VIC-TAS e-Newsletter November 2018 - 8 November
President’s Welcome

President’s Welcome

It has been a thoroughly enjoyable and rewarding year for members of the VIC/TAS chapter. It was wonderful to see more than 120 members attend the International Conference in Auckland. Those who attended were treated to an extraordinary array of wonderful speakers, networking opportunities and social interaction. We were so pleased to see over 80 members attend the Wednesday night cocktail event held at the Bluestone Room. What a way to meet new members and catch up with old friends.

As well as the International Conference, this year has brought with it many highlights:

  • A record number of sponsors, despite it being a non – State Conference year. Thank you to our sponsors.
  • A wonderful Regional SIG at Loreto Ballarat covering four pillars led by Judy-Ann Quilliam.
  • A thoroughly informative session on the mentoring program being conducted at Monash University attended by 30 members.
  • A great event covering all aspects of LinkedIn held at Carey Grammar and attended by over 60 members.

I extend my congratulations to Scotch College, Director of Development, Tim Shearer on being awarded a Fellow of Educate Plus at the International Conference in Auckland. Tim has done an amazing job at Scotch over the past 15 years. Further to that, however he has provided endless levels of mentorship and counsel to many within the Educate Plus community. Tim has been a regular presenter at Educate Plus conferences and professional development opportunities and is always willing to share his knowledge with members of all level of experience. Congratulations Tim. Thoroughly deserved!

The 2018 Annual General Meeting will be held on Thursday 13 December at 4pm at Scotch College. Please diarise this event. Refreshments will be provided at no charge. This will be a lovely way to end a very successful and collegiate year. RSVP’s for the AGM can be made on the AGM page of this e-newsletter.

To join the VIC-TAS committee please see the forms on the AGM page of this newsletter. This committee has done a power of work over the past year. In a State Conference year, we would love to see more of our members contribute to this Chapter and of course, have a say in the make up of the Conference.

In 2019 we look forward to our extremely popular State Conference to be held on Monday 24th and Tuesday 25th June. The Conference will include a range of practical presentations, including those who were selected as award finalists at the recent International Conference. It will also feature interactive sessions, similar to SIG’s where delegates can learn from each other rather than just one presenter. Additionally, stay tuned for the announcement of two remarkable individuals who will be announced as our keynote speakers early in 2019.

2019 will also feature another Regional SIG, another opportunity to meet all of our sponsors early in the year and further Open mornings at schools that you may not have had the opportunity to view first hand. Our sponsors will also have the opportunity to join us at each of our VIC/TAS events. We value each and every one of our sponsors and thank them for their incredible support of our organisation.

A special thanks to our Committee members for such a productive year. Thank you Maria Mercuri, Laura Maasburg, Adam Liddiard, Laura Bird, Judy-Ann Quilliam, Michelle McKay, Karen Whitten, Di Lacey and Rosie Nelson for your support this year. We continue to try to push the boundaries and make your membership valuable, relevant and productive. Please contact me at Russell.davidson@haileybury.vic.edu.au if you are interested in joining the Committee, wish to speak at the Conference or if you have ideas that can assist our members. I would be very keen to hear from you.

Russell Davidson
VIC/TAS Chapter President

PD Report

PD Report

On Tuesday 16 October, we were fortunate to hear from LinkedIn and Social Media consultant, Sue Ellson. Over 60 members packed into Carey Grammar to learn more about individual LinkedIn profiles and how LinkedIn can assist us in continuing to engage alumni, current parents and community members. This was a fascinating and interactive session. All who attended would agree that we took away a considerable amount in this time and that there is so much more we can learn. I am delighted that Sue has agreed to be a part of our State Conference in 2019 and can guarantee that her sessions will be well attended.

Committee Member Spotlight – Karen Whitten

Committee Member Spotlight – Karen Whitten

Meet one of your dedicated Committee members – Karen Whitten, Head of Admissions at Haileybury College.

If you were to write a book about yourself, what would you call it?

“A journey of fulfillment… a winding road with a myriad of surprises!”

What do you like most about Educate Plus?

The generosity of the members of Educate Plus to share what has worked for them – this is something unique by today’s standards.

The growth of Educate Plus is testament of its success in providing for the needs of the members within the four pillars; an opportunity to learn from experienced practitioners.

How has Educate Plus helped you in your career development?

The Educate Plus Conferences, both National and State have been a highlight for me. I have gained so much from the content which has given me the opportunity to develop my skill and implement new strategies to use in my role always with best practice in mind.

What is the most rewarding part of your Head of Admissions role at Haileybury?

The challenge of successfully managing four campuses and exceeding our KPI’s year after year. This of course would not be possible without the hard work and dedication of my amazing Team. Together we have achieved outstanding results. We refer to ourselves as the “A Team” bringing our “A Game” every day. I feel privileged to have the opportunity to share in and be actively involved in the growth of Haileybury particularly since the inclusion of our City Campus in 2016. CEO | Principal, Derek Scott whose Vision and International outlook has created a “One School” approach developing multiple and diverse communities is nothing short of inspirational.

How did you first learn about Educate Plus?

A colleague introduced me to ADAPE when I commenced in Education in Melbourne in 2003 and became a member in 2006. I continued as a member through the re-branding to Educate Plus.

Favourite movie?

“Notebook” – This movie deals with the stark reality of dementia and the affect is has on life, love and families. It is a stark reminder that life is constantly changing and shifting. We need to live in the moment, be grateful and live life to the full!

What’s one thing you couldn’t live without?

My family – they are amazing! Red wine, my dogs Buddy (Franklin) and Dusty (Martin) and yes, I am a football tragic!

Who has had the biggest impact on your career thus far and why?

Sr. Catherine Kelly a Brigidine nun, Principal of St Joseph’s College in Echuca who taught me that you can do anything you put your mind too! Catherine gave me my entre’ into education when I lived in Echuca a few moons ago! A woman of compassion, an outstanding educator and leader; a passionate advocate for refugee and asylum seekers.

Favorite travel spot?

Keeping it local I would have to say my recent visit to Tasmania to the Mona Gallery was very memorable. I also love Perth and in particular Margaret River. Travelling to Boston to attend my son’s graduation then onto New York, Washington and New England – all of which are etched in my memory!

What does being an Educate Plus member mean to you?

I really value the opportunity to Network with the members who are so willing to share the what, how and when of their organizations in their area of expertise. Educate Plus has created an incredible opportunity for us all to extend our professional learning.

What are your three most overused words/phrases?

“What doesn’t kill you makes you stronger” (I use this phrase frequently with my children) “OMG” and ‘Are You Serious’?

How do you define success?

Success to me is derived from good relationships and achieving personal goals and is based on happiness and fulfillment. I believe if you have lived striving fully with all your being towards what is important to you, you will live a successful life.

Tell us something about you that might surprise us.

I am a proud grandmother of 6 grandchildren soon to be 8!

Welcome New Members

Welcome New Members

We warmly welcome our new members who have recently joined the Educate Plus VIC-TAS Chapter:

Cameron Arnold Marketing Coordinator Adventist Schools Victoria
Izzie Dexter Alumni Assistant Carey Baptist Grammar School
Ruth Jackman Marketing Officer Caulfield Grammar School
Katerina Katselas Admissions Manager Caulfield Grammar School
Sue Sonego Director of Community Engagement Caulfield Grammar School
Rachel Muir Marketing and Events Officer Caulfield Grammarian’s Association
Rebecca Little Admissions Officer Cornish College
Adele McIntosh Development and Community Engagement Manager Fintona Girls’ School
Jenny Peters Director of Admissions Firbank Grammar School
Clint Rodgers Junior Admissions and Fundraising Firbank Grammar School
Jo McGuire Marketing Manager Geelong Grammar School
Clarissa McCoid Senior Consultant Global Philanthropic
Katrina Dyer Development Officer – Community Loreto Mandeville Hall Toorak
Danielle Lord Development Officer-Alumnae Loreto Mandeville Hall Toorak
Christian Williams Enterprise Academy Manager Mentone Girls’ Grammar School
Emma Smith Director of Marketing and Community Engagement Peninsula Grammar School
Anna Cahill Publications and Communications Officer Sacre Coeur
Lesley Billingham Assistant Registrar St Francis Xavier College
Petalyn Walker Marketing and Communications Manager Strathcona Baptist Girls Grammar School
Tracey Bromley Admissions Assistant The Geelong College
Sally Sadler Advancement Coordinator The Geelong College
Bianca New Alumni Relations & Pathways Specialist Toorak College
Jessica Poulter Marketing Assistant Toorak College
Gayle Barry Executive Assistant to the Headmaster Trinity Grammar School – Kew
Phil De Young Headmaster Trinity Grammar School – Kew
Kathy Hines Associate Director, Community Relations Trinity Grammar School – Kew
Lee Newcombe Development Associate – Donor Engagement Trinity Grammar School – Kew
Felicity Quilty Community Relations Trinity Grammar School – Kew
Zahidah Abdul Samad Business Operations Coordinator University of Melbourne
Stephanie Austin Alumni Volunteer Officer (Mentoring) University of Melbourne
Damian Barber Manager Advancement Events University of Melbourne
Peter Barron Development Officer (Fine Arts & Music) University of Melbourne
Rory Clark Digital Comms Manager University of Melbourne
Sara Conyers Development Manager University of Melbourne
Alexander Cook Advancement Operations Officer University of Melbourne
Ruwini Cooray Reporting Analyst University of Melbourne
Asther Creo Regular GIving Coordinator – Direct Mail University of Melbourne
Brooke Disney Associate Director of Development (Major Gifts) University of Melbourne
Cecilia Dowling Alumni Relations Officer University of Melbourne
Kate Eddy Senior Development Manager University of Melbourne
Ann Fazakerley Director of Divisional Advancement (HASS) University of Melbourne
Tania Fernando Senior BI Analyst University of Melbourne
Mira Fraser Personal Assistant University of Melbourne
Ally Gallagher-Fox Advancement Comms & Events Assistant University of Melbourne
Natalie Gilbertson Donor Relations Officer University of Melbourne
Christine Gounder Communications Officer (Development) University of Melbourne
Erin Halliday Alumni Relations University of Melbourne
Devon Halse Advancement Researcher University of Melbourne
Bridget Hannan Donor Relations Administrative Officer University of Melbourne
Ollie Hanson Project Officer University of Melbourne
Maria Henriquez Alumni Relations Manager University of Melbourne
Julia Hansen Holme Regular Giving Officer University of Melbourne
Antonia Lawson Donor Relations Manager STEM University of Melbourne
Jungmin Lee Information Officer University of Melbourne
Violet Lim Advancement Business Operations Officer University of Melbourne
Jay Longworth Senior Development Manager University of Melbourne
Georgina Luck Development Officer (Trusts & Foundations) University of Melbourne
Val McFarlane Communications Manager University of Melbourne
Jill McKenna Development Officer University of Melbourne
Bridget Metherall Advancement Services Manager (MDHS) University of Melbourne
Stephanie Murray Alumni & Stakeholder Relations Project Coordinator (STEM) University of Melbourne
Alex Mustakov Digital Communications Officer – Advancement Office University of Melbourne
Jessica North Advancement Operations Officer University of Melbourne
Ethan Penrith Advancement Operations Assistant University of Melbourne
Georgia Pryce Digital Communications Assistant University of Melbourne
Cecilia Robinson Case Graduate Trainee University of Melbourne
Tessa Shaw Alumni Relations Officer University of Melbourne
Claire Smith Donor Relations Manager University of Melbourne
Natasha Kai Tan Development Associate (Leadership Regular Giving) University of Melbourne
Vicky Tayler Development Officer University of Melbourne
Menik Tissera Regular Giving Analyst University of Melbourne
Karen Van Sacker Director of Divisional Advancement (STEM) University of Melbourne
Ben Watts Development Manager University of Melbourne
Meegan Waugh Senior Advancement Communications Officer University of Melbourne
Anushka Wijesooriya Senior Development Manager University of Melbourne
Elizabeth Williams Donor Relations Manager University of Melbourne
Jenny Williams Community Engagement Officer University of Melbourne
Laura Yaffe Senior Development Manager University of Melbourne
Your brand – Where do you want it to be?

Your brand – Where do you want it to be?

Troy Jones and business partner Joe Brooks from JWB & Co, a creative and marketing agency working with educational institutions Australia wide, have been speaking to Educate Plus Chapters about developments in social media and digital marketing. They outlined some fascinating advances in this area which have changed the way we can engage with our communities. Best practice in blanket marketing has evolved dramatically, print and static advertising while a key part of the mix is on the decline. Social media and cutting edge strategies in utilising the paid functionality of the digital platforms can get the right message in front of the right people with immediacy. This brings new and exciting opportunities for communication and engagement.

How do we move our brand from where we are, to where we want to be?

The world has changed. Schools and Tertiary Institutions are now seen as businesses with brands, a concept mostly unheard of just 20 years ago. Branding is critical. A brand is what others think of your product or service and in this instance your institution. It is not what the institution thinks of itself. Sometimes the brand is based on reality, but more often it is based on gross stereotypes. So with that in mind, what does your audience think of your institution? This is critical information to obtain then communicate. This takes time, constancy and consistency.

The more that people know about your institution [messages to communicate] the stronger the brand is likely to be. So the questions are how do I communicate those messages and what do I communicate. Institutions and universities need to know who they are and what they stand for. They must give their audiences a compelling reason to buy as well as to stay!

How or where?

The how is to utilise avenues or in marketing speak, touch points, where your audiences eyeballs are like: online – social media, facebook and instagram, website, email – EDM, and more traditional methods like: direct mail, prospectus, print ads, bill boards to name a few.

Listen to what your audience wants to hear, not just what you want to tell them

You may decide to keep different styles of marketing and communication to suit the different demographics within your community; your prospective parents, parents of both young and older students, new graduates or older old scholars. See what works best for your organisation and find your niche. It’s all about communication targeted to the audience.

Be unique: An attractive student on the bus stop advertisement does not necessarily define your organisation.

What to communicate?

Firstly we need to get feedback from those who know about your institution and build your story/narrative out from there… both internal and if possible external. Robustly analyse opinions. Once you have worked out what your audience thinks of you then you need to create a positioning statement or differentiating idea. A positioning statement is the territory the institution wishes to own, but it is what the institution is known for already and is always authentic, different from your competition, what your audience values and compelling! From this you develop your messaging which underpins and pays homage to the positioning/differentiating idea. Think of this messaging as a book. The positioning as your title, each chapter a different message which relates back to the title. The story you want to tell is not going to be effective if you cannot prove it and as a brand are not doing it. Walk the talk. Awareness building pushing out to your audience of the messaging or chapters must link back to the over arching positioning idea or offer.

A notion that resonated was that of ‘concept pillars’, the authentic and real values of your organisation around which your brand must revolve. These pillars may include academia, sport or music, spiritual values, a sense of social responsibility, or the importance of alumni. These then become the content around which all messages are based. You should be clearly able to differentiate your institution or tertiary institution from the ‘noise’ of your competitors, who are probable saying similar things.

Once you know your brand, and the pillars which relate to it, you have the structure for all your marketing, (including digital marketing). Talk consistently, repetitively and clearly to these pillars. Work with creative people to tell a story that matches your pillars. Use your students or alumni to engage and inspire your audience. Broaden your base, don’t just talk to the drama parents or the old scholars, provide multiple options for different segments of the community. Listen and work with what people want to hear. They will then share and spread the word through their social networks.

Knowing your brand and content pillars is a great place to be, but your marketing needs structure, planning and investment.

Many of our institutions have excellent websites. The first and most important step is getting people to your website, but how do you then link it through social media platforms to reach a much broader and targeted audience? We are all time-poor in the Advancement community, but there are ways of maximising your investment and your time to get better results. Google analytics will give us a number and a location, but who are these people and what are their values and interests? How can we know who they are? Tools are now available which were unheard of 10 years ago, but not many institutions are doing anything in this area.

How do we not get left behind, but more importantly, how do we rise to a level beyond the rest?

Search Engine Marketing (SEM)

You can pay to increase your visibility and thus gain traffic to your website. SEM is a way to create and edit a website so that search engines rank it higher than other competitors’ pages. When a prospective parent enters ‘best institution in Adelaide’ in their search engine, you need SEM to push your institution to the top of the page. This is essential since evidence shows that when people search online, most do not go to the second page. Most institutions are paying zero dollars on SEM, a lost opportunity. You can go to the top of the page!

Search Engine Optimisation(SEO)

Search Engine Optimisation is about getting the search engine (on your behalf) to work out which institution the viewer wants to see, and then to point to you. SEO is free and uses the process of getting traffic through other ‘organic’ or ‘editorial’ search engines. Google and the other search engines use an algorithm involving hundreds of rules to work this out. No one knows the rules and the rules change every week. Ongoing research and time is needed to keep on top of the game, and it needs to be done on a weekly basis to avoid being left behind.

SEO audits are available through external providers who can deliver detailed information from an outside point of view. This can be a valuable tool for your team, as numbers and charts will clarify their thinking and see what is needed for your institution or organisation to outshine the rest.

Paid advertising can target a specific audience at a specific location or time around the world.

Digital Advertising

Whilst print advertising, static signage, radio and television advertising is declining, digital advertising expenditure has doubled worldwide in the last two years. Yet despite this trend, 80% of institutions are currently spending nothing in this arena. Digital advertising allows marketers to reach their core audience in new ways with more precision. Paid functionality is an essential feature of digital advertising, and is a growing opportunity for institutions to grasp. This is achieved through ‘tracking pixels’. It can track what a person has been looking at on a search engine and then transfer it to another social media platform. For example, you look at a pair of shoes on an online site, then open your Facebook page…and there they are! The information is interchangeable.

You can put tracking pixels on your website, perhaps on the Early Learning Centre page, the Boarding House page or the Alumni reunions page. With those details, with the right help, you can get the right content onto their Facebook page, regardless of whether they follow you or not. You too can engage this strategy and make your dollar work more for you. This technology is just the tip of the iceberg! Another level of marketing and engagement!

It’s all about your audience.

Retargeting

Email addresses are the most powerful tool available to us as marketers. We all have these email lists from an Open Day, Enrolment Tour, Country Field Day or International Marketing Exhibition. Emails can be used to connect your organisation to a person’s own personal Facebook page, and to all their Facebook friends! This is called Retargeting.

Retargeting is a form of online advertising that can help you keep your brand at front of mind, even after the viewer leaves your website. You don’t know who these people are, you just know their email contact. You are then putting your information in front of them in a social media setting.

This raises an interesting question for institutions and universities, and some may challenge the ethics and privacy issues of this approach. However, what we are really saying is ‘We are following up on interest you have had in our website, so here is some information about our institution for you to consider’. Important here, is gentle, subtle messages that gather attention.. not force it.

For most websites only 2% of web traffic converts to a response on the first visit, and it takes around 8 brushes with a message to get a proactive response. Retargeting or remarketing is a great ‘follow-up’ tool and one of the approaches to get the right information in front of the right person. It can be a useful tool for managing enrolment waiting lists and keeping the message fresh.

Lookalike audiences

This is another example of paid advertising which reaches new people who are likely to be interested in your organisation since they have similar values, interests and behaviours to your current parents or alumni, those who are already familiar with, and like your brand. Facebook’s lookalike audiences tool is effective in reaching a broad, ideal target audience through identifying key similarities and predicting what sort of messages they will be most receptive to. Lookalike audiences are an amazing new way to link with future potential customers.

Again, in a time poor Advancement environment you may need professional help in putting this strategy in place.

Marketing is all about communication. What do people want?

Marketing, in whatever form, is all about communicating and engaging with your audience. The message needs to follow the content pillars and fit your brand in an authentic way. Build a number or short stories around your content pillars to address different interests. Create a framework using your students, staff, parents or alumni. Make your story short, catchy and creative with a definite and memorable ‘aha’ moment. Remember, don’t leave the punch line until the end and make your message inspiring, engaging and warm. Make it worthwhile, and the beginning of an ongoing conversion that your audience wants to return to.

Marketing has become a science. Embrace the tools available to take your organisation to the next level, a level beyond the rest.

 

This article is an account of the JWB & Co, Educate Plus PD sessions.
No part of this article can be reproduced or distributed without the written consent of Educate Plus and JWB & Co.
This article can be shared on the following social media channels.

@Educate_Plus

Survey

Survey

The VIC-TAS Chapter Committee is currently planning your chapter PD for 2019.

Our goal is to ensure we meet the needs of professionals working in Admissions, Alumni and Community Relations, Fundraising, Marketing and Communications, across the school and tertiary sectors.

Thank you for taking the time to complete this survey. It will take about 8 minutes and will guide us as we plan for 2019.

We look forward to hearing your responses.

Survey Link Here

VIC-TAS AGM & End of Year Celebration

VIC-TAS AGM & End of Year Celebration

A lovely way to end a very successful and collegiate year.

Immediately following on from the AGM join Chapter friends and colleagues to celebrate and relax with canapes, wine, beer and bubbles.

Date: Thursday 13 December

Time: 4pm

Venue: Scotch College, 1 Morrison Street, Hawthorn

Cost: Free

CLICK HERE TO RSVP

 

Please see nomination and proxy forms below:

Committee Nomination Form – 2018

Notice of AGM – 2018

Proxy Form 2018