USPs are dead. Little of your polished marketing matters any more. It's time to kick the life-long habit of trying to sell your programmes, and focus instead on why anyone would want to buy them.
Instead, says digital marketing expert Richard Bradford, we must tap into the essence of Generation Z and give them something which meets their needs of democratisation, communication and security.
In his provocative plenary session - What happens next will blow your mind: marketing to Generation Z and changing your organisation - at the English UK Marketing Conference 2017, Richard will take a look at the content marketing paradigm to suggests that a step change in how your organisation functions might be the way to outpace the mounting challenges facing the sector.
Richard has spent half his career working for an educational tour operator and the other half in roles within language schools. His most notable successes have been in the field of digital marketing, as, he adds, have some of the failures.
He founded Disquiet Dog in 2014 to help the education sector better grapple with the facets of online marketing - especially building a school's independence and digital resilience rather than reliance on outside organisations for their core functions.
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