Why do we hang on to the traditional outbound advertising strategies? Why are our marketing budgets comprised of these strategies? Why do we keep spending significant resources on strategies that don’t produce results?
Do you remember the old Faberge Organic Shampoo TV commercial? Complete with 80’s hair, a young model appears on the screen and begins by saying: “I told two friends about Faberge Organic Shampoo with pure wheat germ oil and honey. “ She concludes by saying: “You will tell two friends, and they’ll tell two friends, and so on and so on and so on.”
We rely upon word of mouth in our own buying decisions.
Stories about your people ◦ faculty, students, parents and alumni ◦ Your USP’s in story form Real stats connected to real stories Your school ◦ Vision for the future ◦ How your school is remarkable ◦ How your school makes a life-changing difference in students Educational topics Parenting topics
It is better for parents to visit your school in a one-on-one environment than to attend an open house in the evening or on the weekend when the school is not in session. Every day should be an open house for prospective families at your school.
Once you get a family to your campus, make sure you have an outstanding visit program set up for them. An effective campus visit program should include: ◦ Tour of campus ◦ Meeting with admissions director and administrator ◦ Review of the application process ◦ Introductions to key staff ◦ Connections with Parent Ambassadors
Clear signage and great first impression Welcome sign with your name on it Friendly welcome from receptionist Entry area tells the story of your school Personalized tour with parent, student and faculty connections Review of application process Photo of student by welcome sign Personal note sent immediately (email and handwritten)
Host a special “friend’s” day for current students to invite their friends to spend the day with them at your school. The goal is to encourage and motivate current students to focus on inviting their friends they want to encourage enrolling in your school, especially when students are key to the decision!
1. Opportunity to share dynamic content on your website.2. Increase traffic to your website.3. Provide significant search engine optimization (SEO) value for your website.4. Provide a platform to share content.5. It’s fun!
1. Publish your blog once a week.2. Don’t bury your blog on your website.3. Make sure your blog is attached to your website domain.4. Use a team to strategize and write your blog posts.5. Don’t use your blog to sell your school.6. Include a RSS feed, subscription option and share/like buttons.7. Use keywords in your posts.
Pictures with captions and stories Blog posts Video vignettes Ask for likes Ask questions Summer vacation pictures
Ask admitted parents to post the following on their FB page: “My children were just admitted to XYZ School and will be attending this Fall!” Provide a timeline photo header with a school photo and logo in it to your parents.
This post features 27 photosfrom around campus in March
Ask Current Parents – “What do you like best about your school?” Ask New Parents – “Why did you select this school for your child?” Ask Alumni – “How did your school prepare you for success in college and in life?” Ask Faculty – “What do you like best about teaching at your school?” Ask Seniors – “What college do you plan to attend next year?”
Traditions A Day in the Life Lower School Students Say it Best College Reps Key Brand Messages One Topic, Four Perspectives (Student, Parent, Faculty, Alumnus) Affordability
A successful SEO strategy begins with research to discover the keywords that your prospective parents use to search for your school. ◦ Use Google’s Keyword Analysis Tool
Competitor Keyword Research ◦ Go to their website ◦ Right click; view source
Every page of your website should have a unique title that is reflective of the content and keywords used on the respective page.
• The CSF website does not have unique page titles or meta page descriptions for search engine optimization.
Canterbury website description in a Google search:
Google Search: Private School in St. Petersburg ◦ Results Google AdWords shows ads for Shorecrest and Northside Christian. Canterbury listed #6 behind Shorecrest, Admiral Farragut and Keswick Christian.
Google Search: Christian School in St. Petersburg ◦ Results Google Ads shows ads for Shorecrest and Northside Christian. Canterbury not listed on first page in search results (appears on the second page).
It is critical for you to focus on search engine optimization as part of your marketing strategy. ◦ Keyword research ◦ Page titles ◦ Page descriptions ◦ Keyword-rich content ◦ Dynamic content
School administrators most often focus on website design when launching a new site but fail to focus on the most important elements – SEO and content development. It is critical to focus on developing content that is: ◦ Relevant ◦ Keyword-rich ◦ Dynamic ◦ Compelling