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

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

3. 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

4. What Makes You Different?

5. What Makes You Different?

6. 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

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

8. 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!!!

9. Getting Their Attention

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

11. YouTube—Information and Emotion

12. 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)

13. 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.

14. Getting Their Attention

15. Getting Their Attention

16. 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

17. 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

18. Making a Connection

19. Making a Connection

20. Making a Connection

21. Making a Connection

22. 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

23. 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

24. 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

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