Description
Book SynopsisMarketing 101: How Smart Schools Get and Keep Community Support is a compact, practical handbook created to guide educators in the application of marketing strategies that get results. For many years, marketing has been implemented in school settings with a fragmented, piecemeal approach—only to have disappointing and sometimes expensive results. This book will introduce educators to sound marketing principles and action steps. Full of descriptive, concrete examples, the information is easy to adapt to any educational setting as a workhorse to capture and retain community support. The years ahead forecast challenging demographics, savvy consumers and high expectation stakeholders. Susan and David Carroll detail how to interpret demographic trends, assess your image in the community, groom your staff as ambassadors, select and use marketing communications tools correctly, pass your budgets, and other strategic marketing steps for immediate use and success. This book is essential to educators who want their schools to be aligned with the community they serve.
Trade ReviewMarketing 101: How Smart Schools Get and Keep Community Support is an excellent resource for re-energizing the increasingly tentative faith in public schools. The book offers proactive strategies for being more responsive to all constituencies and for seizing opportunities to improve public image. -- Lois Lanning, assistant superintendent of schools, Region 15, Middlebury/Southbury, Connecticut
Never before has there been such a pronounced need to build support for public education nation wide. Building upon proven success, the strategies contained in Marketing 101 are an invaluable resource for public schools serious about building and sustaining long-term community support and trust. -- Bill Erlendson, assistant superintendent, San Jose Unified School District
They have distilled all of their knowlegde into a compact practical handbook designed to guide educators in the application of marketing strategies that get results. * Litchfield County Times *
For over 30 years, the Carroll's have provided marketing research and strategic direction to public schools, universities, hospitals and health care organizations and corporations. Now they have distilled all of their knowledge into a compact, practical handbook designed to guide educators in the application of marketing strategies that get results. * The Hartford Courant *
Table of ContentsChapter 1: The Stage Is Set for a New Way of Thinking Chapter 2: The Problems and the Solution Chapter 3: Education Has Customers, Too Chapter 4: Doing Your Demographic Homework Chapter 5: Developing Information Bases for Smart Schools Chapter 6: Image Matters Whether We Like It or Not Chapter 7: Your Public School Database Is a Marketing Gold Mine Chapter 8: Using Program Evaluation as a Marketing Tool. Chapter 9: Getting Your Message to the Public Through Marketing Communications Chapter 10: Marketing Communications Strategies Chapter 11: Passing a School Referendum: A Savvy Mix of Politics and Marketing Chapter 12: Putting Marketing to Work in Smart Schools Chapter 13 Appendix A: High School Student Attitude and Behavior Survey Tool
