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School Marketing

Market Research
by

Vance Fishback

on 26 June 2014

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Transcript of School Marketing

Assignment of Project
Initial Meeting
Develop Proposal
Present Proposal
Receiver
School
Marketing

Recieve Approval
Conduct survey
Analyze results
Present findings
THANK
YOU
4 P's of Marketing
Definition:
Message
The overall message is what you want all customers to hear.

Different types of customers will also need to hear messages targeted directly at their needs.
Channels
Branding

What is Marketing?
Marketing is the activity and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (AMA, Approved July 2013)

-Four P's of Marketing:
1. Product
2. Price
3. Promotion
4. Place
Channels are the different types of ways to get the message out.
Does your school have an identity.
What are the school colors, mascot, mission?
The Plan
Customers
How do we attract/retain students?
How do we retain current resources and attract additional ones?
How do we meet the needs of all of our customers?
How well are we meeting those needs?
How do we let them know we are meeting their needs?
Recommendations
Customers:
Determine who ALL of your customers are.

Product:
Determine what you do well and
Gather data/information to back up your claims.
Develop a list of benefits for each customer

Price:
Examine what it cost each customer for you to be in existence.
Create ways to decrease the costs or increase the benefits

Look at your marketing plan template and brainstorm at your table all of the stakeholder groups.
The Questions
Increase in external competition for students and resources.

Increase in internal competition for students and resources

Limited district resources to help in individual school marketing
Why do we have to
to market our schools?
Example:
Activity:
How do you know?
Students
Tangible and intangible goods and services that you are providing.
Activity:
Justification
What's Marketing?
Recommendations
Customers
Marketing Plan
School Marketing
Team
Next
Customers
Students and parents were our customers.
Old Premise:
New Paridgm:
All sections of society are users of education and all have different needs
Did you list?
Elected Officials
Higher Ed Partners
Your own District Personnel
Residents without Children or Grown Children
Businesses
Faith Community
Others?

Product
Definition:
Tangible:
High School Education
Free College Education
Intangible:
Belonging
Challenge
Teachers that care
At your table, describe the tangible and intangible goods and services provided to your customer type.
Are they the same for each customer?
How well are you providing them?
Homework:
For each of your customers:
List what do each one get out of your school being in existence?
List 5 to 10 things you do well and how you know it.
1.
2.
Are there customer needs not being met?
3.
Price
The cost for each customer for you to be in existence.
Think-Pair-Share
Quickly think of a cost to one of your customers and a way to address it.
Turn to a partner and share.
1.
2.
Homework:
List at least one thing each customer must give up for your school to be in existence.
How do you reduce that cost or increase the benefit to that customer?
1.
2.
Place:
The physical environment of your school.
Definition:
What is the physical condition of your school?
Does the it make a statement? If someone walked in, knew nothing about your school and could not talk to anyone, what would they know?
Promotion
Definition:
Promotions refer to the entire set of activities, which communicate the product, brand or service to the user.

The idea is to make people aware, attract and induce to buy the product, in preference over others.
(The Economic Times)
Where are these displayed? How prevalent are they in your culture?
Activity: Look again at your customer group. What messages do you think they need to hear?
Activity
Watch the two videos and read the two written pieces. Look for:
Consistency
Audience
Message
Recommendations
Place:
Examine what the physical appearance and feeling of your space conveys to your customers.
Promotion:
Develop a message(s) aimed at each customer.
Develop multiple channels for each message and customer.

Vance Fishback
Cabarrus Kannapolis Early College
vance.fishback@cabarrus.k12.nc.us
704-260-0227
Join us at:
bit.ly/schoolmarketing101
Objective
Objective
Objective
To understand the rationale for school marketing
To develop an understanding of basic marketing principles
To develop a framework to create your own plan
Full transcript