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Questions your school should answer
WHY DOES A SCHOOL NEED A DIGITAL MARKETING STRATEGY?
In a competitive market, branding is as important for a school as it is for a business. Schools that find interesting ways to communicate what it is that makes them exceptional to parents will perform better than their competitors when seeking to attract students. Of course, understanding what makes a school special is only the start. Schools also need to communicate with parents through a consistent, well- planned marketing and communications strategy.
DO WE NEED A WEBSITE?
Most schools focus on their website as their primary marketing tool for student recruitment but in our experience, a website on its own is rarely enough. Just like businesses, schools also need to think about how they will increase the visibility of their brand online to drive traffic to their websites.
HOW WILL DIGITAL MARKETING ASSIST US?
Success here requires an integrated digital marketing strategy targeted at parents looking for a school for their child. The strategy must be built on an understanding of parental and student needs when selecting a school, and it must take into account the specific purpose of each tactical element of the strategy, whether that be a website, a mobile app, or an email marketing campaign. Once you have an understanding of your audience, an effective integrated digital strategy will bring together the school’s website with high-quality content, social media and SEO strategies to increase online visibility, raise awareness of a school, and nurture a favourable reputation.
WILL IT BENEFIT PARENTS AND STUDENTS?
It’s also worth considering how schools can use digital technologies post enrolment. Parent’s expectations are growing; they expect to receive regular updates from the school about what’s going on and how their child is progressing.
Parents also expect schools to be highly responsive to their enquiries, just like any other service provider they use. Digital technologies can play a considerable part in delivering such an experience, potentially offering a school another significant point of differentiation.