Your school marketing strategy… don’t forget these important steps
While you’re busy collating new information for your school marketing plan, don’t forgot to include data from channels that your school might already have in place – like your website. Does it have a feedback section? Is this feedback monitored, passed along to your school’s marketing team, and analysed? Does anyone ask potential new parents where they heard about the school?
You should be evaluating progress at least once a term. Things to look at include:
Parameters that could indicate success include:
You should be evaluating your plan and results on an ongoing basis. For example, seeing stability in the numbers of students at your school should prompt you to ask whether you’re attracting quality students. Likewise with teachers.
Glowing reports in local media should be the precursor to seeking coverage in regional and national media. You should be asking whether the organisations that your school has links with are generating better sponsorship and other opportunities.
Here’s a handy list of elements that need to be evaluated:
Evaluate – then modify
If evaluation shows that you’re not quite on track, then you should modify your plan to improve effectiveness. At the end of every year, it’s useful for your team to query:
Revisit the vision
Remember your vision? You should revisit it every few years because priorities change, and society evolves. If you need to adjust your vision in order to remain relevant, then you’ll need to rework your plan and strategy as well.
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