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We get hired as Marketing Directors for an imaginary school with Scott Allenby

By Enrollhand

Our guest today is Scott Allenby. He is the Director of Communications and Strategic Initiatives at Proctor Academy. Scott is passionate about developing and implementing strategies to help build the school because he cares deeply about the community that his work serves. He launched an inbound marketing initiative that boosted applications to Proctor Academy by more than 40% during the first year. Scott helped to lead a web redesign and strategic planning process for admissions, communications, and advancement teams. He has written hundreds of blog posts for Proctor Academy as a part of his effort to get the word out about the great things that are happening there. In this episode, Scott shares an imaginary marketing start-up plan for a school that is beginning from ground zero and wants to increase enrollment. He shares simple, specific, “doable” steps to take when considering how to start building an effective marketing strategy that can be expanded as the school accomplishes goals and grows toward success. Listen and take note of how a school can identify their value proposition, engage their internal and external audiences, and decide which tools and data will best help them to begin the adventure of sharing the “product” of which they are so proud - the school itself! Quotes:5:00 “Schools can’t just wait for the phone to ring.”24:00 “Families want to get past the admin office and see what teachers are doing and who students are talking to.”27:19 “From day 1, focus on building a network of parent ambassadors.”35:20 “Parent-to-parent conversations are so good; you couldn’t script it any better.”37:10 “If tuition continues to climb faster than household income climbs, we’re sabotaging our own industry.” 44:40 “I try to remember that the most important piece of my day is building relationships with families.”Here are some resources mentioned in our discussion:Seth Godin, This Is Marketing - https://seths.blog/tim/Where to learn more about Scott Allenby:Proctor Academy - https://www.proctoracademy.org/pageEmail - AllenbySc@proctoracademy.orgTwitter - https://twitter.com/ScottEAllenbyScott on Linkedin https://www.linkedin.com/in/scott-allenby-89261b13/Where to learn more about Enrollhand:Website: www.enrollhand.comOur webinar: https://webinar-replay.enrollhand.comOur free Facebook group: https://www.facebook.com/groups/schoolgrowth/

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