Marketing Strategy “the means by which the BIMS actively communicates and promotes its purpose, values and products to the students, parents, staff and wider community” Why Marketing is needed? Central to the success of b-school Not an add on – but integral to the work and culture of the school marketing strategy – and promote the school’s aims, goals and activities. Not just the concern of one or two people Staff – need to be convinced– success stories, speaking positively about the school. Contd.. Improve the b-school’s reputation Raise the school’s profile Schools with a positive image tend to get better student behaviour/attendance A positive image improves morale Attracts quality staff Develops a sense of pride Meet client needs Purpose
“BIMS-THE BEST B-SCHOOL IN SOUTH INDIA”
Unique Selling Point
Identify the things BIMS does very well
already Stress these unique features wherever possible Promote them in marketing materials Set up a Marketing/Publicity Team
Media
Make the media work for you
Invite journalists into b-school Set up interesting photos Send a regular flow of high quality articles A good quality photo and caption Factual information Website Golden Rules: Update the site regularly Use short paragraphs and avoid overcrowded pages Include a section highlighting current news and events Have a frequently asked questions section Show range of extra-curricular activities Invite requests for further information (eg using email facility) Publish the school newsletter on the website Events
Management fests ,business plan contests and other
similar events are excellent opportunities to show off b- school to best effect.
The way a b-school presents itself is crucial with regards
to prospective students, parents and staff.
Opportunities to see the b-school is one of the most
useful sources of information to those who are choosing b-schools. Monitor and Evaluate
Have visitors to the website
increased? Is press coverage increasing? What’s staff turnover like? How many applications are you receiving? Are b-school events well attended? Have applicants numbers increased? Thank you