1. Marketing Your School and Maximising Income Generation
@jus_chameleon

2. In this session Welcome and Introductions
What is Marketing and why should we bother?
The Purpose and Process
Key Messages and Planning
Techniques and Tools
The 6 Pillars of Income Generation
Bid Writing – 8 easy wins

3. But what is Marketing?
How do we define marketing in the education sector?
“The means by which the school actively communicates and promotes its purpose, values and products to pupils, parents, staff and the wider community.”
Davies & Ellison (1997) Strategic Marketing for Schools
“It’s all about learning: learning about people’s perceptions and needs and then acting on that learning to communicate the school’s core purpose and values, both to the school community and to those outside.”
Brent Davies (2003) Handbook of Educational Leadership and Management

4. But what is Marketing?
But remember, marketing operates internally as well as externally. Our people are our best ambassadors!
“One person with a belief is equal to a force of ninety-nine who only have an interest.”
John Stuart Mill, philosopher and political economist

5. Alison Falconer, Education Strategist and Author
Why Bother?
"If schools want to be respected for the job they do they have to be proactive and promote themselves, or otherwise be judged simply by others' criteria.“
Alison Falconer, Education Strategist and Author
Take Control!
Drive the Agenda!

6. The Purpose of Marketing
Defining brand and values – the importance of consistency
To manage reputation – reinforcing or modifying?
To attract and retain the best staff – talented staff help drive standards
For communications/PR/media/crisis management – business continuity, press releases
To sustain or recruit more students – why your school? Key messages and USP.

7. The Purpose of Marketing
To attract funding and support – sponsors, funders, commercial engagement. Aligning of values. £1.5bn available pa.
To engage with alumni/former students - £770m+ donated to UK Universities by alumni in 2017.
To promote your key messages – Kirkland Rowell & Ipsos MORI national surveys – Teaching Quality, Discipline & Happiness ranked highest with parents.

8. Strategy - Position Yourself
STRATEGIC VISION
MISSION
PROJECTS
ACTIVITIES
Strategy ~ “The broad deployment of scarce resources to achieve purpose” Garrett (1996)

9. The Plan “Success is 80% Planning”
Andrew Day, Institute of Fundraising
93% of SBM’s agreed it was either “important or very important” to have a Fundraising Plan
SBM National Survey (Pebble 2016)

10. The Plan
Only 6% actually had one! The number 1 reason for not having a dedicated Fundraising Plan was lack of time

11. Key Messages and Branding
Who do I need to attract?
Audience? Who are you trying to attract? Who are able to contribute to your vision and to your fundraising plan?
What do I want to say?
Define your core values & articulate those key messages
Avoid jargon, focus on the benefits to supporters
Concentrate on consistency of branding and design
Do message and audience match?
Clarity of Message
Highlight case studies, impact, benefits to students & learning environment
Consider softer benefits to business – access to talent pool etc.

12. Define Your Why All of us know what we do.
Most of us know how we do it.
A few of us know why we do it.
Define your Why.
People don’t buy what you do, they buy why you do it.

13. WHAT WOULD BE YOUR PASSALONG MESSAGE TO A POTENTIAL SPONSOR?
Branding and Values
WHAT WOULD BE YOUR PASSALONG MESSAGE TO A POTENTIAL SPONSOR?
(Page 6 - Chameleon Training and Consultancy Income Generation Plan)

14. Techniques and Tools
Planning - Fundraising and Marketing Plans that complement one another
Team Work and Collaboration – internally and externally!
Key Messages - Understand and engage your audience - staff, parents, suppliers. Frame those key messages to leverage support
Sponsorship – options, different tiers, benefits?
Website – “Support Us” , Business Directory
Social Media – encourage engagement
Publications – opportunity for appropriate/relevant advertising?
Alumni - Entice former students to re-engage

15. The 6 Pillars of Income Generation
Donations Lettings
Grants Services
Sponsorship Clubs and Events
Marketing your school effectively can help attract the attention of like-minded sponsors and supporters

16. Bid Writing – 8 ways to load the dice
Meet the funders stated priorities – answer the questions - 45% of AFA applications rejected at Stage 1!
Demonstrate need
Gather evidence of support – parents/ students/ local bodies
Demonstrate sustainability
The human story – hearts, minds and impact
Show great value for money
Use active language – “will”, “we expect”, “necessary because”
Use plain English, avoid assumptions

17. Be Different!
Stand out from the crowd – The Purple Cow “Transform Your Business By Being Remarkable” by Seth Godin
In a society with too many choices and too little time
our natural inclination is to ignore most of it

18. Be Different!
OMG Marketing
by Geoff Ramm
“Seams Perfect” flyer

19. Resources Capital Fundraising in the UK – the Compton Way
The Fundraising for Schools Pocketbook (2005) Best & Dunn
A Practical Guide to Fund-Raising in Schools (2000) Paul Morris
Successful Fundraising for Schools: Volume 1 (2013) Tracey Fowler
Strategic Marketing for Schools (1997) Davies & Ellison
Strategic Marketing for Educational Institutions (1995) Kotler & Fox