Strategic Marketing is on my mind because this week I was invited by a principal to visit a school where marketing had fallen over. She had engaged an external marketing consultant to prepare a marketing plan for a cost in excess of $10,000. The school then appointed a teacher as a marketing officer to implement the plan.
One year on, the principal told me the whole exercise was an expensive disaster. I hear this story frequently.
She asked me for advice on setting up an effective marketing office.
My advice is always to appoint a marketing officer (by any title) and then get him/her to develop a strategic marketing plan that is aligned with the school’s management plan. A plan that s/he will implement.
This strategy may involve professional training in school marketing for the appointee. This is money well spent.