How Can I Improve Our Marketing
Marketing a Private School
At Gaebler, we've seen what great marketing can do for a small business. But if you own a private school, exceptional marketing may well be the determining factor in your long-term survival and success.
It's a misconception that small businesses can't compete with larger companies when it comes to marketing.
What to know the characteristics that distinguish leading private schools from the competition? Surprisingly, the ability to create clear brand messages often outweighs product quality and other considerations.
When It's Time to Rebrand
There are many reasons why it might be time to begin a rebranding initiative - but a lack of alternative tactics is not one of them. Rebranding is an intentional marketing technique designed to deliver long term results. In a private school, the time to rebrand is when your current brand is outdated or no longer in sync with the needs of the marketplace. All businesses change over time and rebranding can bring your business profile in line with your current core competencies. With the help of a professional marketing firm, you can give your brand a fresh face while maintaining brand distinctives and brand recognition.
Discounts
Discounts drive purchasing decisions, and private school customers are no exception. The power of a great discount is its ability to convince buyers that are receiving special treatment, a deal that isn't ordinarily available. Due to the market intelligence of buyers in the private school world, you won't get far with discounts unless you communicate clear value. Offsetting discounts with inflated pricing is a tired ploy that often does more harm than good. Instead, think about how you can use discounts to lure customers in during a slow period, to generate traction for new product offerings, and to break into new markets.
Managing Negative Publicity
Not sure how to handle negative PR? You're not alone. It's a probably faced by many private schools. But the time to address your response to negative publicity is before it happens. If you wait until a crisis hits, it's already too late to control the message. PR savvy private schools work with consultants to develop a crisis response plan that can be executed on a moment's notice. In a crisis, accurate contact lists can be a lifesaver. A top quality mailing list provider can provide fast turnaround times on up-to-date and filtered lists.
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