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...
Category: Education Marketing Ideas
How Do You Communicate With Students and Their Culture
So we’ve covered “the HOW” of marketing communication, but why is that important when it comes to marketing to a student’s culture? Take a few moments to ponder times when your own interest in anything has been sparked. Possibly, say, 50% of the time it’s due to the facts and the specifications of the situation. Say in this case the sticker on the car window with all that useful information… but what about the LOOK of the car? The IMPRESSION of the car and the people or things affiliated with it? Usually, fundamental interest is more primal. It’s created by...
Category: EDU Marketing Quick Tips, Education Marketing Ideas
Marketing For Education: Find The Guidance Counselors
Career / Education Counselors. Find them all, and make contact. Get them on the phone. Know their names. Send brochures, have separate open house days exclusively for guidance counselors so they can see the school, faculty, and facilities. Make sure they really know what your school is all about. Meet with them one on one –whatever required to help career counselors appreciate your professional / career school as much as possible. The deeper they comprehend your programs, courses, and classes, the more likely they’ll refer potential students to them. Search beyond high school, too: there are lots specialized education advisors (including organizations supporting...
Category: Marketing Your School
The Ten Commandments Of Marketing To Schools
You may have a new product that you believe will be embraced by educators. Teachers and administrators are always on the lookout for new and effective teaching materials. But education marketing can seem a bit of a mystery. Learning how to enter this market segment can be a lot of work. Education market research is a good starting point. You also need to seek advice from those with experience how to be successful. Here are Ten Commandments that are the foundation for any effective marketing and selling program to reach the K-12 school market. Commandment #1: Identify the Most Likely...
Category: Education Marketing Ideas
Get industry authority by giving away free information
Don’t protect information: Spread it. Most important with a target demo that is almost exclusively Internet savvy, the truth is anyone can find the “information” that you teach at your institution. They cannot get the experience, the scene, the teaching staff, all those things that make a school a school, but they CAN find the information… so horde it? Distribute it! The more you open the doors (both physically on campus as well as metaphorically with online webinars, resources, videos, etc.) the more your school becomes the authority on the subject matter. It gets your school’s name on all the topics relevant...
Category: Education Marketing Ideas
Marketing and Creating a Culture for Your School
Marketing to culture is actually an enormous topic that can take a long time to detail, but the bottom line is that for private and post-secondary schools you have to have authority AND be the coolest school in town. Students who have an ID for your school should show it with pride because it makes them part of the in crowd. When marketing education school culture (and being the cool kids on the block) is extremely important, because the student literally becomes part of the school’s culture, which means he or she needs to feel as though they will fit,...
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: Education Marketing Ideas
Are your marketing materials consistant in message and branding?
Throw all your marketing materials onto a table and step back. How does the stack of print materials look? All your brochures, flyers, invitations, etc. Is the branding consistent across all materials? Does each postcard, micro-page, course catalog, and brochure have a distinctive intention in the promotion or admissions sequence? Can you categorize them so that they line up chronologically as if they actually display your marketing plan and timeline? If not: fix it. PLAN. And above all, make certain your branding and graphic design is integrated in all materials from start to finish for the entire admissions process (inquiry...
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: EDU Marketing Quick Tips
School Marketing Backbone: Search Engine Marketing
I’ll write more on this later, but search engine marketing for schools is truly the backbone. If you’re not convinced, then just look at the ever growing Apollo Group. When that infamous leak from Google happened back in 2010, they were listed as spending 6.6 million dollars in ONE MONTH on search marketing. Uh Huh. But why is search engine marketing so important for schools?… Because people who search are already looking for what you are selling. Hot leads. These aren’t random people finding an ad in a magazine, or driving past a billboard or seeing a bus sign. These...