Jono Landon of Toronto and founder and CEO of Hubbli, educates school administrators on marketing best practices. Here, he chats with The Montessori Post on his background and what led him to serve the Montessori community.
What is your professional background? My journey into the world of education and marketing began with a passion for drumming, leading me to earn a degree in Jazz Performance. This early dedication to mastery later translated into a career where understanding rhythm and improvisation became a metaphor for business innovation. After venturing into psychology and business, I entered the online marketing sphere, eventually launching a pioneering video-based social network that attracted over 80 million users. In 2015, I founded Hubbli, a specialized online marketing platform dedicated to empowering private schools to enhance their enrollment and streamline administrative processes.
How was Hubbli born? Hubbli was conceived from a need identified during my tenure at a company focused on educational solutions. After extensive interviews with parents, teachers, and administrators, it became clear that enhancing parent communication was a crucial challenge. When my former company closed, I seized the initiative to address this gap myself, thus Hubbli came to life, born out of resilience and a commitment to solving real-world problems in education.
You have said that school administrators should focus less on logos in their marketing efforts. Why is this? In the realm of educational marketing, trust and credibility far outweigh the aesthetic appeal of a logo. While a well-designed logo is important, it is crucial to remember that for parents making significant financial and emotional commitments such as choosing a school, the substance of what your school offers is paramount. This decision-making process is similar to seeking medical advice—recommendations from trusted sources outweigh superficial visual branding.
Why should schools focus on marketing? Marketing is essential for any business, including schools. It’s not merely about attracting attention; it’s about sustainable operations. Knowing the cost to acquire a student and how to engage prospective parents effectively ensures that schools not only survive, but thrive. Without a robust marketing plan, schools risk being passive in a market that requires active engagement and strategy.
You advise against schools’ websites reading like brochures. Tell us more. A school’s website should serve as a portal that invites prospective parents into the educational journey your school offers. It should intrigue and inform, prompting them to visit and experience the environment firsthand. Information should be balanced to spark interest without being overwhelming, guiding them towards arranging a tour. Effective communication on your website ensures parents feel compelled to explore more, rather than concluding their inquiry online.
Should Montessori schools differ in their marketing goals or tactics compared to other types of schools or industries? While the fundamental principles of marketing apply universally across different types of decisions, the nuances in messaging are crucial in a Montessori context. Montessori schools offer a unique educational philosophy that appeals to discerning parents seeking specific developmental environments for their children. Therefore, marketing strategies should highlight these distinct educational benefits and values, ensuring alignment with the expectations and aspirations of potential Montessori parents.
How can Heads of School learn more about marketing their schools? I am hosting a webinar specifically designed for school leaders eager to deepen their understanding of effective marketing strategies tailored to the educational sector. This session will include case studies and practical resources, such as template downloads, to help implement these strategies swiftly and successfully. Those interested can join us by signing up here: Hubbli Marketing Webinar.
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