In a previous post about winning over prospective families for your school, we looked at 4 popular marketing tools that private schools use in showcasing themselves, including your school’s website, the printed marketing collateral, your high-priced overview video and recruiting events.
But let’s be honest: while these are likely necessary elements in your overall marketing mix, there are many prospective families who are not yet ready to commit. One of their most obvious questions is: “does everyone really look that nice?” While some families are easily convinced, others shout out for proof: “Sure, you’re a great school, but show me the evidence!”
Here are 3 ways to showcase this evidence: (more…)
If you are like most schools, you spend alot of time (and money, too) seeking to impress families, showcase your very best, and eventually convert students into full-pay families for not just one year, but until they graduate!
Typically, I see 4 main areas where schools spend alot of resources: (more…)
Karen Klein’s terrible harassment at the hands of some teenagers made world news this summer. Viral videos with millions of hits and over $600,000 raised on her behalf through social media made this one of the summer’s hottest topics.
The problem: it’s summer – and no one is at your school to talk about it.
While I’m certain some administrators may react with “that doesn’t happen at our school” or “families often misuse that term“, the reality is that it is an issue on the minds of families. And news stories like Klein’s only make parents feel more concerned for their children while at school (and the target of this bullying was an adult).
This is why bullying is a marketing issue. Families are exploring where they can send their children for a quality education in a safe environment. In terms of “bullying”, here are 5 things your marketing team should address as school begins next month: (more…)
You get an angry parent who not only lashes out to your Headmaster in person, but he takes it online. Ouch. It’s one thing for an exchange to happen behind closed doors on campus, but it’s a bigger deal when prospective families get to read about it online!
That’s why your school needs reviews today – right now – don’t delay!
I would encourage you to ASK your satisfied families to review you on 2 different places online:
- Your School’s Google
Place Local Page – because Google is Google, if a prospective family is searching online using the most popular search engine, they will likely see a map listing alongside Place Local Pages for various area school’s matching the search person’s search terms. The sheer prominence of Google reviews makes it a strong reason to have reviews there.
- GreatSchools.org is the other review site where you must have reviews. Formerly integrated into the entirety of reviews on your Google
Place Local Page (but now separated under an obscure link to “more reviews around the web”), families who know about GreatSchools may come here first to check out various things about the schools in the area. Even the Today Show recommends this website for families to review schools. As well, GreatSchools got some national recognition in a recent article on Education Week.
Keeping a consistent flow of positive reviews is the very best solution for deflating the sting of an occasional negative review. But they are not as easy to get as you might think – asking 10 families might generated 1-2 reviews. Families are busy and they forget to do it – keep following up and asking.
-Randy
