27. Why do we hang on to the traditional
outbound advertising strategies?
Why are our marketing budgets comprised of
these strategies?
Why do we keep spending significant
resources on strategies that don’t produce
results?
31. Do you remember the old Faberge Organic
Shampoo TV commercial?
Complete with 80’s hair, a young model
appears on the screen and begins by saying:
“I told two friends about Faberge Organic
Shampoo with pure wheat germ oil and
honey. “
She concludes by saying: “You will tell two
friends, and they’ll tell two friends, and so on
and so on and so on.”
32.
33. We rely upon word of mouth in our own
buying decisions.
78. Stories about your people
◦ faculty, students, parents and alumni
◦ Your USP’s in story form
Real stats connected to real stories
Your school
◦ Vision for the future
◦ How your school is remarkable
◦ How your school makes a life-changing difference
in students
Educational topics
Parenting topics
82. Leadership Website
Faculty and Staff SEO
Parents Blog
Alumni Email newsletter
Ambassadors Social media
Referral generation Photos
Customer service Video
Personal conversations Online reviews
Group meetings
People Tools Web-Based Tools
113. When you serve your parents or students in
an exceptional way or do something that is
memorable, this creates a moment that will
be shared by word of mouth.
116. It is better for parents to visit your school in a
one-on-one environment than to attend an
open house in the evening or on the weekend
when the school is not in session.
Every day should be an open house for
prospective families at your school.
117. Once you get a family to your campus, make
sure you have an outstanding visit program
set up for them.
An effective campus visit program should
include:
◦ Tour of campus
◦ Meeting with admissions director and administrator
◦ Review of the application process
◦ Introductions to key staff
◦ Connections with Parent Ambassadors
118. Clear signage and great first impression
Welcome sign with your name on it
Friendly welcome from receptionist
Entry area tells the story of your school
Personalized tour with parent, student and
faculty connections
Review of application process
Photo of student by welcome sign
Personal note sent immediately (email and
handwritten)
119.
120. Host a special “friend’s” day for current
students to invite their friends to spend the
day with them at your school.
The goal is to encourage and motivate
current students to focus on inviting their
friends they want to encourage enrolling in
your school, especially when students are key
to the decision!
178. 1. Opportunity to share dynamic content on
your website.
2. Increase traffic to your website.
3. Provide significant search engine
optimization (SEO) value for your website.
4. Provide a platform to share content.
5. It’s fun!
180. 1. Publish your blog once a week.
2. Don’t bury your blog on your website.
3. Make sure your blog is attached to your
website domain.
4. Use a team to strategize and write your blog
posts.
5. Don’t use your blog to sell your school.
6. Include a RSS feed, subscription option and
share/like buttons.
7. Use keywords in your posts.
200. Pictures with captions and stories
Blog posts
Video vignettes
Ask for likes
Ask questions
Summer vacation pictures
201. Ask admitted parents to post the following on
their FB page: “My children were just admitted
to XYZ School and will be attending this Fall!”
Provide a timeline photo header with a school
photo and logo in it to your parents.
218. Ask Current Parents – “What do you like best
about your school?”
Ask New Parents – “Why did you select this
school for your child?”
Ask Alumni – “How did your school prepare
you for success in college and in life?”
Ask Faculty – “What do you like best about
teaching at your school?”
Ask Seniors – “What college do you plan to
attend next year?”
219. Traditions
A Day in the Life
Lower School Students Say it Best
College Reps
Key Brand Messages
One Topic, Four Perspectives (Student,
Parent, Faculty, Alumnus)
Affordability
237. Brookwood’s BTube
page contains a variety
of videos showcasing
the life of the school.
Brookwood’s BPod page
contains a picture and
caption of the day.
254. A successful SEO strategy begins with
research to discover the keywords that your
prospective parents use to search for your
school.
◦ Use Google’s Keyword Analysis Tool
255. Competitor Keyword Research
◦ Go to their website
◦ Right click; view source
256. Every page of your website should have a
unique title that is reflective of the content
and keywords used on the respective page.
257.
258.
259. • The CSF website does not have unique
page titles or meta page descriptions for
search engine optimization.
260. Canterbury website description in a Google search:
261. Google Search: Private School in St. Petersburg
◦ Results
Google AdWords shows ads for Shorecrest and
Northside Christian.
Canterbury listed #6 behind Shorecrest, Admiral
Farragut and Keswick Christian.
262.
263. Google Search: Christian School in
St. Petersburg
◦ Results
Google Ads shows ads for Shorecrest and Northside
Christian.
Canterbury not listed on first page in search results
(appears on the second page).
264.
265. It is critical for you to focus on search engine
optimization as part of your marketing
strategy.
◦ Keyword research
◦ Page titles
◦ Page descriptions
◦ Keyword-rich content
◦ Dynamic content
266.
267. School administrators most often focus on
website design when launching a new site but
fail to focus on the most important elements
– SEO and content development.
It is critical to focus on developing content
that is:
◦ Relevant
◦ Keyword-rich
◦ Dynamic
◦ Compelling