Why Is School Marketing Essential In 2020 And Beyond?
Do you think School Marketing is important? But not sure how it can benefit your school in 2020?
Make sure you read on to find out exactly why School Marketing is essential for your School in 2020 and beyond!
In this article you will learn more about:
- The definition of marketing
- 5 reasons why school marketing is essential
- 3 crucial school marketing strategies to implement
- How Design Office can help you develop a winning marketing strategy
Definition Of Marketing:
First and foremost, let’s understand the exact definition of marketing. After-all, If we don’t understand what it means then we will never successfully harness its power!
5 Reasons Why School Marketing Is Essential!
Now you understand the definition of marketing lets get down to the real reasons why your School needs to successfully market itself. Below are the top 5 reasons why you must consider School Marketing now!
1. Competition To Attract Pupils Is Fierce
With Schools having to constantly compete to attract new students, it is essential that your marketing is strong and professional from the outset. First appearances are everything! With this in mind if your marketing isn’t up to scratch you simply wont be able to compete successfully against other schools in the area who’s marketing is better than yours.
Other Schools may not have the unique ethos and special qualities that your school is proud of. However, if you fail to hook perspective parents with engaging marketing you will never get them through the door to show off what makes your school unique and the perfect place to send their child!
2. Attracts High Quality Teaching Staff
When a teacher is looking to progress in their career they will be looking to align themselves with a school that shares their determination to succeed. If your marketing is well thought out and consistent your school will be more likely to portray a forward thinking, success driven enterprise. As a result you will likely attract better quality teaching staff.
With competition for pupils being so fierce the quality of your teaching staff could make or break the number of pupils you enrol. After all, one of the main things a perspective parent looks for is the schools academic achievements.
3. Parents Have Less Time
You must hook parents with your marketing from the outset as they no longer take as much time thoroughly studying all of your long form website content, prospectus’s and league tables!
Why do parents have less time?
- Increased number of distractions such as Social Media and TV which is now being consumed more than ever.
- People are now statistically working longer hours.
- Increased social distractions is leading to a decreased attention span.
Due to these reasons the average perspective parent is spending less time researching their child’s school options. As a result of this, they are no longer reading your prospectus and other publications word for word or trawling your website content to find out loads of detail about your school. On top of this parents are now statically spending less time visiting potential schools and having direct engagement with them.
Instead they are looking for easily engaging marketing that is clean and easy to read, optimised using multiple touch points.
Effective touch points to consider implementing when creating a marketing campaign for your school include;
- Targeted Social Media Campaigns
- High Quality Web Presence
- Clean and Concise Printed Literature
- Eye Catching School Signage.
These items, when initiated properly will help to quickly capture perspective parents, helping to influence their decision making process.
4. Improved Brand Image
Working on your schools marketing will naturally improve your brand image. When doing so ensure that your’e messaging, colour schemes and layouts are kept consistent. As a result you will make your school more easily recognisable which in turn helps to build trust and portray a positive brand image.
In order to create consistent marketing, it is advisable to have a clear set of brand guidelines to stick too. This will give you a clear focus when creating any marketing material and ensure continuity.
Need Help Creating Your Brand Guidelines? Let Us Help! email@example.com
5. Effective School Marketing Is Looked Upon Favourably By Ofsted
A schools Ofsted result is one of the most influential factors for parents when considering which school to send their child too. Because of this every school should consider implementing high quality marketing to benefit their Ofsted efforts.
Marketing covers all materials that are produced by your school that can be seen by the public and act as an advert for you. As a result, everything from your Website to your Signage, your Social Media Channels to your Printed Advertising is classed as marketing.
Before and during the Ofsted visit, inspectors will encounter your various marketing related materials. If your marketing is well considered and of a high quality, it will portray your school as a professionally ran, forward thinking organisation. In turn this will be looked upon favourably by Ofsted and help to gain the best possible result for your school!
3 Crucial School Marketing Strategies To Implement:
1. Identify & Develop your school’s niche
When you’re starting out, it can be helpful to think of your school as a business. Imagine the other schools in your local area as your competitors and the local parents as your target audience.
As a school leader, you have an advantage. You already know your student and families demographics and understand their challenges and goals.
Often, low-income parents aspire for their children to go to college but don’t know how to make this happen. These parents might gravitate toward a school that offers extra curricular classes or dual enrolment. If safety is a top concern among your parent demographic, they might jump at the chance to send their children to a school offering a strict conduct or dress code.
Successfully marketing your Niche is guaranteed to yield great results, one of the main benefits being an increased enrolment.
2. Build your schools brand
Let’s pretend you’ve chosen your niche: your specialist education program. However, there’s another school in your area with a similar program. Now you must persuade families your school is superior. This is where branding comes in.
Think about the families you’re trying to attract. What do they value most? How do your key selling points align with their needs? If you can demonstrate how your mission supports their aspirations, you have the building blocks of trust and loyalty.
3. Communicate through high quality content
Want to brand your school and its specialist program as supportive and engaging? Illustrate that by sharing student journeys and success stories. Every piece of content you post must be on brand to avoid inconsistent messaging. Ensure your logo’s, strap-line’s, fonts and layouts are consistent throughout!
If you’re trying to spread awareness about your program, try creating a social media campaign around this. Consider including engaging visitors with a range of long and short form content all with a call to action at the end. This could be a link to booking a school visit or a button to sign up for your newsletters.
School visits and newsletters are both amazing ways to communicate with parents and allow you to generate loyalty which in turn, hopefully translates into enrolment and a happy family!
Other ways to communicate through high quality content include:
- Interesting website content
- Leaflet drops
- Blog Posts
- 3D School Tours
Want to learn more about implementing successful school marketing strategies? firstname.lastname@example.org
I want help from a School Marketing Company!
Don’t worry! You are in the right place!
The team at Design Office have a proven reputation for delivering first class Marketing Services into; Schools, Colleges, Universities and Training environments.
We will happily engage in free focus groups with Teachers and Pupils in the design process, creating new Identities & Logos. With over 27 years experience Printing; School Books, Planners, Prospectuses, Signage, Stationery etc you can rest assured we will meet any deadline.
Our creative team will explore your environment to help us create the perfect Photographs and Videos to showcase your unique offering. With expertise in Web & App Development we will Design Build and Train your team to manage your day to day Website & App updates.
So why not let us help you exceed your school marketing goals today! Sales@designoffice.co.uk
Want to learn more about our full range of education services?
Read our specialist education brochure here: https://designoffice.co.uk/wp-content/uploads/2019/07/schools_brochure.pdf