Communications/Marketing Directors

2019-2020 Schedule and Topics

Headways for Communications/Marketing Directors: Strategic Positioning will be facilitated by Diana Hurd, Director of Marketing and Communications at The Ellis School, and will occur from 4:00-5:00 p.m. Eastern Time on the below dates:

October 24, 2019: Internal Resources and Staffing Models

Topics to consider: reporting structure, staff size, staff roles and responsibilities (internal vs. outside department i.e. advisory, coaching), faculty as a resource for creating and sharing content, freelancers and volunteers (i.e. graphics, video, photography), orientation, internal communications with other departments

November 14, 2019: Market Research and Making Data-Driven Decisions

Topics to consider: using existing research, qualitative (surveys, interviews, focus groups) vs. quantitative (social media, search/website analytics), survey tools, developing personas based on research to target content and marketing efforts

January 16, 2020: Communicating Your Brand

Topics to consider: how to tell your story, working with faculty to be brand ambassadors, “word of mouth” marketing, your unique value proposition, answering “why all-girls”, attracting new families, marketing to parents vs. students, visual identity

February 27, 2020: News, Media, and Advertising

Topics to consider: building contacts, developing pitches, press releases vs. media alerts, what is worthy of a release, do printed publications still cover your news, where do parents/students get their news, do local sources still exist, free listings, paid advertising (print, digital, tv and radio, social media), crisis communications planning

April 23, 2020: New Digital Trends, Tools, and Strategies

Topics to consider: managing increasing demand for content creation (social media, videos, blogs, website, etc.) in tandem with traditional duties: has anything dropped from the workload; measuring success of content creation efforts and tracking audience reach; inbound marketing; customer relationship management (CRM) software: which vendors, is it connected to admissions; working with admissions on digital marketing