The School Marketing Manager (SMM) is responsible for a successful School Marketing Plan - a critically important role within any successful school. The school needs to be seen its best light in order to build a solid reputation and student and staff body.

Overview

The School Principal will often delegate this School Marketing Manager role to a school staff member.

Full-time, Part-time or shared? The Principal’s decision…

However, it is best not to lose sight of employing the best person for this position.

The SMM will be responsible for the School Marketing Plan and responsible to the School Principal.


Full / Part-Time or Shared Role

Most SMMs would be part time in this position these days. Budgetary restraints would basically necessitate this. These people would combine this role with their other primary role, usually that of Assistant / Deputy Principal or School Manager.

To share the role, I believe, could be detrimental to it. Having someone knowing everything there is to know about was has occurred, is being planned for and involved with the future implementation of the School Marketing Plan is a definite advantage.

I feel that the time is coming when an individual school or at least a combination of schools within a certain region / religious order / system will employ a
full-time SMM.


School Marketing Manager Skills Needed

The person who takes on this role will need to:

•   be interested in the area of marketing and preferably passionate about it

•   be a person of integrity

•   be able to base the SMP on the School’s Vision and Mission statement

•   be aware of the marketing needs of a particular School

•   have good interpersonal skills

•   be able to build professional relationships with key stakeholders, members of the media and various local business personnel

•   have a creative flare and appreciation of what ‘catches the eye’ of the targeted audiences

•   have good literary skills

•   have good computer skills, particularly with creative AV software packages and internet usage, or at least an appreciation of these along with other staff members or parents who would implement the software packages under your direction

•   have a good appreciation of the internet and be able to implement all that this means of communication offers your particular school

•   be capable of developing and implementing a viable budget

•   be keen to learn and develop more successful forms of marketing and marketing skills.


The School Response to the SMM is discussed in in detail in the school marketing manual ebook.

The 'School Marketing Manager' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com

Word of Mouth - #1 Strategy to Market Schools

Let's keep it simple. From my experience there are a number of classic and contemporary methods to market your school. These should be at the forefront of any successful school marketing plan. A number of these are free or relatively inexpensive. The number 1 method though is ‘Word of Mouth’ is free!

School and Wider Community Support Needed

Now this may seem quite obvious and simple to many, that the number one strategy in a school marketing plan is word of mouth, unfortunately it can be anything but that. Word of mouth requires the great majority of people to be speaking positively about your school. This not only includes those directly in the school community e.g. staff, students and parents, but also those in the wider community who may influence those within and without of the school community. This would include: grandparents of students within the school, others directly associated with the school e.g. suppliers of school goods, professionals e.g. those charged with the finance guidance and auditing, architects and engineers of the building plan, people on the school parents and friends / citizens association and the school board, past students association, etc.

Hence, these people need to be fully informed and communicated with, concerning all the events and happenings within the school. This includes the positive and the negative.

Negative News Can Become Positive News

Why the negative you may ask? If the school is run effectively it will have policies and procedures to deal with most, if not all, circumstances it may face. When people within and without the school see that the school is dealing with those negative aspects in a professional, caring and effective way, they will more than likely support the school. For many of these people they will go much further and espouse how wonderful the school is in the way that it deals with negative issues. This can be a very effective method, overall.

Conclusion

Once this strategy is accepted as the primary means to market a school, it then becomes evident that the next challenge is to select numerous forms of communication and a number of strategies, which are going to be needed for the ‘word of mouth’ strategy to be fully informed and hence, successful.

The 'The Number One Strategy of School Marketing - Word of Mouth' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com

Photographic images are the basis of any successful school marketing plan. The more relevant and appealing the better! Remember - 'a picture tells a thousand words'!!!

How often have you been inspired by a photo or image? The higher the content relevance of the image the greater the success should be. In any school marketing campaign it is the relevance of each component, which will decide the campaign's success. One poor choice can turn that campaign into a flop. A poorly chosen photo / image can lead to the viewer ignoring or not seeing the message on the one extreme, to being totally against the whole message on the other extreme.

The quality of the image is also important, yet this would also depend on the artistic use of it. Most often a quality photo of the chosen subject is necessary for success. Yet, sometimes a poorer quality, or artistically enhanced, image may be quite appealing in a specific circumstance. The product and demographic of the campaign would decide this.

The digital camera has opened up a whole new world for most people. No longer are very expensive cameras and add-ons needed for that successful photo. The quality of many of these digital cameras is quite extraordinary now. The raw photo is often quite good, however add to this the qualities that software, such as Photoshop can add, and a whole new world opens up to even the least qualified photographer.

Of course, quality DSLR cameras, associated lenses, lighting apparatus and software such as Photoshop, will lead to considerably higher quality images in the hands of a photographer of merit. The marketing campaign will dictate the quality of image required.

Even the basic editing tools included with most Windows, Apple and Android products can enhance an image. Often all that is needed is a little cropping or light adjustment.

The smart phone supporting a large enough camera these days can become a part of a successful marketing plan. A smart phone with the appropriate apps downloaded will allow various images to take on that 'Wow' factor.

The digital camera allows for a large number of photos to be taken. Don't be a miser here. You will find that some photos work for you while others won't. Hence, the more you take, the more chance of that 'magic' shot. In time you will develop an appreciation of the number of shots needed to achieve your aim.
The moving video image also has a place to play. The photo image is more often used within a video for special effect.

The photo image is a key component of any successful marketing campaign within so many common media. When an image is used effectively it grabs the attention of the viewer and makes them take note. Use it well and that 'thousand words' will become part of your marketing campaign.

The 'Photos - Key to a Successful School Marketing Plan' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com

Free or Inexpensive

A successful school marketing plan and budget will need to incorporate most of the top ten free school marketing strategies if it is to be successful. The top 10 strategies can be free, or at least relatively inexpensive, depending on the school’s present arrangements.

By effectively using the media and the school website, there should be little expense activating these top 10 strategies, especially when the digital option is the primary method used, instead of hardcopies. If it can assumed that the school has a website, which can be managed by the school, as well as a school signboard and a good digital camera, then these strategies can be implemented for free or little expense.

The first strategy is in itself free, yet is also reliant upon a number of other key strategies to be implemented successfully – ‘Word of Mouth’.

Top 10 Free School Marketing Strategies

1.    Word of Mouth - School's Reputation
2.    Quality Teaching and Opportunities for Students – Curricula and Extra Curricula Activities
3.    Professionalism of staff in action and appearance
4.    School Website
5.    Use of the Media - both traditional and contemporary – including editorial, images  and advertising
6.    Information Sessions - night and day times – including observation of the school in action (a transparent approach), parent nights, entertainment by students, school boards and parent associations, open days, etc.
7.    Newsletters and Flyers - digital (and hardcopy where needed)
8.    Front Signboard
9.    Social Networking Sites e.g. Facebook and Twitter
10.  Cross Information (within the region’s schools or parish)

The number 1 strategy, ‘Word of Mouth’, is dependent on those espousing various views about the school being well informed. To do this, the next 9 strategies have an important role to play.

The school needs:

•    to have a high quality curriculum,
•    an easy to use professional website,
•    the ability to engage the local media so that the good stories are told to the whole community, and even the negative stories being told with the school’s professional approach for solutions being seen in a positive light,
•    openness to various visits to the school and
•    the acceptance of the place of the digital flyers and newsletters

•    acknowledgement of the place of social media in today’s digital world.

Conclusion

Free key strategies are often the best approaches to marketing your school. When the school has set up a professional website and the school community has a positive attitude toward the school and what it offers, along with what the digital age can offer, then a free, or relatively inexpensive, school marketing plan is possible. This approach can also work when the attitude of the community is not as high – however, there may need to be a need for various forms of paid advertising to counteract such negativity. The best school marketing plan would incorporate most of the free top 10 strategies for marketing your school.

The 'Top 10 Free School Marketing Strategies' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com