Marketing Plan

Developing a School Marketing Plan

Introduction:

As a leader in the field of education, you are the chief marketing officer of your school, department, program or team. You are responsible for telling the story, creating the narrative and showcasing a positive image. You may also be responsible for selling what sets your institution or program apart from others. Finally, there will be times when you will need to market your institution or program to external stakeholders including potential community business partners, college/ university partners or even potential employees.

In this assignment, you will build your own marketing plan. Remember the ultimate goal of the marketing plan should be to showcase the unique opportunities your institution or program can provide. In addition to your required readings for the week, pages 20-36 of Warner (2009) will serve as a valuable resource as they contain several examples of the various components of marketing plans.

Instructions:

1. Develop a 5-7 page written plan for marketing a new program or school under your leadership, which addresses the following:

○ What is the program or institution? ○ Who is the targeted audience for your program or institution? ○ What is your selling point? Why should stakeholders consider you

as an option? ○ What unique opportunities does your school provide (i.e. academic,

extracurricular, community partners)? ○ What form/ forms of communication would be most impactful? ○ What is your timeline? ○ How will you know your efforts are successful? ○ As a part of your draft you can include any mock brochures, web

page mock up, or other resources that will be shared during your presentation.

2. As appropriate, cite evidence from course readings or other scholarly sources. Be sure to cite and reference your sources in APA format.