Social Media Survival for Private School Principals


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Does your Private/Independent School have a solid strategy for social media communication and marketing?

In this 3 hour workshop, speaker Travis Allison worked with educators in the York University Private School Principals course to create a social media strategy.

Participants talked about the foundations (strategy before tactics and the WHY of your school), what to prioritize and how.

The most important elements of marketing your independent school, in order, are:

1) a useable and searchable website
2) email newsletter focussed on parents trying to make a school decision
3) full use of Facebook - including Timeline
4) telling stories on YouTube

If you are interested in Travis presenting at your educational event please contact him at 519.532.7366 or

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Social Media Survival for Private School Principals

  1. 1. Social MediaSurvival forIndependent Schools
  2. 2. Who are you?
  3. 3. What do you You need?
  4. 4. this morning
  5. 5. review
  6. 6. marketing is...
  7. 7. marketing is...getting someone who has a n___
  8. 8. marketing is...getting someone who has a need to k___, l___ and t___.
  9. 9. marketing is...getting someone who has a needto know, like and trust you.
  10. 10. People Don’t buy w___ you do,
  11. 11. People Don’t buy what you do,
  12. 12. People Don’t buy what you do,they buy w__ you do it.
  13. 13. People Don’t buy what you do,they buy WHY you do it.
  14. 14. What’s your WHY?
  15. 15. For the staff:• What changes do parents say to you that they notice in their kids after joining _____ School?• How would the world be different without the school?• On the most stressful of school days I still going to bed at night knowing ____________• Despite all administrative challenges we face we never think about giving up because ___________• Going head-to-head with any other school, wed win because___________• If you could re-do one thing from the early days of the _________ School what would that be?• In what moments in the school year are we at our _______ School best?
  16. 16. For parents:• The world is better because the ________ School does __________• When you ask your child about school what topic gets his/her heart beating faster, makes him/her smile, floods him/her with great memories?• What has been a defining moment for you at school?
  17. 17. For alumni:• What specifically about who you are now comes directly from your _____ School experience?• If you could go back and thank your most influential _____ School mentor for one thing, what would it be?• Name a ______ School person who has had a strong impact on you.  What specifically did you learn from them? Recount a specific story that perfectly demonstrates how great that person was and the lesson you learned.• What has been a defining moment for you at school?
  18. 18. What’s your WHY?
  19. 19. To____, so that ____.
  20. 20. Who is your biggest competitor?
  21. 21. (ra c et ot he bo tto m
  22. 22. free
  23. 23. strategy beforetactics
  24. 24. one more foundation
  25. 25. What problem are you solving?
  26. 26. What questions do they alwaysask?
  27. 27. social media hierarchy
  28. 28. 1. website
  29. 29. (ra c et ot he bo tto m
  30. 30. “I know there’s a problem but I don’t know what the solution is.”
  31. 31. front page challenge I GO HERE! I WANT TO GO HERE!
  32. 32. (ra c et ot he bo tto m
  33. 33. (ra c et ot he bo tto m
  34. 34. (ra c et ot he bo tto m
  35. 35. 50Blog Topics
  36. 36. 2. newsletter
  37. 37. 3. Facebook
  38. 38. 4. YouTube
  39. 39. bring theDRAMA
  40. 40. 10 Things Every School Should Do On**check out the full version of the “10 Things” presentation at **
  41. 41. 5. Google Plus
  42. 42. Where’s Twitter?
  43. 43. before the last #...
  44. 44. That’sNICEbut...
  45. 45. I believe...
  46. 46. Createcharismatic leaderswho make good decisions.
  47. 47. policy
  48. 48. questions?
  49. 49. 6. Pinterest
  50. 50. How do we WorkPinterest?
  51. 51. gimme aBreak
  52. 52. Travis AllisonWalking Maverick Consulting @zoic