In the first article in this series, Marketing the Small Private School: The First Steps
, we looked at the resources available for marketing the small private school. The assumption which we made in that article was that your school probably couldn't afford a full-time marketing professional. Instead you would assign an existing member of your staff the additional responsibility of handling your marketing. That assumption still stands for purposes of this article. Now we will look at how to use the various resources and tools at our disposal.
The best strategy for successful marketing is to control your message. That means that you have to know who you are speaking to and through what means you can best communicate with them. Let's use the proven journalist's approach to understanding our communications strategy.
- Who are we trying to reach?
- Why are we trying to reach them?
- What are we trying to communicate?
- How can we reach them most effectively?
- When should we communicate our message?
This structured approach ensures that your message will be unified and on message as it progresses from your keyboard to the recipients. Let's look at examples of how we can reach each segment of our school community. My suggestions are merely suggestions deigned to get you thinking in a structured manner. Adapt my suggestions to suit your particular requirements.
Communicating with your community
Let's start at the top.
Who are we trying to reach? Everybody in our community as well as everybody outside it.
Why are we trying to reach them? Because
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