SchneiderB.FM: Recent Episodes
Brendan Schneider
Hosted by Brendan Schneider. This is THE podcast dedicated to helping you use the internet to market your school in order to achieve your enrollment goals.
Welcome to SBfm25. Today’s podcast is going to be a little unorthodox. Now that I’ve piqued your interest, let me explain. As the school year begins, I’m really excited to share the findings from Year 2 of the School Marketing and Social Media Survey 2019. As a reminder, I’ve conducted the report with my partners, […]
Welcome to Episode 24 where my guest today is Mike Ziemski. Mike is the Regional Vice-President of FACTS Management Company and also the Founder of SchoolAdvancement. He’s also the author of a newly updated book “Retention: A Systems Approach to Growing Enrollment”, which is the topic of our discussion today.In this episode, here’s what we’ll […]
Welcome to Episode 23 where my guest today is James Pizarro. James is the Creative Director at Red Bicycle Media, a video production company located in northeast Ohio. I was first introduced to James through a mutual friend, and then when I checked out the sample videos on his website I was completely blown away. I […]
Welcome to Episode 22 where my guest today is Paul Warner. Paul is the Communications Director at the Lawrence School, located in northeast Ohio. The reason I invited him on the show today is because he’s the main force behind their podcast, which is The LionShare Podcast. In episode 21 we talked about an alumni […]
Welcome to Episode 21! Today’s guest is Jason Schwartzberg. Jason wears many hats, which you’ll hear about during the episode. The hat he wears on today’s episode is the host of his own podcast, McDonogh Works Podcast. Jason is an alumnus of the McDonogh School, a private school located just outside of Baltimore that was […]
Welcome to Episode 20 where the guests today are actually listeners of this podcast. I asked in my Facebook Group for listener questions they wanted me to answer, and I’m going to answer them in this podcast. In this episode, here are the questions I’ll cover What is the best way to spend a small […]
Welcome to Episode 19 where my guest is Risa Engel. Risa is the Director of Communications at the Stuart Country Day School, an independent day girls school for preschool through 12th grade in Princeton, NJ. Today’s topic is about project management and office organization for independent schools. Project management is about much more than time […]
Welcome to Episode 17 where my guest is James Collins. James is a Regional Director at School Admin, where for the last 7 years he’s worked with a variety of admissions offices. James has managed anywhere from 10+ admissions offices to one-person shows. He is a leader in best practices as they relate to enrollment […]
Welcome to Episode 17 where my guest today is Brian Kaplan. Brian is a New York City-based marketing and communications consultant who operates a practice called BrainKap Communications. He’s a former MarCom director of independent schools and, prior to that, he ran a marketing and public relations firm called Impression PR. In today’s episode, we […]
Today’s guest today is Dana Nelson-Isaacs, who is the Founder and President of DNI Consulting. Dana is a former school marketer who went out on her own five years ago. Dana says that she is the product of independent schools and started in admissions right out of college. She is committed to making an independent […]
Today’s guests are Rob and Liza Norman from InspirED School Marketers. Rob and Liza are a married couple that have been business partners for 27 years. They were in business for 25 years as Turnaround Marketing exclusively working with independent schools doing brand development, enrollment marketing as well as other types of development marketing. About four years ago Liza came up with Inspired School Marketers because there really wasn’t a resource targeted to independent schools for marketing and communications (MarCom). Inspired School Marketers offers a podcast, blog, daily e-newsletter with one idea being shared every day and other resources targeted to the independent school MarCom community. Our topic today is The Brilliance Awards, which are MarCom awards for the independent school community. I want to get the word out about this award opportunity. This is the third year of the awards; Rob and Liza are starting to gain momentum. The Brilliance Awards are a great way to receive recognition as well as a great professional development opportunity. Past winners of the awards are listed on the website, which provides an opening to see what other schools are doing to get ideas and inspiration. I’ve known Rob and Liza for a long time and we always have a good time when we get together. I hope you enjoy this episode as much as I did! In this episode here’s what we’ll cover Background of The Brilliance Awards Who is eligible to apply for The Brilliance Awards Why The Brilliance Awards are great for professional development The goals of The Brilliance Awards What judges think of The Brilliance Awards How to use past Brilliance Awards to learn more about creative approaches to MarCom Discussion about new categories this year (there are 29 total categories) Small Doesn’t Mean Limited (discounted price) In-house vs Outsourced New advertising category Still photography (campus and architecture, people, sports, performing arts, etc.) Branded webpage Viewbook writing Magazine feature article design
The inclusion of international schools About Steppingstones Scholars, awards beneficiary Early bird special through September 14th, final deadline October 19th Winners announced December 28, 2018 Previous winners and why they stand out In-depth case studies completed on gold winners A stand out video you won’t want to miss How the judges are chosen How schools can participate How The Brilliance Awards can provide valuable feedback to participants
Items mentioned in this episode include https://www.inspiredsm.com/ (InspirED School Marketers website) https://www.steppingstonescholars.org/ (Steppingstones Scholars, Inc.) – beneficiary of The Brilliance Awards https://www.inspiredsm.com/gps-gallery (2017 Gold Winner – Viewbook – Girls Preparatory School, Chattanooga, TN) https://www.inspiredsm.com/enrollment2017 (2017 Gold Winner – Enrollment Video and AF Appeal Video – McCallie School, Chattanooga, TN) 2017 Gold Winner – Hashtag Campaign and Out of the Box Concept – Stuart Country Day School, Princeton, NJ https://www.inspiredsm.com/website2017 (2017 Gold Winner – Homepage, In-House – Presbyterian Day School, Memphis, TN) https://www.inspiredsm.com/website2017 (2017 Gold Winner – Single Webpage or Microsite – Taft School, Watertown, CT) https://www.inspiredsm.com/graphicidentity2017 (2017 Gold Winner – School Logo – Hellomethod for Chappaqua Friends Nursery School, Chappaqua, NY) https://www.inspiredsm.com/fundraising2017 (2017 Gold Winner – Capital Campaign Video – Cardinal Hayes High School – Bronx, NY) https://www.inspiredsm.com/magazine2017 (2017 Gold Winner – Printed Magazine – Aldeia for Putney School, Putney, VT)
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Today’s guest on the podcast is Trevor Waddington, CEO of TYW Education Group. Trevor has many years of experience in the role of director for school admissions, communications, marketing and financial aid. The topic for this episode originated in the SchneiderB University Facebook Group, where someone asked for an example of a parent decision journey map. Trevor jumped in with a comment about his business model of value management and how it is being transformed and used by private schools. There was so much interest from the group on this topic that it made sense for us to discuss this topic on the podcast. In today’s discussion, you’re going to hear how Trevor has developed a parent value proposition data system that helps inform the messaging and process used to market to the parents who are most likely to value the educational experience your school is offering. In this episode here’s what we’ll cover: How to create a data-based quadrant parent value prediction system The role that geo-behavioral and psychographic data play in tailoring the system to your school’s needs Using data to create mission-appropriate messaging that will compel parents to take action Creating powerful and sharp enrollment predictions Using data and analytics to inform the parent valuation decision process Understanding how the value management system affects how we market to families Using a data-informed value proposition system to retain families by utilizing all aspects of the school A 3-pronged process for gathering feedback from families How to use online advertising, especially Google Ads, to build your value proposition campaigns Why you should test and build on the performance of your online advertising
Items mentioned in this episode include: https://www.wealthengine.com/ (Wealth Engine) http://www.nielsen.com/us/en.html (Nielsen) https://www.claritas.com/Default.jsp (Claritas) https://www.wealthengine.com/ (General census information) How to Find Today’s Guest: Trevor Waddington, CEO TYW Education Group Website: http://www.truthtreeconsulting.com (www.truthtreeconsulting.com) http://www.dcschoolhub.com/ (DC School Hub) http://www.nycschoolhub.com/ (NYC School Hub) https://www.linkedin.com/in/trevor-waddington-a461512a (LinkedIn.com/TrevorWaddington) Help Me Spread the Word! Check out the SchneiderB.FM podcast to help you with your school marketing!Click To Tweet If you enjoyed this episode of SchneiderB.FM, please head over to iTunes, leave a rating, write a review and subscribe. What tool(s) do you use to predict the value parents and students will have for your school? Please share with the school marketing community in the comments below!
A topic that I haven’t talked enough about is social media as is relates to privacy and crisis. So I was excited when I connected a few years ago with http://cksyme.com/ (Chris Syme) who focuses on practicing safe social media. She even wrote a book about it called Practice Safe Social: How to Use Social Media Responsibly to Protect Your Reputation and Build Loyalty (which I highly recommend by the way.) Chris has become my social media expert when it comes to using social media in a crisis. I’ve been a fan of hers for a while and I’m so excited for you to hear our conversation. We cover a lot of ground and Chris shares so many great tips and suggestions. There are even a few that I needed to implement ASAP. Enjoy! In this episode, here’s what we’ll cover: Chris shares the crisis story that put her on the path toward becoming a social media crisis and privacy expert. Chris’s background at the University level Should school’s fear the ‘negative comment’ on Facebook? Chris shares a great metaphor for how you should think of your school brand on social media The difference between a core fan and a troll What you should be concerned about instead of worrying about the ‘negative comment’ How schools should prepare before a social media crisis The importance of knowing the capabilities of each social media channel The cycle of a negative event The importance of being human on social media Why you need a social media triage plan The speed with which you need to respond to a social media crisis Why you should create a social media response plan before there is a social media crisis What engagement means Why you should leave comments open on your social media channels during a social media crisis Why you should have a social media posting policy The importance of monitoring and listening on social media How to get started monitoring and listening on social media An example of a school that handled a social media crisis correctly An example of a school that handled a social media crisis poorly When you should call a social media crisis consultant 5 best practices to prepare for a social media crisis The blurring of lines between personal and business use of social media A discussion about whether protected tweets and a private Instagram are truly private We talk about Chris’s upcoming online social media training
Items mentioned in this episode include: http://cksyme.com/ (CKSyme.com) https://www.facebook.com/EWUAthletics/info (Eastern Washington University Athletics Facebook Page Commenting Policy) Youtility: Why Smart Marketing Is about Help Not Hype https://www.schneiderb.com/hootsuite (Hootsuite Pro – 30 Day Free Trial) http://www.anrdoezrs.net/click-5709440-10872391 (Sprout Social) http://www.google.com/alerts (Google Alerts) http://www.talkwalker.com/alerts (Talk Walker) http://bit.ly/1idd0Ll (Mention) Meltwater Buzz Radian6 Practice Safe Social: How to Use Social Media Responsibly to Protect Your Reputation and Build Loyalty http://cksyme.com/online-courses-from-cksyme-media/ (Earn a free course: Practice Safe Social Training Camp) https://twitter.com/cksyme (Chris on Twitter) http://www.linkedin.com/in/chrissyme (Chris on LinkedIN)
Help Us Spread the Word! Please let your Twitter followers know about this podcast. https://www.schneiderb.com/love/ (Simply click here now to post a tweet). If you enjoyed this episode of the Internet Marketing for Schools podcast, please head over to iTunes, leave a rating, write a review and subscribe. And https://www.schneiderb.com/stitcher/ (if you listen on Stitcher, please click here to rate and review this show). Do you have a social media privacy or crisis question? Ask Chris now.
