We live in a two-way world
Over the last 2 years we have witnessed marketing take on a major shift. Pre-2010 the majority of marketing was one-way: from the company to the masses. But the world has changed from a one-way world to a two-way world.
Marketing has to reflect this change or it will be futile. The world of today is expecting engagement and the ability to contribute and be heard. The smart companies not only collect data about their target demographic but actively seek dialogue with their potential customers.
Strategists used to suggest promoting your company through wide and varied media in a hope to reach as much of the population as possible, all the time hoping a small percentage of that audience would, of their own volition, take the next step in doing business.
Today we are digitally connected and the doors are open to enter real and meaningful dialogue with anyone via the big two: Facebook and Twitter. It is far more powerful to engage with your potential customers so you can seek, create then deliver what they actually want. Take the lesson.
For example, today we can design our own shoes and have them hand made to order (http://www.shoesofprey.com), we can design our own cars, computers, jewellery and education (http://www.pearsonlearningsolutions.com/).
Progressive marketing strategy
It would be wise for your marketing strategy to at least include a channel for 2-way communication with your customers. It is expected and it is gold!
I see 2 challenges for today’s progressive school marketing strategist:
- To overcome is the huge inertia traditional pre-2010 techniques and systems. It is far more comfortable to keep doing what has always been done.
- To not shift the offline techniques to online.
Examples of one-way marketing in a two-way world
The school newsletter was great and it kept people informed. As the world moved into the digital age, the progressive schools offered the newsletter to be received by email. The next step was to do away with the hard copy and only have the electronically delivered version. Essentially, nothing changed. The marketing was one-way. No chance for engagement and interaction.
The same applies to advertisements in the local newspaper, billboards, cinemas and magazines. While these are all important for a branding exercise, they do very little in leading the customer to the next step.
It’s all about feedback, engagement and policy decisions
There are companies that have whole departments set up to engage with their clients and potential clients through blogs, forums, Facebook, LinkedIn, Webinars and Twitter.
Check out this article in The Australian about law firms embracing social media.
Or this article in the Sydney Morning Herald about big retailers jumping into social media.
For schools, engagement with their future parent clients is critical in allowing the parent to feel a valued member of the school community.
Want to know more?
No obligation. If you find our Enrol More Students online strategy compelling, the next step is to talk over the finer points with you. We can only work with a limited number of schools at one time so contact us today.
What others are saying . . .
Model Incredibly Powerful
The enrolmorestudents.com.au model is incredibly powerful! The ability to communicate visually and audibly with prospective parents, without them even having to leave home is incredible. Even more exciting is the ability of the system to know who is online listening in, who has left the webinar and who hasn’t taken any action from the webinar so they can be followed up.
Enrolmorestudents.com.au gives schools the ability to turn their marketing into a predictable science rather than some mysterious alchemy!
Breakthrough in School Marketing
The internet is a tool that has the potential to dramatically change the way any business presents itself and delivers its message. We have personally helped hundreds of businesses improve their bottom line by successfully implementing internet strategies.
The Enrol More Students model is a breakthrough in school marketing.
The series provided me with a greater understanding of their student programs and policies. In particular, I was amazed at the depth of the pastoral care structure and the services for staff and students offered in the new Wellbeing Centre.
In short, my perception of St Paul’s School has totally changed.
I really wanted to let St Paul's know that I am very impressed and learnt an incredible amount just in that half hour.
I believe a communication tool like this is an invaluable resource for all schools and an essential element of a sound communication plan.
Innovative and Engaging
The concept of interviewing key staff on-line is innovative and engaging. It provided a way for a school parent or perspective parent to appreciate the quality the staff and what the school offers.