Why marketing matters to schools

What is Marketing? PR / media management Branding Event management Print and design management , web and telephone communications Social media Reputation management Stakeholder management Market research Fundraising Chartered Institute of Marketing

What is Marketing in Schools? Writing a press release Creating, maintaining and developing a website Producing a prospectus and school literature e.g. letterheads, invoices and similar Communicating exam results to the press Running a parents’ evening or open evening for prospective pupils Sending a newsletter to parents Setting and enforcing a uniform policy Maintaining and enhancing grounds Running an alumni fundraising campaign

Definition in a schools context ‘Defining, managing and enhancing the reputation of your school amongst pupils, parents, staff and the community in order to achieve recruitment, retention and generating income’

How do NASBM Professional Standards define marketing? ‘Ensure the development of a marketing and communication strategy which promotes the school/trust and defines the brand, aims and goals. Develop pupil recruitment, stakeholder engagement via appropriate communication channels and maximise income generation’

The Marketing Strategy Sets out the aims in all aspects of school/trust marketing activities in order to achieve the school’s goals in line with vision and values Sets out the stakeholder groups to be targeted Outlines the communication channels required to achieve the aims (according to stakeholder needs/ engagement with different types of communication methods) Describes the methodology for analysis, evaluation and review of marketing activities against the aims Outlines how the school will implement any changes to marketing activities or communication channels based on the review of activities and channels

The Strategy – Aims – Stakeholders – Key messages – Marketing Channels – Procurement – Responsibilities

Aims What are you trying to achieve? – Raise awareness? – Enhance reputation? – Build credibility in a specialism? – Recruit pupils? – Retain staff? – Raise funds? – Post-decision reassurance? – None of the above are aims for a marketing plan. Be specific. Set financial or numerical targets based on results NOT output.

Aims Increase applications for Year 7 by 10% Increase applications for 6 th form by 20% Increase parents satisfaction scores by 10% Increase community lettings by 25% Decrease staff turnover by 10% Increase applications for teaching positions by 100% Raise £20k in donations to school funds for new sports hall

Stakeholders Pupils Staff Local community Parents Alumni Segmentation

Segmenting your stakeholders Pupils – By year – By personally defined goals (a university place, a worthwhile career, opportunity to do sports) Staff – Leadership – Teachers – Support staff – Cleaners Local community – Business community – Local residents – Broader community Parents Alumni

Messaging One key message per stakeholder segment Key principle: relevant information (website!) What’s in it for me NOW? “Pupils who come to The Starre School go on to great careers.” “Teachers who come to The Starre School are supported through mentoring, private sector training and an excellent benefits package.” “We work with parents to deliver learning opportunities that are right for each pupil.” “Every pound you give will be matched by the grant givers: we’re building a new facility for the whole of Grenningham.”

Marketing Channels Website Facebook or Twitter account Media communications plan and crisis plan Monthly newsletter for parents Prospectus Termly open days for the community / prospective pupils Annual alumni events Monthly meeting for staff

Responsibilities The role of the SBM is to co-ordinate, to identify projects and parcels of work that can be delegated, and to monitor and evaluate – Office staff – Agencies / freelancers – Head / deputies – Head of English – IT team – Sixth-form / parent volunteers

Procuring marketing services Things to consider: ‘Schools specialists’: a good idea? Consider freelancers Look at the portfolio – What were the aims? – Do you think the aims were met? – How much variety is there? Do they understand your school and your specific aims? Benchmark costs: the following are maximum rates – Prospectus £2k (some can be less for smaller documents e.g. – Photography £3k – Website £5k (some can be less and then charge annual fees:

Specification writing Always use a written brief – Aims – Text – Output – Timings – delivery deadline (potential penalties?) Clarify the process / charges for amends Clarify what is required from you