(Picture credit to Whos.gr)
Advertising goes beyond a branded color scheme and happy pictures. All pieces of your school’s marketing should be a part of a single cohesive vision, and as the School Head, part of your responsibility is to steer that overall strategy.
Let's take a close look at two advertising campaigns for computers and associated programs that have run in the last few years by two different companies. Each told a similar story with its advertising, but one succeeded while another failed. Though not school examples, there are lessons we can take away for your own marketing campaign.
Round One: “Get a Mac”
A few years ago, Apple ran an ad campaign called “Get a Mac,” commonly known for its introduction, “Hi, I’m a Mac—and I’m a PC!” Some criticized the campaign as too harsh, but generally the witty, entertaining commercials positioned the Mac laptops as modern, versatile versions of the business-oriented PC (personal computer). The campaign was successful, resulting in a 39% overall increase in sales for the fiscal year the ads went public. In fact, it was so popular, the campaign’s premise spawned a number of parodies.
Round Two: “Scroogled”
Several years later, Microsoft launched “Scroogled," an advertising campaign to inform consumers about the potential privacy breaches of Google’s search engine and e-mail services. The latest video features Rick from the “Pawn Stars” television show explaining why the Chromebook is a poor imitation of a real—read “Microsoft”—laptop because its applications (or “apps”) run only on an Internet connection.
It’s a Knockout!
Has the Scroogled campaign been effective in converting Google users to Microsoft’s Bing engine and their Outlook e-mail service? No. In fact, consumers are rather dismissive of Microsoft’s mudslinging, calling for new Microsoft CEO Satya Nadella to end the “desperate and whiny” campaign altogether.
For a rough and ready statistical analysis, compare the percentage of viewers who liked Microsoft’s “Pawn Star” commercial on YouTube (214 out of 1354, or 15.8%) to those who liked the Apple “Buy a Mac” compilation on the same site (6451 out of 7373, or 87.5%) as of the third week of February 2014. The Scroogled campaign has failed, both from a practical and popular standpoint, though some would say any press is good press.
Highlight Reel
So what can private-independent School Heads learn from these two advertising campaigns to apply to their own marketing efforts?
Concentrate on your school’s strengths and mission.
While Apple did make the “disadvantages” of owning a PC clear in their commercials, the relationship between “Mac” and “PC” was more congenial than angry. The ads displayed a friendly rivalry, with each machine having its advantages and disadvantages (e.g., PCs are better with business-oriented pursuits; Macs are good for social and electronic media applications). The “Scroogled” campaign spent more of its time bashing Google’s information-collection policies rather than discussing the advantages of its own programs and hardware. Focus on your mission and why students should attend your private-independent school instead of why they should not go to a rival school.
Positive energy goes further than scare tactics.
Again, Apple’s “Get a Mac” campaign was entertaining and relatively light. “Scroogled” tried to frighten customers into switching (“Google steals your information! IT READS YOUR E-MAIL!”), but that tactic failed miserably. Families want to feel good about applying and donating to your school, not why they should avoid a competitor.
Scripted or sponsored promotions of your program (can) do more harm than good.
Check out this “Wall Street Journal” commercial from the “Get a Mac” campaign. In this, Apple highlights a positive (and unsponsored) review of their product in a respected news source. Now, remember the “Pawn Star” commercial we mentioned earlier, the one with the pawn shop owners evaluating the Chromebook? Microsoft was counting on these reality tv stars’ reputations for understanding value to sell the “Chromebook is fake” premise.
Instead, Microsoft’s use of “Pawn Star” came across as gimmicky, scripted, and using the wrong sort of experts if they’re trying to sell a computer. So, when gathering third-party testimonies and anecdotes for your next advertising campaign, remember to consider the source and think about highlighting naturally occurring reviews before soliciting new ones.
Your advertising campaign should highlight what makes your private school and its mission the best possible place for parents to send their children. As School Head, your mission is to prevent your school’s campaign from getting “Scroogled.” But, if your school stays true to its roots and avoids bashing the competition, your marketing will give a one-two punch and deliver results.
Additional ISM resources:
ISM Monthly Update for School Heads Vol. 8 No. 4 Your Secret Weapon for Re-recruitment: Your Faculty
Additional ISM resources for Gold Consortium members:
I&P Vol. 35 No. 16 The Head's Five Major Priorities
I&P Vol. 35 No.14 Assessing Your School’s Internal Marketing
