Practical Principles forEffective Christian School Marketing

What Is Marketing?

Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and

services of others.

wikipedia.org

Marketing is the analysis of customers, competitors, and a company, combining this understanding into an overall

understanding of what segments exist, deciding on targeting the most profitable segments, positioning your products, and then doing what's necessary to deliver on

that positioning.

marketingprofs.com

the act of buying or selling in a market.

the total of activities involved in the transfer of goods from the producer or seller to the customer or buyer, including

advertising, shipping, storing, and selling.

dictionary.com

Marketing is the act of getting and keeping customers.

Marketing Plan

Vision Mission

Core Values Objectives Strategies

Action Plans

Vision

How will your Christian school change the world?

To help all people live healthy lives.

Bristol-Myers Squibb Company

We are a global family with a proud heritage passionately committed to

providing personal mobility for people around the world.

Ford Motor Company

Changing education for the glory of God.

Alpha Omega Publications

Mission

Why does your Christian school exist? What opportunities or needs

can you address?

At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission.

Everything we do reflects this mission and the values that make it possible.

Microsoft

To bring inspiration and innovation to every athlete in

the world.

NIKE, Inc.

Educate, Inspire, and Change Lives

Alpha Omega Publications

Core Values

What important principles will guide your Christian school's decision

making/actions?

Dependable

Innovative

Respect

Civic Responsibility

Integrity Commitment Excellence Dynamic

Christian Education

Alpha Omega Publications

Objectives

What do you need to accomplish? What will you measure?

Verb + Noun + Date = Objective

Increase school enrollment 15% by 8/23/10

Increase unique visitors to school website 50% by 12/31/10

Increase student retention 10% by 8/23/10

Strategies

How will your Christian school be built? What will make it successful over time?

Search Engine Marketing

Virtual School Extension

Email Marketing

Action Plans

What specific projects and actions will be taken this year to achieve the objective?

Launch new website by 1/1/10

Schedule open house for 8/31/10

Implement email marketing program by 12/14/09

Marketing Tools

Analytics & Optimization

The simplest definition of Analytics is "the science of analysis." A simple and practical

definition, however, would be how an entity (i.e., business) arrives at an optimal or realistic

decision based on existing data.

wikipedia.org

Why?

How?

Google Analytics google.com/analytics

Unique URLs

Unique 800 Numbers

Website

Benefits

Cost Effective

Reach

Measureable

Keys to Success

Clear Goals

Relevant Content

Call to Action

Steps

Domain Name

Hosting Provider

Sitemap

Content Management System

Theme

Content

Launch Website

Tools

WordPresswordpress.org

Drupaldrupal.org

Joomla!joomla.org

Google Webmaster Centralgoogle.com/webmasters

AOP School Messenger aopschools.com/blog/school-messenger

Email Marketing

E-mail marketing is a form of direct marketing which uses electronic mail as a means

of communicating commercial or fundraising messages to an audience.

wikipedia.org

Steps to Success

Develop Email Strategy

Choose Email Service Provider

Add Email Subscription Form to School Website

Stay Consistent

Resources

AWeber aweber.com

CampaignMonitor campaignmonitor.com

ConstantContact constantcontact.com

Advanced Email Marketing Jim Sterne

bit.ly/17XW0u

The Quiet Revolution in Email Marketing

Bill Nussey

bit.ly/6Fz8c

Permission Marketing: Turning Strangers Into

Friends And Friends Into Customers Seth Godin

bit.ly/xXZQF

Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via

"natural" or un-paid ("organic" or "algorithmic") search results as opposed

to search engine marketing (SEM) which deals with paid inclusion.

wikipedia.org

Pay Per Click Advertising (PPC)

Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is

clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly

charge a fixed price per click rather than use a bidding system.

wikipedia.org

Steps to Success

Create Keyword List

Create on Page SEO Template

Create Ad Network Accounts

Create Ads

Run Ads

Analyze Results & Make Adjustments

Tools

Google Adwords adwords.google.com

adwords.blogspot.com

Yahoo! Advertising advertising.yahoo.com

Microsoft adCenter adcenter.microsoft.com

Facebook facebook.com/advertising

HubSpot website.grader.com

Aaron Wall seobook.com

Social Media

Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and

web-based technologies to transform broadcast media monologues (one to many) into social

media dialogues (many to many).

wikipedia.org

Steps to Success

Identify Priority Social Networks

Create Content Syndication Strategy

Create Facebook Fan Page

Create Twitter Account

Add Social Links to School Website

Tools

Facebook Groups

Facebook Fan Page

Twitter

YouTube

Tangle

LinkedIn

Additional Marketing Initiatives

Open House http://bit.ly/k72hx

Surveys

Communication Plan

Partnerships

Additional Resources

MarketingSherpa marketingsherpa.com

eMarketer emarketer.com

Quantcast quantcast.com

Harvard Business Publishing harvardbusiness.org

Stay Connected via Twitter

twitter.com/aopschools

twitter.com/rfiv

Stay Connected via Facebook

aopschools.com/facebook

facebook.com/rohngibson

Questions?

Practical Principles forEffective Christian School Marketing

Website Analysis

Practical Principles forEffective Christian School Marketing