Marketing Plan for Public Schools

Samuel B. Hardy, III, Ed.D. Augusta State University

Marketing: Defined
Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. AMA, 2006, Definition section para. 1

Why marketing for public schools?

External Threats (vouchers, private schools, etc.) Government Expectations Public (Parental) Expectations Influence Legislation Image Building Obtaining Resources

Service: A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product. (Kotler, 2003, p.444)

Education fits the following service requirements: it is people-based, it requires the client to be present, and it meets a personal need. (Kotler)

Plan Steps
Define your Business Define your Clients

Understand your schools setting and client needs and wants

Design a schooldriven marketing strategy that involves all related persons

Construct a program that delivers premium value

Define your Plan = Sustained Client Loyalty

Build meaningful relationships and create client happiness

Capture value from clients to enhance client loyalty

Identify your Clients

The overarching theme1) create value for clients and develop useful relationships, and 2) capture value from clients as a result. Who are your clients?

Your Marketplace
Map your bus routes Know the ethnicity of your marketplace Socio-economic back drop The businesses The major employers Civic groups

Gauge their expectations

Communication Channels

Web site Bulletin Boards in front hallway Newsletters Public Service Announcements School Meetings (not parent night) Direct Mailings Attend neighborhood/civic functions GET THE WORD OUT!

School-Driven Strategy

Assess your schools assets

Faculty Programs Achievements

Promote Assets to Target Audiences

Market Segmentation Create a Market Offering Value Proposition

Build a Program that Delivers Value

Assess your Strengths and Weaknesses Self-assessment, too Which assets best match which target audience? Relationship Building begins with this set

Establish Loyalty
Dissatisfied clients are very dangerous Loyalty breeds positive responses which are self-perpetuating The threat is real, and the threat is not going away!

Marketing Plan Development

Mission Statement Alignment Schools Current Situation Program(s) Overview Targeted Segments w/Needs/Benefits Fit SWOT Analysis Objectives Implementation/Communication Strategy Evaluation
(Kotler)

Web Sites
Small

Business Administration

www.sba.gov

PlanOnline.org

www.planonline.org Education Australia Online www.edoz.com