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Marketing your School
Gillian AllenBusiness Manager
Churchill Community CollegeNorth Tyneside
Marketing your School
What is marketing?
“the means by which the school actively communicates and promotes its purpose, values and products to the pupils, parents, staff and wider community”
(Davies and Ellison, 1997)
Why market?
Improve (or manage) the school’s reputation Raise the school’s profile Schools with a positive image tend to have
better student behaviour/attendance A positive image improves morale Attracts quality staff Develops a sense of pride
Why market?
Some schools have use marketing strategies to overcome challenges, such as falling pupil numbers and poor reputations
The power of a positive image should not be underestimated!
Why market?
Marketing needs to be • central to school business management• embedded into school development
planning• the remit of all staff
Above all – marketing needs to be .... Given high status – at leadership level
Who is the market audience?
Internal Market
Staff Governors Visitors/helpers Current pupils Current parents
External Market
Prospective pupils Prospective parents Prospective staff Community LA Ofsted
Developing a marketing strategy
The Marketing MatrixProductPricePlacePeoplePromotionPositioning
Developing a marketing strategy
1. Agree a Vision
2. Identify your school’s “Unique Selling Point”
3. Devise a Mission Statement
4. Audit existing situation
5. Set up a Marketing/Publicity team
6. Agree actions to realise Vision
7. Implement the actions
8. Monitor and evaluate
Developing a marketing strategy
1. Agree a Vision
What kind of school do you want to be? What are your goals, aims and
objectives?
Developing a marketing strategy
2. Unique Selling Point
Identify the things your school does very well already
Stress these unique features wherever possible
Promote them in marketing materials
Developing a marketing strategy
3. Devise a Mission Statement
Articulate the Vision and communicate the Unique Selling Points of your school
Needs to be clear and concise eg
“Everyone learning together”or
“Success through achievement”
Developing a marketing strategy
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
Developing a marketing strategy
4. Audit existing situation
Open days / parents meetings Questionnaires / attitude surveys to key stakeholders Focus groups Media reports Ofsted reports PANDA’s, performance and assessment data School self-evaluation documents
Developing a marketing strategy
5. Set up a Marketing/Publicity Team
The team should include:
At least one member of the SMT Governor Support Staff Parent Community representation
Developing a marketing strategy
6. Agree actions
Use outcomes from research and input from stakeholders 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
Developing a marketing strategy
6. Agree actions
Marketing/Publicity activities include:PublicationsMediaEventsWebsiteResearchPhotographyPrimary links Internal CommunicationsExternal Communications
Developing a marketing strategy
6. Agree ActionsPriority: Media - Increase the number of press releases
Action Time-scale
Costs Who? Monitoring Evaluation Success Criteria
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
Developing a marketing strategy
7. Implement the ActionsAUTUMN TERM SPRING TERM SUMMER TERM
Publications ProspectusStudent PlannerTermly Newspaper
Staff recruitmentTermly Newspaper
School CalendarTermly Newspaper
Advertising Open Day Staff Recruitment Summer Fair
Website Development of Contents
Website Update Review Contents
Primary links Roadshows in primaries
Workshops for Years 4/5
Visit of Year 6 intake
Research Student questionnaire
Staff Survey Parental Focus Group
Etc etc
Developing a marketing strategy
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 on
school events Ask telephone callers and visitors about
their experiences
Developing a Marketing Strategy
8. Monitor and Evaluate Have visitors to the website increased? Is press coverage increasing? What’s staff turnover like? How many applications are you receiving? Are school events well attended? Have pupil numbers increased? Are there improved links with local
organisations?
Marketing Techniques and Activities
•People
•Publications
•Media / News Releases
•Events
•School Website
Marketing Techniques and Activities
People:The 4 P’s:
• Pupils• Parents• Professionals• Public
Marketing Techniques and Activities
Publications include:
• School Prospectus – statutory requirement• Brochures – other promotional material• Flyers – flat or folded sheet (cost effective)• Newsletters – home/school communication
Marketing Techniques and Activities
Media
Make the media work for youHave a named contactFind out the ‘copy deadlines’ Invite journalists into schoolSet up interesting photosSend a regular flow of high quality articlesDo they want fax, phone or email contact?
Marketing Techniques and Activities
Media continued
News releases should have A good quality photo and caption The date and time A descriptive headline Factual information (eg about the school) Include What, Where, When, Why, Who Avoid jargon (eg HOD, SMT etc) Contact information for the journalist to get more information Send to newspapers, radio and television Use to update the school website Include in school newsletters Display where they can be seen by community or visitors to school Keep a file
Marketing Techniques and Activities
Events
Consider:• How you meet and greet visitors • Use students as guides (ensure they are
well-briefed)• What information is available?• Is there a range of appropriate displays?
Marketing Techniques and Activities
WebsiteGolden 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
Marketing your school
ReferencesBest, B., Donnelly, I. and Grebot, M. (2006) Promoting Your School, Hampshire: Teachers’ Pocket Books.
Davies, B and Ellison, L. (2003) Strategic Marketing for Schools. London: Pearson Education Ltd.
Devlin, T., (1998) Public Relations & Marketing for Schools. London: Pitman Publishing.
Lockhart, Johanna M. (2005) How to Market Your School. Lincoln, USA: iUniverse.
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