Marketing is the key to boosting school enrolments. Learn how to develop a successful marketing strategy for your school.
Just because you love your school doesn't mean every parent who crosses your path will automatically feel the same way. You need to tell the school’s story in a way that will connect with them, entice them to find out more and, ultimately, sign up their kid.It all comes down to having the right marketing strategy in place.
Here are seven tricks to ensure your school stands out and makes an impact:
1. Analyse your trends and activities
Where did your leads and conversions come from? How did people find out about the school? Why did you lose opportunities you should have won? How much traffic did your website get (and where did it come from)? What’s you conversion rate? Document your lessons learned from the past 12 months and think about how you can make improvements for the next year.
2. Define your goals
What do you want to achieve with your marketing strategy in over the last year? Write a one-page overview of what you want – ensure the goals are SMART.
But include your ideal vision of what the school’s marketing would look like if you had no boundaries. It doesn’t hurt to dream big!
3. Understand your target audience
Who are you talking to? And don’t just say “parents”. Think about what the parents are really like: how much they earn, their careers, age group, where they live, their dreams and aspirations, and their challenges and concerns. The more you know about the parents, the better you can target them with messages that will resonate.
4. Zone in on your Unique Selling Point
What makes your school stand out? It might be the location, culture, new multi-million dollar sporting centre, consistent performance, high quality of teachers, or something else. Once you’ve worked out what it is, make sure it is your key message in every piece of marketing.
Do the same for your open day too. What makes your open day special? Why must parents join you on that day? What can they learn that they can’t get from your website or prospectus.
5. Plan out your marketing channels.
Using multiple channels in your marketing campaign not only helps your advertising to reach more people, it will also improve the awareness and recall for your school. Consider including these in your plan:
- Letterbox drop within a 5-kilometre radius of your school
- Promote your school on social media targeting parents in the same side of town that fit your profile
- Get the local press involved for a big article (with amazing pictures of the school)
- Drop off flyers at the local kindy or tutoring centre
6. Review your online marketing
Take a good look at your online marketing, with your target audience in mind. Do your website and social media channels attract and educate your ideal prospect? Is your school’s branding and messaging consistent? Is your content engaging, compelling and informative? Make sure your website is mobile-friendly too.
7. Build a content marketing strategy
Content marketing is hugely important in telling your school’s story. It’s your chance to be human and tell all those inspirational stories of achievement over the years. Use blogs, photo diaries and even infographics. And tap into the power of video – it will bring your school to life and show all those amazing things to which words alone cannot do justice. Once you have lots of great content, be sure to share it across your website, social media pages, affiliate sites and through email and search.
Once you’ve created your marketing strategy for the new school year, keep monitoring and measuring its effectiveness. Remember, nothing is set in stone – you can always adapt and refine your plan as you go along.
To see how much a letterbox drop around your local area will cost, click here to get a quick quote.