Each of these sources can be a potential for prospective families and students to gain the knowledge about your school that they need to choose to apply/enroll. It's not necessary to use all these sources but you should evaluate each as it fits with your other marketing activities.
Word-of-Mouth - Word of mouth marketing isn’t about marketing at all. It’s about great customer service that makes people want to tell their friends about you. It about fantastic products that people can’t resist showing to everyone. Use these tactics with parents, teachers and friends of your school to encourage more word of mouth marketing:
- Tell the story of your school by communicating experiences in their own words.
- Write an online review of their experiences online at GreatSchools.com, Google or Yelp.
- Invite a friend to experience your school by visiting and touring campus.
- Like your school’s Facebook page and participate in the conversation.
- Direct friends to your website to check out your school.
- Refer a friend to the admissions office.
Website and SEO
- Your best SEO strategy begins with research to discover the keywords that your prospective parents will use to search for your school.
- While design is important, it is critical to focus on developing content that is:
> Keyword focused
> Share how your school is achieving its mission.
> Share student, faculty and alumni stories.
> Provide educational expertise on important and timely issues.
Social Media Facebook can be used to connect to alumni, parents and friends of your school.
- On your main page for your school:
- Provide regular updates on your fan page
- Tell (nice)stories about your alumni and faculty
- Encourage interaction among your fans
- Enter into conversations with your fans
- On your alumni page for your school
- Connect with alumni to keep in touch with them
- Engage with alums on events that may interest them
Online Presence - your schools online presence is an important place to build your image and get your name out there for prospective students and families.
- Google Place Page
Feeder Schools - feeders' can be a good source for qualified candidates. A feeder school is effectively referring a matriculating student to your school.
- Develop a list of feeder schools.
- Visit current and potential feeder schools.
- Send information packets to parents with children attending target feeder schools.
- Utilize current parents to reach out to feeder schools.
- Invite feeder school administration to tour campus
- Rent a mailing list of families based on desired demographics.
- Direct mail should be used as a way to ―image‖ the school in the community rather than to expect a significant response.
- A three-flight postcard program mailed over a two-to three-week interval will help increase name recognition and brand awareness. Coordinate with your other online activities for best results.
- Best time for direct mail campaign is October/November and February/March
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