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.

View the most popular articles in Marketing and Technology:

5 Easy Steps To Marketing Your School

Updated
|
5 Easy Steps To Marketing Your School
Marketing the small private school can be done affordably and effectively. We suggest five easy steps to make that happen.

You run a small private school. You're facing many challenges filling seats. You're concerned about how next year's intake will look. With all the unexpected expenses facing you during the pandemic, you can't afford to hire a marketing firm to promote your school. So, what to do? The answer to that question lies in your school's unique trove of photos, news, testimonials, awards, and other memorabilia. I'm presuming that you have all those materials saved somewhere on your school's computers. If they are spread about over several computers, save them all in one system that is backed up securely. Better yet, save them in the cloud. These materials are unique and priceless. Saving them securely in the cloud is an expense that you should consider as cheap insurance. (I'm not sure how your accountant will allocate that expense, but we'll let her decide.)

Where am I going with this? Well, take a moment to look at commercial websites or commercial Instagram accounts. The photos and the artwork grab your attention, don't they? They draw you into their story. They help deliver the message. That's all I'm suggesting that you do with your collection of digital photos. They're unique. They'll your story to a stranger who knows nothing about your school and how excellent its reputation and academics are. They're one of the first steps in generating contact by email or phone with your school. You know how to convince parents to send their children to your school. But

. . .read more

5 Ways To Use Social Media To Market Your School

Updated
|
5 Ways To Use Social Media To Market Your School
We look at ways in which your small to medium-sized private school can use social media to make families past, present, and future aware of your school.
Social networking for business

I was an early adopter of social media so I can tell you that the growth of the genre which I have witnessed has been remarkable. The instant communications and universal accessibility of social media have powered revolutions around the world as you and I both know. Sadly, social media has been manipulated and abused by governments and political movements that seek to undermine and destroy institutions.

For the purposes of this article, we shall set aside those negative aspects of social media and look at ways in which your small to medium-sized private school can use social media to make families past, present, and future aware of your school. If your school has the budget for professional social media curators and a fully-integrated marketing program, you are all set. However, if you have limited resources for marketing your school and are not certain how to proceed, I have written this article with your school in mind.

Before we look at some suggestions for using social media, I want you to set aside any misconceptions which you might have about social media. I run into people all the time who say "I don't use Facebook." "I can't be bothered with Twitter." "YouTube is a waste of time." Interestingly enough, they never seem to mention Instagram or LinkedIn which are popular with millennials and the business community respectively. Social media is essentially an electronic form of socializing. Years ago we sent postcards to our friends and family when

. . .read more

Running Your School: Managing Enrollment

Updated
|
Running Your School: Managing Enrollment
Not filling all the seats is a challenge for many schools. Jason How offers some answers to common enrollment questions.
Jason How

Editor's note: I asked Jason How, a professional enrollment strategist and Managing Director of Agency J, to answer some of my questions about achieving enrollment targets and related matters. ~Rob

1. My school's enrollment is declining. I can't afford a marketing professional. What should I do?

Understanding what a school means when it can't afford a marketing professional is essential. Here are some guiding questions:

  • Does it mean that they don't have an in-house marketing person?
  • Does it mean they can't afford to hire an extra pair of hands?
  • If it can't afford to hire outside help, is it because the administration made certain assumptions about the cost of hiring a marketing professional?

Once we understand what the school means, the next thing is to clarify why their school's enrollment is declining. Each reason has its solution. Reasons include:

  • Declining student age population within the geographical region.
  • Growing competition due to:
    • New schools are popping up in the area.
    • Existing schools are expanding aggressively.
    • Deteriorating ratings and feedback about the school's programs lead to a rise in negative reviews and word-of-mouth, discouraging others from attending the school (true story).
  • Over-reliance on a single marketing and enrollment source.

It's important to get clarity on the main reason for the decline because marketing is not a magic pill that can solve every issue.

If a school has a good reputation but happens to be located in an area with fewer student-age population, there is not much marketing that can be done. Parents are not going

. . .read more

Marketing Your School: How Visible Is Your School?

Updated
|
Marketing Your School: How Visible Is Your School?
Your school's website and your social media sites are essential tools in your marketing program.

I am assuming that your school is well-known within your local community. But what about beyond that community? Are you visible to families looking for a school like yours? How will they know that your school fits their specific requirements? Well, there are several things you can do to reach that critical pool of families and potential students.

The Invisible Stuff

SEO or Search Engine Optimization is a mystery to the uninitiated. It is one of those arcane sciences that webmasters everywhere must be aware of. Unfortunately, mentioning SEO for the rest of us prompts most of us to start reading emails and texting friends. It's all so technical. The truth is that good SEO can enhance your marketing efforts. It can make your school more visible to the audience which you are trying to reach. Weak or non-existent SEO will bury your site so that it is practically invisible. So, ignore SEO at your peril. At the least, get your arms around the basics so that you can supervise your web management and design team authoritatively.

This video explains what SEO is.

Some background

What is Search Engine Optimization? In its simplest terms, SEO is ensuring that your site's meta tags and content are optimized so parents and students can find your site easily when they type specific words into a search engine. For example, if you ask Google to show results

. . .read more

IT Infrastructure For The Small School

Updated
|
IT Infrastructure For The Small School
Suggestions for the small school's IT infrastructure and services.

Disclaimer: I am writing this article about IT infrastructure with small private schools in mind. I am basing my suggestions on my over thirty years of working as an IT professional in private schools and selling technology equipment and services to them. I hope these talking points will save you some money and give you and your staff some peace of mind so that you can focus on the important job you have, namely, teaching your students. ~Rob Kennedy, MCT, CSE

Most medium to large-sized schools will have professional IT staff on their payroll. But, while small schools need professional IT advice just as much, if not more, than the larger schools do, finding the money to pay for the needed expertise is always a major challenge in a small school. Here are some practical, low-cost solutions to secure your important data.

1. Put all your applications and data in the cloud.

This is probably the least expensive way for a small school to deal with securing your important data. For this essay, I define important data as the confidential personal and academic information your families and students have entrusted to you. Important data also includes the school's financials and business correspondence.

Ten or fifteen years ago, you would have been told that you must have a server and a complicated network infrastructure to keep everything secure. Nowadays, you can keep everything secure in the cloud. Yes, literally, there is an app for that. Check out

. . .read more

Recent Articles

Leadership, Legacy, and Learning: Pillars of Top Schools
Leadership, Legacy, and Learning: Pillars of Top Schools
We explore the key elements contributing to the success of leading private schools, highlighting the importance of strong leadership, a rich legacy, and a focus on comprehensive learning experiences.
Secrets to Becoming a Great School
Secrets to Becoming a Great School
Discover the essential ingredients that drive academic success and cultivate a thriving school community.
All About JROTC
All About JROTC
Explore the multifaceted advantages of Junior Reserve Officers' Training Corps (JROTC) programs in private schools. Delve into how JROTC cultivates leadership, discipline, and citizenship skills among students, contributing to their holistic development and future success.

Running a Private School