Upload
chaitanya-lad
View
223
Download
0
Embed Size (px)
Citation preview
7/29/2019 Marketing ADMI
1/24
7/29/2019 Marketing ADMI
2/24
the means by which the College activelycommunicates and promotes its purpose,
values and products to the pupils, parents,staff and wider community
7/29/2019 Marketing ADMI
3/24
Improve (or manage) the College reputation
Raise the College profile
College with a positive image tend to have
better student behaviour/attendance A positive image improves morale
Attracts quality staff
Develops a sense of pride
Contribute to Country Economy by providing aquality product
7/29/2019 Marketing ADMI
4/24
Internal Market
Staff
Governors Visitors/helpers
Current pupils
Current parents
External Market
Prospective pupils
Prospective parents Prospective staff
Community
Corporate World
7/29/2019 Marketing ADMI
5/24
Product
Price
Place
People Promotion
Positioning
7/29/2019 Marketing ADMI
6/24
1. Agree a Vision
2. Identify your College Unique Selling
Proposition
3. Devise a Mission Statement
4. Audit existing situation
5. Set up a Marketing/Publicity team
6. Agree actions to realise Vision7. Implement the actions
8. Monitor and evaluate
7/29/2019 Marketing ADMI
7/24
1. Agree a Vision
What kind of College do you want to be?
What are your goals, aims and objectives?
7/29/2019 Marketing ADMI
8/24
2. Unique Selling Proposition
Identify the things your school does very
well already Stress these unique features wherever
possible
Promote them in marketing materials
7/29/2019 Marketing ADMI
9/24
3. Devise a Mission Statement
Articulate the Vision and communicate theUnique Selling Points of your college
Needs to be clear and concise eg
Everyone learning togetheror
Success through achievement
7/29/2019 Marketing ADMI
10/24
4.Audit existing situation
Important to establish current perceptions Helps to evaluate current strengths and
weaknesses Determine who will carry out the research External expertise or in-house? Look at what is available already
7/29/2019 Marketing ADMI
11/24
4.Audit existing situation
Open days / parents meetings Questionnaires / attitude surveys to key
stakeholders Focus groups Media reports Ofsted reports School self-evaluation documents
7/29/2019 Marketing ADMI
12/24
5. Set up a Marketing/Publicity Team
The team should include:
At least one member of the SMT Governor Support Staff Parent
Community representation
7/29/2019 Marketing ADMI
13/24
6.Agree actions
Use outcomes from research and input fromstakeholders to agree an Action Plan
The Action Plan should include:
Priorities Actions required Timescale Costs Who is responsible
How progress will be monitored How it will be evaluated Success criteria
7/29/2019 Marketing ADMI
14/24
6.Agree actions
Marketing/Publicity activities include: Publications Media Events Website Research Photography Primary links Internal Communications External Communications
7/29/2019 Marketing ADMI
15/24
6. Agree Actions
Priority: Media - Increase the number of press releases
Action Time-scale
Costs Who? Monitoring Evaluation SuccessCriteria
Identify key events in
school diary
Create a half-termly
programme of press
releases
Write press-releases
and send out
Take digital photos of
events
7/29/2019 Marketing ADMI
16/24
7. Implement the Actions
AUTUMN TERM SPRING TERM SUMMER TERM
Publications Prospectus
Student Planner
Termly Newspaper
Staff recruitment
Termly Newspaper
School Calendar
Termly Newspaper
Advertising Open Day Staff Recruitment Summer Fair
Website Development ofContents
Website Update Review Contents
Primary links Roadshows in
primaries
Workshops for
Years 4/5
Visit of Year 6
intakeResearch Student
questionnaire
Staff Survey Parental Focus
Group
Etc etc
7/29/2019 Marketing ADMI
17/24
8. Monitor and Evaluate Monitoring allows you to check things are
progressing according to the Plan
Consider your monitoring systems and how
they could be improved eg Have a feedback section on website
Simple questionnaires to give feedback onschool events
Ask telephone callers and visitors about their
experiences
7/29/2019 Marketing ADMI
18/24
8. Monitor and Evaluate
Have visitors to the website increased?
Is press coverage increasing?
Whats staff turnover like? How many applications are you receiving?
Are school events well attended?
Have pupil numbers increased?
Are there improved links with localorganisations?
7/29/2019 Marketing ADMI
19/24
People
Publications
Media / News ReleasesEvents
College Website
7/29/2019 Marketing ADMI
20/24
Publications include:
College Prospectus statutory requirement
Brochures other promotional material
Flyers flat or folded sheet (cost effective)
Newsletters
7/29/2019 Marketing ADMI
21/24
Media
Make the media work for you
Have a named contact Find out the copy deadlines
Invite journalists into school
Set up interesting photos
Send a regular flow of high quality articles
Do they want fax, phone or email contact?
7/29/2019 Marketing ADMI
22/24
Media continued
News releases should have A good quality photo and caption
The date and time
A descriptive headline Factual information (eg about the college)
Include What, Where, When, Why, Who
Contact information for the journalist to get more information
Send to newspapers, radio and television
Use to update the college website
Include in college newsletters
Display where they can be seen by community or visitors tocollege
Keep a file
7/29/2019 Marketing ADMI
23/24
Website
Golden Rules:
Update the site regularly
Remember the Three-Click Rule Use short paragraphs and avoid overcrowded
pages
Include a section highlighting current news
and events
7/29/2019 Marketing ADMI
24/24
Inter College Activities
- Annual Functions, Sports Day etc
Social Work-