Q: Could you tell us a little about your day-to-day work and the problems you solve?
My days are never the same because I oversee everything related to advancement at the school. That includes enrolment, marketing and communications, and development. Today our office is focused on enrolment and welcoming new families. I am also working with our advancement team, currently planning a campaign that involves research, analyzing trends, and strategizing.
I work closely with our Head of School, regularly brainstorming on how to position Stratford Hall within the broader context of Vancouver, BC, and how to continue to differentiate ourselves more effectively.
Aside from these, I regularly walk around the school to see what's happening within the school walls and I engage with students to get their input.
Q: What are some trends you’ve seen that are unique to school marketing?
I spent the first 12 years of my career in the corporate world, as a communications professional in marketing and branding. There are similarities between corporate marketing and school marketing, but there are key differences. In education, the “product” is more complex, less tangible, and it changes a lot with each and every student. From the very beginning, people respond to different aspects of the school.
For example, if we enrol 54 students this year and ask them what attracted them to Stratford Hall, their answers will be different. Some may talk about word-of-mouth, others may have attended our open house and had unique takeaways. That variability makes marketing in education both challenging and exciting, because we must keep listening. We constantly learn from feedback and improve our efforts.
Q: How has school marketing evolved since you started at Stratford Hall?
The accessibility of information has significantly changed the field. Prospective families now come to us with prior knowledge, and we need to manage that. That means addressing information that is true, and sometimes correcting misconceptions and balancing expectations. The need for instant gratification is another challenge.
How we communicate with families needs to align with our school values. Our goal is to ensure our students feel they can contribute to society in meaningful ways, making them resilient and adaptable to future challenges. When we welcome kindergarten families now, we think about what the world will be like 13 years from now when they graduate.
Q: What are some of the most valuable lessons from your school marketing career?
It's essential to treat school marketing and communications as a dynamic field where you continually learn and adapt. You should not rely only on traditional methods; you should be open to new approaches and insights, including those that come from within the school community. Engaging with students and teachers gives us valuable perspectives that can improve our marketing efforts.
Marketers should also be mindful of resource allocation, understanding that not every initiative requires significant financial investment. Sometimes, simple and local outreach efforts, like putting up a poster in a community centre, can yield excellent results. It's about being creative and resourceful with your strategies.
Q: How significant is word of mouth in school marketing?
Word of mouth is valuable but has its limitations. It happens naturally when families have positive experiences and refer others, but it's not something we can solely rely on. We need to actively reach out to new families and explore different marketing avenues to make sure we continue to grow a diverse and enriched school community.
By combining word-of-mouth referrals with strategic outreach efforts, we can create a richer and more diverse school environment. It's about continuously seeking new ways to tell our story and engage with potential families to highlight what makes Stratford Hall unique.
Q: What does brand mean to you? How has the Stratford Hall brand evolved over time?
Branding is about creating a solid and recognizable identity. At Stratford Hall, we embrace the school’s location on the east side of Vancouver, and we integrate into the community. Our buildings are distinctive, and our students use local parks and participate in activities in the larger neighbourhood.
We emphasize that Stratford Hall is more than a traditional school. For example, we have two underground gyms and a full-scale climbing wall, which are unique features. Our commitment to diversity and individuality is also evident throughout our school, and our branding reflects that.
Consistency is key in branding. Everything we do, from our student ambassadors leading tours to the messages on our walls, reinforces our brand. We want people to know that when they choose Stratford Hall, they are joining a community that values innovation, diversity, and authentic student experiences.
Q: How do you communicate with different families, for example, when talking with families who know a lot about your school versus those who know relatively little?
I always encourage families to do their homework and attend different open house events. For those heavily focused on academics, we emphasize our strong academic programs and post-secondary acceptance rates. But we also highlight the importance of balance and the broader educational experience we offer.
Education is about helping young people find their place in society and developing their potential beyond academic achievements. We try to show that there is more to education than just academics. We discuss various post-secondary pathways and emphasize finding the right fit for each student.
Take a look at Stratford Hall’s detailed report on OurKids.net
