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school marketing news

How your school can survive a media crisis

Posted by Laura Sheahan

The real world is untidy and chaotic. The worst things can happen when you least expect them to. There is never a good time for a crisis to occur ... but you can be sure that sooner or later it will.

For educational institutions, the list of potential crises is long, your school bus has a traffic accident, a student is permanently disabled in a sporting competition, students watch as a teacher is killed while on an international trip, one of your teachers is charged with indecent assault or one of your trusted finance team is discovered committing fraud. All these scenarios are real and have happened in recent years. 

When a crisis hits, here is how your school can survive it ...

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Topics: Education, imageseven, Communication, Crisis management, Issue management, Marcom

How to navigate and survive a school crisis

Posted by Laura Sheahan

Media reports, as we know all too well, can have an everlasting negative effect on any school. However, when a school is dependent on enrolments from a foreign country, where prospects base their decision on the court of public opinion (friends, colleagues, media) and a school's website, it makes surviving a media crisis even more difficult to navigate and survive.

Amid continuing turmoil, what should your school do to weather the storm and turn it into a brand opportunity?

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Topics: Education, imageseven, Branding, Communication, Positioning, Crisis management, Issue management, Marcom

Every teacher, parent and student represents your school’s brand

Posted by Clare Ravasini

The traditional marketing Mix consists of Product, Placement, Promotion and Price. In an educational setting this would equate to:

  • Product: Who is the school and what does it stand for?
  • Place: Where the school’s located (school grounds), or is it an online-only school?
  • Promotion: The school’s marcom efforts; what’s being said and why should people take notice?

The fifth and most important volatile P is People. In a nutshell this last P can make all the difference as to whether a parent decides to send their child to your school or not. How many times as a customer have you experienced a bad service and it’s resulted in a no-sale?

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Topics: Education, imageseven, Branding, Communication, School culture, Crisis management, Issue management, Marcom, Rebranding, Leadership

If it’s urgent, call the school landline!

Posted by Laura Sheahan

The Global Human Capital Trends 2014* report revealed that information overload and the advancement of digital technology is pushing hyperconnected employees to breaking point.

With many struggling under the burden of information that they receive each day through email, mobile phone, landline, web and news feeds, the majority of hyperconnected employees stated that calling them on the landline was the best way to get urgent requests actioned. However, being constantly accessible by landline, mobile phone and email makes it harder for employees to do their job effectively.

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Topics: Education, imageseven, Branding, Communication, Strategy, Issue management, Internal communication, Culture

How to say no to the Headmaster

Posted by Suzanne Willcock

A quick question: How many emails are sitting in your inbox right now?

Let’s face it; all of us have way too much to do every day.

So, it’s 4.55 pm, you’ve just reviewed a report, organised a team professional development day and scheduled parent meetings. The Headmaster, a wry smile on his face, peeks around the corner of your office and asks for a quick meeting.

“Only take a minute!,” he says.

Your heart sinks …

You promised yourself you would get to the gym, mow the lawn when you get home, cook a roast dinner and help your daughter with her algebra assignment. Easy!

So, what do you do? Of course you smile sweetly, invite him in to take a seat, grit your teeth and pull out your (100 page) To Do list.

Seriously, what can you do in a situation like this? Here at imageseven the other day we were spit-balling this issue over morning tea, and here’s what we came up with

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Topics: Education, imageseven, Communication, School culture, Issue management, Management

How would your school manage an Ebola crisis?

Posted by Andrew Sculthorpe

This week Brad and I discussed the ongoing Ebola crisis and news that a health worker has been admitted to the Duke University Hospital suspected of having the disease. The University has handled the situation in a calm, thoughtful and compassionate manner 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 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.

What would you do if a case of Ebola was discovered at your school? Do you have a plan in place to manage the situation and protect your brand reputation and image?

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Topics: Education, imageseven, Branding, Communication, Strategy, Positioning, Crisis management, Issue management, Social media management, Podcast, Marcom, Public relations

Crisis communications: The reasonable majority principle

Posted by John LeCras

Somebody once wrote that you can’t keep all the people happy all of the time … and that principle is an important one when dealing with issues that threaten your brand or reputation. 

In advising clients at times of crisis I am very conscious of making it clear that you will never be able to keep everyone happy. 

One critical consideration when it comes to issue management and crisis communications is that you are ultimately pitching to the reasonable majority, as opposed to the unreasonable and, perhaps even, irrational minority.

Read More

Topics: imageseven, Strategy, Crisis management, Issue management, Internal communication, Leadership

Managing social media in a crisis

Posted by Laura Sheahan

A crisis in your school can be tough to manage. It is hard to gauge what people are saying and how severe the crisis is. Using social media during a crisis can be very beneficial. It allows you to monitor what people are saying about your school during the crisis.

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Topics: Education, Social media, imageseven, Strategy, Positioning, Crisis management, Issue management, Social media management

How to stay focused during a brand crisis

Posted by Laura Sheahan

Even the best global brands have been through a crisis. Toyota recalled eight million Prius hybrid cars. Johnson & Johnson recalled 30 million packages of Tylenol after traces of cyanide were found. Tesco was hit particularly hard by the horsemeat scandal. Walmart was named America’s worst paying company and McDonald’s used its employee resource website McResourceLine to offer budget advice to its own struggling workers.

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Topics: Education, imageseven, Communication, Strategy, Positioning, Crisis management, Issue management, Management

You can turn a crisis into a brand opportunity

Posted by Laura Sheahan

The Oxford dictionary defines crisis as the turning point at which an important change takes place, indicating either recovery or death.

While a crisis can often be out of our control, i.e. extreme weather conditions resulting in a school tournament being postponed or cancelled, the way we handle the situation is fully within our reach. So, while a crisis may not be the fault of your school, it is an opportunity for your brand to prove to its school community that no matter what the obstacle you will do your best to find a solution. Ultimately, how your brand deals with and recovers from a crisis is completely up to you (the school) and will leave a lasting brand impression with your school community, directly affecting your brand value.

Read More

Topics: Education, imageseven, Branding, Communication, Crisis management, Issue management


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