The school’s survival will depend on its ability to maintain and capture market share by marketing both to an internal (current consumers) and an external environment (Davies and Ellison, 1997).
Proper planning, proper budgeting and proper execution of planning at right time, on right place, at right speed can produce best results in terms of a good number of new admissions in school as well as retention of existing students at school.
Marketing through various means of advertisement has a long term impact on the mind of existing and prospective parents. Visionary leader always keeps high hope and positive thinking for better result. We must reviews our strategies time to time, and must improvise marketing strategies, but never ever should feel impatient by not seeing projected outcome. We should keep working for quality school, quality teachers, quality supportive staffs, quality infrastructure and qualitative students who can contribute something great to the parent, society, nation and the cosmic universe.
The future belongs to those who believe in the beauty of their dream. (Unknown)
Micro-Scholarship, What it is, How can it help me.pdf
Admission Drive
1. 1
What did you choose?
" Teaching is an art". Rajeev Ranjan
2. The demand for perfection, on both a
personal and institutional level, has
increasingly taken hold of our schooling
system, and it is to the detriment of the
learning, development and wellbeing of
students. (Rebecca Saltot, http://www.theguardian.com)
2
What did you choose?
" Teaching is an art". Rajeev Ranjan
3. The school’s survival will depend on its ability to maintain and capture
market share by marketing both to an internal (current consumers)
and an external environment (Davies and Ellison, 1997).
Choosing not to market your school today is choosing not to continue
with the business of --------------- education.
School marketing is means to communicate, what do we want
audiences/prospective parents to know about our school.
Marketing is a management philosophy passed on relationships that link
the community and the school itself. This is due to market changes
and the school’s need to respond. (Foskett 2002)
3
What did you choose?
" Teaching is an art". Rajeev Ranjan
4. 4
What did you choose?
" Teaching is an art". Rajeev Ranjan
6. Crucial, difficult and challenging moment for a parent
Children at school (14-16) crucial and challenging years
Questions?
Better return on investment, time and cost
Integrated development of a child
Skill based education for a child
Positive Attitude of a child
Etiquettes and manner
Exposure of a child
Don’t know , don’t think, may be absurd, may be many
more, but each and everything, may be change in course
of time
6" Teaching is an art". Rajeev Ranjan
7. High level expectations from a parent & cut throat
competitions among schools to provide better
opportunities and facilities
Questions?
Distance from home to school (often kids of 3 to 8 years )
Infrastructures of school available around 25 Km of
radius
Quality of studies at school , observed by local parents
Economic capacity of a parent
Standards offered by schools and what parents can afford
Teacher- Student ratio
7" Teaching is an art". Rajeev Ranjan
8. High level expectations from a parent & cut throat
competitions among schools to provide better
opportunities and facilities
Questions?
Class-size
Teacher –Students relationship
Teacher-Parent relation especially acceptance of two way
communication
School quality, brand value in society, reputation
School administration, principal, well-qualified and
professionally trained teachers
8" Teaching is an art". Rajeev Ranjan
9. High level expectations from a parent & cut throat
competitions among schools to provide better
opportunities and facilities
Questions?
Success ratio of students in terms of admissions in
good colleges and universities after leaving school
Selection in reputed career oriented institutions
Successful alumni in diverse fields i.e. administrative
officer, lawyers, doctors, engineers, scientist,
journalists, musicians, artist,----------------
Safety and security of child
9" Teaching is an art". Rajeev Ranjan
10. High level expectations of a parent & cut throat
competitions among schools to provide better
opportunities and facilities
Questions?
Attentive school attend the individual needs i.e.
different learning styles, different types of learners,
learners’ interest in different fields i.e. sports, horse
riding, music and creative arts
10" Teaching is an art". Rajeev Ranjan
11. Who takes decision for admission?
11" Teaching is an art". Rajeev Ranjan
12. Crucial, difficult and challenging moment for a parent if s/he
thinks to choose a new school for various reasons:-
Decision to select a school for the first time for own child
Thinking to change the school, due to unsatisfactory
progress of students
Thinking to change the school due to shifting
home/business shift
Thinking to change the school due transfer/promotion
Any other reasons
12" Teaching is an art". Rajeev Ranjan
18. Market Survey
Current Trend of Schools
Prospective Parents
Prospective Students
Paying Capacity
List of Feeder School
List of Resource Person
List of Parent Ambassador
List of school (Struggling for maintaining rational
education)
18" Teaching is an art". Rajeev Ranjan
19. Data collection is the process of gathering and
measuring information on variables of interest, in an
established systematic fashion that enables one to
answer stated research questions, test hypotheses,
and evaluate outcomes. (https://ori.hhs.gov)
Provides a clear and lucid picture
To answer particular questions
A way to identify questions for further investigation
What is right medium?
What can be best effective approach?
What are positive and negatives prospects?
19" Teaching is an art". Rajeev Ranjan
20. Prepare an Admission Drive Team
Work on analyzing collected data
Further planning and execution
Wise leader designs school advertisement plan
suitable to the expectations , needs and temperament
of local people. Different strategy works at different
place
20" Teaching is an art". Rajeev Ranjan
21. Cut throat competition/big business men/big
educational ventures/ establishing a group of
schools every year. So,
Advertisement
Advertisement
& && & & &&&
Advertisement
Let see what you can do for your school
21" Teaching is an art". Rajeev Ranjan
23. Objectives of an advertisement
Awareness /Knowledge/Liking/Preference/Conviction/Enhances
possibility
Reasons for advertisement
Increasing the sales of the product/service
Creating and maintaining a brand identity or brand image
Communicating a change in the existing product line
Introduction of a new product or service
Increasing the buzz-value of the brand or the company
(Source:-
http://www.buzzle.com/articles/different-types-of-advertising.html
)
23" Teaching is an art". Rajeev Ranjan
24. Tools and Techniques of Admission Drive
1. Brochures/Prospectus
2. Leaflet
3. Pamphlets
4. Poster
5. News paper
6. Hoardings
7. Banner
8. Synagogue
24
What did you choose?
" Teaching is an art". Rajeev Ranjan
25. Tools and Techniques of Admission Drive
1. Billboards
2. Radio
3. Television
4. Celebrity Branding
5. Kiosks, Trade-shows and Events
6. Coffee cup
25
What did you choose?
" Teaching is an art". Rajeev Ranjan
26. Tools and Techniques of Admission Drive
1. Website
2. Email
3. SMS
4. Blog
5. Social Media
6. Telephonic Call
26
What did you choose?
" Teaching is an art". Rajeev Ranjan
27. Tools and Techniques of Admission Drive
1. Words of Mouth Campaign
2. Student as brand ambassador of school
3. Parent as brand ambassador of school
4. Open house
5. Presentation at “ Feeder” school
6. Organizing different fests, programmes, and competition
to provide opportunity for other school students to visit
your own school (Students Interested Programmes)
7. Think local with a global vision (within a certain radius)
27
What did you choose?
" Teaching is an art". Rajeev Ranjan
38. Decide day , time of school visit feasible to the parents
Mild reminder through :-
SMS
Email
Email with a small school over view video
Telephonic
Follow up
Complete address of school, clear and lucid direction to
reach school , may be direction to all minute place
Give a personal touch to this visit
38" Teaching is an art". Rajeev Ranjan
40. School preparation for parent visit at campus
Feeling of safety of child by observing security system at
gate
Positive aura at reception (Playing soothing music,
students activities videos, photos)
Fine hospitality at reception
Fluent and well informed PRE to answer parent’s
question
Visiting parents’ name at reception display
40" Teaching is an art". Rajeev Ranjan
41. School preparation for parent visit at campus
Well trained and well versed a team of teachers to
attend the guardians
Neatness and cleanliness of campus, playground ,
classrooms , washrooms
Discipline in the school, in the classroom and during
movement of students for different activities and
changing over period
Tour to school campus must be accompanied by
Admission Team Member
41" Teaching is an art". Rajeev Ranjan
42. School preparation for parent visit at campus
Students, teachers , even supporting staffs should greet
PP
Subject teacher can brief about the current activity in
class
Classroom display board reflects the creativities of
students
Students’ friendly furniture in the classroom
Behaviour of students during parents’ visit can have
great impact(Way of communication, respect for each –
other ,general caring behaviour as well as positive body
language)
42" Teaching is an art". Rajeev Ranjan
43. School preparation for parent visit at campus
Visit of school and tour to classroom should be selected
Selected student admission ambassador(SSAA) should
greet the parent and students
SSAA should be able to tell the present classroom
activity
43" Teaching is an art". Rajeev Ranjan
44. School preparation for parent visit at campus
Admission Ambassador ensures a meeting with school
leaders
School leader should present a small gift as a token of
love i.e. a branded coffee mug (school name printed),
school activity magazine and for student a school t-
shirts etc)
Admission Ambassador should take a photograph and
send it by thank you email to the visiting parent
School leader may send a handwritten personal message
44" Teaching is an art". Rajeev Ranjan
45. Tools and Techniques of Admission Drive
1. Open house events on campus is a very effective
recruitment strategy
2. Open houses allow potential students to experience
the private school life first hand, making it easier to
imagine themselves there in the future
3. Proper and planned open house session for outside
students enhance the possibility for more admission
4. Organize a student to student interaction, students to
teacher interaction of same grade
45
What did you choose?
" Teaching is an art". Rajeev Ranjan
46. Tools and Techniques of Admission Drive
1. The day a student from another school share his/her
wish to join your school for better education, that day
school becomes a educational hub
2. If a student visits your school to inquire about the
school, the school becomes a educational hub. More
footfalls of students at campus sign of more
admissions in school
3. If present students become brand ambassador of
school that is sign of more admissions at school
because joyful academic activities mean viral
branding of school
46
What did you choose?
" Teaching is an art". Rajeev Ranjan
47. Follow up of prospective parents through Calling, SMS,
Email, Personalized Letter(Email/Printed) encourages
parents to think, think and rethink, review of previous
school performance and your convincing promises for
the future.
Prepare a follow up plan for the prospective parent
Prepare follow up plan for at least one month
Starting with initial inquiry
Prepare a concise personal letter for the parent
having school highlights
Start from thank you call , sms, and email
47" Teaching is an art". Rajeev Ranjan
48. Call parent for information and ask for campus visit
Confirm parents receiving of mail, sms , letter from the
school by telephonic conversation and use this time
for extracting more information about parents’ wish
Try to understand the temperament of parents
Admission drive team can consult parent ambassador
of that locality to consult the prospective parent
Mildly encourage parent to visit school once
Mild reminder through sms, mail , telephonically with
a gap of time
Do not disturb parent frequently
48" Teaching is an art". Rajeev Ranjan
49. Meeting prominent people of the village, Gram
Pradhan, doctors, Engineer, businessmen,
shopkeepers, intellectual people, educated people,
farmers, workers, leaders, parents, students and
different people without making distinction of caste,
creed and religion
49" Teaching is an art". Rajeev Ranjan
50. Objective of this programme
Root level marketing management to promote a school
To feel the pulse, expectation and aspiration of people about
good as well as quality education
Aware people about quality education and its characteristics
This type of admission campaign works in semi urban area(50 to
200 thousands population). This campaign has great impact on
parents. Admission committee member meets with prominent
people and convey vision and mission of school, shows videos ,
pictures and other evidential proof to the guardian. Committee
member also replies the questions of parent and prominent
people related to school. In fact , it is very effective admission
campaign in a long term.
50" Teaching is an art". Rajeev Ranjan
53. 1. Proper respect , proper involvement , considerable
and rational partnership with school enhances the
possibilities in the popularity of school
2. Parent an image builder of school
3. Parent a decision maker in taking admission in a
school
4. Parent motivates other parent to take admission
5. Parent a good catalyst
6. Pupils rational and holistic progress give a sense of
relief to existing parents
53" Teaching is an art". Rajeev Ranjan
54. "Kindness is the one commodity of
which you should spend more than you
earn." T.N. Tiemeyer
54" Teaching is an art". Rajeev Ranjan
57. Existing parents are the greatest asset of a school. Their
satisfaction with the school solve two tier purposes. Firstly,
they will keep their child in the same school and secondly
they are prime resource to reach target community for new
admissions. So,
A. Well aware about the taste and temperament of existing
families
B. Keep regular touch with existing parents
C. Organize face to face meeting with the yes/no parent
D. Try to understand parents next level demand/wish
E. Organize small get together with parents on a coffee table
57" Teaching is an art". Rajeev Ranjan
58. Personal phone call to all existing guardians to communicate
extended features of school and beneficial factors to re-
enroll
Work out the areas of dissatisfaction of existing parents and
improvement must be conveyed individually related to
individual parent(improvement in handwriting, behaviour--)
Existing parent positive concerns towards the growth of school
and students must me taken care at personal level , no
matter , what are the nature of concerns. We should not
hesitate to give proper respect to their prime concerns
because his/her son/daughter’s future is at our hand . There
is always negative and positive possibility to turn a student
into a fine human being or to derail from the right track.
58" Teaching is an art". Rajeev Ranjan
59. Conducting open test for students aspiring for taking
admission
Promising incentive for brilliant students
Promising a reasonable fee concession for sibling case (parent
feels comfort if s/he has more than one kids) school can frame
own policy according to budget.
Promising a reasonable fee concession for a (specific group i.e.
some schools give 10% concession for defense
personal/teacher etc) (Scheme based admission carries some
flaws also) (Think pros and cons of scheme based admission
before launching it)
59" Teaching is an art". Rajeev Ranjan
60. Mirror of Quality and Quantity Assurance and a
Platform to Share Every Moment as an Evidence
to Students, Parents and Different Prospective
and Interested Clients
60" Teaching is an art". Rajeev Ranjan
61. Power of virtual world is intact. School presence on world wide
web(www) ensures the brand image of school, in fact build a
brand among local as well as world wide viewers. It is store
house , information center, mirror, vision and mission of a
school. WWW is a solution center to the known to unknown.
Smartphone is under reach to everyone parent with the
highest internet speed so school be ready for -----------
One click
One click
One click
One click
61" Teaching is an art". Rajeev Ranjan
63. 1. Create a responsive website:- marketing focused , appealing
to prospective parents and students, user friendly
2. Responsive web design is simply this–a website design that
adjusts gracefully to fit on desktop, tablet, and smartphone
browsers. (Steimle is the CEO of MWI). School needs to do it
because most of parents are friendly with smartphone.
(http://www.forbes.com)
63" Teaching is an art". Rajeev Ranjan
65. 1. Search engine optimization:- hiring a professional and use
various tools for search engine optimization for the parent,
school can take payment based service from service
providers
2. Create a school blog:- create a blog, post relevant content
which is useful to students, parents and other people,
information hungry people, involve various contributor of
blogs. We can share (a)success story of students, teachers
and old students (b)Achievement of school in its vision and
mission(c)Positive reviews of parents , students, i.e. What
makes this school special? Parents’ reconfirmation and
satisfaction over choosing this school and the difference
made in academic year.
65" Teaching is an art". Rajeev Ranjan
66. What is Social Media Marketing?
Social media marketing is the process of building your brand
equity & awareness via social media channels.(Jayson DeMers
Jayson DeMers is the Founder & CEO of AudienceBloom)
What are the benefits of social media marketing?
Social media marketing has several significant benefits:
Increases brand awareness
Gives your brand an organic, human feel
Allows you to tune in to what’s being said about your brand
Facilitates word-of-mouth marketing
Gives you a medium through which to communicate with your
customers & potential customers
Increases customer loyalty
Builds consumer trust
66" Teaching is an art". Rajeev Ranjan
67. 1. Social media channels are platforms to connect people from
various fields. Strong medium to promote school.
2. Create school page on various social media sites , Face book,
Twitter, YouTube, Slide share, Pinterest, LinkedIn, Instagram
or Snapchat for students
3. Use of social media sites for advertisement of school
(Available on payment)
4. Video brings life as effective evidence of educational
activities happen during academic year, students activity,
teacher’s teaching methodology, classroom teaching video
67" Teaching is an art". Rajeev Ranjan
68. Mr. Rick NewBerry’s prepared a list of questions that will be helpful in preparing
prospective students and parents friendly web world to promote school—
Have you invested in a responsive website design?
Are you utilizing a blog on your website and in your marketing
strategy?
Are you bringing your school to life on your website by telling
stories about your people and programs?
Are you communicating news stories about the great things
happening at your school every day?
Does you school’s website make a great first impression and is it
marketing-focused?
Have you implemented best practices in search engine
optimization, content development, call-to-actions and more on
your website?
68" Teaching is an art". Rajeev Ranjan
69. A brand is a reason to choose. Cheryl Burgess –
Blue Focus Marketing
Brand is the sum total of how someone perceives a particular
organization. Branding is about shaping that
perception. Ashley Friedlein – Econsultancy
Branding is the representation of your organization as a
personality. Branding is who you are that differentiates you.
Dave Kerpen – Likeable Media, Author of
Likeable Social Media
“Brand is the promise, the big idea, the expectations that
reside in each customer’s mind about a product, service or
company. Branding is about making an emotional
connection.” (Alina Wheeler, Designing Brand Identity)
69" Teaching is an art". Rajeev Ranjan
70. The quality of your brand should match the quality of your
school. It should be a true reflection of your school’s
mission and values. Your brand has a direct effect on how
people relate to your school.
Good looking school uniform with school logos
School logos in almost all advertisement items
School logos and motto on all printed material
Schools logos on school bus and other vehicles
70" Teaching is an art". Rajeev Ranjan
71. Generally, it creates a wonderful impact on
prospective parents, students and other person in the
society. They look for the best option for their wards,
family member’s wards, relatives’ wards, friends’
wards and other known persons’ ward. Branding
creates high expectations for the prospective clients.
So, we ready for branding your school.
Will you?
Will you?
Will you?
Will you?
Will you?
71" Teaching is an art". Rajeev Ranjan
72. More common trends and marketing strategies in schools in
recent years
Bob Salisbury, Garibaldi's head teacher, says, the challenge
is coming from all directions.“ Pass: it's bed, breakfast and
lessons ...
Changing diaper, toilet training, feeding , table manner,
-----------------------------------------each and everything
72" Teaching is an art". Rajeev Ranjan
73. Satisfied staffs, positive working culture, and motivational
leader play crucial role in admission drive. Staff is directly
related to the prospective parents work as resource
person. Drivers, peons and other supportive staffs related
to school motivate guardian and even guardians visit
campus for inquiry, moreover most of time footfalls in the
campus turns into admission (especially Indian culture).
They feel more attached to the institutions.
Motivation and hope for unconditional incentive
encourage supportive staffs to fetch so many people to
visit campus for the purpose of admission.
73" Teaching is an art". Rajeev Ranjan
74. Assurance of quality education is itself a big contribution
Insurance to cater individual’s need in the classroom
Developing a good professional rapport with existing
guardian
Talking positively about the school’s inside culture with
family, friend and parents
Identifying the parent ambassador , resource person in
locality
Good etiquettes and good attitude can help to develop
good relation with known people
74" Teaching is an art". Rajeev Ranjan
75. Keep promises intact/unbroken otherwise school may
face retention of existing admission for new academic
session because many schools are ready to fulfill all
ACADEMIC and NON ACADEMIC promises
Whatever programs or activities a school describes in
its prospectus, brochure, website, blogs during
admission campaigns must be fulfilled and be carried
out at any costs
Promises made by school staff, students, and parents
should be factual, supportive, and positive otherwise
faith once broken will do damage forever---
75
What did you choose?
" Teaching is an art". Rajeev Ranjan
76. Educators view the selling methods so often
linked to marketing cheapen education, not
enhance it (Kotler and Fox, 1995).
76
What did you choose?
" Teaching is an art". Rajeev Ranjan
78. 78
What did you choose?
" Teaching is an art". Rajeev Ranjan
79. Kotler, P. and K. Fox (1995). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice Hall,
Inc.
Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing.
Oplatka, I. and Hemlsey-Brown, J. (2004). The research on school marketing: Current Issues and Future Direction.
Journal of Educational Administration. 42(3). 375-400.
Woods, P. (1993). “Responding to the consumer: Parental choice and school effectiveness,” School Effectiveness
and School Improvement, Vol. 4 No. 3, pp. 205-29
National Association of Independent Schools (2005). Marketing the Independent School in the 21st Century (NAIS
Publication).
Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing
http://www.independent.co.uk/news/education/education-news/private-schools-must-adapt-or-die-1305507.html
(Dr. Arnaud Prevot research article)
Rick NewBerry’s Blog http://www.enrollmentcatalyst.com
http://www.schoolwebsite.co.uk/branding
http://www.theguardian.com/education/schoolbranding
http://www.theguardian.com/commentisfree/2015/dec/09
http://www.forbes.com/sites/jaysondemers/2013/11/12/the-top-7-characteristics-of-
successful-brands/#7ec300ba4017
Gillian Allen Business Manager Churchill Community College
Diocese of Allentown: www.allentowndiocese.org
National Catholic Education Association: www.ncea.org
www.isca.in, www.isca.me Lodhi Raees Ahmad, Ahmed Rizwan Raheem and Ahmad Nawaz
http://www.audiencebloom.com/2012/09/what-is-social-media-marketing/ 79" Teaching is an art". Rajeev Ranjan
80. Rajeev Ranjan
Principal
B.Ed(English), PGDTE & Psy. Counselor
English and Foreign Languages University, Hyderabad
Email .Id : rajeevbhuvns@gmail.com
Website: www.rajeevranjan.net
80" Teaching is an art". Rajeev Ranjan