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Marketing Your Schools

Integrated Marketing Solutions and Tips to Support Admissions and Advancement Programs. Marketing Your Schools. Presented by: Paul V. Rawate Director of Marketing and Public Relations Development Administrator. Objective.

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Marketing Your Schools

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  1. Integrated Marketing Solutions and Tips to Support Admissions and Advancement Programs Marketing Your Schools Presented by: Paul V. Rawate Director of Marketing and Public Relations Development Administrator

  2. Objective Discuss the best practices to help make all aspects of your marketing communications integrated and seamless • Explore the ways to implement a brand strategy over all communications, while minimizing costs • Discuss how to integrate direct mail, e-mail marketing, online communications, offline communications, public relations, and social media to work together as a unified force

  3. Paul V. Rawate • Director of Marketing and Public Relations at Crespi Carmelite High School in Encino, CA (2008-2012) • Over thirteen years of marketing and branding experience • Marketing consultant for the fitness industry and educational institutions • University of California at Santa Barbara – BA Economics with a minor in Sports Management • U.S. Commerce Association (USCA) recognized Crespi Carmelite for exceptional marketing achievements in 2011 and 2012

  4. Marketing for Educational Institutions • Each student admission is viewed as the beginning of a relationship with the school • The relationship would continue through a period of enrollment to graduation • It should extend into many years as a satisfied alumna or alumnus • Hopefully, the relationship continues as a donor and supporter of the school

  5. Marketing Basics Admissions and Advancement Offices work together Strategic Alignment of Branding and Messaging Four P’s versus Four C’s • Product • Price • Place • Promotion • Constituent • Cost • Convenience • Communication

  6. Marketing Check List Branding • Positioning • Tag Line • Elevator Pitch • Graphic Standards • Communication Plan • Enrollment Plan • Advancement Plan • Public Relations Policies • Social Media Policies

  7. Integrated Marketing • Combination of marketing tactics to help deliver one marketing strategy • The tactical delivery of a marketing strategy • Aims to ensure consistency of message and the complementary use of media • Develops a strategy with the right online and offline combination

  8. Online and Offline Marketing Channels • SEO • Pay-per-click • E-mail marketing • Blog • Social Media • RSS Feed • QR Codes • Traditional Print • Public Relations • Radio • Television • Billboard Advertising • Media Relations • Direct Mail

  9. Integrated Marketing • Using outside-in thinking • A data-driven approach • Focuses on identifying constituent insights • Develops a strategy with the right online and offline combination to forge a stronger brand relationship

  10. Integration Cycle

  11. Graphic Identity Example

  12. Graphic Identity Example

  13. Advancement Example Crespi Carmelite Celebrates Special Milestones for Catholic Schools Week The class of 2012 is Crespi Carmelite High School's fiftieth graduating class and the school also reflected on two milestone careers for Catholic Schools Week. ###

  14. National Average for Non-Profits: Gifts Received through Social Media

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