bart to join him on SMC for an interview. Bart discusses the need to put strategy before tactics, the principles of marketing in the digital medium and his experience with creating education websites in the US. The full length interview will be available on the imageseven website on Friday 7 November and in the iTunes store on Wednesday 12 November.
Marketing example (17:59)
In this episode Brad and Scully look at Oral Roberts University (ORU) in the US, where they have cleverly married social media with outdoor advertising to crowd source images tagged with the campaign’s hashtag. The campaign encourages prospective and incoming new students to share photos showing their excitement about attending ORU, with these images then selected to appear on one of 20 digital billboards in the area. While Brad notes that schools aren’t likely to have the budget to do a campaign of such scale, Scully adds there are ways a similar outcome could be achieved in a smaller setting via utilising social media or simply a school’s website.
Rants and raves (21:46)
Finally, in the regular rants and raves segment, Scully takes the opportunity to rave about the rants directed at content marketing in Marketing Magazine. The article discusses that inbound or content marketing could be considered clutter if organisations jump into it without planning a strategy or identifying a unique point of difference. Scully reinforces content marketing needs to be done well, planned out and backed up by deep editorial skills to deliver smart content.
- Join Sarah Wilson & I Quit Sugar’s Canteen Campaign
- Preliminary test results negative for Ebola in hospitalised patient
- The sticky note: a stupid-simple approach to better content marketing brainstorms
- Franklin College
- Caylor Solutions
- Oral Roberts University marries social media with outdoor ads for #HeadedtoORU campaign
- The fourth wave of content marketing
Would you like to increase enrolment enquiries?
Find out how in this webinar.
When: 12 Nov
Time: 1pm AEDT
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This blog was written by Fiona Hood
As Brand Marketect, Fiona is responsible for imageseven’s corporate marketing communications and business systems. When she is not doing that she is exploring the great outdoors.