11 Starter Tips for Marketing Your Private School

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  • 1. Marketing YOUR School 11 Tips for Success from TRAVIS ALLISON (@zoic)
  • 2. One day at a school fair...
  • 3. 1 The Marketing 11 STRUGGLE BASICS TIPS
  • 4. The STRUGGLE
  • 5. the PROBLEM
  • 6. Overwhelmed by SURVIVING
  • 7. Client FAMILIES
  • 8. METR ICS SP IATING U T EN ER UE FF L I D A ION V T SI O P RO P Marketing SPEAK
  • 9. Let’s look at MARKETING basics
  • 10. (the world doesn’t NEED another private school)
  • 11. getting someone who has a NEED to KNOW, LIKE & TRUST You John Jantsch - Duct Tape Marketing
  • 12. need = your UNIQUE SKILL or perspective
  • 13. or... LOCATION/ EXTENDED HOURS/ LANGUAGE PROGRAMS
  • 14. sell on your UNIQUE SKILLS or...
  • 15. compete on PRICE
  • 16. race to the BOTTOM (always someone who is willing to do it cheaper than you)
  • 17. Be AMAZING or be USEFUL
  • 18. √ location √ expenses √ % of market share
  • 19. Apple Store on 5th Ave., NYC
  • 20. X location X expenses X % of market share
  • 21. BUT...
  • 22. APPLE wins
  • 23. more MARKETING basics
  • 24. 1 2 3 your IDEAL client start with WHY REFERRALS rule
  • 25. who is your IDEAL CLIENT?
  • 26. Who is Sue Bryce’s IDEAL CLIENT?
  • 27. START WITH WHY
  • 28. People don’t buy what you do, they buy WHY you do it.
  • 29. not just ANOTHER private school
  • 30. Ask YOURSELF
  • 31. What’s your CONTRIBUTION?
  • 32. What’s your IMPACT?
  • 33. Ideal WHY statement in the Simon Sinek style: Our School exists to _______________, so that ___________.
  • 34. Our WHY Statement: We are a CATALYST for deeper relationships and stronger organizations
  • 35. more MARKETING basics
  • 36. Remember this guy? John Jantsch - Duct Tape Marketing
  • 37. John Jantsch DUCT TAPE MARKETING
  • 38. Show, don’t TELL
  • 39. Marketing USE TO BE
  • 40. Now we... TEACH them.
  • 41. That better be WHAT YOU DO BEST
  • 42. Who is Dollar Shave Club’s IDEAL CLIENT?
  • 43. Seven Referral Steps
  • 44. Narrow your focus Communicate your WHY Package your business Marketing materials that educate
  • 45. For a BUSINESS that is a CONTENT MARKETING STRATEGY
  • 46. For a SCHOOL... telling STORIES
  • 47. Narrow your focus Communicate your WHY Package your business Marketing materials that educate Generate leads Harness technology Live by a calendar
  • 48. 11 TIPS
  • 49. It’s not about the TOOLS 1
  • 50. (except when it is...)
  • 51. It’s about TELLING YOUR STORIES
  • 52. Start at the START 2
  • 53. Build your FOUNDATION - YOU own your website
  • 54. usability
  • 55. search-ability
  • 56. 13 Choices
  • 57. 2 front page choices
  • 58. front page challenge: I GO HERE! I WANT TO GO HERE!
  • 59. Remember: It’s a VISUAL MEDIUM 3
  • 60. what’s their story?
  • 61. I WANT to go here I ALREADY go here
  • 62. Focus on your EMAIL NEWSLETTER 4
  • 63. TEACH them.
  • 64. solve a problem for parents
  • 65. REACH OUT to those who don’t UNDERSTAND you.
  • 66. Have a Social Media POLICY 5
  • 67. http://zoic.ca/tTOLPf
  • 68. WHO/ WHEN/ HOW
  • 69. CRISIS Communication Plan
  • 70. Be Social, OLD SCHOOL 6
  • 71. chat with them
  • 72. Use GOOGLE HANGOUTS ON-AIR
  • 73. Be PURPOSEFUL 7
  • 74. Make SEARCH ENGINES love you!
  • 75. Write good CONTENT
  • 76. SHARE it.
  • 77. REPEAT
  • 78. MEASURE it 8
  • 79. Create a LANDING PAGE for everything
  • 80. bondacademy.ca/ofis bondacademy.ca/ourkids bondacademy.ca/cais bondacademy.ca/indi-schools bondacademy.ca/google
  • 81. Communicate like it’s YOUR CHILD 9
  • 82. KINTAIL & THE TORNADO
  • 83. Go where the PEOPLE are 10
  • 84. Monitor what is SAID ABOUT YOU 11
  • 85. Your name, staff names Your school’s name Your industry: “private school Ottawa” Your closest competitor Your biggest supporters
  • 86. thank you
  • 87. slideshare.net/zoic TRAVIS ALLISON @zoic