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11 Starter Tips for Marketing Your Private School
1.
Marketing YOUR School 11 Tips for
Success from TRAVIS ALLISON (@zoic)
2.
One day at
a school fair...
3.
1 The Marketing 11 STRUGGLE BASICS TIPS
4.
The STRUGGLE
5.
the PROBLEM
6.
Overwhelmed by SURVIVING
7.
Client FAMILIES
8.
METR ICS SP IATING U T EN ER UE FF
L I D A ION V T SI O P RO P Marketing SPEAK
9.
Let’s look at MARKETING basics
10.
(the world doesn’t NEED another
private school)
11.
getting someone who has
a NEED to KNOW, LIKE & TRUST You John Jantsch - Duct Tape Marketing
12.
need = your UNIQUE
SKILL or perspective
13.
or... LOCATION/ EXTENDED HOURS/ LANGUAGE PROGRAMS
14.
sell on your UNIQUE SKILLS or...
15.
compete on PRICE
16.
race to the
BOTTOM (always someone who is willing to do it cheaper than you)
17.
Be AMAZING or
be USEFUL
18.
19.
√ location √ expenses √
% of market share
20.
Apple Store on
5th Ave., NYC
21.
X location X expenses X
% of market share
22.
BUT...
23.
APPLE wins
24.
more MARKETING basics
25.
1 2 3 your IDEAL client start with WHY REFERRALS rule
26.
who is your
IDEAL CLIENT?
27.
Who is Sue
Bryce’s IDEAL CLIENT?
28.
START WITH WHY
29.
People don’t buy what
you do, they buy WHY you do it.
30.
not just ANOTHER
private school
31.
Ask YOURSELF
32.
What’s your CONTRIBUTION?
33.
What’s your IMPACT?
34.
Ideal WHY statement
in the Simon Sinek style: Our School exists to _______________, so that ___________.
35.
Our WHY Statement: We
are a CATALYST for deeper relationships and stronger organizations
36.
more MARKETING basics
37.
Remember this guy? John Jantsch
- Duct Tape Marketing
38.
John Jantsch DUCT TAPE MARKETING
39.
Show, don’t TELL
40.
Marketing USE TO BE
41.
Now we... TEACH them.
42.
That better be WHAT
YOU DO BEST
43.
Who is Dollar
Shave Club’s IDEAL CLIENT?
44.
Seven Referral Steps
45.
Narrow your focus Communicate
your WHY Package your business Marketing materials that educate
46.
For a BUSINESS
that is a CONTENT MARKETING STRATEGY
47.
For a SCHOOL... telling
STORIES
48.
Narrow your focus Communicate
your WHY Package your business Marketing materials that educate Generate leads Harness technology Live by a calendar
49.
11 TIPS
50.
It’s not about
the TOOLS 1
51.
(except when it
is...)
52.
It’s about TELLING YOUR STORIES
53.
Start at the START 2
54.
Build your FOUNDATION -
YOU own your website
55.
usability
56.
57.
search-ability
58.
59.
60.
13 Choices
61.
2 front page
choices
62.
front page challenge: I
GO HERE! I WANT TO GO HERE!
63.
Remember: It’s a VISUAL MEDIUM 3
64.
65.
what’s their story?
66.
I WANT to
go here I ALREADY go here
67.
Focus on your EMAIL NEWSLETTER 4
68.
TEACH them.
69.
solve a problem
for parents
70.
REACH OUT to those who don’t
UNDERSTAND you.
71.
Have a Social
Media POLICY 5
72.
http://zoic.ca/tTOLPf
73.
WHO/ WHEN/ HOW
74.
CRISIS Communication Plan
75.
Be Social, OLD SCHOOL 6
76.
chat with them
77.
78.
Use GOOGLE HANGOUTS ON-AIR
79.
Be PURPOSEFUL 7
80.
Make SEARCH ENGINES love you!
81.
Write good CONTENT
82.
SHARE it.
83.
REPEAT
84.
MEASURE it 8
85.
Create a LANDING PAGE for
everything
86.
bondacademy.ca/ofis bondacademy.ca/ourkids bondacademy.ca/cais bondacademy.ca/indi-schools bondacademy.ca/google
87.
Communicate like it’s YOUR
CHILD 9
88.
KINTAIL & THE TORNADO
89.
90.
91.
92.
93.
94.
Go where the PEOPLE are 10
95.
96.
Monitor what is SAID ABOUT
YOU 11
97.
Your name, staff
names Your school’s name Your industry: “private school Ottawa” Your closest competitor Your biggest supporters
98.
thank you
99.
slideshare.net/zoic TRAVIS ALLISON @zoic