Positioning statements
  • Last week I attended a lecture on Word-of-Mouth Marketing (WOM) by Professor Jenni Romaniuk, international researcher on brand equity.
    She made the following points:
    • Everyday services do not promote conversation (WOM)
    • Give people something to talk about – gossip, a story, ti=bits
    • Keep changing the story
    Prof Romaniuk said the internet and social networking has fuelled a resurgence of interest in WOM.
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  • How are schools using the internet and social networkin to fuel positive word-of-mouth?
    Neil Pierson from Covenant Christian School is leading the way in this exciting field, so I asked him to give a talk at the School Marketing Aforia to show us how he uses a range of powerful online mediums to build community and generate WOM across different age groups. “Everyone loves a good story,” said Neil ...
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  • When information is cheap, attention becomes expensive.
    We find that an effective way to capture the attention of prospective families is at the School Education Expo where you can talk directly to parents and cut through the noise.
    Families who visit an expo want to talk to principals and teachers about schools. They are coming to you for information.
    The next School Educationn Expo in South Australia will be on ...
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  • Dr Shane Moon Neuromarketing

    Date posted: 09 Jan 2012
    NEUROMARKETING is a new field of research that uses brain scans to monitor brain activity when people are exposed to advertising (in both print and online).
    Dr Shane Moon is pioneering the use of this research which is attracting attention worldwide. Speaking on ABC TV on Catalyst, Dr Moon said that Neuromarketing delves into people’s minds to understand their decisions.
    I am delighted to announce that Dr Moon, (a former ...
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  • Information is cheap

    Date posted: 09 Jan 2012
    Information overload is a symbol of our times. Sometimes it’s referred to as information glut, information anxiety, information fatigue or total noise.
    You may feel it yourself at times. Parents feel it frequently. They complain that they feel mentally exhausted when they attempt to select a school and try to assimilate huge amounts of information from the internet, open days, school tour etc.
    Researchers say that information overload causes anxiety ...
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  • School positioning statements

    Date posted: 09 Jan 2012
    Positioning statements are handy little marketing tools. Whereas the name and logo of a school is unchangeable, a positioning statement can change frequently to reflect the changing focus of a school. Here are a few positioning statements I’ve noted . . .
    TRADE TRAINING ...is all that we do - St Patricks Technical College, SA
    Personal Excellence with compassion for others - Peter Moyes Anglican Community School, WA
    Not only for school but for life ...
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  • Upcoming CMS events in 2011/2012

    Date posted: 09 Jan 2012
    NSW School Education Expo – 3 and 4 September at Sydney Olympic Park. A public showcase of schools from Early Childhood to Year 12, alongside interactive educational activities and learning resources. More details at http://www.edexpo.info
    School Marketing Aforia – 11 and 12 August in Melbourne.
    School Marketing Awards - winners announced on 12 August
    Diploma in School Marketing – Registrations open for summer course.
    2012 School Education Expo ...
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  • Welcome to new CMS Networkers

    Date posted: 09 Jan 2012
    Welcome to the following people who joined the School Marketers Network during the holidays . . .
    Anita Kirkbright, Development Officer, Strathalbyn Christian College, WA
    Ann Pocock, Director of Development, St Peters Girls School, SA
    Cath Dillon, Principal, Mount St Joseph Girls College, VIC
    Janine Calver, Principal, Dongara District High School, WA
    Pete Smith, DD & Community Relations, Canberra Girls Grammar, ACT
    Sean Tasker, Pultenay Grammar School, SA
    Mandy Triaca, Marketing and Communication ...
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  • Where does senior school begin

    Date posted: 09 Jan 2012
    At the moment, the beginning of senior school is all over the place across Australia and it’s confusing for everyone, particularly parents and students who move interstate.
    In NSW and Victoria senior school starts in Year 7.
    In Queensland senior school starts in Year 8, but changing to Year 7 by 2015.
    South Australia is locked in a time warp. Senior school starts in Year 8 and they can’t decide ...
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  • The judging of the School Marketing Awards is complete and the winners will be announced at the School Marketing Aforia on 12 August in Melbourne.
    The marketing manager of the Winning Website will be at the Aforia to receive her Gold Award. I have asked her to show us how she created her website on such a small budget and how she has been experimenting with new communication tools and ...
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  • Economic significance of education

    Date posted: 09 Jan 2012
    One of my favourite writers is Ross Gittens, Economics Editor of the Sydney Morning Herald. Ross writes with such clarity that he helps non-economists (like me) understand complex issues.
    He recently gave an oration at the Australian College of Educators conference on the role that education plays in enhancing economic performance. Marketers should always be thinking about the future of education, so his speech is worth a read.
    https://austcolled ...
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  • Marketing office productivity

    Date posted: 09 Jan 2012
    Look at your work space in the marketing office at your school. Is it set up for productivity?
    The Australian School of Business has identified 8 workspace attributes that get the best out of workers:
    1. Sufficient amount of work surfaces
    2. Places to put things – shelves, cupboard, drawers
    3. The computer in a convenient position
    4. Work and equipment within arm’s reach
    5. Noise and conversations contained within ...
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  • School Positioning statements

    Date posted: 09 Jan 2012
    Thank you to people who sent me their position statements.Here is a selection from the mailbag.
    Your son’s foundation for life - Cordwalles Preparatory School, South Africa
    Encouraging Young Women to Excel - Queenwood School For Girls, NSW
    ACHIEVE, BELIEVE, BELONG - Macquarie Anglican Girls School, NSW
    Your Future, Our Passion! - Abbotts College, South Africa
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  • Schools Living on a cloud

    Date posted: 09 Jan 2012
    Livia Jones has just completed Module One of the CMS Diploma in School Marketing (winter course). Her first assignment was a mini survey of 10 local business people to establish the school’s <=R> market position (ie how the outside community sees the school and what they say about it).
    Using 3 questions (from the assignment) Livia talked to local retailers and service providers. Her findings came as quite a ...
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  • School positioning statements

    Date posted: 09 Jan 2012
    Positioning statements are pithy little sentences that capture the essence of a school. Every school should have at least one. They can be changed as often as you wish to suit the changing focus of your school.
    Here are a few from CMS Networkers to stimulate your thinking.
    Where Great Things Happen - Moorooka State School, Qld
    A great place to grow - Cowan House, South Africa
    A world of opportunities for ...
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  • What's in it for you

    Date posted: 09 Jan 2012

    No matter what you want to sell, the first principle of marketing is to outline ‘What’s in it for you’ (WIIFY).
    So, if you are trying to sell CMS professional training to your school the best way is to explain what’s in it for the school. For example, the school will benefit enormously from a professional Style Guide and a Strategic Marketing Plan that can be implemented immediately ...

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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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