Steps to Take In Private School Marketing Strategies
A large part of any good business’ success isn’t merely a good marketing strategy, but the way a strategy impacts the right audience. Without focus, a marketing strategy loses its strength. A practical method to avoid this begins with appealing to the right audience. Developing an effective marketing strategy for a private school is particularly difficult due to intense competition and the overarching impact the decision has on other areas of life. To further direct the process and optimize your private school marketing strategies, consider these five steps to direct your attention to the proper audience.
1. Define your business goals.
Yes, appealing to the right audience in your marketing strategy starts with institutional goals. What are you looking to get out of your marketing plan? Clearly defined goals steer your marketing plan on the right track. These goals influence the students you appeal to, and in result, the reputation of your institution.
Unless your target is parents, your audience eventually becomes your students and these students help mold the image of your reputation. While you can’t choose every quality of your student body, a well-tailored strategy allows opportunities to attract ideal candidates.
2. Choose a target audience that aligns with your goals.
The more specific the audience, the better the plan. Consider the needs you established, but remain realistic and ask the right questions. What type of student is likely to attend our school? What do these students and parents value?
Start with the demographics of your audience and then narrow down from there. Income, age, gender, geographical location, and educational level can all be considered in demographic information. Demographics help identify likely candidates through hard facts.
After establishing demographics, dive deep into the psychographics of this audience. In other words, what are their values? What are their beliefs and personal interests? Use this in-depth information to answer how your school can fulfill these needs and interests.
3. Find the best appeal and position yourself accordingly.
Now that you know who your audience is, it’s time you start to think like them. Step into their shoes and objectively consider how your school might spark their interest. This thought process directs your method of appeal and tailors your positioning for the marketing strategy. Using the psychographic information, hone in on what qualities of your school attracts the most interest.
For example, if the identified audience comprises athletic 14-year-old girls and boys, then your appeal is exceptional extracurricular activities and your position is your local reputation for versatile, inclusive, and competitive sport teams.
4. Craft your messaging and send it out wisely.
This step brainstorms how to get your audience’s attention through messaging. The two parts of this step include what your messaging says and how it reaches the target audience.
First, configure the message and the language used to capture your audience. Language used should be professional, yet relatable. Also, keep in mind that language and messaging may vary depending upon the channel. Regardless of the channel, your messaging must communicate to others why your school is the only match for them.
Next, pinpoint the best channels to send this message. The strategic selection of message channels is paramount for high response rates and assurance of maximum exposure to the target audience. So ask yourself, what channels will reach your audience and catch their attention?
5. Gain credibility where it counts.
Make no mistake, you need to gain credibility through your personal business efforts and successes, but credibility from outside of institutional efforts really drives the message home. Provide your target audience with opportunities to hear from past students, current students, or parents about their experience at your institution. Many studies show people look to word-of-mouth from past users, even if they’re strangers, to confirm purchasing decisions. Leverage these resources to build credibility. After all, choosing a school is considered a long-term investment. Testimonials and in-person events where current and potential students can interact is a great way to establish this.
Stay focused on the people receiving your marketing messages and notice more success in your efforts. Identify your audience and then emphasize with them to detect their needs in order to meet them. Again, the market is competitive, and how you appeal to your audience makes all the difference. An institution is a home for students to learn and progress, so convey how your school can serve as this home.
For other sure-fire methods to adequately appeal to your audience, talk with the Kraus Marketing team to create your education centered marketing strategy today!