One lesson I have learned in the world of admissions is the importance of the word intentional or intentionality in our communications to families. Intentionality is something that is done on purpose or intended and is synonymous with words such as designed and planned. Why is this so important and how can we use this word to promote our schools? … Read More
Five Marketing Mistakes to Avoid
We all make mistakes. They are unavoidable but not always easy to explain—especially when others have made the same mistakes in the past and share their learning experiences. David Urban and Paul Neal, of Charter Oak Research share the following five marketing mistakes in their blog and webinar: Believing we are misunderstood Not giving others what they want Doing what’s … Read More
Five Marketing Mistakes
We all make mistakes. They’re unavoidable but not always easy to explain—especially when others have made the same mistakes in the past and share their learning experiences. Maybe that is why lists of “top 5” or “top 7” mistakes to avoid are everywhere—the lists always seem to odd numbered, right? Well, here are 5 marketing mistakes to avoid. Believing we … Read More
The Perfect Storm?
In October and November of 1991 an unnamed nor’easter grew in strength off the east coast of the United States absorbing an already existing Hurricane Grace and eventually reaching full hurricane strength itself. Going unnamed during the event in order to avoid confusion with the previous hurricane, it spawned waves recorded at 100 feet high by buoys off the coast … Read More
Marketing Research for School Innovation
All change involves risk. Change that is truly innovative requires understanding and awareness. Research helps minimize the risk inherent in the decisions around innovation. For the school leader or educator, research provides the intelligence to make informed decisions based on real needs and parent expectations. Awareness of what parents (and students) want allows us to respond to those needs and … Read More
Marketing Research, Part 3 : Message Testing
Do you know what’s important to your current and potential school families? It’s different from what you may call key distinctives or core values (why we do what we do and the words that best describe our deliverable). Key distinctives and core values may be important ways of talking and thinking about your school, but they aren’t necessarily important to … Read More
Marketing Research: When is it Healthy to Compare?
I am a marketing researcher by profession and training. I have been conducting research and leading teams that do research for 20 years. Prior to that, I studied statistics and research methods and used what I learned (sometimes with difficulty) for my own research, not realizing that as a student in a political science graduate program, I would actually use … Read More
For Christian Education?
When we say we are for something, what does that mean? When we say we want something, what does that look like? I have been involved with Christian education now for almost 20 years professionally. As a graduate student, I chose Christian education and as a parent, I have chosen it as well. When we say we are pro-Christian education, I think a question that needs to be asked is what does that mean?
Take One, Leave One: CACE as a Marketplace of Ideas
As we navigate the best ways that CACE can help meet the needs of Christian schools, we have heard this phrase, “marketplace of ideas,” from a number of educators. This phrase has definitely stuck and helped us focus on some specific ways our web presence might facilitate this need of Christian schools. Thus, to learn from the merchant and marketing … Read More