Marketing Plan

Online Lecture - Marketing Your School

As a school leader, you will be responsible for marketing your school. This can have different meanings, depending on the type of school you lead. In a comprehensive public school, marketing may mean sharing your story with the community in hopes of securing additional tax dollars for the district, forming partnerships with local colleges/ universities, businesses or agencies, promoting your school to district leadership or creating a positive image of your school with local community stakeholders. However, as a charter or private school leader, marketing your school contains additional meanings. In these contexts, marketing means attracting students and families to enroll in your school, securing the necessary funding to operate your school, recruiting faculty/ staff and essentially ensuring the sustainability of your school for years to come.

In lieu of a lecture, this week you are required to watch the following videos (see below) on school marketing in a private school setting. One video is done from an instructional perspective, while the other is from a testimonial perspective. Many of the strategies shared in these videos, are transferable to both charter and public school settings alike and should aid you in developing your marketing plan and presentation for the next two modules.

School Promotional Video | Private School Marketing

Epic Productions LLC (2018). School Promotional Video- Private School Marketing. Retrieved from https://www.youtube.com/watch?v=6Z_36dNaiqE

Marketing Ideas For Private Schools

Six Degrees Digital Media. (2014). Marketing Ideas for Private Schools. Retrieved from https://www.youtube.com/watch?v=AuKFgtyZn54

Required Reading Materials

Kowalski, Theodore (2011). Public Relations for Schools (5th Edition). Upper Saddle River, NJ: Pearson Education, Inc.

Chapter 6: Public Relations Programs

Chapter 7: Planning, Implementing & Evaluating Programs

Warner, Carolyn (2009). Promoting Your School: Going Beyond PR. (3rd Edition). Thousand Oaks, CA: Corwin Press.5

Chapter 2: Making Your Schools Stand Out