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Admission Drive

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The school’s survival will depend on its ability to maintain and capture market share by marketing both to an internal (current consumers) and an external environment (Davies and Ellison, 1997).


Proper planning, proper budgeting and proper execution of planning at right time, on right place, at right speed can produce best results in terms of a good number of new admissions in school as well as retention of existing students at school.
Marketing through various means of advertisement has a long term impact on the mind of existing and prospective parents. Visionary leader always keeps high hope and positive thinking for better result. We must reviews our strategies time to time, and must improvise marketing strategies, but never ever should feel impatient by not seeing projected outcome. We should keep working for quality school, quality teachers, quality supportive staffs, quality infrastructure and qualitative students who can contribute something great to the parent, society, nation and the cosmic universe.
The future belongs to those who believe in the beauty of their dream. (Unknown)

Published in: Education

Admission Drive

  1. 1. 1 What did you choose? " Teaching is an art". Rajeev Ranjan
  2. 2. The demand for perfection, on both a personal and institutional level, has increasingly taken hold of our schooling system, and it is to the detriment of the learning, development and wellbeing of students. (Rebecca Saltot, http://www.theguardian.com) 2 What did you choose? " Teaching is an art". Rajeev Ranjan
  3. 3. The school’s survival will depend on its ability to maintain and capture market share by marketing both to an internal (current consumers) and an external environment (Davies and Ellison, 1997). Choosing not to market your school today is choosing not to continue with the business of --------------- education. School marketing is means to communicate, what do we want audiences/prospective parents to know about our school. Marketing is a management philosophy passed on relationships that link the community and the school itself. This is due to market changes and the school’s need to respond. (Foskett 2002) 3 What did you choose? " Teaching is an art". Rajeev Ranjan
  4. 4. 4 What did you choose? " Teaching is an art". Rajeev Ranjan
  5. 5. 5" Teaching is an art". Rajeev Ranjan
  6. 6. Crucial, difficult and challenging moment for a parent Children at school (14-16) crucial and challenging years Questions?  Better return on investment, time and cost  Integrated development of a child  Skill based education for a child  Positive Attitude of a child  Etiquettes and manner  Exposure of a child  Don’t know , don’t think, may be absurd, may be many more, but each and everything, may be change in course of time 6" Teaching is an art". Rajeev Ranjan
  7. 7. High level expectations from a parent & cut throat competitions among schools to provide better opportunities and facilities Questions?  Distance from home to school (often kids of 3 to 8 years )  Infrastructures of school available around 25 Km of radius  Quality of studies at school , observed by local parents  Economic capacity of a parent  Standards offered by schools and what parents can afford  Teacher- Student ratio 7" Teaching is an art". Rajeev Ranjan
  8. 8. High level expectations from a parent & cut throat competitions among schools to provide better opportunities and facilities Questions?  Class-size  Teacher –Students relationship  Teacher-Parent relation especially acceptance of two way communication  School quality, brand value in society, reputation  School administration, principal, well-qualified and professionally trained teachers 8" Teaching is an art". Rajeev Ranjan
  9. 9. High level expectations from a parent & cut throat competitions among schools to provide better opportunities and facilities Questions?  Success ratio of students in terms of admissions in good colleges and universities after leaving school  Selection in reputed career oriented institutions  Successful alumni in diverse fields i.e. administrative officer, lawyers, doctors, engineers, scientist, journalists, musicians, artist,----------------  Safety and security of child 9" Teaching is an art". Rajeev Ranjan
  10. 10. High level expectations of a parent & cut throat competitions among schools to provide better opportunities and facilities Questions?  Attentive school attend the individual needs i.e. different learning styles, different types of learners, learners’ interest in different fields i.e. sports, horse riding, music and creative arts 10" Teaching is an art". Rajeev Ranjan
  11. 11. Who takes decision for admission? 11" Teaching is an art". Rajeev Ranjan
  12. 12. Crucial, difficult and challenging moment for a parent if s/he thinks to choose a new school for various reasons:-  Decision to select a school for the first time for own child  Thinking to change the school, due to unsatisfactory progress of students  Thinking to change the school due to shifting home/business shift  Thinking to change the school due transfer/promotion  Any other reasons 12" Teaching is an art". Rajeev Ranjan
  13. 13. 13" Teaching is an art". Rajeev Ranjan
  14. 14. 14" Teaching is an art". Rajeev Ranjan
  15. 15. 15" Teaching is an art". Rajeev Ranjan
  16. 16. 16" Teaching is an art". Rajeev Ranjan
  17. 17. 17" Teaching is an art". Rajeev Ranjan
  18. 18.  Market Survey  Current Trend of Schools  Prospective Parents  Prospective Students  Paying Capacity  List of Feeder School  List of Resource Person  List of Parent Ambassador  List of school (Struggling for maintaining rational education) 18" Teaching is an art". Rajeev Ranjan
  19. 19.  Data collection is the process of gathering and measuring information on variables of interest, in an established systematic fashion that enables one to answer stated research questions, test hypotheses, and evaluate outcomes. (https://ori.hhs.gov)  Provides a clear and lucid picture  To answer particular questions  A way to identify questions for further investigation  What is right medium?  What can be best effective approach?  What are positive and negatives prospects? 19" Teaching is an art". Rajeev Ranjan
  20. 20.  Prepare an Admission Drive Team  Work on analyzing collected data  Further planning and execution  Wise leader designs school advertisement plan suitable to the expectations , needs and temperament of local people. Different strategy works at different place 20" Teaching is an art". Rajeev Ranjan
  21. 21.  Cut throat competition/big business men/big educational ventures/ establishing a group of schools every year. So,  Advertisement  Advertisement  & && & & &&&  Advertisement  Let see what you can do for your school 21" Teaching is an art". Rajeev Ranjan
  22. 22. 22" Teaching is an art". Rajeev Ranjan
  23. 23. Objectives of an advertisement  Awareness /Knowledge/Liking/Preference/Conviction/Enhances possibility Reasons for advertisement  Increasing the sales of the product/service  Creating and maintaining a brand identity or brand image  Communicating a change in the existing product line  Introduction of a new product or service  Increasing the buzz-value of the brand or the company  (Source:- http://www.buzzle.com/articles/different-types-of-advertising.html ) 23" Teaching is an art". Rajeev Ranjan
  24. 24. Tools and Techniques of Admission Drive 1. Brochures/Prospectus 2. Leaflet 3. Pamphlets 4. Poster 5. News paper 6. Hoardings 7. Banner 8. Synagogue 24 What did you choose? " Teaching is an art". Rajeev Ranjan
  25. 25. Tools and Techniques of Admission Drive 1. Billboards 2. Radio 3. Television 4. Celebrity Branding 5. Kiosks, Trade-shows and Events 6. Coffee cup 25 What did you choose? " Teaching is an art". Rajeev Ranjan
  26. 26. Tools and Techniques of Admission Drive 1. Website 2. Email 3. SMS 4. Blog 5. Social Media 6. Telephonic Call 26 What did you choose? " Teaching is an art". Rajeev Ranjan
  27. 27. Tools and Techniques of Admission Drive 1. Words of Mouth Campaign 2. Student as brand ambassador of school 3. Parent as brand ambassador of school 4. Open house 5. Presentation at “ Feeder” school 6. Organizing different fests, programmes, and competition to provide opportunity for other school students to visit your own school (Students Interested Programmes) 7. Think local with a global vision (within a certain radius) 27 What did you choose? " Teaching is an art". Rajeev Ranjan
  28. 28. 28" Teaching is an art". Rajeev Ranjan
  29. 29. 29" Teaching is an art". Rajeev Ranjan
  30. 30. 30" Teaching is an art". Rajeev Ranjan
  31. 31. 31" Teaching is an art". Rajeev Ranjan
  32. 32. 32" Teaching is an art". Rajeev Ranjan
  33. 33. 33" Teaching is an art". Rajeev Ranjan
  34. 34. 34" Teaching is an art". Rajeev Ranjan
  35. 35. 35" Teaching is an art". Rajeev Ranjan
  36. 36. 36" Teaching is an art". Rajeev Ranjan
  37. 37. 37" Teaching is an art". Rajeev Ranjan
  38. 38.  Decide day , time of school visit feasible to the parents  Mild reminder through :-  SMS  Email  Email with a small school over view video  Telephonic  Follow up  Complete address of school, clear and lucid direction to reach school , may be direction to all minute place  Give a personal touch to this visit 38" Teaching is an art". Rajeev Ranjan
  39. 39. 39" Teaching is an art". Rajeev Ranjan
  40. 40. School preparation for parent visit at campus  Feeling of safety of child by observing security system at gate  Positive aura at reception (Playing soothing music, students activities videos, photos)  Fine hospitality at reception  Fluent and well informed PRE to answer parent’s question  Visiting parents’ name at reception display 40" Teaching is an art". Rajeev Ranjan
  41. 41. School preparation for parent visit at campus  Well trained and well versed a team of teachers to attend the guardians  Neatness and cleanliness of campus, playground , classrooms , washrooms  Discipline in the school, in the classroom and during movement of students for different activities and changing over period  Tour to school campus must be accompanied by Admission Team Member 41" Teaching is an art". Rajeev Ranjan
  42. 42. School preparation for parent visit at campus  Students, teachers , even supporting staffs should greet PP  Subject teacher can brief about the current activity in class  Classroom display board reflects the creativities of students  Students’ friendly furniture in the classroom  Behaviour of students during parents’ visit can have great impact(Way of communication, respect for each – other ,general caring behaviour as well as positive body language) 42" Teaching is an art". Rajeev Ranjan
  43. 43. School preparation for parent visit at campus  Visit of school and tour to classroom should be selected  Selected student admission ambassador(SSAA) should greet the parent and students  SSAA should be able to tell the present classroom activity 43" Teaching is an art". Rajeev Ranjan
  44. 44. School preparation for parent visit at campus  Admission Ambassador ensures a meeting with school leaders  School leader should present a small gift as a token of love i.e. a branded coffee mug (school name printed), school activity magazine and for student a school t- shirts etc)  Admission Ambassador should take a photograph and send it by thank you email to the visiting parent  School leader may send a handwritten personal message 44" Teaching is an art". Rajeev Ranjan
  45. 45. Tools and Techniques of Admission Drive 1. Open house events on campus is a very effective recruitment strategy 2. Open houses allow potential students to experience the private school life first hand, making it easier to imagine themselves there in the future 3. Proper and planned open house session for outside students enhance the possibility for more admission 4. Organize a student to student interaction, students to teacher interaction of same grade 45 What did you choose? " Teaching is an art". Rajeev Ranjan
  46. 46. Tools and Techniques of Admission Drive 1. The day a student from another school share his/her wish to join your school for better education, that day school becomes a educational hub 2. If a student visits your school to inquire about the school, the school becomes a educational hub. More footfalls of students at campus sign of more admissions in school 3. If present students become brand ambassador of school that is sign of more admissions at school because joyful academic activities mean viral branding of school 46 What did you choose? " Teaching is an art". Rajeev Ranjan
  47. 47.  Follow up of prospective parents through Calling, SMS, Email, Personalized Letter(Email/Printed) encourages parents to think, think and rethink, review of previous school performance and your convincing promises for the future.  Prepare a follow up plan for the prospective parent  Prepare follow up plan for at least one month  Starting with initial inquiry  Prepare a concise personal letter for the parent having school highlights  Start from thank you call , sms, and email 47" Teaching is an art". Rajeev Ranjan
  48. 48.  Call parent for information and ask for campus visit  Confirm parents receiving of mail, sms , letter from the school by telephonic conversation and use this time for extracting more information about parents’ wish  Try to understand the temperament of parents  Admission drive team can consult parent ambassador of that locality to consult the prospective parent  Mildly encourage parent to visit school once  Mild reminder through sms, mail , telephonically with a gap of time  Do not disturb parent frequently 48" Teaching is an art". Rajeev Ranjan
  49. 49.  Meeting prominent people of the village, Gram Pradhan, doctors, Engineer, businessmen, shopkeepers, intellectual people, educated people, farmers, workers, leaders, parents, students and different people without making distinction of caste, creed and religion 49" Teaching is an art". Rajeev Ranjan
  50. 50.  Objective of this programme  Root level marketing management to promote a school  To feel the pulse, expectation and aspiration of people about good as well as quality education  Aware people about quality education and its characteristics This type of admission campaign works in semi urban area(50 to 200 thousands population). This campaign has great impact on parents. Admission committee member meets with prominent people and convey vision and mission of school, shows videos , pictures and other evidential proof to the guardian. Committee member also replies the questions of parent and prominent people related to school. In fact , it is very effective admission campaign in a long term. 50" Teaching is an art". Rajeev Ranjan
  51. 51. 51" Teaching is an art". Rajeev Ranjan
  52. 52. 52" Teaching is an art". Rajeev Ranjan
  53. 53. 1. Proper respect , proper involvement , considerable and rational partnership with school enhances the possibilities in the popularity of school 2. Parent an image builder of school 3. Parent a decision maker in taking admission in a school 4. Parent motivates other parent to take admission 5. Parent a good catalyst 6. Pupils rational and holistic progress give a sense of relief to existing parents 53" Teaching is an art". Rajeev Ranjan
  54. 54. "Kindness is the one commodity of which you should spend more than you earn." T.N. Tiemeyer 54" Teaching is an art". Rajeev Ranjan
  55. 55. 55" Teaching is an art". Rajeev Ranjan
  56. 56. 56" Teaching is an art". Rajeev Ranjan
  57. 57. Existing parents are the greatest asset of a school. Their satisfaction with the school solve two tier purposes. Firstly, they will keep their child in the same school and secondly they are prime resource to reach target community for new admissions. So, A. Well aware about the taste and temperament of existing families B. Keep regular touch with existing parents C. Organize face to face meeting with the yes/no parent D. Try to understand parents next level demand/wish E. Organize small get together with parents on a coffee table 57" Teaching is an art". Rajeev Ranjan
  58. 58. Personal phone call to all existing guardians to communicate extended features of school and beneficial factors to re- enroll Work out the areas of dissatisfaction of existing parents and improvement must be conveyed individually related to individual parent(improvement in handwriting, behaviour--) Existing parent positive concerns towards the growth of school and students must me taken care at personal level , no matter , what are the nature of concerns. We should not hesitate to give proper respect to their prime concerns because his/her son/daughter’s future is at our hand . There is always negative and positive possibility to turn a student into a fine human being or to derail from the right track. 58" Teaching is an art". Rajeev Ranjan
  59. 59.  Conducting open test for students aspiring for taking admission  Promising incentive for brilliant students  Promising a reasonable fee concession for sibling case (parent feels comfort if s/he has more than one kids) school can frame own policy according to budget.  Promising a reasonable fee concession for a (specific group i.e. some schools give 10% concession for defense personal/teacher etc) (Scheme based admission carries some flaws also) (Think pros and cons of scheme based admission before launching it) 59" Teaching is an art". Rajeev Ranjan
  60. 60.  Mirror of Quality and Quantity Assurance and a Platform to Share Every Moment as an Evidence to Students, Parents and Different Prospective and Interested Clients 60" Teaching is an art". Rajeev Ranjan
  61. 61. Power of virtual world is intact. School presence on world wide web(www) ensures the brand image of school, in fact build a brand among local as well as world wide viewers. It is store house , information center, mirror, vision and mission of a school. WWW is a solution center to the known to unknown. Smartphone is under reach to everyone parent with the highest internet speed so school be ready for ----------- One click One click One click One click 61" Teaching is an art". Rajeev Ranjan
  62. 62.  62" Teaching is an art". Rajeev Ranjan
  63. 63. 1. Create a responsive website:- marketing focused , appealing to prospective parents and students, user friendly 2. Responsive web design is simply this–a website design that adjusts gracefully to fit on desktop, tablet, and smartphone browsers. (Steimle is the CEO of MWI). School needs to do it because most of parents are friendly with smartphone. (http://www.forbes.com) 63" Teaching is an art". Rajeev Ranjan
  64. 64.  64" Teaching is an art". Rajeev Ranjan
  65. 65. 1. Search engine optimization:- hiring a professional and use various tools for search engine optimization for the parent, school can take payment based service from service providers 2. Create a school blog:- create a blog, post relevant content which is useful to students, parents and other people, information hungry people, involve various contributor of blogs. We can share (a)success story of students, teachers and old students (b)Achievement of school in its vision and mission(c)Positive reviews of parents , students, i.e. What makes this school special? Parents’ reconfirmation and satisfaction over choosing this school and the difference made in academic year. 65" Teaching is an art". Rajeev Ranjan
  66. 66. What is Social Media Marketing?  Social media marketing is the process of building your brand equity & awareness via social media channels.(Jayson DeMers Jayson DeMers is the Founder & CEO of AudienceBloom)  What are the benefits of social media marketing?  Social media marketing has several significant benefits:  Increases brand awareness  Gives your brand an organic, human feel  Allows you to tune in to what’s being said about your brand  Facilitates word-of-mouth marketing  Gives you a medium through which to communicate with your customers & potential customers  Increases customer loyalty  Builds consumer trust 66" Teaching is an art". Rajeev Ranjan
  67. 67. 1. Social media channels are platforms to connect people from various fields. Strong medium to promote school. 2. Create school page on various social media sites , Face book, Twitter, YouTube, Slide share, Pinterest, LinkedIn, Instagram or Snapchat for students 3. Use of social media sites for advertisement of school (Available on payment) 4. Video brings life as effective evidence of educational activities happen during academic year, students activity, teacher’s teaching methodology, classroom teaching video 67" Teaching is an art". Rajeev Ranjan
  68. 68. Mr. Rick NewBerry’s prepared a list of questions that will be helpful in preparing prospective students and parents friendly web world to promote school—  Have you invested in a responsive website design?  Are you utilizing a blog on your website and in your marketing strategy?  Are you bringing your school to life on your website by telling stories about your people and programs?  Are you communicating news stories about the great things happening at your school every day?  Does you school’s website make a great first impression and is it marketing-focused?  Have you implemented best practices in search engine optimization, content development, call-to-actions and more on your website? 68" Teaching is an art". Rajeev Ranjan
  69. 69.  A brand is a reason to choose. Cheryl Burgess – Blue Focus Marketing  Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein – Econsultancy  Branding is the representation of your organization as a personality. Branding is who you are that differentiates you. Dave Kerpen – Likeable Media, Author of Likeable Social Media  “Brand is the promise, the big idea, the expectations that reside in each customer’s mind about a product, service or company. Branding is about making an emotional connection.” (Alina Wheeler, Designing Brand Identity) 69" Teaching is an art". Rajeev Ranjan
  70. 70.  The quality of your brand should match the quality of your school. It should be a true reflection of your school’s mission and values. Your brand has a direct effect on how people relate to your school.  Good looking school uniform with school logos  School logos in almost all advertisement items  School logos and motto on all printed material  Schools logos on school bus and other vehicles 70" Teaching is an art". Rajeev Ranjan
  71. 71.  Generally, it creates a wonderful impact on prospective parents, students and other person in the society. They look for the best option for their wards, family member’s wards, relatives’ wards, friends’ wards and other known persons’ ward. Branding creates high expectations for the prospective clients. So, we ready for branding your school.  Will you?  Will you?  Will you?  Will you?  Will you? 71" Teaching is an art". Rajeev Ranjan
  72. 72. More common trends and marketing strategies in schools in recent years  Bob Salisbury, Garibaldi's head teacher, says, the challenge is coming from all directions.“ Pass: it's bed, breakfast and lessons ...  Changing diaper, toilet training, feeding , table manner, -----------------------------------------each and everything 72" Teaching is an art". Rajeev Ranjan
  73. 73.  Satisfied staffs, positive working culture, and motivational leader play crucial role in admission drive. Staff is directly related to the prospective parents work as resource person. Drivers, peons and other supportive staffs related to school motivate guardian and even guardians visit campus for inquiry, moreover most of time footfalls in the campus turns into admission (especially Indian culture). They feel more attached to the institutions.  Motivation and hope for unconditional incentive encourage supportive staffs to fetch so many people to visit campus for the purpose of admission. 73" Teaching is an art". Rajeev Ranjan
  74. 74.  Assurance of quality education is itself a big contribution  Insurance to cater individual’s need in the classroom  Developing a good professional rapport with existing guardian  Talking positively about the school’s inside culture with family, friend and parents  Identifying the parent ambassador , resource person in locality  Good etiquettes and good attitude can help to develop good relation with known people 74" Teaching is an art". Rajeev Ranjan
  75. 75.  Keep promises intact/unbroken otherwise school may face retention of existing admission for new academic session because many schools are ready to fulfill all ACADEMIC and NON ACADEMIC promises  Whatever programs or activities a school describes in its prospectus, brochure, website, blogs during admission campaigns must be fulfilled and be carried out at any costs  Promises made by school staff, students, and parents should be factual, supportive, and positive otherwise faith once broken will do damage forever--- 75 What did you choose? " Teaching is an art". Rajeev Ranjan
  76. 76.  Educators view the selling methods so often linked to marketing cheapen education, not enhance it (Kotler and Fox, 1995). 76 What did you choose? " Teaching is an art". Rajeev Ranjan
  77. 77. 77" Teaching is an art". Rajeev Ranjan
  78. 78. 78 What did you choose? " Teaching is an art". Rajeev Ranjan
  79. 79.  Kotler, P. and K. Fox (1995). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice Hall, Inc.  Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing.  Oplatka, I. and Hemlsey-Brown, J. (2004). The research on school marketing: Current Issues and Future Direction. Journal of Educational Administration. 42(3). 375-400.  Woods, P. (1993). “Responding to the consumer: Parental choice and school effectiveness,” School Effectiveness and School Improvement, Vol. 4 No. 3, pp. 205-29  National Association of Independent Schools (2005). Marketing the Independent School in the 21st Century (NAIS Publication).  Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing  http://www.independent.co.uk/news/education/education-news/private-schools-must-adapt-or-die-1305507.html (Dr. Arnaud Prevot research article)  Rick NewBerry’s Blog http://www.enrollmentcatalyst.com  http://www.schoolwebsite.co.uk/branding  http://www.theguardian.com/education/schoolbranding  http://www.theguardian.com/commentisfree/2015/dec/09  http://www.forbes.com/sites/jaysondemers/2013/11/12/the-top-7-characteristics-of- successful-brands/#7ec300ba4017  Gillian Allen Business Manager Churchill Community College  Diocese of Allentown: www.allentowndiocese.org  National Catholic Education Association: www.ncea.org  www.isca.in, www.isca.me Lodhi Raees Ahmad, Ahmed Rizwan Raheem and Ahmad Nawaz  http://www.audiencebloom.com/2012/09/what-is-social-media-marketing/ 79" Teaching is an art". Rajeev Ranjan
  80. 80. Rajeev Ranjan Principal B.Ed(English), PGDTE & Psy. Counselor English and Foreign Languages University, Hyderabad Email .Id : rajeevbhuvns@gmail.com Website: www.rajeevranjan.net 80" Teaching is an art". Rajeev Ranjan

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