Running a Private School

Get help and guidance on running a private school. Find guidance and resources related to administration, fundraising and marketing. Explore strategic plan development, creative fundraising ideas and the latest technology uses in marketing.
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This article originally started out as an overview of the top private school Facebook pages. However, as I began my research, I discovered that the Facebook private school landscape was in worse shape than I had first thought. What am I getting at? Simply that apparently many private schools are not implementing the measures necessary to create an effective Facebook presence. That is a shame because creating an effective Facebook presence is something which can scale to match your resources of both time and money. Put another way I literally cannot think of one good reason why even the smallest private school shouldn't be taking advantage of all that Facebook can do to help market your school.

 

Build brand awareness

 

 
Am I beginning to sound like a marketing professor? If so, I will plead guilty on the one count: my thrust is very definitely marketing. But, no, I am not a professor nor have I ever been. The closest I ever got to that august title in academia was Adjunct Instructor. But I digress. This short video gives you an idea of what is involved.
 

 
Marketing is critical for any small business. Every school has to pay attention to marketing. Marketing comes in many forms. Which ones you use depends largely on your and your budget. Marketing informs current and future parents of your existence.
 
Marketing drives your future intake of students. For many private schools even five or ten empty seats can have a huge impact on
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Some school administrators understand social media and its power as part of their marketing strategy. Others think it is merely an adjunct to their other marketing tools. Still others think they know how to use social media and clearly have no clue how to use it effectively. This short article is aimed squarely at the small to medium sized private schools which cannot afford marketing staff and expensive marketing programs. My observations and suggestions are rooted in many years of observing how the small to medium sized private schools manage their marketing. Some do very well. Others don't seem to understand how to manage it.
 
Successful marketing at any level requires persistence and consistency. Professionals know that. Indeed that is what you are buying when you hire a professional marketing firm to design your web site or handle your social media strategy. With this as our backdrop let's explore a couple of low cost yet effective ways in which we can make your YouTube Channel more effective
 
Control it
 
My training and education both as a classical musician and as a technology professional have taught me to be a control freak. I would never have dreamed of letting my choirs wander all over the place musically. I had a vision of how I wanted a piece of music to sound. I controlled all aspects of my choristers' performance to produce the result I wanted. That is essentially what you have to do with your school's YouTube channel. You will receive much free
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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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I believe that accreditation is necessary for any educational institution. Simply put, accreditation is to a school or college what an academic diploma or degree is to an individual. That objective stamp of approval is earned by meeting a prescribed set of standards. The assessment of whether the school has met those standards is made by independent members of the accrediting organization. 
 
Why is accreditation necessary for a school? Because it confirms that the school is committed to obtaining the best possible outcomes for its students. Parents want to know that they are making the right decision in choosing a private school for their children. Accreditation reassures parents that the school's programs have been evaluated and have met the standards required for accreditation.
 
Accreditation is typically administered by regional associations which have specific areas of the country under their purview.
 
 
Here is a list of the associations together with the states and areas which they cover:
 
Covers: MSA: Washington DC, Delaware,  Maryland, New Jersey, New York, Pennsylvania, Puerto Rico, U.S. Virgin Islands and Overseas
 
Covers: Utah, Idaho, Washington, Alaska, Oregon, Nevada, Montana and Costa Rica
 
Covers: Arizona, Arkansas, Colorado, Illinois, Indiana, Iowa, Kansas, Michigan, Minnesota, Missouri, Nebraska, New Mexico, North Dakota, Ohio, Oklahoma, South Dakota, West Virginia, Wisconsin and Wyoming
 
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I suspect that most small private schools do not have much money in their sorely-stretched budgets for marketing. I further suspect that it is also true that most small schools do not have room in their budgets for a full-time marketing person. With those assumptions let's look at inexpensive ways in which we can market your school effectively.
 
In most small schools marketing tasks, such as they are, tend to be rolled into somebody else's portfolio. This article is aimed at those incredibly multifaceted professionals who have to juggle dozens of deadlines every day and still do a superlative job of getting the word out about their school.
 
What kinds of resources are available to help you market your school effectively? Probably more than you realize. Besides the old standbys such as consultants, books, blogs and affinity groups, popular social media has become a very effective part of any size school's marketing strategy. We shall look at each resource and see how it fits into your school's budget and your schedule.
 
Consultants
 
Having an expert review your marketing strategy is like going to the doctor.  It will cost you some money, perhaps even a lot of money. In return you will receive the benefit of years of professional experience and expertise when the consultant makes her recommendations. As a rule, hiring a consultant is not going to be as expensive as hiring an additional member of staff. You will incur a one time expense. If you plan to retain her services, of course,
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Running a Private School

Administrative

Here you'll find information on the administrative side of running a private school. We'll cover strategic plan development, state regulations, human resources and school safety. Learn more about the obstacles of taking over a struggling school, get tips on hiring a headmaster, and receive expert advice on dealing with bad press.

Fund-raising

Private schools often need to be creative when it comes to funding. This section provides tools, tips and resources on fundraising. Learn more about supporting your school, how to handle major gifts, and why keeping in touch with graduates can benefit your budget.

Marketing and Technology

Advances in technology have changed the way businesses market themselves. This section provides tips on social media marketing, information on the latest technology being used and SEO basics for private schools.