11 Starter Tips for Marketing Your Private School

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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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