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Table Of Contents

WHAT SCHOOL MARKETING IS AND WHAT IT IS NOT
WHY IS MARKETING YOUR SCHOOL IMPORTANT?
DEVELOP THE BEST PRODUCT OR SERVICE YOU CAN
BUILDING A WINNING MARKETING TEAM
GOALS, OBJECTIVES, AND STRATEGIES
SMART GOALS
KNOW THYSELF
WHO IS YOUR COMPETITION?
BEING DIFFERENT MAKES A DIFFERENCE
TAKE A POSITION
WHAT’S YOUR MISSION?
WORDS TO LIVE BY
ALWAYS HAVE A PLAN
A CASE STUDY: RIVERSIDE HIGH SCHOOL
SETTING RESEARCH OBJECTIVES
WHAT YOU NEED MAY BE A CLICK AWAY
USE SURVEYS TO REACH LARGER GROUPS
ASK THE RIGHT QUESTIONS IN THE RIGHT WAY
CREATING GOOD INSTRUMENTS
PRE-SURVEY COMMUNICATION
TIMING MAY NOT BE EVERYTHING, BUT IT IS IMPORTANT
IS IT LEGAL?
SURVEY WARNINGS
WHEN TO GET HELP
DATA-DRIVEN MARKETING
UNDERSTANDING THE COMMUNICATION PROCESS
CHOOSE YOUR WORDS CAREFULLY
CLEARING THE HURDLES TO EFFECTIVE COMMUNICATION
LET YOUR AUDIENCE FILL IN THE BLANKS
MAKING AN IMPRESSION
SOMETHING IS NOT ALWAYS BETTER THAN NOTHING
TEMPT READERS TO LOOK INSIDE
WIFM?
KEEP THE READER MOVING
IMAGERY CREATES INTEREST
THE LANGUAGE OF COLOR
REPETITION CREATES UNITY
CONTRAST CREATES INTEREST
REPEAT YOUR MESSAGE IN MULTIPLE WAYS
COLLECT THE GOOD, THE BAD, AND THE UGLY
TAGLINES AND SLOGANS
CREATING A LOGO
ANNUAL REPORTS
TESTIMONIALS ARE MARKETING GOLD
FAX MORE THAN JUST A COVER SHEET
NEWSLETTERS SHOULD BE NEWSY
ARE YOU SURE THEY ARE READING IT?
BE “PRESENTABLE” IN THE COMMUNITY
DISPELLING PUBLIC SCHOOL MYTHS
ALL POINTS OF CONTACT SHOULD BE POSITIVE
KEY COMMUNICATORS ARE KEY CHANNELS
INTERNET BENEFITS TO COMMUNICATION STRATEGY
An Effective Marketing Tool
USING THE INTERNET IN THE COMMUNICATION PROCESS
BUILDING A WEBSITE TO IMPROVE TWO-WAY COMMUNICATION
STEPS TO BUILDING A WEBSITE
USEFUL WEBSITE TOOLS
PROMOTING THE SCHOOL WEBSITE
USING E-MAIL TO INFORM AND RESPOND
USING E-MAIL EFFECTIVELY
BUILDING A USER LIST
PERMISSION-BASED COMMUNICATION
SOCIAL MEDIA
GETTING THE NEWS OUT
GET TO KNOW THE NEIGHBORHOOD NEWSPAPER
UTILIZE YOUR DISTRICT COMMUNICATION OFFICE
PRESS RELEASES
CRISIS SITUATIONS REQUIRE A PLAN
EFFECTIVE CRISIS COMMUNICATION IS CRITICAL
GIVING AN INTERVIEW
WHAT MAKES A GOOD PARTNERSHIP?
MAKING YOUR FIRST MEETING A SUCCESS
YOUR PARTNERS DESERVE ACCOUNTABILITY
TIME IS MONEY
CAN YOU MAKE A COMMITMENT?
NEVER STOP SAYING THANK YOU
MAKING YOUR PARTNERS FEEL SPECIAL
DO NOT PREJUDGE
CASE STUDY: LINCOLN MIDDLE SCHOOL
GOT CURB APPEAL?
SUPPORTIVE ALUMNI SPEAK VOLUMES
CELEBRATE CULTURAL DIVERSITY
IF THE SCHOOL CULTURE IS TOXIC, DETOX
HOW’S YOUR CUSTOMER SERVICE?
DEALING WITH DIFFICULT PEOPLE DIPLOMATICALLY
GOODWILL BEGINS WITHIN THE SCHOOL
THE BUTTERFLY EFFECT
SCHOOL TOURS
VIPS
VOLUNTEERING IS TWO-WAY
PLACEMATS AS PROMOTION
MAKING SURE EVERYONE GETS THE PICTURE
MAKE YOUR APPRECIATION PUBLIC
BE ENTERTAINING
PUTTING HOLD TIME TO GOOD USE
COST-FREE CONSULTING
SET OUT THE WELCOME MAT FOR COMMUNITY GROUPS
GOOD FRIENDS TO HAVE
RECOGNIZING SPECIAL DATES
A DAILY REMINDER
NIGHT SCHOOL
MAKING THE MOST OF COMMUNITY EVENTS
NAMING RIGHTS AND CORPORATE SPONSORSHIPS
ADVERTISING
Summary
Notes
About the Author
P. 1
How to Market Your School: A Guide to Marketing, Communication, and Public Relations for School Administrators

How to Market Your School: A Guide to Marketing, Communication, and Public Relations for School Administrators

Ratings: (0)|Views: 1,143|Likes:
Published by RowmanLittlefield
Increased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the importance of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund raising. Although written for public school administrators, the book is equally applicable to private and charter schools.
Increased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the importance of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund raising. Although written for public school administrators, the book is equally applicable to private and charter schools.

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Publish date: Nov 2010
Added to Scribd: Oct 05, 2012
Copyright:Traditional Copyright: All rights reservedISBN:9781607097709
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