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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 techn...
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 supp...
thank you
slideshare.net/zoic

TRAVIS
ALLISON
@zoic
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
11 Starter Tips for Marketing Your Private School
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

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Transcript of "11 Starter Tips for Marketing Your Private School"

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

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