Marketing and Promoting the School

Some schools always seem to be in the news with good stories about their achievements or promoting themselves through a range of strategies. People speak positively about these schools. Parents want their children to go there. These schools ooze success.

Other schools find it hard to get good media coverage or have not developed a strategy for promoting themselves. Therefore it is no surprise if parents are reluctant to send their children to such schools. The schools that fall into the first category are not necessarily the best funded or highest performing in the leafy suburbs. They are the ones that have learnt how to manage their public profile.

This workshop has been developed to help school leaders meet the challenges posed in developing marketing strategies within school. Whilst the focus of the workshop is on school marketing and promotion, this is framed by the need for schools to achieve value for money in their use of time and resources as expected in relation to any public sector organisation.

The workshop is targeted largely at SBMs with responsibility for marketing and promotion of their schools. It will also be of potential interest and value to other senior school leaders and school governors.

The aims of the workshop are to:

• raise awareness of marketing strategies within a changing educational landscape
• develop knowledge and understanding of theories related to marketing
• develop knowledge and understanding of how to devise and implement a marketing strategy
• develop knowledge and understanding of best practice in using a variety of communication strategies to promote a positive image of the school
• develop the knowledge and understanding needed to promote the school in a digital age
• develop skills in monitoring and measuring the impact of marketing strategies
• evaluate the benefit of promotional materials
• develop awareness of market research strategies available to schools.

To lodge an expression of interest please email sbmdw@emdirect.co.uk