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Does your school have a cost-effective marketing plan? Join Rohn Gibson, vice president of marketing at Alpha Omega Publications, as he shares practical, everyday strategies on how to increase your school’s enrollment. From traditional, print-based advertising and promotional materials to easy-to-implement email marketing campaigns, Rohn will help you create a customized marketing plan that fits your school’s needs and budget. Discover a fresh approach to reaching parents and students with state-of-the-art guidance on marketing in today’s economically-challenged environment. Whether your school is large or small, learn invaluable tips to increase word-of-mouth referrals, effectively use the Internet, identify your school’s strengths, and design a marketing plan specifically for your school.
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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
YouTube
Tangle
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
