As stewards of independent schools' institutional sustainability, today's trustees, school heads, and senior administrators are presented with increasingly complex choices in the areas of communications and marketing.
Do you understand the attitudes of both your current parents toward the school as well as the perceptions of prospective families about the school? Do you have a strong grasp on the return on investment (ROI) for your communications and marketing programs? Are you actively using data to make your resource allocation decisions? Are you aware of the school's database and marketing technologies and their level of integration?
If the answer to any of these questions is no, you will find the following insights in this well-researched and thoughtful article by William Bullard valuable. It was first published in NAIS'The Savvy Trustee newsletter in February and April 2014.
William comes from a business background in marketing. He participated in the early phases of direct marketing, wireless communications and the Internet. He moved into independent school education recently, and will take on the role of Director of Communications for Hillside School in Marlborough, MA this summer. He will be leading the School’s communications and marketing programs, including those for development and admissions.
Congratulations and best wishes to William as he moves into a new career in independent schools, and best to all of you for an enjoyable summer!