Colin HageneyBullpen Marketing

Agenda

• Marketing 101• What marketing says about your

school• I want a billboard• Marketing Audit• Enrollment Marketing• Pictures role in marketing • Direct mail• School brochures

Marketing 101

Marketing is more than sales. Marketing is the set of activities used to: 1. get your potential customers’ attention 2. motivate them to buy 3. get them to actually buy 4. get them to buy again (and again…)

Marketing is how you define your product, promote your product, distribute your product, and to maintain a relationship with your customers.

Marketing theory is made up of the 5 P's . Product, Positioning, Place, Price, Promotion. Each "P" contributes to your marketing mix.

What does marketing say about your school?

• Everything!• Good marketing helps to reduce

attrition, bonds alumni and past parents, keeps good teachers, raises money, and builds your school’s image in the wider community.

• Smart marketing = Smart school

I want a billboard

Perform a Marketing Audit

• Get an outside-in perspective of your school• You’re to close to the situation – “can’t see

the forest for the trees”• Helps reevaluate and relocate a school's

efforts and budget• Assign a person or a team to perform the

audit• What are your goals?

Perform a Marketing Audit

• Consider all of your prospective parent/student touch points

• Spread out all marketing materials and external communications on a table– Brochure– Advertisements– Web site– Email communications– Open house information– Registration process

Perform a Marketing Audit

• Listen to what your constituents say about their perception of your school and what they like and don’t like – and what they would like to see– Student leaders– Parents– Alumni– Faculty and staff– Prospective students

• Walk around your campus with a camera• Look at what your competition is doing

Perform a Marketing Audit

• Evaluate results• Look for marketing disconnects• Determine what needs to be done • Create priorities, timeline• Marketing plan

Marketing Disconnects

Marketing Harmony

Enrollment Marketing

• Things to do…– Foundation pieces– Web site– Open house– Brochure– Advertising– Direct mail– Radio– Church bulletins– Make it easy!

Foundation Pieces

A picture speaks a 1,000 words…

Pictures Tell Your Story

• Emphasize:

– Faith– Academics

– Athletics

– Extracurricul

ar activities

– Spirit

• Show diversity

• Simple close-ups• Unaware action shots • Parent photographers• Stock photo files• “Pictures have legs!”• Talent waivers

FAITH

ACADEMICS

ATHLETICS

EXTRACURRICULAR ACTIVITIES

SPIRIT

www.yourschool.com

• THE most important marketing tool• Target internal and external

audiences• Keep it current, simple, clean• Focus on recruitment and retention • Publicize the website everywhere• Track visitors• Make it a top priority

Enrollment on the Web

Enrollment on the Web

Basic School Brochure: Good

Basic School Brochure: Good

Basic School Brochure: Bad

Basic School Brochure: Ugly

Direct Mail

Direct Mail

Direct Mail

Direct Mail