An overview of academic marketing - Increasing Enrollment using Marketing covers: marketing 101, what marketing says about your school, marketing audits, pictures role in marketing, direct mail and school brochures

1. Colin Hageney Bullpen Marketing

2. Agenda Marketing 101 What marketing says about your school I want a billboard Marketing Audit Enrollment Marketing Pictures role in marketing Direct mail School brochures

3. Marketing 101 Marketing is more than sales. Marketing is the set of activities used to: 1. get your potential customers’ attention 2. motivate them to buy 3. get them to actually buy 4. get them to buy again (and again…) Marketing is how you define your product, promote your product, distribute your product, and to maintain a relationship with your customers. Marketing theory is made up of the 5 P's . Product, Positioning, Place, Price, Promotion. Each "P" contributes to your marketing mix.

4. What does marketing say about your school? Everything! Good marketing helps to reduce attrition, bonds alumni and past parents, keeps good teachers, raises money, and builds your school’s image in the wider community. Smart marketing = Smart school

5. I want a billboard

6. Perform a Marketing Audit Get an outside-in perspective of your school You’re to close to the situation – “can’t see the forest for the trees” Helps reevaluate and relocate a school's efforts and budget Assign a person or a team to perform the audit What are your goals?

7. Perform a Marketing Audit Consider all of your prospective parent/student touch points Spread out all marketing materials and external communications on a table Brochure Advertisements Web site Email communications Open house information Registration process

8. Perform a Marketing Audit Listen to what your constituents say about their perception of your school and what they like and don’t like – and what they would like to see Student leaders Parents Alumni Faculty and staff Prospective students Walk around your campus with a camera Look at what your competition is doing

9. Perform a Marketing Audit Evaluate results Look for marketing disconnects Determine what needs to be done Create priorities, timeline Marketing plan

10. Marketing Disconnects

11. Marketing Harmony

12. Enrollment Marketing Things to do… Foundation pieces Web site Open house Brochure Advertising Direct mail Radio Church bulletins Make it easy!

13. Foundation Pieces

14. A picture speaks a 1,000 words…

16. Unaware action shots

17. Parent photographers

18. Stock photo files

19. “Pictures have legs!”

21. ACADEMICS

22. ATHLETICS

23. EXTRACURRICULAR ACTIVITIES

24. SPIRIT

25. www.yourschool.com THE most important marketing tool Target internal and external audiences Keep it current, simple, clean Focus on recruitment and retention Publicize the website everywhere Track visitors Make it a top priority

26. Enrollment on the Web

27. Enrollment on the Web

28. Basic School Brochure: Good

29. Basic School Brochure: Good

30. Basic School Brochure: Bad

31. Basic School Brochure: Ugly

32. Direct Mail

33. Direct Mail

34. Direct Mail

35. Direct Mail