Nov 26, 2024 | My journey, School Marketing, Strategy
I’ve just completed a brand refresh for my own business, Houseway Consulting. In reflecting on my experience, I was reminded of the response from a Head of School while speaking about the marketing strategy. She said, “Does this mean we need to change our logo?”...
Aug 27, 2024 | Independent Schooling, Market research, Marketing strategy, School Marketing
I’ve got a favourite exercise on the criteria families use in choosing a school for their child. As with most quantitative tools, it’s only really effective when complemented by qualitative research such as one-to-one parent interviews. Heritage is a criteria that...
Mar 18, 2023 | Independent Schooling, Market research, School Marketing, Strategy
By the time you get this, you’ll have forgotten about the first episode on market research. So, a two-sentence recap: Surveys are NOT the only form of market research available, and in some cases they’re just not adequate, especially for strategic work...
Feb 1, 2023 | Independent Schooling, Marketing, School Marketing, Strategy
When I talk to people, there’s often a misunderstanding of what market research is. And I’ve come across my fair share of people who intensely dislike market research. Why is market research so misunderstood? I think it’s survey fatigue. This is...
Jun 28, 2021 | Independent Schooling, Marketing, My journey, School Marketing, Strategy
The short answer is, I started the pivot before COVID-19 started to impact the globe. But I had no idea that within a few months, 100% of my business would follow. Here’s my story. The consulting model was already broken Having worked for a...
