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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 Manual for the Digital Age (3rd ed) by Bryan Foster

Wednesday, August 31, 2016
'School Marketing Manual for the Digital Age (3rd ed), 2011, by Bryan Foster -  available from - AMAZON.COM

 and all good internet bookstores.


The book is now available as a paperback and e-book from all good internet bookstores.


The e-book is available from Kindle at Amazon.com 

 




This is a professional instruction manual which includes an outstanding array of strategies and samples. The 340 (paperback) is a concise overview of how to market your school in an easy to read summarized point format.  Internet Applications are especially covered through over 100 pages, 130+ weblinks and 80+ internet screenshots. The contemporary and traditional approaches needed for marketing your school in the digital age are explained.


Bryan Foster has been marketing schools and his own publishing company for over twenty years. This experience led to a very hands-on approach to marketing schools. Each method detailed has been successfully used in the field. He was a school marketing manager for almost twenty years and is now an author and the director of his own publishing company, Great Developments Pty Ltd.

Bryan’s website is continually upgraded with refreshing strategies, samples and examples to keep the school marketing manager well informed and up to date.


Internet and the School Website

Thursday, June 23, 2016
The internet and the school website provide so many school marketing strategies that are:

• very contemporary
• popular with a significant and ever-increasing number of our school community
• ever-growing in possibilities
• often inexpensive or free
• fun!

The modern school needs to be actively involved with many of these internet opportunities, otherwise they will unnecessarily fall behind the interest level and communication methods of an ever-growing number of our students, staff and their families – with what could be serious ramifications for all concerned.

The CHALLENGE has been issued! Topics covered in this chapter in the School Marketing Manual for the Digital Age (3rd ed), 2011:

Headings
Website
Website Management Software Sample
RSS Feeds
SEO s
Blogs
Emails
e/i-Newsletters and e/i-Flyers
Social Networking Websites
Video Uploads
Chat Rooms
Skype

Website

The school website is one of the most important forms of marketing the school. It is often where school information is initially found, especially by families new to the area.

The website is often one of the first places that potential families, students and potential staff get an overall feel and basic appreciation of the potential for their involvement in school life.

Creating a Website - Background

Investigation in this area is critical.

  • The school will need expertise to create and then continually update a good website.
  • The initial construction of the website may come from school IT staff or other staff, systemic
  • IT specialists, parents with special IT skills or from outside commercial consultants.
  • The continual updating would best be done within the School. In-servicing staff for making
  • these updates would be money well spent
Website Inclusions

Many good ideas can be gained from exploring the Web and noting characteristics that may be included on your website. This exploration would be relevant both for those about to create a website and those who are / will be doing the updating.

Homepage

The homepage is the most important page to get correct. It is the page the viewer normally reaches on their initial search. First impressions are critical.

The appearance needs to be in-line with the school’s selected branding styles:
• colors
• photos (for ease of acquiring and using professional images, check out such sites as: istockphoto (http://www.istockphoto.com/index.php) and crestock.com (http:// www.crestock.com/). These sites provide professional standard images at relatively inexpensive rates. You buy royalty-free images which you can then use on your website. You may, however, have good professional ones done for you. These photos need to be professionally presented. Don’t skimp on costs here.)
• logo
• motto or catchphrase
• selected key words and key phrases
• good graphics
• clear, directing toolbar/s and other links
• attention grabbing inclusions e.g.
* news updates
* upcoming events
• webpages on your website listed

Target Audiences

The website is also where more and more students and parents will continually visit throughout their time in the school.

School Marketing Managers and key school staff should use the website for interactionbetween the various stakeholders within the school e.g. their students, potential students,staff, families and other interested people including parishioners.

Regularly updated bulletin boards and newsletters, upcoming liturgical and social events, St Vincent de Paul and other charitable needs and requests, photo and video galleries of school activities, etc, are needed.

The 'Internet and the School Website' 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  and all good internet bookstores.


Management Software for School Websites

Wednesday, June 01, 2016
A popular marketing strategy for many schools is to have the website embedded in to management software which allows
for management of the site. This takes the site beyond the static and into the realm of continual fluid development – Web 2.0.

The expense of this option is not considerable and with negotiation within the field a reasonable monthly cost would be expected. I would suggest speaking with trusted others in deciding on the businesses offering this support.

This software allows for various detailed reports of website usage. It could include:
  • • the whereabouts in the world of visitors to your site
  • • number of webpages they visited
  • • the content viewed from webpages and applications they visited
  • • where they entered and exited the website
  • • who is exploring your site, through IP (Internet Protocol) addresses
  • • the browsers they used to link to your website
  • • any commercial activities you may have as part of your website, etc.

This allows for the non-IT expert to update the website regularly, from uploading photos, literature items, to adding webpages, blogs, galleries of photos and videos, etc.

There are numerous other capacities depending on the management software. See the right hand columns in the screenshots below for details available though the management software I use.


Always Interactive supplies my management software. My specific interest areas I find most valuable are:

  • Geographic Locations and Viewing Numbers
  • Webpages Viewed and Numbers per Page
  • Search Engine Transfers to my website
School Websites

To view good school websites, for ideas for your own school’s website, just go to your browser and type in such words as: ‘outstanding school websites’, ‘school websites’, ‘best school websites’, etc. There are so many good examples out there. You may also visit various school websites, system-level office websites and diocesan websites for both ideas and for key personnel.

St Joseph’s Hunters Hill and Brisbane Catholic Education sites see the News as central to their homepage. Another similar site worth viewing is the Loreto Toorak site.

Another often used style for homepages emphasizes detail. It is very important that it is presented in an attractive, clear and succinct format. A good example of an archdiocesan website is the Archdiocese of Brisbane. Another good example follows and is reproduced with permission of Saint Ignatius College, Riverview.

The 'Management Software for School Websites' 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 
and all good internet bookstores.


School Marketing Manager

Friday, May 27, 2016
The School Marketing Manager (SMM) is responsible for a successful School Marketing Plan - a critically important role within any successful school. The school needs to be seen its best light in order to build a solid reputation and student and staff body.

Overview

The School Principal will often delegate this School Marketing Manager role to a school staff member.

Full-time, Part-time or shared? The Principal’s decision…

However, it is best not to lose sight of employing the best person for this position.

The SMM will be responsible for the School Marketing Plan and responsible to the School Principal.


Full / Part-Time or Shared Role

Most SMMs would be part time in this position these days. Budgetary restraints would basically necessitate this. These people would combine this role with their other primary role, usually that of Assistant / Deputy Principal or School Manager.

To share the role, I believe, could be detrimental to it. Having someone knowing everything there is to know about was has occurred, is being planned for and involved with the future implementation of the School Marketing Plan is a definite advantage.

I feel that the time is coming when an individual school or at least a combination of schools within a certain region / religious order / system will employ a
full-time SMM.


School Marketing Manager Skills Needed

The person who takes on this role will need to:

•   be interested in the area of marketing and preferably passionate about it

•   be a person of integrity

•   be able to base the SMP on the School’s Vision and Mission statement

•   be aware of the marketing needs of a particular School

•   have good interpersonal skills

•   be able to build professional relationships with key stakeholders, members of the media and various local business personnel

•   have a creative flare and appreciation of what ‘catches the eye’ of the targeted audiences

•   have good literary skills

•   have good computer skills, particularly with creative AV software packages and internet usage, or at least an appreciation of these along with other staff members or parents who would implement the software packages under your direction

•   have a good appreciation of the internet and be able to implement all that this means of communication offers your particular school

•   be capable of developing and implementing a viable budget

•   be keen to learn and develop more successful forms of marketing and marketing skills.


The School Response to the SMM is discussed in in detail in the school marketing manual ebook.

The 'School Marketing Manager' 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

 and all good internet bookstores.



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