2017-18: Marketing and Communication: Improving Advocacy and Engagement at SAS Puxi

Marketing and Communication:

Improving Advocacy and Engagement

March 7-8, 2018

Shanghai American School - Puxi Campus

Essential Question: How might the latest innovations and best practices in the corporate world enhance communications and marketing at my school?

Our Ideal Audience: This workshop has been designed for Admissions, Communications, Development and Marketing teams that want to improve advocacy and engagement with their internal and external stakeholders. Members of these teams can include senior leadership, parent advocates and board members that are interested in adopting new strategies to increase the reach of their school's communications, as well as differentiate their school's key messaging.

Welcome to ACAMIS's Annual Marketing and Communications Workshop!

The ACAMIS annual Marketing and Communications workshops connect school leadership and their teams with the latest concepts, strategies and tools to increase their marketing reach and improve engagement with their community. This years workshop will be led by Alex Gibbs, a marketing and communications expert with a proven record for helping international schools design and implement creative communications, marketing and fundraising initiatives and development programs. Alex has been invited back due in large part from the overwhelmingly positive feedback ACAMIS received from last years Parent Engagement Workshop that he helped design and co-facilitate.

In this year’s workshop participants will be introduced to several concepts that are increasingly used by leading organisations in their marketing and communication strategies to improve advocacy and engagement of their internal and external stakeholders. Concepts to be discussed in this workshop are: Social Purpose, Authentic Leadership, Stakeholder Engagement, Disruption Economies, New Media, and Psychological Safety. Participants will engage in a process to learn and understand each concept and this understanding will be further enhanced through case study analysis and peer discussion.

At the close of this workshop, you will be able to recognise beneficial influences from the corporate world that could be mirrored in your school’s marketing and communications functions and take away some practical strategies on how to implement and apply them.

Speaker Profiles

Alex Gibbs - Managing Director, Agenda Consulting

Alex Gibbs has consulted for and worked at numerous international schools in Hong Kong over the past 12 years. In 2014 he started Agenda Consulting, creating a specialised consultancy service which provides educational institutions with creative communications, marketing and fundraising initiatives and development programs. With a background in corporate public relations, Alex believes planned, effective communications strategies are the key to unlocking additional revenue streams for schools. Through individual and corporate fundraising, he has raised over US$20m for international schools in recent years. Alex has been a regular speaker and trainer at conferences and workshops throughout Australasia for over a decade.

2-Day Learning Objectives

Topic	Content and Case Study	Learning Objective
Social Purpose Case Study ANZ Bank	More than just a Corporate Social Responsibility (CSR) "bolt-on", Social Purpose or Shared Purpose is the notion of driving business decision based on the ability to make a positive impact on communities, rather than bottom line profits. Companies are turning to “purpose” and “authenticity” as a way to engage consumers and employees.	Linking with similarities schools place on mission and vision statements, we will undertake a new way of looking at and generating your key messages and identifying your school’s unique value proposition. Using key messages that are beyond the features and benefits of your school will gain a greater amount of interest and traction from the outside world and set you apart from your competitors.
Authentic Leadership Case study Disney	Authentic Leaders are culture drivers and use a leadership and communication style that is true to their personality and core values of honesty, ethics and a practical approach.	By identifying the attributes of your school leaders, you are better equipped to support the communication that cascades from the top of your school and develop a style that can flow consistently through leadership and personnel change.
Stakeholder CommunicationsCase study DFS	In large corporate organisations Internal communications teams exist solely to ensure that people within the organisation understand where, how and why the operational components of their work is significant to the overall objectives of the company. They are specific and methodical in their approach to ensuring those within the organisation are united in purpose and galvanized in culture.	By identifying the key stakeholders within your school, and grouping them according into your internal and external – you can adopt engagement strategies and communications processes to ensure everyone is aligned to mission, vision and key messages.
Discruption Economies and Innovation Case Study AIA; Purple Bricks; Uber	A disruptive innovation is an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leading firms, products and alliances.	We will seek to identify innovations that either threaten our industry or our school and those that can be used to enhance our school.
New Media and Augmented Reality Case Study University of Technology	The media landscape has changed and so should your marketing mix. It’s not over yet… as there are more and more innovations that we need to be aware of, including augmented reality, virtual reality and the many forms of digital marketing.	Participants will map out the current technologies used in schools and then analyse their effectiveness. Using the examples and case studies provided they will then be able to conceptualise how to remodel these onto new technology platforms. This is not about the scope of work and the tools used, it is about understanding the new platforms that people are engaging in and aggregating current and past work onto these platforms.
Psychological Safety Case Study Google	Psychological safety is a shared belief that the team is safe for interpersonal risk taking, where individuals are "able to show and employ one's self without fear of negative consequences of self-image, status or career". Along with Growth Mindset and new staff and student well-being models this is one of the key areas of focus in corporate world and in education today.	A practical component of this topic will be to understand your own feelings of Psychological safety and map how your organisation works in this regard. This section is also aimed at empowering and motivating participants to take on new challenges and seek to employ some of their ideas learnt in the workshop at their schools. It will also allow us to recognise the importance of psychological safety in our own departments, our classes and across the faculty and staff at our schools.

Hotel Reservation

Note: Transportation will be provided during the workshop days.

Holiday Inn Shanghai Hongqiao West
Address: 2000 Huqingping Road, Qingpu, Shanghai, 201702
Contact: +86 21 3973 8888 or rsvn@hisw.net.cn
Website: https://www.ihg.com/holidayinn/hotels/gb/en/shanghai/shgxj/hoteldetail#

As of 2016 the lowest rate for a Standard Room was 608RMB, including breakfast and wifi.

Workshop Archives Main Page