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 ROI?
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
Quality/excellence in their job Tell your school’s story Turn negative moments into positive moments Channel concerns to the administration Communication with parents Relationships with parents Create memorable moments Positive ambassadors for the school
Since your parents are the best marketers for your school, it is important to give them tools to share.
Card sent to parentsat Wheaton ChristianGrammar School
Postcard and carmagnet sent toparents at SaintStephen’s
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.
Calvert has nearly 50 blogs fromfaculty and staff on their website.
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