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Marketing yourschool

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Marketing Your School Model Staffing Initiative | 2011 Effective Staffing TRAINING SERIES
Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
Objectives ,[object Object],[object Object],[object Object],[object Object],   
Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
How do you currently share information about your school? WHAT do you currently use to market your school? WHEN do you market your school? WHO markets your school? WHO is your intended audience?
A strong school marketing campaign will help to attract and cultivate high-quality candidates. ,[object Object],GOAL: Create effective marketing materials and concrete messages to communicate about your school. ,[object Object],[object Object],WHY?
Developing a variety of marketing materials will prepare you to communicate about your school to any audience at any venue. ,[object Object],[object Object],[object Object],[object Object],[object Object],School-based interviews Networking sessions Internet Presence Recruitment Events H E L L O 
Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
Create messages about your school that are relevant and compelling to ensure a strong match between you, your school and the candidate. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Inspire Candidates: Consider the factors that inspire teachers to select a position in an urban district. ,[object Object],[object Object],[object Object],[object Object],Brainstorm What inspires you about your school? How can you use this to your advantage and best position your school to inspire candidates?
Serve as a point of a comparison: Describe what makes your school unique. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Delivery is crucial. With only a minute or two, a candidate’s interest is based just as much on the speaker as it is on the information. TIP Key Information : Additional Details: Next Steps:
Construct your 30-second school pitch to briefly summarize your school at hiring events and networking sessions. ,[object Object],[object Object],[object Object],[object Object],Next Steps for the candidate: __ ______________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
Expand your school pitch to 2-5 minutes to use at a school-based interview. Add details, strengths, unique programs or accomplishments: _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ______________________________________________________________________________________________________________________ Next steps are your first interview question or specifics about the position: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
Be strategic: Anticipate and be prepared to discuss the challenges inherent to your school and district. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What are school-specific challenges you want to be prepared to address? Brainstorm
Be strategic: Challenges can inspire candidates if you also share your strategies to address the issue. Low parent/family participation ,[object Object],[object Object],Challenge 1: What we’re doing 1: Challenge 2: What we’re doing 2: Challenge 3: What we’re doing 3: Example  Challenge : Example  What we’re doing :
Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
Create at least three marketing materials to market your school based on your key messages. School brochure or one-page flyer School website for online access Event display or school poster Match between school’s needs and candidate’s skills and interests Key messages about what makes your school unique Equals Build
School brochure: a simple, effective marketing tool to share your key messages with candidates. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Be sure to include information about what makes your school unique.    TIP
A strong brochure has clear messages about your school community, culture and goals. ,[object Object],[object Object]
School web presence: a powerful recruitment tool for teachers to explore the school’s details from home. Keep it simple and incorporate your key messages to draw in candidates that are the right match for your school. TIP ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Websites can be simple, but inspiring (insert example from district).
Event displays: allow your school to stand out at hiring fairs or other district events. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Brainstorm What materials do you already have to build or enhance your school’s event display? Who on your staff could create the display for you?
Next Steps ,[object Object],[object Object],[object Object],[object Object]
Remember: the purpose of marketing is to ensure that you recruit high-quality candidates that are the best fit for your school. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ultimately work to yield strong matches between potential teachers and your school.
PRE WORK ,[object Object],[object Object]
Consider which staff will help your efforts to inform and attract candidates to your school ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consider adding … When selecting staff or community members to be on your marketing team, look for individuals who… Members of your staff or school community you want to add to your team:

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Marketing yourschool

  • 1. Marketing Your School Model Staffing Initiative | 2011 Effective Staffing TRAINING SERIES
  • 2. Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
  • 3.
  • 4. Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
  • 5. How do you currently share information about your school? WHAT do you currently use to market your school? WHEN do you market your school? WHO markets your school? WHO is your intended audience?
  • 6.
  • 7.
  • 8. Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
  • 9.
  • 10.
  • 11.
  • 12.
  • 13. Expand your school pitch to 2-5 minutes to use at a school-based interview. Add details, strengths, unique programs or accomplishments: _____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ______________________________________________________________________________________________________________________ Next steps are your first interview question or specifics about the position: ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________
  • 14.
  • 15.
  • 16. Agenda Objectives School marketing 101 Communicating about your school Developing marketing materials: Working session
  • 17. Create at least three marketing materials to market your school based on your key messages. School brochure or one-page flyer School website for online access Event display or school poster Match between school’s needs and candidate’s skills and interests Key messages about what makes your school unique Equals Build
  • 18.
  • 19.
  • 20.
  • 21. Websites can be simple, but inspiring (insert example from district).
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.

Editor's Notes

  1. Introductions: Name, title, school Success at implementing a strategy from the last training? What you’re hoping to learn today.
  2. *Should be district-specific
  3. District specific pictures and examples