Increasing School Enrollment Using Marketing


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An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures

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Increasing School Enrollment Using Marketing

  1. 1. Colin Hageney<br />Bullpen Marketing<br />
  2. 2. Agenda<br />Marketing 101<br />What marketing says about your school<br />I want a billboard<br />Marketing Audit<br />Enrollment Marketing<br />Pictures role in marketing <br />Direct mail<br />School brochures<br />
  3. 3. Marketing 101<br />Marketing is more than sales. <br />Marketing is the set of activities used to: <br /> 1. get your potential customers’ attention <br /> 2. motivate them to buy <br /> 3. get them to actually buy <br /> 4. get them to buy again (and again…) <br />Marketing is how you define your product, promote your product, distribute your product, and to maintain a relationship with your customers. <br />Marketing theory is made up of the 5 P's . <br /> Product, Positioning, Place, Price, Promotion. <br /> Each "P" contributes to your marketing mix. <br />
  4. 4. What does marketing say about your school?<br />Everything!<br />Good marketing helps to reduce attrition, bonds alumni and past parents, keeps good teachers, raises money, and builds your school’s image in the wider community.<br />Smart marketing = Smart school<br />
  5. 5. I want a billboard<br />
  6. 6. Perform a Marketing Audit<br />Get an outside-in perspective of your school<br />You’re to close to the situation – “can’t see the forest for the trees”<br />Helps reevaluate and relocate a school's efforts and budget<br />Assign a person or a team to perform the audit<br />What are your goals?<br />
  7. 7. Perform a Marketing Audit<br />Consider all of your prospective parent/student touch points<br />Spread out all marketing materials and external communications on a table<br />Brochure<br />Advertisements<br />Web site<br />Email communications<br />Open house information<br />Registration process<br />
  8. 8. Perform a Marketing Audit<br />Listen to what your constituents say about their perception of your school and what they like and don’t like – and what they would like to see<br />Student leaders<br />Parents<br />Alumni<br />Faculty and staff<br />Prospective students<br />Walk around your campus with a camera<br />Look at what your competition is doing<br />
  9. 9. Perform a Marketing Audit<br />Evaluate results<br />Look for marketing disconnects<br />Determine what needs to be done <br />Create priorities, timeline<br />Marketing plan<br />
  10. 10. Marketing Disconnects<br />
  11. 11. Marketing Harmony<br />
  12. 12. Enrollment Marketing<br />Things to do…<br />Foundation pieces<br />Web site<br />Open house<br />Brochure<br />Advertising<br />Direct mail<br />Radio<br />Church bulletins<br />Make it easy!<br />
  13. 13. Foundation Pieces<br />
  14. 14. A picture speaks a 1,000 words…<br />
  15. 15. Pictures Tell Your Story<br />Emphasize:<br />Faith<br />Academics<br />Athletics<br />Extracurricular activities<br />Spirit<br />Show diversity<br /><ul><li> Simple close-ups
  16. 16. Unaware action shots
  17. 17. Parent photographers
  18. 18. Stock photo files
  19. 19. “Pictures have legs!”
  20. 20. Talent waivers</li></li></ul><li>FAITH<br />
  21. 21. ACADEMICS<br />
  22. 22. ATHLETICS<br />
  24. 24. SPIRIT<br />
  25. 25.<br />THE most important marketing tool<br />Target internal and external audiences<br />Keep it current, simple, clean<br />Focus on recruitment and retention <br />Publicize the website everywhere<br />Track visitors<br />Make it a top priority<br />
  26. 26. Enrollment on the Web<br />
  27. 27. Enrollment on the Web<br />
  28. 28. Basic School Brochure: Good<br />
  29. 29. Basic School Brochure: Good<br />
  30. 30. Basic School Brochure: Bad<br />
  31. 31. Basic School Brochure: Ugly<br />
  32. 32. Direct Mail<br />
  33. 33. Direct Mail<br />
  34. 34. Direct Mail <br />
  35. 35. Direct Mail<br />
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