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Marketing your School

Marketing your School. Gillian Allen Business Manager Churchill Community College North 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”

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Marketing your School

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  1. Marketing your School Gillian Allen Business Manager Churchill Community College North Tyneside

  2. 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)

  3. 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

  4. 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!

  5. 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

  6. Internal Market Staff Governors Visitors/helpers Current pupils Current parents External Market Prospective pupils Prospective parents Prospective staff Community LA Ofsted Who is the market audience?

  7. Developing a marketing strategy • The Marketing Matrix • Product • Price • Place • People • Promotion • Positioning

  8. Developing a marketing strategy • Agree a Vision • Identify your school’s “Unique Selling Point” • Devise a Mission Statement • Audit existing situation • Set up a Marketing/Publicity team • Agree actions to realise Vision • Implement the actions • Monitor and evaluate

  9. Developing a marketing strategy • Agree a Vision • What kind of school do you want to be? • What are your goals, aims and objectives?

  10. Developing a marketing strategy • Unique Selling Point • Identify the things your school does very well already • Stress these unique features wherever possible • Promote them in marketing materials

  11. Developing a marketing strategy • 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”

  12. Developing a marketing strategy • 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

  13. Developing a marketing strategy • 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

  14. Developing a marketing strategy • Set up a Marketing/Publicity Team The team should include: • At least one member of the SMT • Governor • Support Staff • Parent • Community representation

  15. Developing a marketing strategy • 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

  16. Developing a marketing strategy • Agree actions • Marketing/Publicity activities include: • Publications • Media • Events • Website • Research • Photography • Primary links • Internal Communications • External Communications

  17. Developing a marketing strategy 6. Agree Actions

  18. Developing a marketing strategy 7. Implement the Actions

  19. Developing a marketing strategy • 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

  20. Developing a Marketing Strategy • 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?

  21. Marketing Techniques and Activities • People • Publications • Media / News Releases • Events • School Website

  22. Marketing Techniques and Activities People: The 4 P’s: • Pupils • Parents • Professionals • Public

  23. 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

  24. Marketing Techniques and Activities 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?

  25. 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

  26. 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?

  27. Marketing Techniques and Activities 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

  28. Marketing your school References Best, 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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