Jane Larsson, Executive Director, Council of International Schools (CIS), Netherlands:
“I first met Dr Stephen Holmes several years ago and realized immediately how much of an impact he could make in the school communities we serve. His specialized knowledge and ability to present and explain and work with schools’ reputation and its management in a clear way is already yielding results in both our school and university communities. For those schools that engage him around the world, he fulfils every objective they set for his work with their communities.”
This is a Certificate Program – 24 Hours of Professional Development will be Awarded
Reputation management is crucial for schools at all points on their compass, whether a school is thriving, beginning or developing. Right now, benchmarking and managing a school’s reputation has become even more essential as they face a myriad of risks, some associated with the COVID-19 pandemic and others that were already building.
The reputation of a school constitutes its most valuable asset – nothing is more important than a planned and strategic approach to building, managing and evaluating reputation. While reputation is a very old concept, there is a genuine lack of focus and responsibility in schools to build, manage and evaluate it. The topic of reputation should not come to the table only when there is a crisis in a school! As school audiences become more discerning, and as choice of school becomes more scrutinized, a planned and strategic approach to reputation is increasingly relevant to schools.
In a nutshell, reputation management in schools requires a robust approach to aligns what a school says (its marketing and communications) with what it does (reality in delivery).
Workshop facilitator, Dr Stephen Holmes (www.5rspartnership.com) has been researching, consulting and measuring reputation specifically with schools around the world for almost three decades. He is the premier authority in the world on this - the only full-time practising consultant in the world with a PhD specific to school marketing and reputation management.
This online program will provide a comprehensive toolkit and resource for school leaders, marketers and communications staff to put reputation management centre stage in their school from the acknowledged expert in the field.
This online program answers many key, but, elusive questions including:
- What is reputation management in a school context?
- How is an authentic and enrolment impactful reputation forged in a Covid world?
- How can reputation management improve school identity?
- How can reputation management be the lynchpin for recruitment and retention?
- How to shape and build word of mouth as a strategy?
- What do students, parents and staff see as drivers of reputation?
- How can reputation be protected and sustained?
- How do we communicate a good reputation to stakeholders?
- What are the components and metrics for reputation evaluation and measurement?
- What are learnings from school reputation management case studies internationally?
Mr Ken Sell, Head of School, Aoba-Japan International School, Tokyo, Japan:
“Often it's hard to really know the reputation of a school by looking inside from the inside. Stephen Holmes and the team at The 5Rs Partnership have provided Aoba-Japan International School with a validated objective assessment of our reputation. Their assessment is valuable to us because it informs, affirms and confronts our thinking and planning.”
Online Program Benefits:
- Lectures and Live Webinars will be recorded and accessible for 6-months after the course.
- Schedule personal meetings with the facilitator during Virtual Office Hours.
- 24 hours total time; spread over 4 weeks.
- 6-hours asynchronous coursework (done on your own time) and 18-hours synchronous live sessions to connect with peers and take the learning deeper.
- This is a certificate program; participants will be recognized for 24-hours of professional learning.
- Coaching expertise tailored for your cohort.
Online Learning Modules:
Module 1. School Communications and Marketing Excellence - now and where to next for success in a new world?
- Confronting the competitive market landscape for schools internationally
- Marketing and Communication practice in Schools - where it's been, where it should go
- The parent/student journey - a school wide view of marketing
- Marketing messaging - how to optimize and connect with audiences?
- The ideal scope and impacts of marketing in schools
- Techniques to stimulate and build word of mouth and referral
- Pre-course participant online survey findings - The State of Play in School Marketing
Module 2. School Identity - How to authentically stand out from the crowd?
- The problem/challenge of school identity in a crowded market
- How to improve and sustain identity?
- How to effectively position and differentiate a school
- What is the 'best' identity for a school - options from our research
- How to build an authentic identity (acclaim) around teachers, curriculum and pedagogy
- Developing a Vision/Mission that supports School wide identity and ambition
- How to make all staff connected to and responsible for identity building - toward a market- oriented school culture
Module 3. Reputation - the next big thing in school management?
- What is reputation management?
- What is a good reputation to teachers, parents and students?
- How to Build, Evaluate and Measure Reputation? Best Practice Metrics and Benchmarking
- Self-assessment of your School's Reputation
- Recent case study findings from our school reputation evaluation internationally
- Reputation Management Issues in your School
Module 4. Market Intelligence into Action - What do we need to most know and do for enrolment success?
- The modern parent and student
- School choice research findings - expectations and preferences
- Parent market personas and segmentation
- Tools to enhance school market intelligence - parent/student journey mapping, fee value, message optimization
- Best Practice School Marketing Plan - not the MBA textbook version!
Online Program Structure:
Based on extensive research, we have developed a model for virtual professional development that will:
- Enable participants to learn at their own pace using a mix of content delivery methods to meet the needs of various learning styles and preferences;
- Challenge participants to apply knowledge and tools introduced throughout the program to their own working context;
- Connect participants to process content collectively and share unique experiences and perspectives; and
- Demonstrate understanding of knowledge and tools by having peers review assignments and presentations.
The program is designed to ensure participants can apply the concepts and tools from the course ‘on-the-job’, regardless if they are meeting with their teams face-to-face or virtually. Content is broken up over a series of weeks to ensure there is time to apply learning from each module before new content is introduced. Please refer to the online learning components below:
Online Learning Modules: The online learning modules are for asynchronous, personalized learning, to be completed before the Live Cohort Meeting. Content uploaded at the beginning of each module will include, but not limited to: recorded lectures, articles, case studies, recorded instructions for cohort activities and interviews.
Live Cohort Meetings: Live Virtual Cohort Meetings will be scheduled every Tuesdays at 13:00 Hong Kong Standard time. Each Cohort Meeting will be scheduled for 90-minutes.
These meetings are for reviewing lessons, collaborating on the weekly activity, and preparing for the live webinars hosted each week of the program. The facilitator will initiate these sessions and then break participants into their respective Zoom Break-Out Room with clear tasks to help guide their understanding and application of the content. Each cohort will be expected to make a presentation in the live webinar for that week. Cohorts will be between 3-8 people and will be matched based on similar roles. Cohorts will remain fixed throughout the program to leverage personal familiarity with one another to enrich learning.
Live Webinars: Live Webinars will be hosted every Thursdays. They will take place at 13:00 Hong Kong Standard Time. Each Webinar will be 2.5 hours long.
These webinars are designed for participants to share, discuss and give and receive feedback in mixed groups around the content that has been introduced. These sessions will include a mix of short case studies, protocol overviews from the facilitator and presentations by pre-assigned cohorts. Different grouping strategies will be used during these webinars to ensure participants maximize their exposure to a range of experience and perspectives. Groups will use ‘breakout rooms’ to answer reflective questions to deepen thinking on how to apply the knowledge and tools introduced.
Online Forum: The online forum is for cohort interaction and file sharing. Through the Microsoft Teams platform, participants will be able to interact asynchronously on their activities and peer review other cohort submissions.
Virtual Office Hours: The facilitator will have a Appointments link available for all participants to book a 30-minute meeting with her/him throughout the course. Some courses may limit the number of meetings a single participant may book.
- Marketing and communications messaging and ‘value proposition’ currently being used by each School.
- Top ‘proof points’ (evidence) being used to articulate and validate messaging claims.
- Whether specific messages are being directed/targeted to particular audiences e.g. to recruit staff, students, parents.
- Aspects/attributes of each School seen as most marketable and why.
- The desired (ideal) identity and reputation of each School.
- Where schools see themselves to be at in the development of their desired identity?
- Professional reflections on marketing approach/activity – what works and what does not, value for money, main challenges for the era?
- What the schools see as their future short and medium priorities in marketing for the Corona era?
- Benchmarking internal arrangements and structure for marketing and communications at each school including staff roles, resources, responsibility/reporting lines.
- Links between marketing and the schools’ education/service offer – rhetoric and reality check.
The survey outputs will be used as a background to customize, supplement and cross reference in the online program as well as being a valuable resource that each school can use when engaging in discussions about school reputation with their management teams.
The online survey will be distributed via a survey link sent by Dr Holmes and results directly coming back to Dr Stephen Holmes at The 5Rs Partnership. Individual responses will not be shared.
Mr Brendan Pitman, Head of School, Wellesley College, Wellington, New Zealand:
“Working with Stephen and his team on the Reputation Assessor was a pleasure. The detailed reporting and way in which it was collated, presented and explained was a true insight of excellent proportions. It will help us understand our community’s thinking and how we can orientate ourselves to align with our vision, mission and values. Thank you The 5Rs Partnership!”
|Module||Overview/Deliverable||Activity and Date|
|School Communications and Marketing Excellence - now and where to next for success?||
Key output: Group Summary Synthesis of key points.
Module 1 Online Learning
|Live Cohort Meeting 1
Tuesday, September 15
Live Webinar 1
|School Identity – How to authentically stand out from the crowd?||
Key output: Group Summary Synthesis of key points.
|Module 2 Online Learning
Friday, September 18-21
|Live Cohort Meeting 2
Tuesday, September 22
|Live Webinar 2
Thursday, September 24
|Reputation – The next big thing in school management?||
Key output: Group Summary Synthesis of key points.
|Module 3 Online Learning
Friday, September 25 – October 12
|Live Cohort Meeting 3
Tuesday, October 13
|Live Webinar 3
Thursday, October 15
|Market Intelligence into Action – What do we need to most know and do for market success?||
Draft a Marketing Strategy/Plan inclusive of:
2. Marketing priorities (how)
3. Evaluation and monitoring procedures
Key output: PowerPoint Report
|Module 4 Online Learning
Friday, October 16-26
|Live Cohort Meeting 4
Tuesday, October 27
|Live Webinar 4
Thursday, October 29
Dr Stephen Holmes PhD is Principal and Founder of The 5Rs Partnership (www.5rspartnership.com) established in 2004, based in Singapore.
Stephen is the only full-time practising consultant in the world with a PhD specific to school marketing and reputation management. Dr Holmes is widely regarded to be the most experienced, credentialed consultant/facilitator in the world in the related concepts of marketing, reputation management, and strategy for the school sector.
In the late 1990s, Stephen significantly defined the role of a responsive approach from schools via the 5Rs framework (recruitment, retention, referral, relationships and reputation) in his seminal PhD study on creating a market orientation in schools and school systems.
Stephen has since consulted, researched, published and spoken globally with schools, colleges and universities at the highest levels with an unmatched client base in breadth and depth spanning three decades. Research evidence has always informed his practice, something that helps to forge trust with education sector clients globally.
In 2019/20 alone, Dr Holmes was commissioned for major international and independent school, college and university projects in each of: Asia, Australia, Africa, the Middle East, Europe, South America, the US, UK, and New Zealand.
With a professional education background in schools spanning teaching, administrator, Board member, and in universities as an academic and executive director of strategy and marketing, Stephen brings a unique depth of global insight and culturally grounded sector expertise and perspective to drive development in schools. Recent articles: http://5rspartnership.com/dr-stephen-holmes-article/