Potential Employers to market your school. I’ve launched a couple campuses now, and we were most successful when we were very assertive in reaching out to the trade first (ahead of opening the campus or enrolling students). Find those potential employers as marketing and co-branding allies. You have to do it anyway to get approved to…
Perfect your school tour’s spontaneity and personalization. Students want a school to educate them, but they also desire to love attending, and actually being there. A natural and unplanned feeling is a feeling of excitement, which is something every potential student is seeking as part of their education experience. School tours need to have that feeling…
Throw all your marketing materials onto a table and step back. How does the stack of print materials look? All your brochures, flyers, invitations, etc. Is the branding consistent across all materials? Does each postcard, micro-page, course catalog, and brochure have a distinctive intention in the promotion or admissions sequence? Can you categorize them so…
Cast your private school admissions staff. Establishing a personal connection with people requires a great personality and a keen ability to read, understand, and listen to people. I allow that a high-quality admissions person, who is fundamentally assertively sales-driven, can do a excellent job at enrolling students. However, the standard push, push, push admissions model…
Don’t protect information: Spread it. Most important with a target demo that is almost exclusively Internet savvy, the truth is anyone can find the “information” that you teach at your institution. They cannot get the experience, the scene, the teaching staff, all those things that make a school a school, but they CAN find the…
The principle ambition in profitable education marketing is rather singular: understand your students. If you get that key point, then what you’re supposed to do for your marketing plan, messaging, and branding is clear thereafter. But if you do NOT understand the culture and post-graduation desires of your prospective students, then you’ll have very low…