There’s little debate that inbound marketing continues to build momentum in private schools. The idea of publishing content to help your prospective families to “solve problems” only makes sense.
You want your school to be a trusted domain expert that searching families turn to as they work through the admission process.
But how do you do it? Or, more specifically, how do you roll out a content marketing strategy that returns meaningful and sustainable results?
Scott Allenby, Director of Communications and Marketing at Proctor Academy, joins me in episode 15 of Blackbaud K-12’s Get Connected Podcast to break down the school’s successful inbound approach.
Learn how over the past year, Proctor has embarked on a multi-year strategy to solidify their place in the private school content marketing world. If their year one results are any indicator (Scott dives into the stats during our conversation), the school’s well on its way.
Listen to hear:
- how Proctor identified the admission pain points that affect their prospective families.
- the underlying themes that serve as the basis for Proctor’s content strategy.
- why the faculty feels empowered to showcase their work by contributing content.
- how calls to action factor into the school’s website and content strategy, plus a whole lot more.
Also, don’t forget about communication. His office is in regular discussions with the admission team to talk about what content they need from Scott’s team to help families who are working through the admission funnel.
For an overview of what we covered, make sure to check out the episode notes below.
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- Scott talks about his history at Proctor Academy and how it has led to his current role as Director of Communications.
- Any conversation about inbound marketing should start with a definition. Scott defines the term and talks about the school’s rich tradition of content marketing — one that started with Chuck Will’s Chuck’s Corner.
- Proctor has a long history of producing helpful content for families considering private school. Hear how in the past year, Proctor has harnessed this culture into one that helps families work through the admission process and drives home the importance of the campus visit.
- Creating a content strategy can seem overwhelming — there are so many worthwhile stories to share. Scott talks about how focusing on core themes helped his office to organize a content strategy aimed at boosting admission numbers
- Learn how Proctor’s new website factored into their inbound strategy. Scott talks about the importance of creating clear calls to action.
- One of the best parts of the conversation is when we dive into Proctor’s results. Make sure to listen to hear how their strategy has helped to improve campus visits and their yield.
- Reflection on how the past year went is always an important exercise. Scott talks about what they would’ve done differently in rolling out the strategy.
- My last question to Scott, “if you had to give a school one piece of advice when it comes to inbound marketing and lead nurturing, what would it be?” Curious to hear his advice? Make sure to listen to the end for his answer!
About the Author
Peter Baron is the Chief Member Relations Officer at the Enrollment Management Association. Prior to joining EMA, Peter served as a senior product marketing manager, for Blackbaud K-12. Peter is the founder of edSocialMedia, a community-driven site dedicated to exploring the role of social media in education. He regularly contributes to various online communities and education conferences like NAIS, CASE/NAIS & SSATB to explain the importance of providing modern, user-friendly experiences for school constituents. Peter also serves as a trustee for Wolfeboro, The Summer Boarding School and is an Executive Committee member of TABS’ North American Boarding School Initiative.Follow on Twitter More Content by Peter Baron