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School Marketing Blog

The professional school marketing manager needs to be up-to-date with the latest school marketing strategies and resources to successfully implement the school marketing plan. This school marketing blog enables school marketing professionals to engage in blog discussions relating to the school marketing issues of today. The 'School Marketing Manual for the Digital Age (3rd ed)', 2011, by Bryan Foster, forms the basis for most of these blog posts.

School Marketing Evaluation Practices - Lost in Today's Digital Age

Friday, February 10, 2012

Good school marketing evaluation practices, methods and surveys are getting lost in this 'quick, give me the answer' or 'I do not need others' views as I know the answer' attitudes which are permeating our professions and businesses in today's digital world!

School Marketing Plans need to be evaluated on a regular basis. Too often these days the 'quick fix' and 'easily implemented' plans are at the forefront of most professional and business thinking. The School Marketing Plan needs to be evaluated at least yearly and more often if changes impacting on your product are being noticed in customer responses.

In the school situation key stakeholders are needed to engage in the marketing evaluation process. It is not wise to only listen to a few personnel who 'should know what is happening out there in the marketplace'. Surveys of key groups are also very important if an accurate gauge is needed - and I would hope this to be the case.

The Stakeholders

Representatives from the Key Stakeholders groups within the school need to give input.

These people would include:

• Principal and Leadership Team
• School Manager
• Parish Priest (if a Church school)
• Staff (as decided in consultation with Principal)
• Parent representatives
• Student Leaders
• Feeder School Principals and Leadership Teams
• Media Representatives (usually media contacts of the School Marketing Manager and advertising consultants the school deals with, as needed)
• Systemic representatives as needed.

Survey and Feedback

Feedback quantity and quality will vary.

Requested replies would be from both specific and general groups, for example, you may target specific groups of Parents e.g. School Board, but also invite interested Parents through the school's newsletters to respond.

A simple questionnaire sent to these people asking three questions will often give enough detail for a fair appraisal and follow-up discussion with the school leadership team and School Marketing Manager (SMM).

You may be inclined to do this through an online survey. The questions could be:

• The School Marketing Plan (SMP) for [School Name] for this year was successful in what ways?
• The SMP for [School Name] for this year was lacking in what ways?
• How would you suggest the SMP for [School Name] be adjusted for next year?
• Other comments

The SMM would then summarize these responses in an honest way and present the views to the school's leadership team.

It is also good to include specific examples from each question from key people e.g.

• a feeder school Principal may be the only one who is aware of issues regarding visitations or school involvement in his / her school
• a feeder school secretary may be the only one aware of specific parental / staff issues she hears espoused in her main office;

It is important that this is not lost in the summary.

A Different Survey Type

Others may like to develop a survey which ranks specific statements about the School Marketing Plan from 5 to 1. The number of statements in the survey would need to be minimal to gain a good percentage of replies.

This type of survey would more than likely achieve a greater number of responses, yet the detail is limited. You may like to try a greater number of statements for groups or individuals you feel are more likely to respond.

You may also like to include a section for written responses to questions similar to the above three.

Support

It is important that the SMM is supported by all groups to continue on the successful way or make various changes to improve.

Most common changes are made each year in the approach and / or forms of marketing used in each subsequent year.

This is normal and leads to a more successful School Marketing Plan each year.

A high quality marketing evaluation plan should be a necessary and integral aspect of a professional or business marketing plan. Listening to both key stakeholders and key groups is fundamental for success.

The 'School Marketing Evaluation Practices - Lost in Today's Digital Age' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com

Evaluation of the School Marketing Plan and Updated for the New Year

Thursday, November 17, 2011
An updated school marketing plan for the new year, 2012, is a necessary requirement for any successful school community. This will help maintain or increase school enrolments through the updating of strategies and resources used in the new year.

By about now a full evaluation of this year's plan should be occurring - Step 7 of the plan (see below). If this has not yet been completed, it is strongly suggested that this becomes the first item in the 2012 school marketing action plan.

As a result of this school marketing evaluation, strengths and weaknesses should have become apparent. It is now time to build on the strengths and further develop or eliminate the aspects which did not work effectively or at all.

As part of the evaluation, representatives from the Key Stakeholders groups within the school need to give input.

These people would include:

  • Principal and Leadership Team
  • School Manager
  • Parish Priest
  • Staff (as decided in consultation with Principal)
  • Parent representatives
  • Student Leaders
  • Feeder School Principals and Leadership Teams
  • Media Representatives (usually media contacts of yours and advertising consultants you dealt with, as needed)
  • Systemic representatives as needed

Survey and Feedback

Feedback quantity and quality will vary.

Requested replies would be from both specific and general groups, for example, you may target specific groups of Parents e.g. School Board, plus the Parents and Friends / Citizens Associations, but also invite interested Parents through the schools’ newsletters to respond.

It is important that key findings are not lost in the summary presented at the conclusion of this evaluation process.

A simple questionnaire sent to these people asking three questions will often give enough detail for a fair appraisal and follow-up discussion with the School leadership team and SMM.

You may be inclined to do this through an online survey. (See previous section of this chapter for examples.)

The questions could be:

  • The SMP for [School Name] for this year was successful in what ways?
  • The SMP for [School Name] for this year was lacking in what ways?
  • How would you suggest the SMP for [School Name] be adjusted for next year?
  • Other comments

The SMM would then summarize these responses in an honest way and present the views to the School’s Leadership Team.

It is also good to include specific examples from each question from key people e.g.

  • a feeder school Principal may be the only one who is aware of issues regarding visitations or school involvement in his / her school 
  • a feeder school secretary may be the only one aware of specific  parental / staff issues she hears espoused in her main office;

Others may like to develop a survey which ranks specific statements about the SMP from 5 to 1. The number of statements in the survey would need to be minimal to gain a good percentage of replies.

This type of survey would more than likely achieve a greater number of responses, yet the detail is limited. You may like to try a greater number of statements for groups or individuals you feel are more likely to respond.

You may also like to include a section for written responses to questions similar to the above three.

SMM Support

It is important that the SMM is supported by all groups to continue on the successful way or make various changes to improve.

2011

Once the evaulation is complete and findings are known, the report is presented back to the key stakeholders, in particular, the principal and the school marketing manager. The manager is then responsible to the principal to redevelop the plan in the light of the new findings.

School Marketing Plan Overview
  1. Define what you have to offer
  2. Define your target group
  3. Budget
  4. Personnel and Talents available - including School Marketing Manager
  5. Develop School Marketing Aims and Objectives – from previous information
  6. Select Marketing Strategies
  7. Evaluation
See the posts School Marketing Plan - Overview and Analysis and How to Write a School Marketing Plan for further development.

The 'Evaluation of the School Marketing Plan and Updated for the New Year' blog post is based on chapters 'School Marketing Plan Evaluation' and 'School Marketing Plan (SMP)' and was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from Amazon.com and Createspace.com

School Marketing Manual e-Book Going Paperback

Monday, January 31, 2011
School Marketing Manual Going Paperback

The ‘School Marketing Manual for the Digital Age (3rd ed), 2010, by Bryan Foster will soon be offered as a paperback. It will still be available in the popular e-book format as well.

CreateSpace, an Amazon.com company, is in the process of converting the e-book into the paperback format. There will be a number of improvements to the present e-book format. The cover, along with the internal layout and presentation will be improved, the page size will become an industry standard for non-fiction sized paperbacks of 8” x 10” version, and hence the length will increase.

Once completed the paperback school marketing manual will be immediately available and primarily sold through the Amazon.com bookstore on the internet. It will become available later this year from both Bryan Foster’s SMA: School Marketing and CPM: Church Parish Marketing websites’ Online Shops. The e-book version will continue to be sold through the SMA: School Marketing and CPM: Church Parish Marketing websites’ Online Shops, as well as, is presently the case, through the Kindle shop on Amazon.com.

School Marketing Manual for the Digital Age (3rd ed) e-book

The school marketing manual e-book is a 369 A4 page e-book specializing in strategies and examples for marketing schools. The easy to read summarized point format allows for considerable detail without the 'waffle'.

Business, religious and community organizations would be able to adapt these marketing strategy points to their particular circumstances.

The author has been marketing for 20 years within the Catholic Church at both educational and Church spheres. The education experience is in elementary / primary and secondary levels, in city and country, in both large and small schools.

Below are the Chapter Headings which explain the chapter key headings (or download SMMDA Contents Page):

Contents                                      
SMA Website                                                         
School Marketing Plan Overview Sample               
School Marketing Plan and School Marketing Manager                                          
School Marketing - Internet Applications with Samples and Instructions   (including screenshots and live weblinks)   
School Marketing and the Traditional Media + Instructions                                   
School Marketing - Advertising in the Media + Instructions                
School Marketing Relationships       
School Marketing Resources + Instructions    
Conclusion                                       
Glossary  
Bibliography                                   
Index

Easy to read and use, professionally compiled, detailed e-book for school marketing personnel - written in summarized point format. No more wading through unnecessary long winded text.

Through detailed Contents and Index pages, you will be able to arrive at the specific marketing method you need in your particular marketing niche – school or church.

Once there, you will find the necessary points for that method, quickly seen – in all the detail you should need. These points will include:  
•   an explanation of what the method is
•   various implementation strategies
•   step-by-step development processes.
This e-book published in year, 2010, is a considerably revised edition of the previous one published the year before.

Create Space Background

CreateSpace was originally founded as CustomFlix Labs, Inc. and BookSurge Inc. CustomFlix launched in 2002 when four colleagues decided to make widespread distribution easier for independent filmmakers—they started CustomFlix, a DVD on-Demand company.

BookSurge was launched in 2000 by a small group of writers who wanted to create opportunities for authors to not only publish their work, but to also retain their content rights and sales profits. BookSurge grew to support leading publishers and independent authors, offering complete self-publishing, on-demand printing, and online distribution services.

In 2005, BookSurge and CustomFlix were both acquired by Amazon.com. CustomFlix’s name was changed to CreateSpace in 2007. In October of 2009, due to the harmonies that would be created in the businesses, the CreateSpace and BookSurge brands merged under the CreateSpace name to become the publishing and manufacturing on-demand leader for independent content creators, publishers, film studios, and music labels. (CreateSpace)

The ‘School Marketing Manual e-Book Going Paperback’ blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), 2010 - with copyright remaining with SMAPL.

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