In this edition of The Friday Club, host Dominic Moon meets Jenny Shillady, head of marketing at Dollar Academy in Scotland, the oldest day and boarding school in the world.
Jenny talks about her previous career in drinks marketing and how that has proved useful in promoting the 1300-pupil school, a grand 200-year-old establishment in the village of Dollar in Clackmannanshire.
Dominic asks Jenny about the unique challenges of promoting a Scottish school to those outside of the UK, including having to explain the differences in qualifications available.
She talks about the parallels between promoting vodka and schools – and why it is so important to isolate the aspects that set them apart from the competition.
Among other things they look at the continued value of a high-end print prospectus used alongside other cheaper techniques such as QR codes to maximise value.
