Here’s why you need a marketing system for your school

Before tactics, there is strategy. Before strategy, you need a marketing system for your school.

When I consult with clients one-on-one through our “9 Steps to Marketing Your School” coaching program, I address school marketing at a few very fundamental levels.

First, I try and get everyone on board (myself along with the client’s entire marketing team) with a common definition of “school marketing”. My definition of school marketing goes like this:

“Getting ideal families to know, like and trust you in order to create loyal ambassadors for your school.”

You can dig a little deeper into this definition by digging way back into the School Marketing Podcast archives and listen to, “School marketing podcast #28: An Easy Definition of Marketing for Schools”.

9 Steps to Marketing Your School

Beyond this definition, I address 3 core areas that build on one another:

  1. SYSTEM – your overall marketing effort has to be built on a solid systematic way of marketing. Rather than chaotic, shoot-from-the-hip marketing, your school marketing is well-thought-out and intentional. Inside of your larger umbrella marketing system, there are plenty of micro-systems centered around social media, referrals, lead generation and nurturing, family follow-up, etc. Each one of these micro-systems has to assess the tools, finances, personnel and skills sets needed for success. Your marketing system should have a clear understanding by your entire team about how your school addresses the 3 Rs of school marketing: recruitment, retention and referrals. Without this fundamental understanding of system, you will only achieve average enrollment marketing success at best.
  2. STRATEGY – as the system is set in place, you can begin to determine your strategy based on your enrollment gaps and goals. While your marketing system (and all the micro-systems) are fairly consistent from year-to-year, the strategy should vary depending on where you need seats filled. Your strategy can obviously address 3-5 ideal family personas. If you do not target your personas at all, you end up with a “one-size-fits-all” marketing message that really should be renamed as “one-size-hits-small”. If you are broad and generic, your message will resonate with no one. Know the persona’s pain points and how your school is differentiated as the best solution in your local market to meet that need. Develop this “know-like-trust” effort with specific touch points to lead a potential family toward becoming one of your school’s most loyal ambassadors.
  3. TACTICS – the implementation part of marketing is what gets most of your attention (time and money). The “practical and tactical” make up the line items in your budget so you tend to think about these items  most, but often neglect #1 and #2. If you do the former correctly, the system is in place so that a sound marketing strategy will dictate the most effective tactical implementation plan. If you are implementing the same marketing plan every year, then you are demonstrating that you have no targeted strategy.

If you find yourself focused only on the tactical plan, I would urge you to approach the upcoming school year with a different way of marketing. I offer a complimentary 30-minute phone consultation to discuss how I can help your school install a customized marketing system for your school!


School Marketing - 9 Steps

Randy Vaughn

Looking for a way to schedule Instagram posts and even do it from your desktop?

GRUM: Instagram Scheduling Tool

It’s almost time for Christmas break, so you might be thinking of what you will do during the 2-3 weeks off. Well, if going MIA on social media is one of them, think again.


I have used a variety of Instagram tools for trying to schedule posts. Before now, the one tool I used most often was Hootsuite. I could at least plan my Instagram posts and then schedule them  . . .  to notify me when it was time to post. So it wasn’t truly “set it and forget it” because I had to be available when the notification would come to drop what I was doing and open Instagram and post the previously schedule post. Better than nothing, but I really wanted a TRUE scheduling tool.

Introducing GRUM. Click here to subscribe to GRUM for only $9.95/month (at the time of this article, you can try it for FREE for 3 days without even entering a credit card). To me, this is worth it because it truly allows me to schedule my Instagram and never think about it again. With the holidays coming up, this is a great tool!

An added BONUS is that you can also schedule your Instagram posts FROM YOUR DESKTOP COMPUTER!  Really? Yes, really.

*At this time, there is no affiliate program for GRUM but they are working on it. So for now, this is a non-compensated endorsement. To be candid, I have used it for about a month so I may retract my endorsement at a later date, but for now, I can’t see why. This is what I’ve been looking for.

I hope it helps you.


p.s. Be sure to take advantage of the Christmas Gift Package where you receive over $500 worth of marketing resources for less than $180. Be sure to check it out today. With Christmas break approaching, don’t let this deal slip through the cracks. Some of our most popular resources available for only $179.


#GivingTuesday: Innovative Fundraising Ideas – Part 2 of 2 (School Marketing Podcast #89)

#GivingTuesday: Innovative Fundraising Ideas - Part 2 of 2 (School Marketing Podcast #89)

Click to download MP3



#GivingTuesday: Innovative Fundraising Ideas – Part 1 of 2 (School Marketing Podcast #88)

#GivingTuesday: Innovative Fundraising Ideas - Part 1 of 2 (School Marketing Podcast #88)

Click to download MP3



Check out this Virtual School Marketing Conference – hear these great speakers!

Check out this Virtual School Marketing Conference - hear these great speakers!

The SchneiderB Virtual School Marketing Conference has become one of the premier opportunities for school marketers to learn about school marketing in a CONFERENCE format without having to leave home! Think of the costs savings for your school – no hotel, no flight, no Uber/Lyft/rentals and not near as much wasted downtime.

Register now for VIrCon 5 on November 4, 2017.


  • 10 live expert training presentations with actionable tips
  • Access for you and your entire team
  • Lifetime access to the recorded presentations
  • Watch the presentations again and again all year long
  • Membership in the VirCon5 “pop-up” private Facebook group for participants

Sign up now and get the best rate for SchneiderB’s VirCon5

** BONUS **

If you are looking another affordable marketing coaching opportunity, try the School Marketing Academy for one low price of $77!

School Marketing Academy