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How to Market Your School: A Guide to Marketing, Communication, and Public Relations for School Administrators A Guide to Marketing, Communication, and Public Relations for School Administrators

Overview

Increased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the importance of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and ...

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How to Market Your School: A Guide to Marketing, Communication, and Public Relations for School Administrators

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Overview

Increased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the importance of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund raising. Although written for public school administrators, the book is equally applicable to private and charter schools.

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Product Details

  • ISBN-13: 9781607097693
  • Publisher: R&L Education
  • Publication date: 12/16/2010
  • Pages: 266
  • Sales rank: 700,514
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Johanna Lockhart currently serves as Manager, Marketing and Business Development at the Houston Independent School District. She has more than 20 years of experience in marketing, communication, and public relations in both the private and public sectors.

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Table of Contents

Acknowledgments xi

Preface xiii

Introduction xv

Chapter 1 School Marketing: What It Is and Why It Matters 1

What School Marketing Is and What It Is Not 1

Why Is Marketing Your School Important? 5

Chapter 2 Getting Started 9

Develop the Best Product of Service You Can 10

Building a Winning Marketing Team 10

Goals, Objectives, and Strategies 12

SMART Goals 13

Know Thyself 16

Who Is Your Competition? 26

Being Different Makes a Difference 27

Take a Position 27

What's Your Mission? 29

Words to Live By 29

Always Have a Plan 30

Case Study: Riverside High School 31

Success Story: John J. Herrera Elementary: Marketing Makes a Difference 43

Chapter 3 Marketing Research and Database Marketing 49

Who Are Your Constituencies and What Are They Thinking? 49

Setting Research Objectives 51

What You Need May be a Click Away 52

Use Interviews and Focus Groups for Depth and Discovery 52

Use Surveys to Reach Larger Groups 55

Ask the Right Questions in the Right Way 60

Creating Good Instruments 64

Pre-survey Communication 66

Timing May Not be Everything, But It Is Important 66

Is It Legal? 67

Survey Warnings 67

When to Get Help 68

Data-driven Marketing 69

Chapter 4 Marketing Communication 73

Understanding the Communication Process 74

Choose Your Words Carefully 76

It's All about the Receiver 77

Effective Communication Is Two-way 79

The Ostrich Syndrome 80

Mixed Messages, Mixed Results 81

The Value of One-on-One Communication 82

Clearing the Hurdles to Effective Communication 83

Logos-Pathos-Ethos 85

Let Your Audience Fill in the Blanks 88

Making an Impression 90

Something Is Not Always Better than Nothing 91

Tempt Readers to Look Inside 93

WIFM? 94

Keep the Reader Moving 96

Give Audiences a Reason to Take Action, Then Tell Them How 98

Imagery Creates Interest 99

The Language of Color 102

Repetition Creates Unity 106

Contrast Creates Interest 106

Repeat Your Message in Multiple Ways 107

Collect the Good, the Bad, and the Ugly 107

Taglines and Slogans 108

Creating a Logo 109

Annual Reports 110

Testimonials Are Marketing Gold 111

Fax More than Just a Cover Sheet 112

Newsletters Should be Newsy 113

Are You Sure They Are Reading It? 114

Be "Presentable" in the Community 115

Dispelling Public School Myths 120

All Points of Contact Should be Positive 121

Key Communicators Are Key Channels 122

Chapter 5 Electronic Communication: An Effective Marketing Tool 125

Internet Benefits to Communication Strategy 125

Using the Internet in the Communication Process 126

Building a Website to Improve Two-way Communication 127

Steps to Building a Website 129

Useful Website Tools 137

Promoting the School Website 138

Using E-mail to Inform and Respond 138

Using E-mail Effectively 139

Building a User List 140

Permission-Based Communication 140

Designing an E-mail Message 141

Integrating E-mail with Offline Communications 142

FAQs can Reduce Redundant E-mail 142

Promote Interest Group Subscriptions 143

Electronic Newsletters 143

Online Surveys and Polls 143

Social Media 143

Success Story: Colorado Springs School District 11: Electronic Dialogue-A Means to Greater Community Loyalty 151

Chapter 6 Media Relations 155

Getting the News Out 155

Get to Know the Neighborhood Newspaper 157

Utilize Your District Communication Office 159

Press Releases 159

Use Key Communicators to Dispel Unfair Press Coverage 160

Crisis Situations Require a Plan 161

Effective Crisis Communication is Critical 162

Giving an Interview 164

Chapter 7 Building Community Partnerships 167

What Makes a Good Partnership? 168

Making Your First Meeting a Success 172

Your Partners Deserve Accountability 173

Time Is Money 173

Can You Make a Commitment? 174

Never Stop Saying Thank You 175

Making Your Partners Feel Special 177

Do Not Prejudge 177

Case Study: Lincoln Middle School 178

Success Story: Community Connections for All Students: Arts Education Matters 195

Chapter 8 Public Relations: Inside and Out 201

Got Curb Appeal? 202

Supportive Alumni Speak Volumes 203

Celebrate Cultural Diversity 204

Welcome All 207

Reach Out to New Parents 208

Visitor Parking Says "Welcome" 208

When a Note from the Principal's Office Is a Good Thing 208

Doughnuts, Coffee, and a "Good Morning" 209

Videos for Fun and Promotion 209

Videos for Absent Parents 210

Collaborating to Maximize Your Marketing Effort 211

A Bookmark can do More than Mark a Book 211

Spend Some Time at the Mall 213

Remember that Everyone Is in Marketing 213

If the School Culture is Toxic, Detox 214

How's Your Customer Service? 215

Twenty-four-hour Response Time for Telephone Calls or E-mails 216

Dealing with Difficult People Diplomatically 216

Goodwill Begins within the School 218

The Butterfly Effect 223

School Tours 221

VIPs 222

Volunteering is Two-way 223

Placemats as Promotion 223

Making Sure Everyone Gets the Picture 224

Making Your Appreciation Public 224

Be Entertaining 225

Putting Hold Time to Good Use 225

Cost-free Consulting 226

Set Out the Welcome Mat for Community Groups 226

Good Friends to Have 227

Recognizing Special Dates 227

A Daily Reminder 228

Night School 228

Making the Most of Community Events 229

Chapter 9 Fund-raising 231

Naming Rights and Corporate Sponsorships 232

Advertising 234

Summary 241

Notes 243

About the Author 245

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