- A Different Perspective

Tim Standing
I’d been in marketing with Shell and PricewaterhouseCoopers for many years.  I’d received frequent marketing and development messages from my old school, none of which really resonated.  Then I looked at various independent schools for my daughter, every one used pretty much the same words about themselves.

Surely school marketing could be more effective than that.  So I started to turn my attention to the sector.

My aim with Unconsultancy is to:

  • be different; not for its own sake but where being different will help your school achieve different results
  • be effective; to move the dial, to achieve results and to be cost effective
  • be good to work with; to make your life easier, less stressed and more enjoyable
  • be honest; I won’t take your money to do work that won’t make a difference, I’ll be clear with you if something doesn’t lie in my area of expertise

Tim Latham School Marketer

 

 

 

 

TIM LATHAM

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School Marketing Leaks

I have developed a structured approach to finding and fixing potential leaks in school marketing and admissions.  Don’t waste time and money marketing if you are leaking prospects that you’ve worked so hard to attract.  The approach  is structured, rigorous, easy to understand and easy to implement.

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Rise of soccer moms

THE RISE OF SOCCER MOMS (AND DADS)

No names, no pack drill.  I was recently at a fairly major gathering of independent school children and their parents (mainly mothers but I’m going to apply this to the fathers as well).  There is a phrase in the USA “soccer mom” which has come to describe parents constantly driving their children between activities, highly competitive, not averse to a spot of trampling over the competition.  Gutsy, outspoken, loud – Sarah Palin was the archetype (although strictly speaking she described herself as a “Hockey Mom”). Continue Reading

Saturday cinema

SATURDAY MORNING CINEMA

Decades later I still remember many happy Saturday mornings at Forest Hill Odeon cinema, South London.  Now as a parent I’d jump at the opportunity to leave my child for a couple of hours in a Saturday morning cinema whilst I get some thinking time in a local coffee shop.  I’d feel extra content if I knew that the films were vaguely educational.

At independent schools we are always looking for ways to encourage new families onto our grounds to taste a little of what you have to offer. Continue Reading

Physics of school marketing

THE PHYSICS OF SCHOOL MARKETING

  • Alpha particles have low penetrating power, you can stop them with a piece of paper.
  • Beta particles have medium penetrating power, you need a sheet of perspex to stop them.
  • Gamma rays are highly penetrating, it takes a block of concrete to reduce them significantly. Continue Reading

Confidence Test

SCHOOL CONFIDENCE TEST

The marketing consultant has reported.  You’ve got a clear(ish) picture of the families you wish to attract.  The segmentation says the school is best for this type of child (which implies not that sort).

In your communication do you have the confidence to say:

“You know, our school probably won’t be a good fit for you if…(you are like that).” Continue Reading

Love or Money Blog

MARKETING – LOVE OR MONEY?

A single thoughtyour marketing can be based upon love or money.

Money:  advertising, brochures, pretty websites, PR agencies.

Love:  you love your community and treat them fantastically, they love you back and want to talk about you to their friends. Continue Reading

Reach vs effectiveness

REACH TRUMPING EFFECTIVENESS

It was Super Bowl on Sunday night.  I didn’t watch it.

For me the most exciting thing about Super Bowl is the discussion about the TV adverts.  Apparently it costs $4 million to air a 30 second TV advert during Super Bowl (plus of course the cost of creating the ad).  The reasonably well audited “reach” of these Super Bowl ads is 110 million.

These ads are the triumph of audited reach over proven effectiveness. Continue Reading

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Snippets & Thoughts

Just interesting things that come to mind or things that I spot during the course of my day. Changed sporadically!  

 

There is only one thing in the world worse than being talked about, and that is not being talked about

Oscar Wilde

   



 

Snippets & Thoughts

Just interesting things that come to mind or things that I spot during the course of my day. Changed sporadically!  

 

There is only one thing in the world worse than being talked about, and that is not being talked about

Oscar Wilde