This document outlines key principles for effective Christian school marketing, including defining marketing, establishing a vision, mission, values, objectives and strategies. It discusses tools like websites, email marketing, search engine optimization, social media and analytics. The goal is to inform and persuade potential students and communities that a school can meet their needs and wants through its products and services.

1. Practical Principles for
Effective Christian School Marketing

2. What Is Marketing?

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. 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. 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

7. Marketing is the act of getting and keeping customers.

9. Marketing Plan

10. Vision
Mission
Core Values
Objectives
Strategies
Action Plans

11. Vision
How will your Christian school
change the world?

12. To help all people live healthy lives.
Bristol-Myers Squibb Company

13. We are a global family with a proud
heritage passionately committed to
providing personal mobility for
people around the world.
Ford Motor Company

14. Changing education
for the glory of God.
Alpha Omega Publications

15. Mission
Why does your Christian school
exist? What opportunities or needs
can you address?

16. 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

17. To bring inspiration and
innovation to every athlete in
the world.
NIKE, Inc.

18. Educate, Inspire,
and Change Lives
Alpha Omega Publications

19. Core Values
What important principles will guide
your Christian school's decision
making/actions?

20. Dependable

21. Innovative

22. Respect

23. Civic Responsibility

24. Integrity
Commitment
Excellence
Dynamic
Christian Education
Alpha Omega Publications

25. Objectives
What do you need to accomplish?
What will you measure?
Verb + Noun + Date = Objective

26. Increase school enrollment 15%
by 8/23/10

27. Increase unique visitors to
school website 50% by 12/31/10

28. Increase student retention 10%
by 8/23/10

29. Strategies
How will your Christian school be built?
What will make it successful over time?

30. Search Engine Marketing

31. Virtual School Extension

32. Email Marketing

33. Action Plans
What specific projects and actions will be
taken this year to achieve the objective?

34. Launch new website by 1/1/10

35. Schedule open house for 8/31/10

36. Implement email marketing
program by 12/14/09

37. Marketing Tools

38. Analytics & Optimization

39. 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

40. Why?

41. How?

42. Google Analytics
google.com/analytics

45. Unique URLs

46. Unique 800 Numbers

47. Website

51. Benefits

52. Cost Effective

53. Reach

54. Measureable

55. Keys to Success

56. Clear Goals

57. Relevant Content

58. Call to Action

59. Steps

60. Domain Name

61. Hosting Provider

62. Sitemap

63. Content Management System

64. Theme

65. Content

66. Launch Website

67. Tools

68. WordPress
wordpress.org

69. Drupal
drupal.org

70. Joomla!
joomla.org

71. Google Webmaster Central
google.com/webmasters

72. AOP School Messenger
aopschools.com/blog/school-messenger

73. Email Marketing

74. 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

75. Steps to Success

76. Develop Email Strategy

77. Choose Email Service Provider

78. Add Email Subscription Form
to School Website

79. Stay Consistent

80. Resources

81. AWeber
aweber.com

82. CampaignMonitor
campaignmonitor.com

83. ConstantContact
constantcontact.com

84. Advanced Email Marketing
Jim Sterne
bit.ly/17XW0u

85. The Quiet Revolution in
Email Marketing
Bill Nussey
bit.ly/6Fz8c

86. Permission Marketing:
Turning Strangers Into
Friends And Friends Into
Customers
Seth Godin
bit.ly/xXZQF

87. Search Engine Optimization
(SEO)

88. 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

90. Pay Per Click Advertising
(PPC)

91. 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

93. Steps to Success

94. Create Keyword List

97. Create on Page SEO Template

98. Create Ad Network Accounts

99. Create Ads

101. Run Ads

102. Analyze Results &
Make Adjustments

103. Tools

104. Google Adwords
adwords.google.com
adwords.blogspot.com

105. Yahoo! Advertising
advertising.yahoo.com

106. Microsoft adCenter
adcenter.microsoft.com

107. Facebook
facebook.com/advertising

108. HubSpot
website.grader.com

109. Aaron Wall
seobook.com

110. Social Media

111. 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

112. Steps to Success

113. Identify Priority Social Networks

114. Create Content
Syndication Strategy

115. Create Facebook Fan Page

116. Create Twitter Account

117. Add Social Links to
School Website

118. Tools

119. Facebook Groups

120. Facebook Fan Page

121. Twitter

122. YouTube

123. Tangle

124. LinkedIn

125. Additional Marketing Initiatives

126. Open House
http://bit.ly/k72hx

127. Surveys

128. Communication Plan

129. Partnerships

130. Additional Resources

131. MarketingSherpa
marketingsherpa.com

132. eMarketer
emarketer.com

133. Quantcast
quantcast.com

134. Harvard Business Publishing
harvardbusiness.org

135. Stay Connected via Twitter
twitter.com/aopschools
twitter.com/rfiv

136. Stay Connected via Facebook
aopschools.com/facebook
facebook.com/rohngibson

137. Questions?

138. Practical Principles for
Effective Christian School Marketing

139. Website Analysis

140. Practical Principles for
Effective Christian School Marketing