133: Whose job is school marketing?

School Marketing Journal with Brad Entwistle and Andrew Sculthorpe

Is the perception of your school’s brand far too important to be left solely to school marketers? How exactly has our digital world shifted the role of school staff in marketing? In this episode, we discuss who really is responsible and how your school, as a whole, can become best equipped to operate like a media company.

Get in touch at smj@imageseven.com.au

The following key aspects should be considered when your school operates like a media company:

1. Develop a content strategy: Just like media companies, your school needs to have a clear and well-defined content strategy. This includes setting marketing objectives, identifying the target audience, determining the type of content to create (blogs, videos, podcasts, etc.), and establishing a content distribution plan.
2. Create compelling content: Your school should create engaging and valuable content that resonates with your target audience, whether it’s prospective students, parents, or alumni. This content should showcase the school’s unique offerings, culture, and successes, and also provide insights into the educational experience and outcomes.
3. Utilise multiple platforms: Schools, like media companies, should use a variety of platforms to distribute their content, such as websites, social media, email campaigns, and print materials. This will help to increase the reach and effectiveness of your school’s marketing efforts.
4. Measure success and adjust strategy: Media companies monitor the success of their content through various metrics, such as views, shares, comments, and conversions. Your school should also track the performance of your marketing efforts and adjust your strategies accordingly to optimise results.
5. Build a strong brand identity: Like media companies, your school needs to develop a cohesive and recognisable brand identity that reflects your core values and mission. This involves creating a consistent visual identity and tone of voice across all content and marketing materials.