How Can I Improve Our Marketing
Marketing a Public School
There is little room for error in marketing a public school in today's economy. Fortunately, we have the information you need to stay ahead of the curve and outperform the rest of the field.
A single characteristic divides today's best public schools from companies at the bottom of the food chain.
The right market approach lets smaller public schools scale their visibility with consumers. The key is to market smart through the consistent application of fundamental marketing concepts.
Social Media Monitoring
Social media has become a prominent fixture in marketing. For small businesses, an aggressive social media campaign can level the playing field by generating online buzz that competes with corporate marketing initiatives. Even though the potential for social media to generate positive conversations about your product is good, the potential for it to create negative, online word-of-mouth is a concern that must be taken seriously. All public schools have too much at stake to ignore derogatory social media mentions. To counter negative social media, you'll need to monitor your brand's online presence and enter the conversation, redirecting negative discussions toward more positive topics.
Competitive Awareness
Competitive awareness is the starting point for creativity in marketing. There's nothing wrong with creativity, but if it precludes your messaging from being represented alongside other public schools, you may not have all of the information you need to make an informed marketing decision. Many businesses find it useful to hire a professional marketing firm to help them evaluate the competitive landscape and devise strategies to exploit competitors' weaknesses.
Building A Community Around Your Brand
Does your business have a social media presence? If not, you may be falling behind the rest of the marketplace. Whether they realize it or not public schools need to do a better job connecting with their customers. There are many ways to launch a social media strategy. In our experience, it's helpful to begin with a direct mail campaign. Using vendor-provided mailing lists, you can broaden your reach by informing new contacts as well as established customers about your presence on popular sites like Facebook, Twitter and LinkedIn.
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