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
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
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
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