Description
Book SynopsisIncreased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the importance of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund raising. Although written for public school administrators, the book is equally applicable to private and charter schools.
Trade ReviewA plan needs to be developed no matter what you are trying to achieve. It is critical to know your audience and how to target their needs. In this book, Johanna Lockhart has provided us with just the right tools to go above and beyond. -- Jorge F. Cardenas, principal, High School Ahead Academy, Houston, Texas
As a marketing and public relations professional for more than 30 years, I found How to Market Your School to be a thorough "how to" book that principals and other administrators can use to "market" their schools with much success—a great guide to navigate the world of promotion. -- Lee Vela, general manager student incentives, the Houston Independent School District
Table of ContentsPart 1 Preface Part 2 Introduction Chapter 3 School Marketing: What it is and why it matters Chapter 4 Getting Started Chapter 5 Marketing Research and Database Marketing Chapter 6 Marketing Communication Chapter 7 Electronic Communication: An effective marketing tool Chapter 8 Media Relations Chapter 9 Building Community Partnerships Chapter 10 Community Connections for All Students/Arts Education Matters Chapter 11 Fund Raising Chapter 12 Summary
