I thought that it might also be of value to share questions and my replies - I am sure that other readers have the same thoughts! And if I've got it wrong, please let me know. So here's the first one...
I am conducting a Marketing business plan for our school. One of the questions that was asked by a Governor was are there any risks associated with marketing in schools? You do not mention any in the book. But are there any that you might think of? And have you ever done a cost benefit analysis on marketing a school?
Some interesting points which I will take on board for future books!
1. In terms of risk, there are probably 3 areas I suggest checking:
- financial - you need to follow standard procedures for spending money
- reputational - by which I mean making sure that all marketing material is approved before being sent out - although as I mention in the book it's important not to be too rigid with this!
- safeguarding - checking that you have permission for personal details/photos
2. Cost/benefit anaysis is the cornerstone of marketing - you need to evaluate the impact of everything you do, and trace its impact (e.g. changes in perceptions, increased application numbers). At the very least this means tracking enquiries - but I'd also suggest perceptions research at the end of each marketing programme.
If you've questions about marketing schools, please email firstname.lastname@example.org - if it gets too complicated I can always point you in the direction of one of the excellent suppliers listed on the site.