Over the last few months of 2014, Marketing Advice for Schools and the Chartered Institute of Public Relations Education Group surveyed 48 schools (half state and half private) about their marketing activity in 2014 and plans for marketing in 2015.
This first blog looks at the challenges facing school marketers and the innovations that they are using to meet these challenges. Please add your thoughts at the bottom of the article.
Next month we'll look in detail at the management and financial aspects of school marketing - who's in charge and where are they spending their money? Make sure you scroll down and sign up to our free newsletter to receive this.
1. Innovations in 2014
Among other digital innovations, HTML (email) newsletters are more popular than online brochures in state schools, but the reverse is true in the independent sector. Just one school surveyed used webinars.
A small number of schools were conducting market research among current and prospective parents - with independent schools more likely to use this than state schools.
Social media is used a lot as it's free and run by a teacher.
We cover a wide geographical range so traditional methods like newspapers are not very effective.
2. Marketing Challenges for 2015
In a borough with one 'star player', one 'fading star' and 'the rest' we need to consistently focus on what do we do to encourage the most able students to apply.
As the financial climate continues to change, understanding the economy and the impact on prospects is crucial.