If a course is full, it�s a good school. If it�s empty, it�s bad marketing.
What a load of rubbish. These clich�s are, unfortunately, the measures that many institutions use to analyse the success of their marketing activities. As all who work in education marketing will know, the marketing function is not only about advertising, media releases and writing brochures (as sexy as these may be, they don�t generate enrolments, they promote the school!). Marketing is about the whole product; the whole school.
Recruitment marketing is about making sure that every interaction and experience every customer (read student, parent and potential student) has with your institution is positive, and makes them want more information, to return and recommend your institution to friends.
With international providers, I use the sales adage that:
If Written material is the pitch
And Students, family, teachers, agents, and parents are the sales staff
Then Your website is the confirmation of purchase.
The only difference for domestically focused institutions is that the confirmation of purchase is actually visiting the institution.
The traditional tendency to �blame� marketing for every non-recruitment, rather than appreciating that people did not enrol because, for example, they were not happy with the receptionist�s bossy tone when they enquired, or were dismayed that the �student-friendly playground� is asphalt painted green (an exaggeration yes, but I�m sure you get the picture). This negative is not because the school has been inadequately promoted, but because marketing is not seen as whole-school activity.
The reduction in marketing budgets means that money must be spent cost-effectively. There is little point in spending limited, precious marketing dollars on arranging and promoting an Open Evening, for example, if relevant staff do not turn up!
Recognising this fact, staff buy-in is as critical to your marketing activity as your school�s name. Staff (and students) must appreciate that they contribute to the marketing of the school in their every action - in short, they must take ownership of marketing. Moreover, a school-wide marketing team has the spin-off of costing less because it�s not necessary to employ any external media or promotional techniques. So next time someone decries school marketing, consider whether your internal marketing is saying the same as the external marketing; you may find your objectives are easier to achieve.
David Shearer, of SYNERGY Education, is an education marketing and EduBusiness specialist, speaker and trainer.
David Shearer
Managing Director
SYNERGY Education - EduBusiness Solutions for Education Providers
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