Implementation of Strategy
Marketing
A major aspect in marketing is the profile and public perception of the school. I think a good deal can be done to increase this perception at a relatively low cost on site. It is not difficult to accept that the first impressions of visitors and potential parents are so important. I was somewhat surprised that many people are not aware of just how successful this school is. This can quickly be remedied by discussions with the local press and feature articles in local magazines.
Though I understand that, in many cases, there is some local advertising, I would recommend that this be increased somewhat, taking in local theatre and cinema programmes, local sports club programmes and greater contact with organisations that have opportunities for the placing of advertisements and literature. For example, estate agents are often asked about schools in the area as people move in. We can utilise waiting times in dentists, doctors, accountants, solicitors’ etc. offices by the strategic placement of literature. All these channels are also available for promoting income generation initiatives.
There is little doubt that, in most cases, the children themselves are the school’s best ambassadors. We must utilise this fantastic asset by increasing the public knowledge of how marvellous they are. There will be a number of sites and venues in the surrounding area where the children’s work and aspects of the school can be displayed. I also understand there are festivals and organised events offering ideal opportunities for advertising the school. For example, I am aware that both local Rugby and Soccer Clubs have mini and junior sections. Many schools offer splendid sporting aspects, so it would be a great chance to display the school to all the youngsters and parents attending. Perimeter and programme advertising are just two relatively cheap avenues.
It is worth considering one or two economical and effective ways of distributing marketing material. Local scout groups and mini-rugby groups, for example, will be keen to earn a small fee through letter-box drops. Local newsagents will insert material with the Sunday Supplements at relatively low costs. Many parents that I have talked to were very keen to help in whatever way they could, so why not constructively utilise their voluntary offers in this way. I do believe there are certain communities within communities that might warrant specific targeting. I must stress the importance I place on the cohort of grandparents. I believe a positive marketing and PR approach to them could well have important ramifications within their own peer group. For example, why not consider a Grandparents Day. It does not take much imagination to imagine a grandparent recounting the experiences of such an Open Day at the local bowling club, Rotary or Probus meeting.