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 February 2018 – “Got agility? Deploying fresh positioning in a crowded market”

CASE District III 2018 Annual Conference (February 11-14, 2018) 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 […]

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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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Our school’s parents are now millennials? Marketing that cuts through generational fog

Do the math. Those vaunted-yet-maligned millennials (born 1981 and later) have hit their mid-thirties, and they parent the elementary and middle schoolers you need to recruit—especially the new families not already in your school’s traditional pipeline. In only a few more years, they become the gatekeepers for upper school selections as well. Are you ready? […]

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Turning collision into alignment: How to tap into the elusive beauty of admissions and advancement synergy

Enrollment forms are submitted, tuition deposits paid, and now it’s time for The Hand-Off: when newly-enrolled families, initially shepherded with great care by the admissions team, move into the larger school community. But wait: Is there actually an exchange of custody? The admission and recruitment messages that drew them to you offered stories that resonated—about […]

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Saying no and letting go: Finding calm within the comms storm

As any school insider knows, the communications to-do list is filled with relentless internal and external demands. Add to that the carefully-detailed annual report. The proposed viewbook that requires new photography. What about leveraging Instagram and other online platforms—or investigating whether to move the magazine to an online format? And should a crisis ensue, are […]

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Distilling to singularity: How to find the one idea that tells your school’s story

Presenting the singular, compelling idea of your school to varied audiences and across media channels is difficult enough for the most-aligned of schools. Add complicated divisional structures, urgent financial realities, and evolving identities that many schools face, and it’s hard to figure out where to start. But there is a way to create a unifying […]

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What to say, when: Shepherding the decision journey

Of course you want every prospective family to fall in love with your school—and quickly. So it’s tempting to shower prospects with exhaustive lists of your school’s assets, from facilities to faculty, arts offerings to service learning opportunities. But fact-stacking can overwhelm already anxious parents—and obscure the value proposition that converts interest into applications. In […]

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What I’d really like my head and board to embrace about fundraising

We all know the importance of our school’s Theory of the Case for recruitment. But have we applied the same rigor to the way we frame our advancement messages? Using vivid school examples, Patrick Kelly and Pam Mason-Norsworthy of Crane MetaMarketing share techniques and tools to identify and validate your school’s Theory of the Case, […]

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Allow us to reintroduce ourselves: Freshly framing your story to your market

Is your school the same institution it was a decade or two ago? More importantly, is your school getting credit—in the form of inquiries and applications—for the strides of the past ten, five, or even three years? Are you more intentionally living the mission? Expanding programmatically? Thoughtfully integrating new pedagogical approaches? Chances are your market’s […]

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Stepping up your school’s communications game: Swapping “stuff” for strategy

Stepping up your school’s communications game is essential, right now, to ensure that your school finds and persuades best-fit families today and for years to come. Just as important—and perhaps more surprising—rethinking what, why, and how your school communicates can re-energize and even transform all of your school’s “Five A’s”: admissions, advancement, administration, alumni relations, […]

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Six game-changers for your marketing strategy

Tired of doing the same-old, same-old? Want to flex your strategy muscles? Patti Crane of Crane MetaMarketing Ltd. teaches the strategic principles behind six different marketing game-changers—and shows how to help your campus commit to the long-haul work that such strategy change requires.   presented at Southern Association of Independent Schools (SAIS) Annual Conference 2015

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It’s not just how you say it, it’s how your parents hear it

Every day, your school confronts a basic yet crucial challenge: reaching the parents you need to reach, in ways that resonate for THEM. That’s quite different than telling them all about your school and expecting them to engage. Each parent archetype carries with it different expectations, different ways of processing information, different ways of viewing […]

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Your greatest asset? Identity. Leveraging who you are into your healthiest financial future.

As a business officer, you control your bottom line every day. But what if your school’s most potent weapon didn’t lie in the moves you make, but in the very idea your institution embodies? Join Patti Crane, founder of Crane MetaMarketing, as she shares immediate and actionable tools and techniques to leverage your school’s one-of-a-kind […]

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Letting go of lists: Using “Theory of the Case” to surge your enrollment

Though today’s spreadsheet parents assemble ever-expanding lists of “must-haves” as they school-shop—especially in over-schooled markets—it’s only a coherent Theory of the Case that captures the highest share of your best-fit families. See how two longstanding Boston schools—just six miles apart—let go of the lists to surge enrollment, tightening and focusing their value propositions using Theory […]

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Fresh new ways to convey your Category of One

Once you develop an authentic promise and create a powerful creative concept for your school, do you settle for a typical admissions packet and video? Of course not. Join Patti Crane for a peek at innovative tools—new methods, new media, new channels, new approaches—that schools are using TODAY to help their marketing messages break through […]

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The end of turf wars: Transcend one-upping & become your market’s one-and-only

Inquiring families want to know: Who’s best? Sadly our culture—and most school marketing—suggests comparing stat sheets, miring schools in a beleaguered battle for “best.” Join Patti Crane, founder of Crane MetaMarketing, and Edward Kim, head of Breck School, to learn how this Minneapolis flagship rose above the battle for “Best” to more fully embrace “best-fit.” […]

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