Transcript Marketing your School - School Business Management

Marketing your School
Gillian Allen
Business Manager
Churchill Community College
North Tyneside
Marketing your School
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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?
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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?
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Some schools have use marketing
strategies to overcome challenges, such
as falling pupil numbers and poor
reputations
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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?
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Internal Market
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Staff
Governors
Visitors/helpers
Current pupils
Current parents
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External Market
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Prospective pupils
Prospective parents
Prospective staff
Community
LA
Ofsted
Developing a marketing strategy
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The Marketing Matrix
Product
 Price
 Place
 People
 Promotion
 Positioning
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Developing a marketing strategy
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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
Developing a marketing strategy
1. Agree a Vision
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What kind of school do you want to be?
What are your goals, aims and
objectives?
Developing a marketing strategy
2. Unique Selling Point
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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
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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
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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
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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:
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At least one member of the SMT
Governor
Support Staff
Parent
Community representation
Developing a marketing strategy
6. Agree actions
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Use outcomes from research and input from
stakeholders to agree an Action Plan
The Action Plan should include:
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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
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Marketing/Publicity activities include:
Publications
 Media
 Events
 Website
 Research
 Photography
 Primary links
 Internal Communications
 External Communications
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Developing a marketing strategy
6. Agree Actions
Priority: Media - Increase the number of press releases
Action
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
Timescale
Costs
Who?
Monitoring
Evaluation
Success
Criteria
Developing a marketing strategy
7. Implement the Actions
AUTUMN TERM
SPRING TERM
SUMMER TERM
Publications
Prospectus
Student Planner
Termly Newspaper
Staff recruitment
Termly Newspaper
School Calendar
Termly 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
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Monitoring allows you to check things
are progressing according to the Plan
Consider your monitoring systems and
how they could be improved eg
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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
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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:
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School Prospectus – statutory requirement
Brochures – other promotional material
Flyers – flat or folded sheet (cost effective)
Newsletters – home/school communication
Marketing Techniques and Activities
Media
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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?
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Marketing Techniques and Activities
Media continued
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News releases should have
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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
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
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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