Angela Brown

Angela is the Manager, B2B Brand Strategy at Niche, where she supports content and partner engagement strategy in Niche's work with K-12 and higher education institutions.

Before joining Niche, she was the director of marketing and communications at Flint Hill School, a PK-12, co-ed day school outside of Washington, DC.

In addition to developing research and content for Enrollment Insights, Angela is a frequent conference presenter, guest author, and podcast guest.

Angela Quoted

“We want to make sure that we're equipping people with information that can help them make smart decisions and also insights that can help us to serve our users more effectively.”

“I think there's a lot of guessing that happens [in school marketing]. You think that something might work. Or you have a hunch. Or you may have heard or you may have read. And I always come back to the data, because it's concrete, and it's really difficult to debate.”

“[You have] the well-meaning parent volunteer, or the trustee who thinks that you should be doing X… or who has a very prominent corporate position, right? And so they think they know everything that they need to know about marketing, including marketing and schools. And it really is different.”

“There is a common misperception that if a family is looking at your independent school, they must only be looking at independent schools.”

“One of the recurring themes that we saw in the survey is just how massive a role other parents play in this process.”

“You have to think, ‘How can I design an event that will resonate with someone who's already been talking to an admission officer for several weeks and someone who hasn't spoken to anyone in my community yet? How can I appeal to both types of parents?’”

What You’ll Learn

Goals of the survey
Need for the survey
Survey responses that were surprising
What standing by yourself with bagel and a cup of coffee has to do with marketing
What a broken glass, wayfaring,
What 67% of respondents said that influences their decisions
Why admissions and retention are linked
How to use the survey to improve your school’s marketing

Resources

Niche Parent Survey

Webinar About the Survey with Angela

Berwick Academy Flexible Tuition Video

InspirED’s Earlier Podcast with Angela

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Featured

Rob Norman

Best Boy, InspirED School Marketers

Rob has 25 years of independent school marketing experience as principal of Turnaround Marketing Communications, a branding and marketing firm specializing in independent schools. Rob shares his experience on InspirED School Marketers by blogging, editing the Daily Jolt, and by podcasting with fascinating independent school movers and shakers. As InspirED's Best Boy — a term borrowed from theater, Rob's longtime passion — Rob loves to be out and about, meeting with school marketers, learning their needs, and helping them overcome challenges. Be sure to ask Rob about his golf game.

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More Podcasts To Make Your Job Easier

Podcasts 2

How to Advocate for Yourself as a Director of MarCom at a Private School [Podcast]

with Penny Abrahams, Senior Consultant, Independent School Management

Strengthening MarCom in Small Private Schools [Podcast]

with Aubrey Bursch, founder and CEO of Easy School Marketing.

Students As Communications Apprentices [Podcast]

with Lauren Campbell, Publications Manager at Cretin-Derham Hall, a Catholic high school in St. Paul, Minnesota.

How to Be a Leader in an Independent School [Podcast]

with Dr. Carrie Grimes
Assistant Professor of the Practice, Department of Leadership, Policy, and Organizations
Director, Vanderbilt University, Peabody College, Independent School Leadership Program (M.Ed.)