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11 Starter Tips for Marketing Your Private School
 

11 Starter Tips for Marketing Your Private School

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    11 Starter Tips for Marketing Your Private School 11 Starter Tips for Marketing Your Private School Presentation Transcript

    • Marketing YOUR School 11 Tips for Success from TRAVIS ALLISON (@zoic)
    • One day at a school fair...
    • 1 The Marketing 11 STRUGGLE BASICS TIPS
    • The STRUGGLE
    • the PROBLEM
    • Overwhelmed by SURVIVING
    • Client FAMILIES
    • METR ICS SP IATING U T EN ER UE FF L I D A ION V T SI O P RO P Marketing SPEAK
    • Let’s look at MARKETING basics
    • (the world doesn’t NEED another private school)
    • getting someone who has a NEED to KNOW, LIKE & TRUST You John Jantsch - Duct Tape Marketing
    • need = your UNIQUE SKILL or perspective
    • or... LOCATION/ EXTENDED HOURS/ LANGUAGE PROGRAMS
    • sell on your UNIQUE SKILLS or...
    • compete on PRICE
    • race to the BOTTOM (always someone who is willing to do it cheaper than you)
    • Be AMAZING or be USEFUL
    • √ location √ expenses √ % of market share
    • Apple Store on 5th Ave., NYC
    • X location X expenses X % of market share
    • BUT...
    • APPLE wins
    • more MARKETING basics
    • 1 2 3 your IDEAL client start with WHY REFERRALS rule
    • who is your IDEAL CLIENT?
    • Who is Sue Bryce’s IDEAL CLIENT?
    • START WITH WHY
    • People don’t buy what you do, they buy WHY you do it.
    • not just ANOTHER private school
    • Ask YOURSELF
    • What’s your CONTRIBUTION?
    • What’s your IMPACT?
    • Ideal WHY statement in the Simon Sinek style: Our School exists to _______________, so that ___________.
    • Our WHY Statement: We are a CATALYST for deeper relationships and stronger organizations
    • more MARKETING basics
    • Remember this guy? John Jantsch - Duct Tape Marketing
    • John Jantsch DUCT TAPE MARKETING
    • Show, don’t TELL
    • Marketing USE TO BE
    • Now we... TEACH them.
    • That better be WHAT YOU DO BEST
    • Who is Dollar Shave Club’s IDEAL CLIENT?
    • Seven Referral Steps
    • Narrow your focus Communicate your WHY Package your business Marketing materials that educate
    • For a BUSINESS that is a CONTENT MARKETING STRATEGY
    • For a SCHOOL... telling STORIES
    • Narrow your focus Communicate your WHY Package your business Marketing materials that educate Generate leads Harness technology Live by a calendar
    • 11 TIPS
    • It’s not about the TOOLS 1
    • (except when it is...)
    • It’s about TELLING YOUR STORIES
    • Start at the START 2
    • Build your FOUNDATION - YOU own your website
    • usability
    • search-ability
    • 13 Choices
    • 2 front page choices
    • front page challenge: I GO HERE! I WANT TO GO HERE!
    • Remember: It’s a VISUAL MEDIUM 3
    • what’s their story?
    • I WANT to go here I ALREADY go here
    • Focus on your EMAIL NEWSLETTER 4
    • TEACH them.
    • solve a problem for parents
    • REACH OUT to those who don’t UNDERSTAND you.
    • Have a Social Media POLICY 5
    • http://zoic.ca/tTOLPf
    • WHO/ WHEN/ HOW
    • CRISIS Communication Plan
    • Be Social, OLD SCHOOL 6
    • chat with them
    • Use GOOGLE HANGOUTS ON-AIR
    • Be PURPOSEFUL 7
    • Make SEARCH ENGINES love you!
    • Write good CONTENT
    • SHARE it.
    • REPEAT
    • MEASURE it 8
    • Create a LANDING PAGE for everything
    • bondacademy.ca/ofis bondacademy.ca/ourkids bondacademy.ca/cais bondacademy.ca/indi-schools bondacademy.ca/google
    • Communicate like it’s YOUR CHILD 9
    • KINTAIL & THE TORNADO
    • Go where the PEOPLE are 10
    • Monitor what is SAID ABOUT YOU 11
    • Your name, staff names Your school’s name Your industry: “private school Ottawa” Your closest competitor Your biggest supporters
    • thank you
    • slideshare.net/zoic TRAVIS ALLISON @zoic