How to Market a Private School
Marketing a private school comes with making big decisions, such as paying attention to the budget of the school, knowing your target market, and creating a strategic marketing plan that will attract the likes of many. If you do not build a marketing strategy, how will people know about the product you are offering? For private schools especially, you need to let your target market know why they should choose the school and what makes the school you are marketing stand out. In this article, we’ll discuss how to create the perfect marketing plan to attract the appropriate target market when marketing a private school.
Identifying Your Target Market and Their Demographics
In every marketing plan, the first step is to decide who the target market is. You won’t be marketing to just anyone, you will be marketing to those who directly fit the needs of the product you are marketing. When marketing a private school, your target market will be very specific. Those who fit in your target market may include parents of children, who fit the income level where they can afford a private school. You’ll want to consider the demographics of your target market. Some examples of demographics include age, race, ethnicity, gender, and marital status.
Another important aspect of identifying your target market is determining the psychographics. Examples of psychographics include values, attitudes, lifestyle, opinions, and interests. If the private school you are marketing is based on a certain denomination, such as a Christian or religious school, your target market should include those in the category.
Be sure to identify exactly what the school’s values are and identify your target market before you begin creating your marketing plan.
The next step in the process of creating your marketing plan is to set realistic goals of what you would like your marketing plan to accomplish. What do you want to accomplish by marketing a private school? According to this article, making realistic and attainable goals is a good start to your marketing plan.
One of the best ways to create marketing goals is to use the SMART goals strategy. SMART is an acronym that stands for specific, measurable, attainable, relevant, and time-based. Here is a guide to what each of these words mean in regards to creating goals:
Specific: You must make sure your goals are specific, clear, and narrow to ensure effective planning.
Measurable: Be sure to define the evidence that will show you are making progress throughout your marketing plan.
Attainable: Your goals should be within a reasonable timeframe in order to be accomplished.
Relevant: The goals that you have should be relevant to what you want to accomplish in the long-run.
Time-Based: In order to be prioritized and motivated to accomplish your goals, it is important to set a timeline for when you want your goals to be accomplished.
Identifying Different Approaches
Once you have identified your target market and set your goals, it is time to figure out how exactly you will market your private school to your potential customers. It’s important to use a variety of different methods to market a private school. For example, if you are marketing a religious school, you may want to consider handing out fliers and advertising at churches or other places of worship. For social media marketing, younger parents who are in your target market can easily be reached due to younger people using social media often. Be aware that whoever is in your target market may need to be targeted with different marketing strategies.
Creating A Website
The next step to creating a marketing plan for private schools is to create a website. There are many websites that you can use in order to create a website you desire. Here is a list of websites you can use:
Wix: Wix offers an easy-to-use platform that comes with a variety of templates to create your website.
WordPress: WordPress offers free, customizable, mobile-ready designs, and themes to help you build your website.
Weebly: Weebly's free website builder makes it easy to create a website, blog, or online store.
Squarespace: Squarespace offers domains, eCommerce, hosting, galleries, analytics, and modern templates to make the perfect website.
Creating Social Media Platforms
Creating social media platforms can reach those in your target market who may be on the younger side or even those who often use Facebook or Instagram. Social media allows users to read reviews, view photos, and other posts to learn more about the private school you are marketing. Users can also use your social media platforms to get in contact with you. They can send private messages, email, and call you—all because they saw your page on social media.
A way to make sure you reach people on your desired social platform is through advertising. On both Facebook and Instagram, you are able to create an advertisement based on a post or other types of content. From there, you are able to set the budget for how many people you would like to reach. Their features also allow you to choose the age range of those you would like to reach, so if your target market is between the ages of 25 and 45, you can choose that age range to advertise to!
Direct Mail, Billboard, and Other Forms Of Advertising
The next step in a marketing plan for private schools is to start marketing outside of the web. Social media alone probably wouldn’t get enough success for the particular goals of a private school marketing plan due to some of your target market not being able to be reached through the internet, so that is why you need to market the school in other ways as well. Here are some forms of marketing that would be helpful when marketing a private school:
Direct Mail: Direct mail advertising can be very useful. You can send out mail to geographical areas around the school to let people know about the school.
Billboard Advertising: At some point in everyone’s lives, a billboard has caught our attention. Creating a billboard to advertise a private school is a good method for gaining attention about the school.
Handing Out Fliers: Depending on if the school is religious or not, it may be a good idea to go to local churches or other places of worship and personally hand out fliers so the advertising is personal and it makes people aware of the school and what it has to offer.
Tracking Your Progress
Once you have marketed your private school in a variety of different ways, it is very important to track how successful your marketing campaign was. For example, check analytics on your website and social media page and ask those who contact your private school what their way of hearing about the school was. As an example, you can use Hootsuite to check all of your social media analytics at once. This can help to see how successful each method of marketing was, and if one was more successful than the other.
Why Marketing a Private School Is a Unique Type Of Marketing
Marketing a private school is different from marketing other types of brands and products. You must consider the type of school it is, whether it is religious or specifically a girls or boys school. There is also a competitive market when it comes to private schools. Knowing your target audience and knowing how to convert and retain students is key to a perfect marketing plan for private schools!