This document provides 11 tips for marketing a school. The tips include building a strong foundation by owning your website and making it usable and searchable. Focus on communicating your school's story and why it exists through content marketing and storytelling. Measure your efforts and create landing pages for different initiatives. Engage on social media purposefully and go where potential students and parents are online. Monitor what is said about your school.

1. Marketing
YOUR
School
11 Tips for Success
from TRAVIS ALLISON (@zoic)

2. One day at a school fair...

3. 1
The
Marketing
11
STRUGGLE
BASICS
TIPS

4. The
STRUGGLE

5. the PROBLEM

6. Overwhelmed by
SURVIVING

7. Client
FAMILIES

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. Let’s look at
MARKETING
basics

10. (the world doesn’t
NEED
another private school)

11. getting someone
who has a NEED to
KNOW, LIKE &
TRUST You
John Jantsch - Duct Tape Marketing

12. need = your
UNIQUE SKILL
or
perspective

13. or...
LOCATION/
EXTENDED
HOURS/
LANGUAGE
PROGRAMS

14. sell on your
UNIQUE
SKILLS
or...

15. compete on
PRICE

16. race to the BOTTOM
(always someone who is willing to do it cheaper than you)

17. Be AMAZING or be
USEFUL

19. √ location
√ expenses
√ % of
market share

20. Apple Store on 5th Ave., NYC

21. X location
X expenses
X % of
market share

22. BUT...

23. APPLE
wins

24. more
MARKETING
basics

25. 1
2
3
your
IDEAL
client
start
with
WHY
REFERRALS
rule

26. who is your IDEAL CLIENT?

27. Who is Sue Bryce’s IDEAL CLIENT?

28. START WITH WHY

29. People don’t buy
what you do,
they buy
WHY
you do it.

30. not just ANOTHER private school

31. Ask
YOURSELF

32. What’s your CONTRIBUTION?

33. What’s your IMPACT?

34. Ideal WHY statement in the Simon
Sinek style:
Our School exists
to _______________,
so that ___________.

35. Our WHY Statement:
We are a
CATALYST
for deeper relationships
and stronger organizations

36. more
MARKETING
basics

37. Remember
this guy?
John Jantsch - Duct Tape Marketing

38. John Jantsch
DUCT TAPE
MARKETING

39. Show, don’t
TELL

40. Marketing
USE TO BE

41. Now we...
TEACH
them.

42. That better be
WHAT YOU DO BEST

43. Who is Dollar Shave Club’s IDEAL CLIENT?

44. Seven
Referral
Steps

45. Narrow your focus
Communicate your WHY
Package your business
Marketing materials that educate

46. For a BUSINESS that is a
CONTENT MARKETING STRATEGY

47. For a SCHOOL...
telling STORIES

48. Narrow your focus
Communicate your WHY
Package your business
Marketing materials that educate
Generate leads
Harness technology
Live by a calendar

49. 11
TIPS

50. It’s not about the
TOOLS
1

51. (except when it is...)

52. It’s about
TELLING
YOUR
STORIES

53. Start at the
START
2

54. Build your
FOUNDATION - YOU own your website

55. usability

57. search-ability

60. 13 Choices

61. 2 front page choices

62. front page challenge:
I GO
HERE!
I WANT TO
GO HERE!

63. Remember: It’s a
VISUAL
MEDIUM
3

65. what’s their story?

66. I WANT to go here
I ALREADY go here

67. Focus on your
EMAIL
NEWSLETTER
4

68. TEACH
them.

69. solve a problem for parents

70. REACH
OUT
to those who
don’t UNDERSTAND
you.

71. Have a Social Media
POLICY
5

72. http://zoic.ca/tTOLPf

73. WHO/
WHEN/
HOW

74. CRISIS Communication Plan

75. Be Social,
OLD SCHOOL
6

76. chat with them

78. Use
GOOGLE
HANGOUTS
ON-AIR

79. Be
PURPOSEFUL
7

80. Make
SEARCH
ENGINES
love you!

81. Write good
CONTENT

82. SHARE
it.

83. REPEAT

84. MEASURE
it
8

85. Create a
LANDING PAGE
for everything

86. bondacademy.ca/ofis
bondacademy.ca/ourkids
bondacademy.ca/cais
bondacademy.ca/indi-schools
bondacademy.ca/google

87. Communicate like it’s
YOUR CHILD
9

88. KINTAIL &
THE
TORNADO

94. Go where the
PEOPLE
are
10

96. Monitor what is
SAID
ABOUT YOU
11

97. Your name, staff names
Your school’s name
Your industry: “private school Ottawa”
Your closest competitor
Your biggest supporters

98. thank you

99. slideshare.net/zoic
TRAVIS
ALLISON
@zoic