Marketing Plan for Public Schools

1. Marketing Plan for Public Schools Samuel B. Hardy, III, Ed.D. Augusta State University

2. Marketing: Defined “Marketing is an organizational function and set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” AMA, 2006, Definition section para. 1

3. Why marketing for public schools? External Threats (vouchers, private schools, etc.) Government Expectations Public (Parental) Expectations Influence Legislation Image Building Obtaining Resources

4. What do we do in Public Education? Service: “A service is any act or performance that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product.” (Kotler, 2003, p.444) Education fits the following service requirements: it is people-based, it requires the client to be present, and it meets a personal need. (Kotler)

5. Plan Steps

6. Identify your Clients The overarching theme…1) create value for clients and develop useful relationships, and 2) capture value from clients as a result. Who are your clients?

7. Your Marketplace Map your bus routes Know the ethnicity of your marketplace Socio-economic back drop The businesses The major employers Civic groups Gauge their expectations

8. Communication Channels Web site Bulletin Boards in front hallway Newsletters Public Service Announcements School Meetings (not parent night) Direct Mailings Attend neighborhood/civic functions GET THE WORD OUT!

9. School-Driven Strategy Assess your school’s assets Faculty Programs Achievements Promote Assets to Target Audiences Market Segmentation Create a Market Offering Value Proposition

10. Build a Program that Delivers Value Assess your Strengths and Weaknesses Self-assessment, too Which assets best match which target audience? Relationship Building begins with this set

11. Establish Loyalty Dissatisfied clients are very dangerous Loyalty breeds positive responses which are self-perpetuating The threat is real, and the threat is not going away!

12. Marketing Plan Development Mission Statement Alignment School’s Current Situation Program(s) Overview Targeted Segments w/Needs/Benefits Fit SWOT Analysis Objectives Implementation/Communication Strategy Evaluation (Kotler)

13. Web Sites Small Business Administration www.sba.gov PlanOnline.org www.planonline.org Education Australia Online www.edoz.com