Why are Heads of Schools Critical to Marketing Success? #PODCAST

April 5, 2018 Daren Worcester

Head of School in Private School Marketing


In the eBook, It's All in Your Head: Why Heads of School are Critical to Marketing Success, Chuck English of English Marketing Works explores the unique position heads of schools are in to drive marketing and overall school success. He explores the topic further in episode 51 of the Get Connected podcast with two dynamic heads of schools, Brad Weaver of Sonoma Country Day School and Dave Skeen of Harding Academy.

Topics covered in the podcast include:

  • The experience of a new head of school working to get everyone in the school community aligned on the school's messaging 
  • Finding and showcasing the relevant day-to-day stories that showcase the school's mission 
  • The school's role in the greater community at large and the necessity to respond to urgent community needs; for SCDS, this meant supporting the community during the northern California wildfires:

"You've got to respond to the stories that are in front of you," Brad Weaver said. "What's happening to the school, to the community, to the students, to the community that you exist in, and you've got to change gears. As a head, you don't want to think of that kind of this as marketing, but it is in a way..." 

  • The importance of the overall parent experience in cultivating parent brand ambassadors
  • Getting faculty and staff at the school to understand how marketing is part of everyone's job descriptions
  • Ensuring that school and marketing decisions remain brand aligned; for Harding Academy, this came into the spotlight during the recent March 14 walkout to honor the lives of those killed at Stoneman Douglas school

"I had a number of eighth graders who were eager to participate and engage in their community in a way that aligns with our mission, which is that we raise thoughtful, responsible, life-long learners and citizens," Dave Skeen said.

"And so the decision to allow them to engage in that walkout was easy, but all the stuff around it became the difficult [aspect]. Conversations around: How do we communicate it in a way that keeps it mission based and keeps it education based, and doesn't make the school a political party or take a stand on one side or the other, but that really leverages this experience as a learning experience."

You can listen to the podcast above, download the episode, or subscribe to the Get Connected podcast channel on iTunes (reviews also appreciated). For more on the topic, download the eBook It's All in Your Head: Why Heads of School are Critical to Marketing Success.

About the Author

Daren Worcester

Daren Worcester has been a member of the Blackbaud K-12 team for 17 years, assisting hundreds of independent schools through a variety of website development roles. A former copywriter and a published author with an appetite for SEO, Daren currently serves as the senior content marketing manager for K-12.

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