How to market your school : a guide to marketing, communication, and public relations for school administrators / Johanna Lockhart.

Format:

Book

Author/Creator:

Lockhart, Johanna, 1971-

Contributor:

Bloomsbury (Firm), publisher.

Language:

English

Subjects (All):

Schools--United States--Marketing.

Schools.

Schools--Marketing.

United States.

Physical Description:

1 online resource (266 p.)

Edition:

1st ed.

Distribution:

New York : Bloomsbury Publishing(US), 2011.

Place of Publication:

Lanham, Md. : Rowman & Littlefield Education, c2011.

Summary:

How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund raising.

Contents:

Cover; Title Page; Copyright Page; Table of Contents; Acknowledgments; Preface; Introduction; Chapter 1: School Marketing: What It Is and Why It Matters; What School Marketing Is and What It is Not; Why is Marketing Your School Important?; Chapter 2: Getting Started; Develop the Best Product or Service You Can; Building a Winning Marketing Team; Goals, Objectives, and Strategies; Smart Goals; Know Thyself; Who is Your Competition?; Being Different Makes a Difference; Take a Position; What's Your Mission?; Words to Live By; Always Have a Plan; A Case Study: Riverside High School

Success Story: John J. Herrera Elementary: Marketing Makes a DifferenceChapter 3: Marketing Research and Database Marketing; Who Are Your Constituencies and What Are They Thinking?; Setting Research Objectives; What You Need May be a Click Away; Use Interviews and Focus Groups for Depth and Discovery; Use Surveys to Reach Larger Groups; Ask the Right Questions in the Right Way; Creating Good Instruments; Pre-survey Communication; Timing May Not be Everything, But It Is Important; Is It Legal?; Survey Warnings; When to Get Help; Data-driven Marketing; Chapter 4: Marketing Communication

Understanding the Communication ProcessChoose Your Words Carefully; It's All about the Receiver; Effective Communication Is Two-way; The Ostrich Syndrome; Mixed Messages, Mixed Results; The Value of One-on-One Communication; Clearing the Hurdles to Effective Communication; Logos-Pathos-Ethos; Let Your Audience Fill in the Blanks; Making an Impression; Something is Not Always Better than Nothing; Tempt Readers to Look Inside; Wifm?; Keep the Reader Moving; Give Audiences a Reason to Take Action, Then Tell Them How; Imagery Creates Interest; The Language of Color; Repetition Creates Unity

Contrast Creates InterestRepeat Your Message in Multiple Ways; Collect the Good, the Bad, and the Ugly; Taglines and Slogans; Creating a Logo; Annual Reports; Testimonials Are Marketing Gold; Fax More than Just a Cover Sheet; Newsletters Should be Newsy; Are You Sure They Are Reading It?; Be ""Presentable"" in the Community; Dispelling Public School Myths; All Points of Contact Should be Positive; Key Communicators Are Key Channels; Chapter 5: Electronic Communication: An Effective Marketing Tool; Internet Benefits to Communication Strategy; Using the Internet in the Communication Process

Building a Website to Improve Two-way CommunicationSteps to Building a Website; Useful Website Tools; Promoting the School Website; Using E-mail to Inform and Respond; Using E-mail Effectively; Building a User List; Permission-Based Communication; Designing an E-mail Message; Integrating E-mail with Offline Communications; FAQs can Reduce Redundant E-mail; Promote Interest Group Subscriptions; Electronic Newsletters; Online Surveys and Polls; Social Media; Success Story: Colorado Springs School District 11: Electronic Dialogue-A Means to Greater Community Loyalty; Chapter 6: Media Relations

Getting the News Out

Notes:

"Published in partnership with National School Public Relations Association."

Includes bibliographical references.

Description based on print version record and CIP data provided by publisher; resource not viewed.

ISBN:

979-82-16-40812-3

9798765186169

1-60709-768-0

1-283-60140-0

9786613913852

1-60709-770-2

OCLC:

1249711390