Issue 227

Author

Brendan Schneider
February 24, 2025

In partnership with

PROLOGUE
Is Anyone Reading Your Admission Emails?

Quick question for you...

When was the last time you ignored a text message?

I bet it's been a while. In fact, I'd guess you read and at least mentally responded to every text you received today.

Now, when was the last time you ignored an email? Or left one sitting unread in your inbox? Or maybe even bulk deleted a few without opening them?

Yeah, me too.

This got me thinking about our admission processes and how we communicate with prospective families. We send SO many emails: reminders about upcoming events, follow-up emails after tours, and "Don't forget to submit your application" emails.

But what if we're knocking on the wrong door?

I have a theory that text messages get more attention and responses than emails these days—not just a little more—significantly more. I'm curious if you're seeing the same thing at your school.

Would you please take 10 seconds to answer a quick poll about using text messages in your admission process? I'm really interested in seeing what schools are doing. Please vote in the poll below.

I'll share the results in next week's newsletter. And hey, if you have any interesting stories about using (or not using) texts in your admission process, hit reply and let me know.

Thanks for helping me think through this!

Thanks,
Brendan

P.S. Even if you're not using text messaging yet, please take the poll. That's valuable information too!

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UPCOMING EVENT

For MarCom Society Members Only

Co-Marketing Director CustomGPT
February 26, 2025 @ 3:00 p.m. EST

In this Lunch & Learn Live Session, Brendan will share a prompt for creating a CustomGPT in ChatGPT for a co-marketing director to help you with your school marketing work.

You must have a paid version of ChatGPT to create CustomGPTs.

Sponsored
The Social Media JournalYour trusted source for trends, strategies, and digital insights.

RECOMMENDED READING

Experience Strategy in Schools: Let Parents Choose Their Own Adventure

One of my favourite things to do these days is go out for dinner with my son, who happens to be a pretty successful chef. Whenever I'm in town, his answer is usually the same:“Yes, I'm free for dinner, but I book the restaurant.” Over the years, we’ve explored some truly special places together. As someone who didn't get on with university, I see it as an investment in his education, as well as my own professional development when it comes to designing extraordinary experiences. And, of course, it

www.yellowcar.io/post/experience-strategy-in-schools-let-parents-choose-their-own-adventure

Keep your brand promise or pay the price

Your school's brand promise stands as its beacon, guiding and attracting families. But what happens when these promises are unclear, unfulfilled, or worse, not made at all? Discover the lessons from a school that got it wrong — and paid the ultimate price.

www.imageseven.com.au/keep-your-brand-promise-or-pay-the-price

Social Media BINGO: A Fun, Simple Way to Energize Your School’s Social Media

Picture this: A school communicator eagerly waiting to tell their school’s exciting stories to the community via social media. Despite sending reminders and encouraging staff to capture the magic happening in their classrooms, there’s a lull in content.  The notifications remain silent, the inbox is empty, and the queue of photos and stories lined up …

socialschool4edu.com/social-media-bingo-a-fun-simple-way-to-energize-your-schools-social-media

When to Break from Meta Advertising Defaults: A Guide

I recommend to keep your advertising simple and roll with defaults in most cases. But these are the exceptions when you should override them.

www.jonloomer.com/break-from-meta-advertising-defaults

Brendan Schneider (@schneiderb.com)

I’m on BlueSky. Are you?

If you are, please follow me there, and I’ll follow you back.

bsky.app/profile/schneiderb.com

RECOMMENDED VIEWING

RECOMMENDED LISTENING

101. Best of Series Replay: How Experience Strategy Works For Independent Schools with David Willows & Suzette Parlevliet

In this Best of Series episode, we’re revisiting one of our most insightful conversations with David Willows and Suzette Parlevliet from [YELLOW CAR], a leading training and consultancy firm specializing in helping schools differentiate themselves through powerful experience strategies.

mindfulschoolmarketing.com/best-of-experience-strategy-for-schools

MARCOM JOB

Director of Communications and Marketing @ University Liggett School

The Director of Communications and Marketing will develop and manage the school wide communications/marketing strategy in partnership with the Director of Development and the Director of Enrollment Management. This Director will be responsible for the development of key messages for the school and oversee their dissemination as a member of the School Leadership Team.

jobs.marcomsociety.org/job/director-of-communications-and-marketing-37

Have you read my new book on school marketing?

School Marketing The Right Way Book

Discover School Marketing The Right Way by Brendan Schneider—a proven roadmap to transform your school's marketing with expert strategies and insights.

www.schneiderb.com/school-marketing-the-right-way