Marketing
Hidden benefits of enterprise in schools
Katie Cardona reports on the added value of an enterprising approach
When schools think about initiating or developing their enterprise, their first thought is always the extra income that this will generate and the ways in which this could be put to good use. Of course, this is the main reason that schools will engage in entrepreneurial activity, but it is not the only one. It is widely accepted that schools which actively look for additional funding sources are more likely to use their resources effectively and will achieve higher levels of pupil attainment.
Knowledge is power
Marketing without research to support it is ill-founded, says Katie Cardona
Sound decisions are not usually based on gut feeling, intuition or perception. Accurate, reliable, relevant and current information is essential when forging a strategy and making important decisions. Debbie Clewes, director of the Chartered Institute of Marketing, ran a seminar on market research at a recent conference. You might be surprised to read that she advises that a school’s marketing budget should be 5 per cent of school turnover and 10 per cent of that marketing budget should be spent on research.
Managing a crisis as well as a reputation
Protecting your reputation is an ongoing process and is integral to everything you do, not just something remembered in a crisis, writes Macia Grebot
It goes without saying that the priority at the time of a crisis is to deal with the matter in hand and not be worrying about procedures. However, because public opinion is more important now than ever before, it is vital that there is a timely and considered media and public response.
School Enterprise Challenge
On 28 February 2011, a school enterprise competition will be launched by UK-based international education charity, Teach A Man To Fish. Taking a fresh approach to enterprise education, the School Enterprise Challenge asks schools both in the UK and in developing countries to demonstrate their business credentials by competing to establish their own sustainable, profit-making enterprises
Schools in the UK have the opportunity to foster entrepreneurial spirit among their students as part of a competition involving schools both at home and in developing countries. By signing up to the competition, schools will be able to access the resources that Teach A Man To Fish has used to help schools in developing countries become entirely financially self-sufficient through school-based enterprise.
When the message is the medium
Communication is critical at any time. Macia Grebot emphasises the importance of getting your message across to parents
The question of whether your messages are getting through is fundamental to a communications strategy. The starting point, however, is to achieve clarity about your school’s vision and what it stands for. Once you have a shared understanding of these, you are ready to plan an integrated communications strategy, ensuring that all your PR and marketing activities and promotional materials convey your clearly considered messages.
Your reputation: online or on the line?
Education has always been vulnerable to the prevalent political ideology and now is no different. The changes in this sector bring an unprecedented breadth of choice. Macia Grebot explains how to manage your online reputation to keep your school ahead of the pack
While there is no question that competition in education is increasing, a school’s reputation can set it apart from the rest. The effective management of PR can no longer simply be measured by press clippings. The management of reputation is much broader and requires a range of approaches and strategies to establish and maintain a school’s identity, brand and reputation.
Toast yourself
Celebrating your school’s successes will have an impact on everyone associated with your school community – staff, parents, pupils, governors and partner organisations. Macia Grebot reports
Embracing success raises morale and makes everyone connected with the school feel good and positive – success breeds success. However, the degree to which it is successful is dependent on how much consideration goes into what should be a planned, ongoing and strategic campaign.
Maintain your school’s competitive edge
Competition between schools is increasing, so in the current educational and economic climate, how can your school can stay one step ahead? Macia Grebot reports
One of the most important determinants of success is the degree to which your school stands out from others. In the current educational and economic climate, maintaining a competitive edge is crucial if your school is not just to survive but to thrive. Parents are faced with an unprecedented range of schools from which to select the environment that they feel is right for their child and research demonstrates that while the basis on which they make their choices is varied, a key factor that influences choice is a school’s reputation.
Hatching brands
Where does your school fit among its rivals? And what do your parents think of it? Macia Grebot reports on the importance of branding
The key driver that should underpin any decision about marketing is how to most effectively position and promote your school – or your brand – not only so that your school stands out in the prevailing political, social and economic climate, but is fully informed and prepared to maintain (and increase) its future market position.
Assert your school’s profile
Schools seldom have the luxury of their own marketing department; it’s usually just another of the head’s responsibilities. However, tough economic conditions will be forcing even the most reticent schools to the fore, which makes an effective marketing campaign crucial, write Carolyn Reed and Nicola Berry
Review your current situation
Take a look at the following areas, talking to all your key admissions/admin staff in the process:
• how have pupil numbers changed over recent years?
• are there particular year groups that have experienced more change than others and is there a reason you can identify for this?
Brand on the run
As marketing becomes more integrated into the mindsets of school leaders, the next few years will see an important change in the way schools see themselves. Russell Speirs assesses the impact of brand management
Marketing in schools has become more sophisticated. An ever-increasing number of marketing professionals are now working in the sector and their budgets are increasing in size. Almost all heads of independent schools recognise the importance of marketing for their school’s future.
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