In an increasingly competitive market it’s essential to market a school strategically to ensure a solid return on investment (ROI).
I regularly talk to principals and school boards who simply don’t understand how to:
- get a positive message out to the community
- communicate effectively online
- reduce marketing budgets whilst increasing ROI
- compete for pupils and highly qualified staff with other schools
How Do Parents & Pupils Find a School?
Traditionally it was enough to trust a school’s reputation and word of mouth to bring parents and pupils in to the school. It still, of course, counts a lot these days, as will excellent teaching, outstanding grades, and student care help build your brand.
But nowadays word of mouth has moved online; a lot of parents who are the key decision makers when it comes to the choice of schools are on Facebook. Social media discussions have become one of the biggest ways in which we connect with people we trust. As a result additional traditional marketing activities like sprinkling adverts in the local and or national press in key competitive marketings like the boarding school sector or private sector just aren’t enough.