Positioning statements
  • 735 Catholic nun.png

    “Lay teachers now make up the bulk of Catholic school employees, a stark contrast to decades ago, when religious men and women — the vast majority nuns — composed 90 percent of school staff. Today, there are just 4,000 religious teachers (in USA), who represent 3 percent of all Catholic school staff from religious orders”

    Catholic schools are changing. In the midst of these changes it is important to record the ...

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  • Tony Ashdown, Director of Community Relations at Prince Alfred College, (a large independent day and boarding school for boys) made a perspicacious comment when he said the expo gave the school a chance to talk to people they may not otherwise reach. “We have met parents who thought the school, and boarding, was out of their league or price range. This may not be so,” he said. “There are ...
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  • School Expo Buzz

    Date posted: 09 Jan 2012
    I love the vibrant buzz of a school expo as information is exchanged and parents’ minds are opened. This year there were so many attractive and interactive school booths at the CMS School Education Expo™ in Adelaide that the judges had a hard time selecting a winner for the Best School Booth Award.
    The short list in alphabetical order was:
    • Blackfriars Boys School
    • Christian Schools Australia SA
    • ...
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  • School Expo observations

    Date posted: 09 Jan 2012
    Lindsay Francis, Executive Director of Christian Schools Australia SA was at the expo both days. He said CSA exhibited to build their profile in the community and increase awareness. I interviewed him and recorded his observations . . .
    • The most frequent questions asked related to location and fees.
    • Our low fees are attractive. Also our caring culture for all abilities.
    • Discipline questions were frequently raised.
    • Parents like children ...
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  • Winning School Expo booth

    Date posted: 09 Jan 2012
    The judging panel said that Christian Schools Australia SA won because it had:
    • A professional look overall.
    • A large map on the wall for reference that showed its 13 schools.
    • A constant flow of families looking at the map and asking questions.
    • School leaders, teachers and registrars rostered in 2 hour shifts (fresh and keen to talk).
    • Students in uniform engaging with the crowd.
    • ...
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  • Managing the media

    Date posted: 09 Jan 2012
    The CMS Diploma in School Marketing has a unit on Managing the Media.
    Welcome to the people who are starting the winter course this month by distance learning Your work manual and textbooks will be posted to you this week.
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  • Media control for schools

    Date posted: 09 Jan 2012
    The message for schools from the example above is . . .
    Make it VERY CLEAR on many occasions to both students and parents that any media requests or questions go to the Principal or the Marketing Office.
    Other general media precautions are . . .
    When the press seeks permission to use your students to illustrate a story be wary. Ask lots of questions and get the intended use in writing (email).
    Always accompany your ...
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  • Professional development is expensive so it’s interesting to hear from candidates how they pay for the CMS Diploma in School Marketing. Here are some ways:
    • Schools pay the full registration fee (A$3,100).
    • Schools pay half the registration and candidate pays the other half.
    • Candidates pay for themselves.
    • Some convince the business manager to make a contribution.
    • Smart marketers put PD in their budget ...
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  • Skipping school for junk food

    Date posted: 09 Jan 2012
    We saw an example of scurrilous press in the Adelaide Advertiser this week* that reminds all schools that the press can dint the reputation of a school in one stroke.
    In a news item titled “Skipping school for junk” (an article about students sneaking out of school to buy food from fast food outlets) there was a large photo of three students from Adelaide High School in uniform eating and ...
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  • Hitting the mark with school expo

    Date posted: 09 Jan 2012
    Not everyone can attend a CMS expo (only run in NSW and SA) but I’m pleased that others are finding ways to get out and meet the the public. Sandy Johnson, Events Coordinator at Glasshouse Country Christian College in Queensland, writes:
    As a regional college, we don't have a school̵'s expo relevant to us so are going to have a stand at our local show. The winning stand ...
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  • iPhone School Websites

    Date posted: 09 Jan 2012
    “The way that schools communicate has completely changed,” says Barrye Dickinson, Director of Marketing at The Knox School in Victoria,
    “We experiment all the time with new ideas to deliver our message.”
    At the moment Barrye is building an iPhone specific website so parents who are out’n’about can access the school at any time, know what’s happening and can call with ease on their smart phone.
    I’m delighted ...
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  • School Education Expo Feedback

    Date posted: 09 Jan 2012
    Registrar at Blackfriars School, Mandy Goodfellow, sent me an encouraging email following the CMS School Education Expo SA held a few weeks ago. She wrote . . . The expo was an extremely positive experience for =s and we made a number of very important connections. We met a family on Saturday with two boys, and through communication over the next few days, both boys started with us at Blackfriars on the Wednesday ...
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  • School Principal Blog

    Date posted: 09 Jan 2012
    Every week the Principal of The Knox School, Suzanne McChesney, publishes a Principal’s Blog on her school’s website. It’s warm and informal as it gives a round-up of events in education and the school. The blog provides a new tool for the principal to talk directly to her community.
    At the School Marketing Aforia, Suzanne will tell us how she writes her blog (even when she is overseas), how the ...
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  • Smart phones and school marketing

    Date posted: 09 Jan 2012
    By early next year the number of people with a smart phone with internet access will outstrip the old phone system. This was a topic at the 2011 CeBit Web Forward Conference.
    By 2013 more internet searches will be done on mobile phones than on computers.
    Australia has the world’s highest per capita use of mobile phones.
    Is your school ready for this?
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  • Talking to the public

    Date posted: 09 Jan 2012
    This comment about the expo from a teacher is perceptive. Not many people would realise the behind-the-scenes influences that drive our thoughts and actions.
    The school education expo is organised and run by teachers, and it shows. It’s not surprising the event really hits the mark!
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  • Head of Communication at St Andrew’s College in Christchurch NZ, Francesca Crampton, was in the boss’s office when the earthquake struck in February, cowering against a wall as plaster rained down from the ceiling and paintings flew off the walls. The school was severely damaged and the Principal’s home was destroyed in the catastrophe. Students lost parents. Staff lost their homes and belongings. Disbelief and pain affected everyone.
    “The ability ...
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  • In the bag

    Date posted: 09 Jan 2012
    Here’s a clever welcoming gesture for students entering senior school.
    During orientation at Canberra Girls’ Grammar School, each girl receives a Pastoral Care Welcome Bag. Staff and senior girls explain the symbolic significance of each gift in the bag.
    For example . . .
    A map to remind you that you will always find the way. A pen to remind you that you are preparing for study.
    An eraser to remind you that ...
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  • Abbotts College in South Africa recently launched the School Communicator - an online news spread for parents. Debbie Wagner from the marketing office told me that most of her parents have made the connection. She said the School Communicator pops up once a day when parents switch on their computers “so mom, dad, guardians, and grandparents are always informed of what’s happening at the school.”
    Take a look at http ...
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  • Rescue mission for Annesley College

    Date posted: 09 Jan 2012
    Annesley College - an historic girls’ boarding school in SA, came close to closing last year. The school has just announced a repositioning strategy which was published in the Adelaide Advertiser this week. You can read it at
    http://www.adelaidenow.com.au/news/south-australia/rescue-mission-for-girls-college/comments-e6frea83-1226083135764
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  • When bad things happen a schools

    Date posted: 09 Jan 2012
    In newsletters this year I have talked about schools confronted with earthquakes (NZ), cyclones (Qld), teacher death by accident (Vic) boarding house fires (Qld) and bad press (SA).
    The way a school handles a crisis will leave an indelible impression.
    Some schools do it well, others do not.
    There are many lessons we can learn from marketers who have experienced catastrophes, so, at this year’s School Marketing Aforia I have ...
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