Today, it’s more important than ever for schools to embrace marketing but which strategies should you get in place to help you achieve the desired outcome?
Whether it’s to boost your admissions, improve recruitment, or improve the relationship between your school and its parent community, the strategies collected in this blog will help you get results.
Get Ahead with Editorial Calendars
Education is often reliant on great planning and making sure you are always ahead of your schedule. The same principle should apply to marketers.
A good teacher will always plan their lessons over the year in advance, so it makes sense that good school marketers should also plan their campaigns according to the school calendar.
Find out more about how to put together an editorial calendar in our blog, a guide to planning your school communications.
Engage with Parents on Social Media
Your school or trust probably already has a set of social media channels, but are you using them to their best potential? Depending on the platform, you should define goals for each.
In our experience, using Facebook in particular, you can generate an enormous amount of positive engagement with your parent community. This will not only help to get the word out about the positive aspects of your school, but will also lead to more harmonious interactions with parents.
For ideas about how to start communicating with your school community online, take a look at these examples of what your school should be sharing on Facebook.
Build Relationships with the Local Press
From a school’s perspective, a call from a local journalist can be something to dread rather than welcome. However, with good press relations, they don’t have to be seen as a threat, but instead, as a fantastic way of getting free publicity out for your school.
At Eduprise, we maintain strong relationships with local journalists where our clients are based. This gives us an advantage in two ways: firstly, we are frequently able to provide journalists with press releases about notable in-school events that help them fill their pages, and help our schools improve their reputation. Secondly, we are able to liaise directly with journalists and receive more positive coverage when stories occur, whether that be the introduction of a new principal or an unwelcome surprise.
Rebuild your Website
Your website is very likely to be the first point of reference for any parents or teachers looking for information about local schools. It is the best place to store information for your current school community and also to advertise your school to prospective parents. .
As a result, your website can have a huge impact on your school’s reputation, and it is certainly worth investing in good web design.
That being said, it’s important not to make the mistake of solely relying on your website for all your marketing. Your school website should act as a hub for communications and marketing across a range of channels. Find out more about how your website fits within a digital marketing set up in our guide to digital marketing for schools.
Use Paid Social Media Marketing
As a relatively new field, paid social media marketing is often not considered as an option by school leaders. While it’s not the solution for every problem, PPC (pay per click) social media advertising is well suited to the needs of school marketers.
This is because it has the potential to target very narrow audiences obtained through people’s profile information on social media. This sets apart PPC advertising from more traditional methods which are not targetable and are therefore often significantly less cost effective.
Outsource Your Marketing
Is keeping your communications in-house the best, and most cost effective way forward? We don’t think so.
To run a competitive marketing department, you need a wide range of expertise and skills on hand. To put together a capable team would require a significant portion of your school’s payroll budget.
By working with an external agency, like Eduprise, you can have access to the expertise of a fully fledged marketing team, at a fraction of the cost, while easing pressure on your teaching staff to work as marketers as well as teachers.
To see the range of services and expertise available when working with Eduprise, take a look at our services page today.