Lessons Learned From The Ind Schoo L Industry
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This document discusses lessons learned about using social media in independent school marketing and recruitment. It provides five key lessons: 1) Find your customer by engaging audiences on social media platforms they already use. 2) Trust your customer by being open and honest online. 3) Know the medium and how to best use platforms like Facebook pages and groups. 4) Know all your customers, including international audiences who use different platforms. 5) Close the sale by having a clear goal for social media engagement, such as getting users to register on your website. The document provides examples from various independent schools on successfully implementing these lessons.
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Lessons Learned From The Ind Schoo L Industry
- 1. LESSONS LEARNED FROM THE INDEPENDENT SCHOOL INDUSTRY Lorrie Jackson Lausanne Collegiate School
- 3. OUR INDUSTRY Independent? self-funded self-governed board of trustees 33 in MAIS Many more “private” schools
- 5. OUR MARKETING GOALS students Recruit Retain students Raise money
- 7. LESSON #1 Find Your Customer
- 9. “In my life as a FOUNTAIN VALLEY SCHOOL, COLO SPRINGS, CO web content administrator, th e key was always „drive traffic to the web site.‟ That hasn‟t changed with social networking but…now you are going where your audience already is. Then when you begin interaction, you can entice them to visit your site for more goodies.”
- 11. 30% INCREASE - FACEBOOK
- 12. FRIENDS ACADEMY, LOCUST VALLEY, NY Problem: Existing facebook page by eager but unofficial alum. Solution: Work with page owners to encourage migration to the official page.
- 13. LESSON #2 Trust Your Customer
- 14. NO ONE EVER DIED FROM A BLOG COMMENT. One consultant says risk is overrated. 10,000 comments on her My Space/facebook pages, less than five comments had to be removed.
- 15. PROCTOR ACADEMY, ANDOVER, NH Being honest can pay off: 100% over capital campaign goal. Strong admission numbers. Increased school spirit
- 16. WHAT DO THEY SAY ABOUT YOUR SCHOOL?
- 17. LESSON #3 Know the Medium
- 18. As of January 2008, over 400 facebook pages about/by colleges Often hard to tell if it‟s official or unofficial. Groups vs. pages Groups – relationships, can email facebook users directly Pages – general landing pages for overview on school Recommendation: Page for whole school Groups for alumni or other special interest, um, group
- 19. LESSON # 4 Know All Your Customers
- 20. GLOBAL PERSPECTIVE 17% of Lausanne‟s student body CyWorld
- 21. “The social AMERICAN SCHOOL OF BOMBAY, MUMBAI, INDIA media movement at our school has been led by our students. There is no need for an „official‟ presence on these types of communica- tions.”
- 22. TCKS
- 23. LESSON #5 Close the Sale
- 24. WHAT IS YOUR GOAL?
- 25. URBAN SCHOOL, SAN FRANCISCO, CA Goal: Registering either on your Web site or through your alumni office. Urban uses finalsite‟s online alumni community.
- 26. LAST WORD?
- 27. DIGITAL VISION