Crane: Unfold Your Story

Presentations

With twenty-plus years in the nonprofit branding business, we’re brimming with proven advice and analysis–and we’re more than happy to share. Here are a few topics we’ve covered at events around the country.

COMING UP – What (and who) now?: Identity, mission, and values (SAIS 2021)

2021 SAIS Annual Conference October 17-19, 2021 As we move beyond the disruptions of the last year, educational leaders find themselves at an unprecedented watershed moment. Established processes have been not only disrupted but also reshaped, while long-held practices emerge revised—and, in many cases, truly revitalized. In schools across the country, teachers and administrators are […]

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Brand Bravery in Troubled Times: Refreshing Your Message to Meet the New Moment

2021 NAIS Annual Conference Workshop February 24-26, 2021 Over the past year, your school, like all others, has faced unprecedented challenges: You have shifted your program, almost overnight, from your classrooms to some form of distance learning. You have boosted morale and celebrated community spirit. You have struggled to determine when and how to reopen, […]

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WORTH 1,000 WORDS? Ensuring your photography tells the right story

2020 EMA Annual Conference September 22 – 26, 2020 What is your photography conveying about your school’s culture? More importantly, are your photos doing the work they should? We live in an unquestionably visual world and using compelling photography to tell your school’s story has never been more important. Consider that more than 100 million […]

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Timeless & timely messaging: How to honor where you’ve been & celebrate where you’re headed

2020 NAIS Annual Conference February 26-28, 2020 School leaders know that institutional history can serve as a powerful unifier. Legacy families, seasoned faculty and staff members, loyal donors, and alumni from all eras take pride in traditions and see them as continuing touch points with a school, despite its continuing growth and change. External audiences, […]

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Illuminate your BEACON: an assessment tool for advancing and sustaining your school

2019 SAIS Annual Conference October 27 – 29, 2019 Enrollment, retention, and fundraising are more complex and intertwined than ever before. As you move families from prospects to engaged community members, you’re not attracting buyers but cultivating believers—continually crafting your school’s culture and ensuring its long-term sustainability. How do you keep everyone pulling in the […]

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NUMBERS DON’T LIE. BUT DO THEY INSPIRE?: Using demographic & psychographic data to find your best-fit families and tell your story

2019 EMA Annual Conference September 10 – 14, 2019 It’s clear that demographic and psychographic market studies can help schools better identify, target, and persuade their best-fit families. Admissions professionals use these tools to learn the income levels, consumer behavior patterns, shared educational values, and other information about families within a given geographic region. Such […]

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Move from simply attracting “buyers” to cultivating “believers”

2019 ISACS Professional Development Series When Don’t You Want a Line Out the Door? Answer: When the line’s not full of right-fit families. As admissions and communications professionals, your jobs are more complex, subtle, and significant than simply bringing more people in. As you attract prospective families and choose to whom you say yes—and no—every […]

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The Decision Journey: Bridging the gap between data collection and personal connection

2019 NAIS Annual Conference February 27 – March 1, 2019 Today’s digital world encourages prospective families to demand access to all relevant information about your school – instantly. But millennial parents don’t want to be “sold to.” They seek to connect with your culture, so they can imagine how their children will feel as they […]

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Doing Video Right: Or, How to Show Your School in the Best Possible Light

Association of Independent School Admission Professionals Annual Institute July 15-18, 2018 Learn how to create and deploy professional videos that attract best-fit prospects, with CRANE positioning strategist Christina Albetta and filmmaker and photographer Michael Branscom. Part One: Telling Your Story  In this session, we’ll discuss when, how, and why to use professional video in your […]

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SPEAKING TO SHARED VALUES: Using demographic and psychographic analysis to shape institutional storytelling

Demographic and psychographic market studies offer schools crucial insights, from the number of households within a given geographic or economic threshold to common beliefs and consumer behavior patterns that distinguish a particular community. However, while admissions professionals have more analytical tools at their disposal than ever before, a pivotal question remains: How can schools forge […]

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When don’t you want a line out the door?

Keynote Presentation: When don’t you want a line out the door? Answer: When the line’s not full of right-fit families. As admissions director, your job is more complex, subtle, and significant than simply bringing more people in. In choosing to whom you say yes—and no—every season, you continually craft your school’s culture and ensure its […]

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Got agility? Deploying fresh positioning in a crowded market

Smaller schools, newer schools, less top-of-mind schools all face uphill battles in crowded, highly competitive markets. But they also possess some clear advantages: the agility to make change happen fast, the freedom to not feel beholden to how things were always done, and the bravery to strike out against the status quo and harness the […]

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Brand it and they will come: Increasing best-fit inquiries with integrated and intentional messaging

On almost every campus, admissions teams wrestle with some variation on this theme: “Parents fall in love with our school the minute they step on campus.” “On paper, we look expensive. But in person, families see our real value.” “Once you’re here, you just get it.” But how can schools ensure that best-fit families hear […]

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