Promotion and Marketing for Schools and Colleges

Transcription

1 Promotion and Marketing for Schools and Colleges Justin Smith Director of Marketing and Development Wymondham College

2 Why Bother? The flash, the fluff and the fakers Do we really need to market our school? 80% of marketing is wasted! Kimberly Davis Sarsaparilla Marketing & ex-apprentice. If we indulge in ineffective campaigns and are unable to evaluate our activity - we re like lambs to the slaughter... In an unregulated industry, many are promising amazing results! "Schools are being put in the spotlight more and more because of the introduction of league tables. If they don't come up with other ways of promoting themselves, they will be judged simply on those, or on their published exam results or Ofsted reports. If they want to be respected for the job they do they have to be proactive and promote themselves, or otherwise be judged simply by others' criteria. Alison Falconer, The Guardian 2001

3 ...like lambs to the slaughter...

4 The Purpose Defining Brand and Values - the importance of consistency Reputation Management reinforcing or modifying? Communications/PR/Media/Crisis management business continuity, press releases To sustain or recruit more students why your school? Key messages and USP To attract and retain the best staff talented staff help drive standards To attract funding and support sponsors, funders, commercial engagement To engage with alumni/ex students - 770m donated to UK Universities by alumni in To promote your key messages - Kirkland Rowell national surveys (2013) - Teaching Quality, Discipline & Happiness ranked highest with parents. Prospect Magazine/Ipsos MORI (2009) Discipline, Good staff & Communication ranked highest. In both cases Good Academic Results scored 49%- 56% from parents.

5 Be Different! OMG Marketing by Geoff Ramm Seams Perfect flyer

6 Be Different! Stand out from the crowd The Purple Cow Transform Your Business By Being Remarkable by Seth Godin

7 Be Different! Define your Why Start With Why by Simon Sinek All of us know what we do. Most of us know how we do it. A few of us know why we do it. Define your Why. Student results are not the Why, they are the result of what you do. Define your Why. People don t buy what you do, they buy why you do it. Define your Why.

8 Have a Plan Develop a coherent strategy - Executive Summary Situational Analysis Planning Programme Resources and budget Measure and Reflect Do define the Why and Be Different! make use of collaboration opportunities with others understand your conversion rates does that radio advert really work? ask for views from a critical friend how does our school appear to strangers? Don t just carry on as usual! keep it to yourself assume you should spend vast sums on print/radio/bus advertising forget your staff and students are fantastic ambassadors invest in them first!

9 Thank You Justin Smith Director of Marketing and Development Wymondham College

10 INCOME GENERATION SPECIALISTS Ryan Green Managing Director

11 LET S DO NOTHING The Institute for Fiscal Studies suggested that schools could face cuts of up to 12 %

12 WHERE TO CUT Where would you advise your governing body to make the required 12% cuts on your school budget? Category Percentage Loss Gain Effort Senior Leadership Team Teaching Staff Teaching Support Staff Support Staff Buildings & Maintenance Facilities & Equipment Utilities Extra Curricular Activities

13 WHAT WILL SAVE US?

14 BUILD A TEAM

15 POSITION YOURSELF Vision Mission Projects Activities

16 WHAT SHOULD WE DO? Donations Clubs & Events Grants Sponsors Lettings Services

17 EFFORT vs RETURN High Return, Low Effort High Return, High Effort Low Return, Low Effort Low Return, High Effort

18 RETURN vs REPEATABILITY High High Return, Return, Low Low Repeat Effort High Return, High High Repeat Effort Low Return, Low Low Repeat Return, Low Effort Low Return, High Low Return, Repeat High Effort

19 Project One 3,140

20 Project Two 15,000

21 Project Three 30,000

22 INCOME GENERATION SPECIALISTS