Internal Marketing, or Marketing Within our Schools

1. Internal Marketing, or Marketing Within our Schools PNAIS Conference June 2005 Kathleen Hanson, Baylor School

2. What is Internal Marketing? • It is about building essential relationships and treating those relationships with respect! • Some folks get it right away • Others never do, regardless of their title, tenure or salary

3. A more formal definition… • Internal marketing is a marketing effort within your school which targets internal audiences. Its goal is to increase communication among staff members so that an external marketing campaign’s effectiveness is maximized.

4. Quick and dirty…………. • If those people responsible for marketing haven’t developed relationships internally, all the marketing they do externally will be about one half as effective.

5. You need support ………… • From the Head of School • From Administrative leadership • You need formal opportunities to talk with faculty (although they are the least effective means) • You have to be positioned as the “expert” in marketing.

6. Make believers……. • We must provide ways for the internal audiences to not only understand the marketing goals of the school, but to believe in them. • We want our internal audiences to be proud of the school and to realize it’s power in the marketplace.

7. And………………….. • Regardless of how clever you are or how big a budget, you can’t do it alone.

8. Who is managing the brand internally? • We know our external audiences need to understand who we are, where we are going and what we value. • Do we give the same information to our internal audiences? Faculty? Staff? Parent leadership? Alumni Leadership?

9. Most schools know internal marketing is important…. • Rarely will a school state that internal marketing isn’t important. • Then why don’t they do it? • No time (they think) • The faculty don’t care (they assume) • It doesn’t affect anyone but admissions and communications (wrong)

10. We have to make our internal audiences care…………….. • If our internal folks aren’t on board and don’t understand what we are trying to accomplish, they won’t make an emotional connection and they may inadvertently undermine our messages.

11. Brand awareness inside • Our internal audiences must have brand awareness. • They live the brand!! • They will interpret the brand to students and parents • They will interpret it to colleges

12. How is Internal Marketing happening now? • Mostly haphazard, if at all • No one is in charge • Faculty meetings are too full, departmental meetings are too focused on curriculum, people are busy. • Schools don’t see the need

13. So, how might we begin… • Carefully • First step is to define your internal audiences: • Administration • Faculty • Staff • Parent Leadership • Alumni Leadership

14. We begin by trying to understand their perspective……….a little empathy! • For example: If you were to launch a national ad campaign, who would it surprise? • Or, if you are battling a reputation for taking “risky kids” would that be common knowledge in your school?

15. Identify the interfaces…….. • We’ve all done that……if you haven’t then be sure to do so……. • The key is, do people understand their unique role in marketing the school? • Do they understand your goals around the campus visit? • Do they understand how your summer program aligns strategically with admission? • Do they know where they fit in?

16. Educate every chance possible. • What topics? • Goals of the marketing plan • Challenges to reaching the goal • Opportunities which are present • Their role and the importance of their role • Repeat the messages

17. Not simple • In fact, it is downright messy • Timing is key • Face time is so very important • It requires political skill and a knowledge of the culture and the sub culture

18. How do we avoid the Dilbert-like effect with faculty? • How do we overcome natural cynicism? • Many faculty still fear marketing • Many faculty believe that we don’t need to attract kids because we are so good as a school • Try getting them to define the school’s unique position in the market (can’t use small classes, excellent curriculum or quality faculty in their definition)

19. Leverage the likable folks! • Studies show that people gravitate to those they like in a work-related situation, regardless of the person’s competence. • And, find opportunities for similarities • A task force or ad hoc committee might work

20. Watch our own internal messages • They need to be free or jargon • They must be focused on the essence of the school • We can’t preach! • They must be accurate and thorough • We can’t act as though we have the world on our shoulders

21. Mission versus market • Always remember that the faculty is focused on mission • Validate that focus • Express how our marketing efforts are mission driven and market sensitive • We can be true to our mission and still respond to market forces

22. Share information on the “drivers” • What drives enrollment? • What drives giving? • What drives alumni involvement? • Illustrate that some of the drivers are external to us – we can’t influence them • But a few are within our power to influence so let’s make hay!

23. Think about an average faculty member’s training………… • They are experts in their subject area • They are trained to diagnose a student’s needs • They believe they know what the student and the family needs….. • They do know what they need….

24. It’s not about needs… • It is about what parents and students want from their boarding school.

25. The Head must be on board • Little will occur without the Head on board • A Head can positively influence marketing efforts simply by stating that they are important • And, stating that you are leading the effort

26. Be careful of your interface with faculty…. • Is it all e-mail? • How much is personal? • Be sure to tell faculty exactly what you want them to do at X admission event. • Approaching two faculty after an event with a meaningful thanks goes miles.

27. Remember • If you or the marketing team are the only ones marketing the school, then it isn’t happening.