Coming on the heels of Episode #28 where we discussed the definition of school marketing, now we talk about a term “loyal ambassadors.” In previous episodes, we talked a little more in depth about what it means to be a “loyal ambassador” (see the SHOWNOTES below for the links to those shows). When you think about what you are doing in school marketing, only pushing “enrollment” is short-sighted. You need to recruit new students, but also focus on retention (loyalty) and referrals (ambassadors and word of mouth). Making this episode even more interesting, we also talk about Taco Bell, Amy Grant, Quebec City and Randy’s upcoming speaking engagement at the National Christian School Association Annual Conference in Nashville.
RELATED: Download our free report on “The 3’s of School Marketing”
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As if the pressure of being a school administrator wasn’t enough already, now you need to start doing creative videos!
Here are a few viral videos of school administrators in inclement weather announcements (each with around 2 millions views on YouTube!):
Of course it does not have to be BAD weather to close school . . . [click image below]
Every school’s marketing team must be on the same page when it comes to defining “marketing” – if not, chaos will ensue! Everyone knows we are ultimately talking about enrollment growth (“filling seats”), but the path of getting there will be challenging if the Head of School, Admissions Director, Social Media Coordinator and Marketing Team Volunteers (Parents) are all on a different wavelength in terms of what marketing is (and what it is not).
In this episode, we lay out a clear definition of marketing that applies to every school. It sets the stage for future episodes where we talk about the strategy and tactics that are essential for successful school marketing.
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Email continues to be one of the strongest venues for communicating with prospective families. Here are the 5 best reasons why this is true:
- PERSONAL: People still check their inbox for personalized messages. Parents are likely getting emails from their teacher in public school, from their church, and from other news items they have subscribed to. Not to mention emails from their friends. Admittedly, Facebook or other social platforms allow direct messages, but for anything of length, email is where people turn to.
- INTIMATE: Social media reaches people with a mass message but people’s inboxes are private and intimate. People “feel” like the message is sent to them (even if it is a message sent to a larger audience).
- HIGHER VISIBILITY: Facebook’s revenue generating emphasis keeps people from seeing your posts. There is a much higher chance of someone seeing your message in their email in their inbox. Plus, (more…)
