Practical Principles for Effective Christian School Marketing

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Does your school have a cost-effective marketing plan? Join Rohn Gibson, vice president of marketing at Alpha Omega Publications, as he shares practical, everyday strategies on how to increase your school’s enrollment. From traditional, print-based advertising and promotional materials to easy-to-implement email marketing campaigns, Rohn will help you create a customized marketing plan that fits your school’s needs and budget.

Discover a fresh approach to reaching parents and students with state-of-the-art guidance on marketing in today’s economically-challenged environment. Whether your school is large or small, learn invaluable tips to increase word-of-mouth referrals, effectively use the Internet, identify your school’s strengths, and design a marketing plan specifically for your school.

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Practical Principles for Effective Christian School Marketing

  1. 1. Practical Principles for Effective Christian School Marketing
  2. 2. What Is Marketing?
  3. 3. Marketing is an integrated communications-based process through which individuals and communities are informed or persuaded that existing and newly-identified needs and wants may be satisfied by the products and services of others. wikipedia.org
  4. 4. Marketing is the analysis of customers, competitors, and a company, combining this understanding into an overall understanding of what segments exist, deciding on targeting the most profitable segments, positioning your products, and then doing what's necessary to deliver on that positioning. marketingprofs.com
  5. 5. the act of buying or selling in a market. the total of activities involved in the transfer of goods from the producer or seller to the customer or buyer, including advertising, shipping, storing, and selling. dictionary.com
  6. 6. Marketing is the act of getting and keeping customers.
  7. 7. Marketing Plan
  8. 8. Vision Mission Core Values Objectives Strategies Action Plans
  9. 9. Vision How will your Christian school change the world?
  10. 10. To help all people live healthy lives. Bristol-Myers Squibb Company
  11. 11. We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world. Ford Motor Company
  12. 12. Changing education for the glory of God. Alpha Omega Publications
  13. 13. Mission Why does your Christian school exist? What opportunities or needs can you address?
  14. 14. At Microsoft, we work to help people and businesses throughout the world realize their full potential. This is our mission. Everything we do reflects this mission and the values that make it possible. Microsoft
  15. 15. To bring inspiration and innovation to every athlete in the world. NIKE, Inc.
  16. 16. Educate, Inspire, and Change Lives Alpha Omega Publications
  17. 17. Core Values What important principles will guide your Christian school's decision making/actions?
  18. 18. Dependable
  19. 19. Innovative
  20. 20. Respect
  21. 21. Civic Responsibility
  22. 22. Integrity Commitment Excellence Dynamic Christian Education Alpha Omega Publications
  23. 23. Objectives What do you need to accomplish? What will you measure? Verb + Noun + Date = Objective
  24. 24. Increase school enrollment 15% by 8/23/10
  25. 25. Increase unique visitors to school website 50% by 12/31/10
  26. 26. Increase student retention 10% by 8/23/10
  27. 27. Strategies How will your Christian school be built? What will make it successful over time?
  28. 28. Search Engine Marketing
  29. 29. Virtual School Extension
  30. 30. Email Marketing
  31. 31. Action Plans What specific projects and actions will be taken this year to achieve the objective?
  32. 32. Launch new website by 1/1/10
  33. 33. Schedule open house for 8/31/10
  34. 34. Implement email marketing program by 12/14/09
  35. 35. Marketing Tools
  36. 36. Analytics & Optimization
  37. 37. The simplest definition of Analytics is "the science of analysis." A simple and practical definition, however, would be how an entity (i.e., business) arrives at an optimal or realistic decision based on existing data. wikipedia.org
  38. 38. Why?
  39. 39. How?
  40. 40. Google Analytics google.com/analytics
  41. 41. Unique URLs
  42. 42. Unique 800 Numbers
  43. 43. Website
  44. 44. Benefits
  45. 45. Cost Effective
  46. 46. Reach
  47. 47. Measureable
  48. 48. Keys to Success
  49. 49. Clear Goals
  50. 50. Relevant Content
  51. 51. Call to Action
  52. 52. Steps
  53. 53. Domain Name
  54. 54. Hosting Provider
  55. 55. Sitemap
  56. 56. Content Management System
  57. 57. Theme
  58. 58. Content
  59. 59. Launch Website
  60. 60. Tools
  61. 61. WordPress wordpress.org
  62. 62. Drupal drupal.org
  63. 63. Joomla! joomla.org
  64. 64. Google Webmaster Central google.com/webmasters
  65. 65. AOP School Messenger aopschools.com/blog/school-messenger
  66. 66. Email Marketing
  67. 67. E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. wikipedia.org
  68. 68. Steps to Success
  69. 69. Develop Email Strategy
  70. 70. Choose Email Service Provider
  71. 71. Add Email Subscription Form to School Website
  72. 72. Stay Consistent
  73. 73. Resources
  74. 74. AWeber aweber.com
  75. 75. CampaignMonitor campaignmonitor.com
  76. 76. ConstantContact constantcontact.com
  77. 77. Advanced Email Marketing Jim Sterne bit.ly/17XW0u
  78. 78. The Quiet Revolution in Email Marketing Bill Nussey bit.ly/6Fz8c
  79. 79. Permission Marketing: Turning Strangers Into Friends And Friends Into Customers Seth Godin bit.ly/xXZQF
  80. 80. Search Engine Optimization (SEO)
  81. 81. Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural" or un-paid ("organic" or "algorithmic") search results as opposed to search engine marketing (SEM) which deals with paid inclusion. wikipedia.org
  82. 82. Pay Per Click Advertising (PPC)
  83. 83. Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. Content sites commonly charge a fixed price per click rather than use a bidding system. wikipedia.org
  84. 84. Steps to Success
  85. 85. Create Keyword List
  86. 86. Create on Page SEO Template
  87. 87. Create Ad Network Accounts
  88. 88. Create Ads
  89. 89. Run Ads
  90. 90. Analyze Results & Make Adjustments
  91. 91. Tools
  92. 92. Google Adwords adwords.google.com adwords.blogspot.com
  93. 93. Yahoo! Advertising advertising.yahoo.com
  94. 94. Microsoft adCenter adcenter.microsoft.com
  95. 95. Facebook facebook.com/advertising
  96. 96. HubSpot website.grader.com
  97. 97. Aaron Wall seobook.com
  98. 98. Social Media
  99. 99. Social media are media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. Social media supports the human need for social interaction, using Internet- and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). wikipedia.org
  100. 100. Steps to Success
  101. 101. Identify Priority Social Networks
  102. 102. Create Content Syndication Strategy
  103. 103. Create Facebook Fan Page
  104. 104. Create Twitter Account
  105. 105. Add Social Links to School Website
  106. 106. Tools
  107. 107. Facebook Groups
  108. 108. Facebook Fan Page
  109. 109. Twitter
  110. 110. YouTube
  111. 111. Tangle
  112. 112. LinkedIn
  113. 113. Additional Marketing Initiatives
  114. 114. Open House http://bit.ly/k72hx
  115. 115. Surveys
  116. 116. Communication Plan
  117. 117. Partnerships
  118. 118. Additional Resources
  119. 119. MarketingSherpa marketingsherpa.com
  120. 120. eMarketer emarketer.com
  121. 121. Quantcast quantcast.com
  122. 122. Harvard Business Publishing harvardbusiness.org
  123. 123. Stay Connected via Twitter twitter.com/aopschools twitter.com/rfiv
  124. 124. Stay Connected via Facebook aopschools.com/facebook facebook.com/rohngibson
  125. 125. Questions?
  126. 126. Practical Principles for Effective Christian School Marketing
  127. 127. Website Analysis
  128. 128. Practical Principles for Effective Christian School Marketing

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