Issue 246

I was cleaning out my office last week, and I found a stack of marketing books that have genuinely changed how I approach school marketing over the years.

It got me thinking—summer is the perfect time for school marketers to step back, recharge, and fill our minds with fresh ideas before the chaos of enrollment season kicks into high gear.

So here are my top 5 book recommendations for your summer reading list.

1. "Building a StoryBrand" by Donald Miller - If your school's messaging feels scattered or parents seem confused about what makes you different, this book is your lifeline. Miller's framework will help you clarify your school's story so prospective families actually understand why they should choose you over the competition down the street.

2. "They Ask You Answer" by Marcus Sheridan - This book has revolutionized my approach to content marketing for schools. Sheridan shows you how to answer the real questions prospective parents are asking (yes, even the uncomfortable ones about tuition and competition) in a way that builds trust and positions your school as the obvious choice.

3. "Contagious" by Jonah Berger - Ever wonder why some schools seem to generate endless word-of-mouth while others struggle to get parents talking? Berger breaks down the psychology behind what makes people share, which is pure gold for creating marketing that actually spreads through your community.

4. "School Marketing The Right Way" by Brendan Schneider - I'll keep this brief since I wrote it, but this book tackles the specific challenges we face in K-12 school marketing—from understanding your ideal prospective families to implementing digital strategies that actually work. It's the playbook I wish I'd had when I started marketing my former school.

5. "Epic Content Marketing for Higher Education" by Brian Piper - Don't let the "higher education" title fool you—Piper's strategies for creating content that engages and converts are pure gold for K-12 schools too. His approach to building authentic connections through storytelling will transform how you think about everything from your blog posts to your social media strategy.

Here's the thing—I know you're busy. We're all busy. But investing a few hours in these books this summer will save you countless hours of spinning your wheels during the school year.

Pick one. Start there. Your future self will thank you.

What's on your summer reading list? Hit reply and let me know—I'm always looking for my next great marketing book recommendation.

Thanks,
Brendan

P.S. If you're thinking "I don't have time to read," try the audiobook versions during your commute or while you're doing summer yard work. Sometimes the best learning occurs when we're doing something entirely different.

Most school marketing teams aren’t short on heart. They’re short on time, clarity, and consistency. This session will help.

Join Annie Figenshu - strategic content consultant and StoryBrand Certified Coach - for a practical, story-driven approach to school marketing that actually works.

You’ll learn:

Whether you're writing for admissions, advancement, or your head of school, you’ll leave with tools that make the job easier—and copy that actually converts.

About the Speaker

Annie Figenshu is a strategic content consultant, StoryBrand Certified Coach, Mailchimp Pro Partner, and the author of Simple Social Media. She works with founder-led brands and small marketing teams who need smart, scalable content systems—especially when the stakes are high and the team is small. With a background in theater and improv, Annie helps businesses clarify what to say, how to say it, and where to put it—so their marketing finally connects with the audience.

RSVP today: https://community.marcomsociety.org/c/guest-experts-e2f31b/why-your-school-marketing-isn-t-working-and-how-to-fix-it

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