BE HONEST...
is your school's current approach to marketing
the VERY best it can be?
“Marketing it too important to be left to the Marketing Department”
Firstly, be honest - do you actually ‘do’ Marketing? Or does your school focus on Promotion? The four P’s are still the bedrock of marketing, if all you talk about is Social Media, prospectuses, brand videos or SEO, then you’re not marketing. Your a ‘1-P’ school.
Mr Packard was right. Marketing isn't something to just leave to your marketing team. Everyone in your school needs to understand what it is and what part they play - from your Governors, to your Head and SLT, through to your teachers and staff, as well as your Marketing & Admissions teams.
It's too important to just 'do' marketing, to 'tick it off' or stand still. You need to constantly work at improving your school's marketing knowledge, skills and approaches.
BE CLEAR...
on the direction your school is heading...
“You can’t get there from here.”
It's crucial that your school is following a clear set of directions. You need to know exactly where you've come from (what you've been offering as a school, and what people think of you). You then need to decide which direction you want (or need) to travel, compared to your competitors (what you're going to focus on offering and to whom). And, importantly, exactly how you're going to get there (in a memorable, succinct and cost-effective way). Finally, you need to keep checking that you're effectively keeping to the right path - that day-to-day school life hasn't stopped your momentum.
BE BOLD...
'Tastes like chicken' isn't a compliment...
“Don’t stand still, but do stand out. When it comes to marketing, playing it safe doesn’t cut it anymore.”
DON'T BE SCARED...
“Being safe is risky.”
I'm not suggesting you immediately switch your promotional budget to TikTok videos, Snapchat geo-filters or Pokemon stops (or insert any other current 'hot of the press' marketing fad, because there is always something new and shiny). Yes, of course you need to keep an open mind - by being aware of what's new in the world of marketing promotion. But here’s the difference - you need to see if they 'fit' with your Marketing strategy.
The key to being bold is to decide what you are going to do and what you are NOT going to do. So, importantly, when defining your school brand, your strategy or your approach to communications - you clearly distill what you're offering into something meaningful and memorable.