In today's competitive education landscape, having a strong marketing plan is essential for schools in the UK. With so many schools vying for the attention of parents and students, it's important to stand out and showcase the unique offerings of your institution. In this blog post, we'll explore why your school needs a strong marketing plan and provide some tips on how to create one.
Why Your School Needs a Marketing Plan
To Attract and Retain Students
One of the main reasons why schools need a marketing plan is to attract and retain students. Parents are looking for schools that offer high-quality education, a safe and welcoming environment, and opportunities for their children to succeed. By having a strong marketing plan, you can showcase the unique benefits of your school and attract students who are a good fit.
To Build Your School's Reputation
A strong marketing plan can also help build your school's reputation. By promoting your school's achievements, programs, and values, you can establish your school as a leader in education. This can help attract high-quality teachers and staff, as well as partnerships with other institutions.
To maximise the Return on Investment
It’s important your school makes the most of its marketing budget. You may spend money updating your website, advertising open day in the local newspapers, producing flyers or a prospectus. By having an effective marketing plan, you can identify which aspects of school promotion and marketing are really working. There’s no point spending money on something if you’re unsure what difference it’s making!
How to Create a Marketing Plan for Your School
Define Your Target Audience
The first step in creating a marketing plan for your school is to define your target audience. Who are you trying to attract? What are their needs and preferences? By understanding your target audience, you can tailor your marketing efforts to their interests and increase your chances of success.
Identify Your Unique Selling Points
The next step is to identify your school's unique selling points. What sets your school apart from others in the area? Is it your academic programs, extracurricular activities, or something else? By identifying your unique selling points, you can highlight them in your marketing materials and attract students who are a good fit for your school.
Develop Your Brand
Your school's brand is an important part of your marketing plan. It includes your school's logo, colours, messaging, and overall identity. By developing a strong brand, you can create a consistent image for your school and increase recognition among potential students and their families.
Use Multiple Channels
When it comes to marketing your school, it's important to use multiple channels. This includes traditional channels like print ads, bus advertising, and radio, as well as digital channels like social media, email marketing, and your school's website. By using a variety of channels, you can reach a wider audience and increase your chances of success.
Measure and Adjust
Finally, it is important to measure the success of your marketing efforts and adjust your strategy as needed. This includes tracking enrolment numbers, website traffic, social media engagement, and other metrics. By analysing this data, you can determine what's working and what's not, and make adjustments to improve your marketing plan over time.
Conclusion
In conclusion, having a strong marketing plan is essential for schools in the UK. By attracting and retaining students, building your school's reputation, and increasing enrolment, you can ensure the long-term success of your school. By defining your target audience, identifying your unique selling points, developing your brand, using multiple channels, and measuring your success, you can create a marketing plan that sets your school apart and attracts the right students, and the best staff.
Where do I start?
We have a range of resources on our website including a marketing strategy template which is free to download and covers many of the points mentioned in this article and more.
We also offer a ‘marketing your school’ masterclass developed specifically to improve recruitment, retention, and revenue in schools. The workshop can be run as a daylong course or as an on-line programme if preferred.
The programme covers:
- Attracting more students to fill your school and close the funding gap
- Recruitment and retaining the best staff
- How to share positive stories about your school and engage difficult parents
- Managing your school’s reputation online and handle communication in a crisis
- Communicating your strengths widely and effectively while being GDPR compliant
- Creating a compelling brand and vision across a school or MAT
- Generating income from a variety of sources such as sponsorship, donations, and grants.
Visit the training page of our website where you can read more information and book online.