Education Marketing and Advancement

Objectivity, transparency, and a collaborative spirit

Connor Associates is a highly personalized marketing,
advancement, and strategic thinking consultancy.

We create opportunities to link families, schools, and communities through our work with
private schools, independent schools, public charter schools, and non-profit organizations.

Marketing Therapy

with Mike Connor

A quick video blog that will help you clarify your brand and value proposition!

Doesn't surprise me.  Teachers and coaches do hold all the credibility cards. They have far more influence than they realize on a family's decision to choose one school over another. To a parent and a student, teachers and coaches have more credibility than anyone.

When I first started out in education, I was a teacher and coach.  What I learned in those roles continues to inform me today as a marketing, advancement, and strategic planning consultant.

You learn to listen.  Your learn to engage. You learn to seek the leading edge. You learn how to make a difference.

The ninth and final installment adapted from Mike Connor’s Cornerstone Keynote Address at the Association of Independent Schools Admission Professionals’ (AISAP) Annual Institute in Nashville, July 8, 2013. Connor addressed 200 admission professionals from around the world. Connor's topic: Becoming Your Own Brand and Value Proposition!

One final piece is essential if you want to truly influence others and take on a recognized and affirmed leadership role at your school.  

Influence. The July-August 2013 issue of Harvard Business Review did its cover story on the topic. 

The eighth of nine blogs in serial format, adapted from Mike Connor’s Cornerstone Keynote Address at the Association of Independent Schools Admission Professionals’ (AISAP) Annual Institute in Nashville, July 8, 2013. Connor addressed 200 admission professionals from around the world. Connor's topic: Becoming Your Own Brand and Value Proposition!

The Four Dimensions of Educational Value are a good start to defining both your school’s value to potential and current constituents, and for defining your value to your school.

What are the 6WS that help you discover a great, differentiated, authentic brand? 

The fourth dimension of a value proposition has to do with finance.  Prove your school is cost-conscious. Demonstrate that you are a good steward--that your parents' and friends' tuition and philanthropic investments in your mission will be put to great good.

And once again, as an admission officer, you may find yourself stuck in the middle, literally surrounded by the Board, the CFO, the Head of School, and the Advancement/Development Director.  But you should lead from the middle on this one, too. 

Your success in enrollment management depends on your ability to speak the language of finance.