Education Marketing: Top 5 Problems
Common issues and tangible solutions.
Education Marketing has become a vital issue for virtually every UK school and college. Some are able to afford a designated Marketing Manager or even a marketing team but many can not. Due to budget cuts School Business Manages, Development Staff and even Bursars are now having to meet marketing targets in addition to their preexisting responsibilities.
Education Marketing – Get it right with Blumilk.
Blumilk has been working in the education sector for over 16 years helping a wide range of organisations to exceed their marketing goals. Colin Robertson, Blumilk’s Managing Director, identifies 5 key issues he has come across.
1 – Attracting the right students
You have to ensure the methods used, the tone, and the communication platforms are right for your audience. While you can’t argue that traditional techniques such as open evenings and taster days still have their place, they simply aren’t enough.
Blumilk has helped Schools and Colleges get under the skin of students and parents, reaching them on their level. The objective is clear. To ensure each marketing penny is spent in the right, most beneficial way. Is the £500 local newspaper advert you have placed for the past 10 years, for example, still attracting the same number of students as it once was?
2 – Promoting key values and uniqueness
Today’s students and parents have so much to choose from. Including the school or college that best fits their values and needs. At Blumilk, we always stress schools and colleges should not shy away from their core values. It’s what makes them different. Perhaps the reason that makes them outstanding.
It will also ensure honesty and that all-important ‘human’ touch. Something prospective students and their parents can connect with. After all, the most effective form of marketing is rooted in emotion.
3 – Appealing to talented employees
Maintaining the quality of staff is crucial. Cutbacks are making this increasingly difficult. How do you retain the talent you have while still attracting new talent? Blumilk has identified a few things that can be done at a low cost. Keeping it simple, clear, and straightforward is key. Ask why would someone work at a particular school or college as opposed to another? Identify the benefits. And, promote these. Create the perfect staff package. This doesn’t have to include dental care or extra holidays. It can be as simple as a healthy team events calendar, free filter coffee, or guidance and support during exam periods.
And, most importantly agreeing to implement a simple, consistent, and straightforward internal communications strategy.
4 – Engaging with the wider community
Keeping the wider community on side is essential. Parents, politicians, and other stakeholders are significant targets to build reputation and support across the board. The right level and style of communication is the foundation for this. So too is looking at opportunities to ‘return the favour’. Like giving the community use of the school, adult learning opportunities, and or offering local sports clubs access to gyms and pitches.
5 – Getting sponsorship from local business
Businesses large or small are careful about how they spend their cash. Just like every school and college. They want to invest in something that will show a return. Usually, the marketing and reputation spin-off advantage from investing in a project or a ‘good cause’.
Schools and colleges need to spend a bit of time on this. A small proposal is a good start. At Blumilk, we can help with this. This shows clearly why the sponsorship is needed; making the case effectively. What the aims and objectives are. What sponsorship options there are; maybe an outline of options and financing levels. Almost like tiered price plans.
