<![CDATA[Marketing Advice for Schools - Video Essentials]]>Thu, 30 Mar 2017 06:26:30 +0000Weebly<![CDATA[Working with Teachers]]>Thu, 23 Feb 2017 15:05:08 GMThttp://marketingadviceforschools.com/video-essentials/working-with-teachersPerhaps a controversial topic, but it's often one of the most difficult tasks for school marketers. How can you overcome misgivings from teachers and turn them into the sources of those vital stories you need to promote your school? As well as the video, we've included the script below (click 'read more' to see it!)
Welcome to another in our series of Video Essentials – short videos that help schools communicate what they do better. This one is perhaps our most controversial – how to get the best from teachers to support and drive forward school marketing and communications.

This video is aimed most directly at those who are new to marketing in schools - but it might also challenge the way all school communicators work. If you have any feedback please leave it in the comments!
This video covers four key area – the tensions that arise between marketing and teaching; ways to get over these and engage teachers; the other skills and links that teachers also offer’ and how you can draw lessons from local journalism to create long term sources to find stories quickly.

1. 
Helping teachers to ‘get’ marketing

This is a slightly inflammatory heading. But there’s no doubt there’s a major issue here. I’ve worked in many organisations but nowhere else come across as much opposition to ‘marketing’ as in schools. And perhaps because of the attitudes this kicks off, I’ve never seen as much talent and opportunity for collaboration wasted. There are two major issues
  • The first is that many teachers don’t see the importance of marketing on a school level. There’s a strong perception that marketing is about taking money from teaching to spend on expensive advertising. This can be overcome by regular information sharing – how marketing programmes work and how they are directly influencing the success of a school. And it helps if you’re focused on content marketing and can show how THEIR work is linked to the great stories you’re telling.
  • The second is that neither role understands how similar they are are! Both are skilled professionals working on long term projects (teaching a course, producing a website) that are interrupted by many important but short-term issues (students asking for help, telephone enquiries from journalists). To overcome this, try two things – spend some time shadowing teachers, understanding what happens throughout the day and when best to contact them etc. And don’t ask teachers to respond quickly – give them lots of notice and work to their timescales. As you get to know teachers you’ll know who to go to when you do need something quickly!
 
2. Getting teachers to share great stories

It’s important to realise that teachers are the best source of the great stories your school needs – whether that be the student who has overcome great obstacles to achieve excellent results, or the student who has done well on the sport track last week. Once the tensions above are diffused school marketers can work out how best to get teachers to put them in touch with the great stories. Here are 3 top tips…
  • Share your content calendar
  • Don’t make teachers do all the work– get them to give you basic details and fill in the details yourself!
  • Make slots for news in department or faculty meetings

3. Finding out what else teachers can do to help you.

There’s a lot of other help teachers can give but I’d focus on two areas at first – their skills and their contacts. Audit teachers to see what they can offer (e.g. videography, language skills) and who they know (e.g. running local sport teams, community groups). One tip is to do this formally – don’t make general requests in meetings that teachers forget once the next lesson has started – use an off- or online survey and keep reminding people (with a long deadline of course!)

4. Creating long term relationships

Schools are usually very much run on individual relationships - you get things done a lot faster if you know the right person. And you can use this – as a local reporter does in their village or town. Here are some ideas for developing key teacher contacts over time.
  • Set up a teacher marketing group with representatives from around the school & meet regularly
  • Train staff on social media, blogging or photography – help them develop skills you have
  • Share stories and their success – at staff meeting, over lunch or at any available opportunity.
 In short, get out there and create your sources.
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<![CDATA[Setting up a Twitter network in your school]]>Sun, 29 Jan 2017 14:41:36 GMThttp://marketingadviceforschools.com/video-essentials/setting-up-a-twitter-network-in-your-schoolIt sometimes seems that social media network Twitter is driving all news in the world. Here's a quick guide to harnessing its power to safely gather and share stories and engage staff and stakeholders by setting up a network for your school.
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<![CDATA[How to Get More Students into Your Sixth Form]]>Thu, 08 Dec 2016 19:31:31 GMThttp://marketingadviceforschools.com/video-essentials/marketing-your-sixth-formOne of our most popular written articles was updated as a vodcast in 2016. It looks at ways schools can ensure that both parents and students choose their Sixth Form - and that they remain engaged until enrolment day. 
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