School Marketing Plan Overview
- Define what you have to offer
- Define your target group
- Personnel and Talents available - including School Marketing Manager
- Develop School Marketing Aims and Objectives – from previous information
- Select Marketing Strategies
Analysis of the School Marketing Plan
• The School Principal is ultimately responsible for the Plan.
- is based on the School’s Vision and Mission Statement.
- is used to market the school to the community. The community includes all people who know, or those who you want to know, about the school. These include the general public in your catchment region, parents, potential families, school staff, parish staff, other schools’ staff especially from feeder schools, present and past students, parents, etc.
- includes the strategies used within a defined budget.
- is used to inform all stakeholders, and other targeted groups, of the benefits and successes of the school.
- informs about aspects which may be of interest.
- needs to plan for issues which may arise of a controversial nature.
- should inform and emphasize the real nature of the school and the direction the school is planning or presently implementing.
- should include a realistic budget.
- can benefit from the combination of views of staff and others associated with the school community.
• Marketing is relatively inexpensive when viewed in the terms of the potential gains made – reputation, new parents, supportive present parents, enrolments, etc.
• In the initial stages of developing the school’s first real plan it is often best to include a variety of interest groups for gaining ideas and suggestions about how best to market your school. These thoughts may then be used as felt necessary.
• The School Principal needs input and has the overall responsibility to implement the plan.
Other sections covered in the 'School Marketing Manual for the Digital Age (3rd ed), 2010, by Bryan Foster are:
- SMP Evaluation
- SMP is Not ...
- Be Ethical
- Who Needs a SMP?