Category: EDU Marketing Quick Tips, Education Marketing Ideas
Education Marketing Channel: Guidance Counselors
Career / Education Counselors. All types and kinds. Send brochures, have special open house days just for guidance counselors, meet with them one on one –whatever you have to do to help career counselors understand your vocational / trade school as much as possible. The more they understand your programs, courses, and classes, the more likely they’ll refer students to you. Go beyond just high school as well: there are many professional education advisors (including organizations supporting their industry) that you can access. Rent a bus and give them all a ride to your campus if you have to. Teach short courses at...
Category: Education Marketing Ideas
Approach to hiring admissions staff for your school
Cast your private school admissions staff. Establishing a personal connection with people requires a great personality and a keen ability to read, understand, and listen to people. I allow that a high-quality admissions person, who is fundamentally assertively sales-driven, can do a excellent job at enrolling students. However, the standard push, push, push admissions model always dissuades  a significant quantity of potential students. As such, in the name of “making a connection” with students, I’ve realized the most success when staffing a new school is more like you’re casting a movie (or sit-com) and less like a conventional “who has...
Category: Education Marketing Ideas
Giving Your School Culture a Personality
In the introduction about marketing culture we covered the importance of campus appearance and how that can self-perpetuate a good looking environment. Your school needs to dress well just as much as you would hope your staff would. Here, we have to look into how a student’s personal culture can become a part of your campus environment, and how all of that combines to become a marketing tool for your image. Often when I’m consulting for a school and provide briefs about various aspects of how student life and happiness is intertwined with your marketing, I’ll write about how social...
Category: Marketing Your School
School Marketing Budgets: A Vital Part of Any School Marketing Plan
A successful School Marketing Plan (SMP) needs a well funded School Marketing Budget (SMB). This is probably the most controversial aspect of any School Marketing Plan. 1. Make the Budget Realistic Various people within each school community have differing views on the amount which should be afforded to the School Marketing Budget. School Principals and School Managers need to be aware that the implementation of a good SMP would inevitably drive up community engagement and enrolment numbers! In today’s dollar values spending $ 20 000 – $ 40 000 on an average SMB for an average sized independent school (of...
Category: EDU Marketing Quick Tips, Education Marketing Ideas
Education Marketing Channel: Potential Employers
Potential Employers to market your school. I’ve launched a couple campuses now, and we were most successful when we were very assertive in reaching out to the trade first (ahead of opening the campus or enrolling students). Find those potential employers as marketing and co-branding allies. You have to do it anyway to get approved to operate (at least in most states), so you might as well start networking. See what they know about the area, where are they getting their current employees, what would the prefer your school teach, etc. etc. etc. You MUST get to know the actual people who...
Category: Education Marketing Ideas
Importance of the feeling of a private school tour for marketing
Perfect your school tour’s spontaneity and personalization. Students want a school to educate them, but they also desire to love attending, and actually being there. A natural and unplanned feeling is a feeling of excitement, which is something every potential student is seeking as part of their education experience. School tours need to have that feeling (however its eventually achieved is best determined by you, and the programs offered at your school). Tours also need to express “home” insofar as it feels very personal: saying hello to students on campus (and knowing their name, asking about their classes, etc.). Personal and...
Category: EDU Marketing Quick Tips
Your Calendars: Plan Marketing and Academic
Education operates on a steady and usually strict timeline due to the application, enrollment, and start date cycles. Education works with defined periods of promotions, and specific conversion and enrollment goals for each period: on campus events, start dates for your programs, application deadlines, open house events, etc. As such, the marketing channels schools use should be dynamic and fluid; able to adapt and be changed quickly as your needs change based on where you are in the academic and marketing year calendars. Of course each channel needs to also reach the right people who have the best change of becoming...
Category: EDU Marketing Quick Tips
Student Surveys for Better Marketing Data
Your students know why they enrolled, so I hope that you’re asking them why they made that decision. Students can give you great market research. Try to survey during different points in the course. Intertwine your normal quality questions, instructor reviews, etc. questions with those that can be used to help you improve your marketing plan. Areas to focus your marketing research: Referral source (vital) Have friends with the same interest? What do you like best about your education so far? What do you like the least so far? Do you read magazines to supplement studying? If so which ones? Do you do most...
Category: Education Marketing Ideas
Marketing: CRM Systems for Education Admissions
There are plenty of large (and very expensive) CRM  systems (Customer Relationship Management) available that are “designed” for private, post-secondary and vocational schools. Why? Because they are THE tool for your admissions team to help usher potential students through the admissions process. Having some form of CRM is a need for virtually any business, honestly, whether it’s in paper form scattered all over your desk, or database-driven and entirely an online CRM system. If you are currently not using a CRM for your school, it’s highly recommended, but be sure to shop around because no CRM is “one size fits all”...
Category: EDU Marketing Quick Tips
Academic and Marketing Calendars: Plan Ahead
Education functions on a strict timeline and enrollment process. It operates within windows of promotions and conversion goals: application deadlines, class start dates, and on-campus events. As such, the marketing channels for education utilized must be adaptable and dynamic, while also reaching the correct people with the highest student conversion potential. There’s no point spending money to reach 70% of a population when only 5% make up the group who are making or influencing the actual education decision. We have the technology and know-how to target the right potential, so that’s what we should do. Create your marketing plan side-by-side...