Robyn Armstrong of Chapter Three will be leading an interactive session at the School Marketing Aforia, 11-12 June 2015. Her session will explore tips for telling your school story effectively and efficiently, keeping time poor prospective parents in mind.
School support staff often have more interactions with parents and community members than any other school personnel. They are also school marketers. That’s why skills in customer relations are so important for customer facing staff.
St Paul’s Catholic College, Manly closed during severe weather recently, due to a power outage which lasted several days. They had an innovative way for students to stay engaged, giving them the opportunity to switch to a virtual classroom.
Storm article St Paul's (432 KB)
Mike Leembruggen, is our guest speaker at the School Marketing Aforia 0n 11-12 June on the Mornington Peninsula, Victoria. At the Aforia, Mike will be speaking on new trends in digital marketing and increasing your website conversion, as well as effective digital marketing strategies and how to create a winning campaign.He has an informative video for schools if you are looking at setting up Google accounts, and linking that to Google+, which increases your search engine optimization.
> School Marketing Aforia 2015 Program
School Marketing Aforia 2015 Program (1180 KB)
Schools are human systems and kids are loose cannons. It's inevitable that there will be slip ups, mistakes, bad behaviour, even disasters. You cannot control everybody.
For a bit of light-hearted relief, this video shows a clever use of filming to incorporate video in video.
Dr Julie Townsend, Headmistress at St Catherine’s in Sydney was quoted in a News Limited article saying "education is the greatest gift you can give a child.” She believes that is "why parents need to think about it early. Education gives your child opportunity and choice, so the sooner a parent can focus on it the better.” This is an example of good media coverage for the school and their philosophy.
Facebook can be a huge help or hindrance for school marketers. Many schools have their own account and use it to keep parents informed. It can be a very effective tool for communication with modern parents and students.
This mother is naturally not paid to promote the school. Yet her heartfelt, positive comments to her social network is worth far more than any amount of paid advertising. Negative comments can also undermine your advertising. Parents believe parents. Liking, commenting and interacting with school parents in your community takes wisdom but can give you valuable insight for your role.The School Marketing Aforia 0n 11-12 June in Victoria will feature a workshop session on Social Media: Preparation and Response. Does your school have appropriate social media response plans in place? This session will explore simple ways you can prepare and equip your school for a digital world.
Video enables prospective parents to better understand your school. This video by St Andrews Christian College makes clear their distinctive flavour, culture and what they value as important. Hearing from staff, parents and students reflects the importance they place on the individuals in their community. Sending a clear message is the goal of your marketing. It is often easier for your message to appeal to a defined niche than to attract enquiries from parents who may be impressed with your facilities, academics, location and uniform, but not align with your philosophy.
School Marketing Awards 2015 Entry Form (10814 KB)
Understanding changing demographics is important as a school marketer. The media, and your national statistics bureau, can hold interesting information on population trends, and the subsequent need for schools to accommodate growth or decline. This was highlighted in a Sydney newspaper article :
Google has announced a major update, intended to take place on April 21, warning that they will start favouring mobile-friendly websites in search results. Experts predict a “significant impact” to businesses worldwide, expecting a greater impact than previous Google updates due to the relatively low number of mobile-friendly websites.
Schools should check their website using Google's online test
I recently returned to my Primary School. It was fun to explore, to reminisce and to note the changes that had taken place over more than 30 years.Normally the school is locked up and closed to the general public behind high security gates. The gates were flung open as part of a fundraising initiative. Rather than a traditional school fete the local community were invited to participate in a 2km, 5km or 10km fun run. The school was the starting and finishing point. The event proved to be very popular. There was also an element of school fete with local or parent businesses setting up stalls on the oval.
Auditing your website, school appearance and your school communication, can go a long way towards improving the look and feel of your school for prospective and current families.
Marketing a school can be seen as twofold. External marketing where you present the school to prospective families, and internal marketing, where your focus is on keeping your current families.
This article from a Catholic online newsletter highlights the power of a parent’s story. It illustrates the timeliness of giving feedback to parents about their child’s progress in school. This could be considered to be internal marketing - meeting the parent’s need for timely communication, and the child’s need for extra support. Her experience became, “They care about the student every step of the way, and they find a way to work with the kids.”
Kristin School in Auckland, New Zealand is a school with a great Facebook following. The school has four different pages. These include the main school page , a page for Kristin Alumni, one for the Kristin Family and Friends parent network, and one specifically targeted to senior students preparing for tertiary study called Kristin Futures .
I read this comment from a student of a school in USA and thought it could apply anywhere. “Dear High School, Instead of useless math formulas and Freudian English analyses, you should have taught me about taxes, résumés, and cover letters. I'm not ready for the real world.”
In one Australian school I visited I saw a very practical life lesson. All Year 12 girls (ie the age most start driving) were being shown how to change a car tyre. Students had turns doing parts of the process. They also learnt how to check oil and water levels and tyre pressure. The lesson was done by the maintenance man. He had realised, by experience helping former students, that this simple life lesson had been missed. It was probably worth ‘missing’ 25 minutes of another subject.
There are many aspects to a great website – from vibrant photos, engaging video and easy navigation, but something that is not often talked about is a website’s content.In their book for small business, Content Rules, Handley and Chapman suggest, “Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate your message for you. More than ever before, content is king! Content rules!”
School Marketing Awards 2015 Entry Form (10814 KB)
A Style Guide is a set of standards for visual communication. It provides guidelines for print and digital communication and ensures that every area of the school has a clear understanding of the approved design elements.
The Centre for Marketing Schools is an international network of people passionate about schools. Founded by Dr Linda Vining the Centre is now led by Neil Pierson.
Join us. Together we can learn, share ideas and tell the unique story of our school community.