In December 2007 I reluctantly pressed the SEND button on my email and went to bed.

It was an application for a consulting role at a local school. Did I really want to help market a school? After years of marketing and publishing I had never considered it. Would the same principles apply? Sure my three kids were at another school, my mum was a school teacher, my sister a preschool director but…

In February 2008 the school did offer me two days a week as a consultant. They were taking a risk. I accepted. A new adventure began. The first project was a new school website which was launched less than 4 months later. It was a great new tool in telling the school’s story.

In those early days someone suggested I subscribe to a free weekly email newsletter. Dr Linda Vining was considered the expert in school marketing. She had created the Centre for Marketing Schools. I was keen to learn. On a shelf in my new school office were books by Dr Vining so I began to read them. It was obvious she knew things from her first hand experience in schools.

Here was a lady who had taught for many years as a school teacher and then moved into marketing. She was now generously sharing her ideas and training others. The weekly email began to be something I looked forward to. It gave practical ideas, insights into what other schools were doing, resources, questions and answers. Her books did the same.

Via email I started to share with Dr Vining some of the things we were implementing at Covenant Christian School in Sydney. Often she would include them in her weekly email. Every time she did there would be a significant spike in visits to Covenant’s website. It was obvious people were reading her email newsletter.

School Marketing Aforia

In August 2008 Dr Vining was holding an Aforia – a 2 day school marketing conference – in Perth. I considered attending but as a 2 day a week consultant felt I couldn’t justify it. Besides I was busy and Perth was a long way from Sydney!

When the school renewed my contract for another year, including an extra day a fortnight, I kept in touch with Dr Vining by email. By now I was doing storytelling for a pest control business, serviced offices, children entertainers, lawyer and electrician but the most enjoyable was certainly the school.

In 2009 the marketing Aforia was being held in Adelaide. I decided to attend. Dr Vining asked me to speak on what Covenant was doing with the school blogsite which we had entered in the Annual Website Awards.

The Aforia was a great experience. I finally met Dr Vining in person. Yes she really did have purple hair and wear purple just like in her photo! I enjoyed giving my 20 minute presentation, but most of all I enjoyed meeting people, exploring two schools and hearing stories of what others were doing. Although Dr Vining was the co-ordinator it impressed me she was not presenting herself as the expert. At the Aforia was a generous community of people, who even though they paid to attend, were sharing ideas and encouraging one another. None of us was “THE School Marketing Expert” – but we were willing to help each other. A presenter may have been considered the expert in one specific area, yet before and after their session they would be taking notes from other presenters. Oh yes, Covenant’s website did win a Gold Award that year which was an added bonus.

Since then Dr Vining and I have emailed and had an occasional phone call. I wrote a page for her latest book Stand Out Strategies. She continued to share my ideas with the network and asked me to help on panels, or to speak, at Aforia’s in 2010 and 2011.

An unexpected email

On Wednesday 5th October 2011 Dr Vining sent me a simple email. It was during the school holidays. We had just had a major kids’ concert at school with over 600 people. I was tired and about to shut down the computer heading off for a four day family holiday. Dr Vining’s email informed me the Centre for Marketing Schools was for sale. Was I interested? Although shocked I quickly responded “Yes I was interested” and would be in touch on my return.

Over the coming weeks via emails and skype we came to an agreement about purchasing the business. Dr Vining had already purchased a new business – it was time for something new – it excited her – it put her in touch with local people – she had already sprinkled her magic purple dust on it. In her own words “she loved it” and was “in my element!”. (Check it out here). Yet she also desired that what she had created in the Centre for Marketing Schools would continue. She wanted me to have first option as she felt confident I would continue to serve the network of people she had built up and connected with over 20 years.

So what’s next for the Centre for Marketing Schools?

The Centre for Marketing Schools has many elements.

The most obvious is the weekly email newsletter to over 1,700 school marketers in Australia, New Zealand, South Africa and UK (plus more). This will continue, yet with the added ability for your feedback and ideas to be shared with others via a blogsite.

Other elements will also continue and be developed…

• A new expanded Centre for Marketing School website with ideas and tips from past weekly newsletters
• Annual 2 day School Marketers Aforia
• Increased use of Social Media including YouTube, LinkedIn, facebook and twitter
• Ebook versions of Dr Vining’s publications for purchase and easy download
• Print and Online versions of the Satisfaction Surveys
• Diploma in School Marketing
• Customer Relations Course for Non-Teaching Staff

There is no shortage of other ideas including online webinars and local workshops but that can all happen in time. I will continue to consult for Covenant Christian School and some other schools as I love the hands on approach to marketing – besides it’s fun and I have never been someone only interested in theory!

How can YOU be involved?

This network is you. Your ideas, photos, suggestions and feedback all make the network what it is. Please send me an email with your latest advertisement, photos, a link to your new website, news or ideas. In life I find generous people gain more. Naturally some people will join this network only to receive great free ideas. That is fine. Yet personally I have found being willing to give opens more doors. It is a wonderful group of people. Some I have met in person, others only via their snippets in the newsletter.

In December 2007 when I pressed SEND on my email I didn’t know what doors would open. When I subscribed to Dr Vining’s email I certainly didn’t imagine buying her business. I have much to be thankful for. I am excited about the Centre for Marketing Schools? Why? It is an honour to continue what Dr Vining created. Since joining the network I have been personally helped and encouraged by other members. My desire is that it will continue to fulfil that role for you, and many others.

It may seem crazy but I am currently studying a Graduate Diploma of Education to enable me to teach Business Studies part time. I have ‘nearly’ completed a Masters of Education (Leadership). As Dr Vining chooses now is the time for her to leave the world of education it appears I am making the opposite journey from publishing into education. With my youngest child going into Year 4 it’s likely I will be connected with schools for many years to come!

Together let’s continue to learn, explore and experiment. Schools really are a great place to be!

We will be in touch – but in the meantime feel free to email and say ‘hi’ or add a comment below.

Neil Pierson

The new Storyteller for the Centre for Marketing Schools

PS: if you are on LinkedIn then let’s connect via http://au.linkedin.com/in/neilpierson

Other blogposts of interest

School Marketing Aforia Presentation – with video
School Teachers are marketers
The School Principal as Chief Storyteller