Marketing: Its More Than You Think! UAPCS 2015 Charter Conference

What Is It and Why? What is marketing? Why do it?

What is Marketing? Creating an image and reputation for an organization or product Conveyance of who or what your are Everything that happens in your school is potential marketing material—for better or worse! Management and dissemination of information

What Makes You Different?

What Makes You Different?

Lessons Learned in the Trenches: 3 Critical Keys Logical reason to attend your school Emotional connection to your school—you have to create an experience Customer Service

Lessons Learned in the Trenches Marketing Funnel Get attention Provide basic information Provide detailed information

Getting Their Attention Create documents that spark curiosity—the purpose of mass marketing is to get people to other places where they can be educated about who you are and what you truly do Consider asking a question on a flyer/pass-along card Include facts that prompt curiosity and thought Always keep it POSITIVE!!!

Getting Their Attention

Getting Their Attention Electronically Strong Online presence—Website, Facebook Page, Twitter, etc. Facebook Ads Google Ads/Searches Landing Page YouTube

YouTube—Information and Emotion

Getting Their Attention Paper/In Person Mass mailings—purchase a list by zipcode Public libraries, recreation centers, apartment complex boards, daycare centers, grocery stores Parades Walk neighborhoods Little league games Free lunch in the park (during the summer)

Getting Their Attention Where are your target students outside of school? Reach out to the owners/operators of the places your students and parents are likely to be and place your marketing materials there—see if they will let you do an open house or brief presentation there. Sponsor activities that encourage prospective students/families to attend.

Getting Their Attention

Getting Their Attention

Making a Connection Website and Social Media Sites Inspiring Useful Pictures Quotes/testimonials/Success stories Why what you do works Useful Links to research Provide basic and in-depth information

Making a Connection Open Houses Short presentation that covers the basics (15-20 minutes) Additional literature/handouts about the program Have board members/staff/founding committee members there to build confidence and reach out to families—make them feel welcome and comfortable Answer questions directly Under promise and over deliver

Making a Connection

Making a Connection

Making a Connection

Making a Connection

Making a Connection Create an Experience—You have given them the cognitive reasons to attend, now make the emotional appeal Mission specific activities Social activities, especially with teachers Bring a friend to school day—particularly effective for upper grades

Making a Connection FOLLOW UP!!!! Weekly/bi-weekly email updates Ongoing activities if possible Build ownership in the parent community Committee work Advertising Small events like ground breaking (which can also be a fundraiser) along the way

It Isn’t Over Yet….. Marketing is an ongoing thing—it doesn’t just happen once a year. Everything that happens—good or bad—builds culture and reputation Communicate the positives—make a big deal out of success Provide families with marketing materials to share with their friends and neighbors

It Isn’t Over Yet…… Make sure you end up on the right “most wanted” list!