Issue 259

How many times have you watered down a social post or killed a great story because you were worried about how leadership would react?

Here's the thing: your Head of School isn't the one Googling schools at 11 PM or showing up for a campus tour. They're not making the enrollment decision.

Your actual audience is busy parents who can smell marketing-speak from a mile away. They're scrolling fast. They want real, not perfect.

This week, stop writing for the approval chain and start writing for the families who are actually deciding whether to choose your school.

Thanks,
Brendan

You know that feeling when you nail a campaign, solve a tricky problem, or figure out the perfect prompt for ChatGPT... and there's no one around who really gets it?

That's why I created the MarCom Society—a community built specifically for K-12 school marketing and communications professionals who want to learn, grow, and occasionally commiserate with people who actually understand what you do all day.

Think monthly live training (including hands-on AI sessions), mastermind groups, direct access to ask me your thorniest questions, and a community of fellow school marketers who've been exactly where you are.

It's $1,000/year for your entire team (up to 10 people). Because let's be honest—professional development shouldn't mean going it alone.

Learn more about the MarCom Society → Sign Up Today!

Does your school struggle to answer the question: “What makes us different?”

Independent schools are doing extraordinary work in teaching and learning. But too often, those powerful stories are lost in a sea of sameness. Everyone promises "small classes" and "an inclusive community." But without sharper, more distinct messaging, families can't see why your school is worth choosing over another. We'll tackle this challenge head-on using real-life examples, and you'll walk away with actionable, strategy-driven tools to make your messaging stand out this admission cycle.

About Sophie Shulman & Schoolhouse Creative

Sophie Shulman is the Founder and Creative Director of Schoolhouse Creative, an agency focused on strategic messaging for independent schools that need sharper, clearer messaging and materials to stand out in a crowded market. With over a decade of in-house experience leading marketing and communications at a K–8 independent school in the Bay Area, Sophie serves as an extension of school marcom teams, bringing deep expertise without the need for extra training or oversight. She blends her creative skills with her love of education to help schools tell their stories with clarity and impact.

RSVP today: https://community.marcomsociety.org/c/guest-experts-e2f31b/how-to-differentiate-your-messaging-this-fall

Fractional Digital Marketer Program: Our flagship consulting program, where we help you get more inquiries by implementing inbound marketing, Google Ads, Meta Ads, SEO, Reputation Management, and blogging for you! Learn more.

School Marketing The Right Way: Purchase my new book about school marketing. It was the book that I wished existed when I started my journey with marketing a school. Purchase.

SchoolMarketingCRM: My new marketing software for schools. This is the software I wish I had when I worked in schools. It handles all of your marketing functions, including landing pages, email automation, reputation management, appointment scheduling, and much more. Learn more.

The MarCom Society: Join other school marketing and communication professionals in my membership community, which is designed to help you become a better MarCom professional through training, support, and community. Learn more.

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