Knowing how to write a school marketing plan will assist your school in becoming more widely known for what it offers the community, along with its successes, etc, which should lead to better enrolments.

Each School Marketing Plan should be based on 7 Key Strategies:

1. Define what you have to offer
2. Define your target group
3. Budget
4. Personnel and Talents
5. Develop Marketing Aims and Objectives
6. Marketing Strategies
7. Evaluation

Sample School Marketing Plan

1. Define what you have to offer
• vision and mission, personnel, basic underlying content and structures within the school, curriculum offered, pastoral and welfare support programs, facilities, extra curricula activities, etc
• specific demographics targeted e.g. ages and groups catered for - coeducational or single gender, etc, and their particular niche market
• future plans - programs, staffing, facilities, etc

2. Define your target group
• through various data, including surveys, observations, experience, gifts and talents available / needed
• proximity to / involvement with similar and / or churches and parishes
• any expansion - programs, facilities, staffing

3. Budget
• realistically support this marketing plan
• be flexible and open to growth and change as the needs arise
• continually develop over time through needs and experiences

4. Personnel and Talents available - including School Marketing Manager

5. Develop Marketing Aims and Objectives - from previous information

6. Marketing Strategies
• Marketing Relationships
• Marketing Resources (including branding, advertising)
• Media Use
- Internet and other Contemporary methods
- Both for Free (Media Releases / Editorial, etc) and for
- Fee (Advertising)

7. Evaluation
• The plan should be evaluated at least yearly and appropriate adjustments made for the following year.
• Changes may need to be made throughout the year depending on changing circumstances.



The 'How to Write a School Marketing Plan' blog post was written by Bryan Foster, author of the School Marketing Manual for the Digital Age (3rd ed) 2010 - a 369 A4 page ebook, as well as the Church Marketing Manual for the Digital Age (2nd ed) 2010 - a 329 A4 page ebook, both are simple to read summarized point format ebooks, while the Copyright remains with SMAPL

SMA: School Marketing is now linked to Amazon.com as  part of their affiliate program. The whole range of Amazon.com products may now be accessed through this SMA website.

The depth of product through Amazon is truly exceptional. One click on the image link below will open the world of Amazon to you.

The major departments, each with numerous sub categories are:

Books
Computers and Office
Movies, Music & Games
Digital Downloads
Kindle
Electronics
Grocery, Health & Beauty
Sports & Outdoors
Home, Garden & Pets
Toys, Kids & Baby
Clothing, Shoes & Jewelery
Tools & Home Improvement
Automotive & Industrial



My five marketing e-books are also available through the Kindle store. See Bryan Foster at Amazon.com

• School Marketing Manual for the Digital Age (3^rd ed), 2010
• Church Marketing Manual for the Digital Age (2nd ed), 2010         
• School & Church Marketing Blog Posts: My First 100+, 2010             
• Church Parish Marketing e-Handbook: Easy to Use Guide to Market Your Church Parish Deanery, 2009
• School Marketing e-Handbook: Easy to Use Guide to Market Your School (2^nd ed), 2009

You may be specifically interested in the Deal of the Day accessed by clicking below:



There are three key areas which have a high priority at Amazon.com These are the Kindle, Electronics and Music & Entertainment departments.

You may be interested in specific books from the bookstore or may be even e-books or a Kindle reading device from the Kindle bookstore. To access these you would click below:



Music and Entertainment is covered exceptionally well. The number of downloads available for MP3 players is quite amazing.

If Electronics are you special interest then going directly to the electronic section of Amazon would be the best approach: All in all this e-store is something quite unique and definitely worth a visit, or if I could be so bold as to say,  quite a number of visits as you gain the knowledge of all this site has to offer.

All purchases occur through secure payment pathways.

The 'SMA: School Marketing Linked with the Amazon.com Affiliate Program' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), 2010. This 369 A4 page e-book is written in summarized point form and contains an exceptional number of strategies and step-by-step guidance on how to market your school.

This may seem quite difficult for most school staff, and it is, however, I very much believe every teacher and school leadership person has at least one good book within themselves. It may or may not be on the theme or genre that you initially expect, but it is there.

All school staff have particular skills, be these professional, trade-based, business, religious or spiritual, artistic, social or family-based, etc. These days people who 'have made it' want to tell us how they did it. May be this is your area. May be you are very creative, tell great stories, or consistently have people eager to listen to your every word - may be a fiction book or autobiography is your best approach.

Unfortunately, we are not going to see the fruits of all these skills as most people will not ever get to complete their masterpiece. Do not be one of these. Make the commitment, plan the process and Begin! Begin! Begin!

You will then need to commit to either a full time or part time writing schedule. Extended breaks dedicated to writing are the best options. However, a well scheduled weekly part time regime and out of work hours is another viable option.

Options to Sell Your Book / e-Book

The key approaches a new author could take are:

• Chasing a Publishing Company to Publish Your Book - often quite time consuming and with a minimal chance of success.
• Self Publishing - Printing, Marketing, Selling, etc - printing costs are high. The problem of getting your book marketed and into the stores - difficult.
• Creating Your Own Professional Website and Online Store for e-book sales - relatively expensive to do well, however cheaper options are developing right now - but this method will get your work out there in a reasonably quick time. Then there is the challenge of SEO (Search Engine Optimization), i.e. the process of getting your website high on search engines - quite difficult but not impossible.
• Selling e-Book Through Commercial Online Stores - probably the simplest and least expensive. This is the area which has taken giant leaps in the past 18 months.
• Creating a Hardcopy in a Way Which is Inexpensive and Then Sold Online Through a Commercial e-Book Store - developing now before our eyes - and often offered through the top end online commercial bookstores themselves. This way allows for both the book and e-book versions to be sold, often by the same company - doubling your marketing options.

Check out the top end online bookstores for what they offer, such as Amazon.com. At Amazon com you can Amazon self publish your books inexpensively as well as sell your book as an e-book at their Amazon Digital Text Platform.



Check out various options to build your own website in relatively simple and inexpensive ways, such as at Yahoo Business. Free Site Solution with Yahoo! Web Hosting PlanAlso see various search engines and others who offer this option, as one possible route for this to occur. This will allow for both the sale of your book as a book and an e-book online through both commercial online bookstores and though your own website and its online shop.

The more options you give yourself for sales, the more books and e-books you will sell.

The 'Write Your Own Book or e-Book and Get it Sold - the How to for Schools' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), 2010, with the copyright remaining with SMAPL. This 369 A4 page e-book is written in summarized point form and contains an exceptional number of strategies and step-by-step guidance on how to market your school.

The media will sometimes request an interview from you giving little or no warning - and expect you to respond immediately. There are various strategies which can help with this difficult situation. Be well prepared before being interviewed by the media, even if this means delaying it until you become better informed.

When?

The request usually happens when a story is considered 'big' and relatively serious or controversial and the media wants to run with the story on that day or the next. They basically want your instant attention and response, whether you are prepared or not.

This may be when something controversial or of a significant status has occurred. The suggestions on how to deal with this situation are relevant for most circumstances, be these professional, business or community based. The case study below will concentrate on a church or parish scenario.

Examples of media requests would include:

•   a disaster where the school has had major damage, such as from a major storm and fire, or it may sometimes involve arson or other criminal damage, etc
•   a leader, staff member or school employee has been allegedly involved with something illegal
•   a former leader, staff member or school student has done something highly successful, controversial or allegedly illegal
•   the government or local council have or will make a decision that impacts significantly on the school, church or parish, etc.

School Response

Initially in this case you need to advise the media that the school Marketing Manager or school Principal will speak with them shortly.

You have every right to consider your options before speaking.

It is often best to contact the system's Communications and Marketing Manager, if such a role or similar one exists. This manager is usually familiar with best practice for such events. The manager will either become directly involved and speak on behalf of the parish or offer suggestions on the best approach. The Manager may also contact others within or outside the diocese who may be able to offer advice e.g. lawyers, building or insurance advisors / consultants, counsellors, etc.

Offering a "No comment" is often fraught with potential misinterpretation or even worse. The outlet could, in this situation, just take the story according to the information they have, which may not be the truth or whole truth.

Comment truthfully.

You do not need to give all the details but offer what is needed for the media enquiry allowing for legal, privacy and ethical considerations.

Initially this may be just a simple, "Thank you for the enquiry. We will get back to you shortly."

When you are ready contact the media and arrange the interview - be careful not to leave too much time between the media's request and your response.

Being very well prepared before being interviewed by the media is a very necessary requirement for success. If you have not got all the details needed, request a short period of time to gather the necessary information - but do not leave the media waiting too long - otherwise they may go with the information they have, no matter its accuracy or fullness.



The 'Media Interview Request with Little or No Warning - How to Deal with This!' was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), 2010, with the copyright remaining with SMAPL.

Bryan Foster's marketing e-books are now available from Amazon.com and when Google Editions is activated this year will be uploaded there also.

These marketing e-books may be applied across numerous marketing situations in so many fields. The schools, parish and church are the target niche market for these books.

On Amazon.com there is the option to download in virtually any format for whatever device you want to read the e-books on... whether PC, Mac, ipad, ipod, Blackberry etc,. All you need is the free reading app supplied by Amazon.com applicable to your device. You also have the option to use an Amazon Kindle reading device when purchasing e-books.

"Your purchase will be sent automatically to your iPhone, PC, Mac, iPad, or BlackBerry device." (Amazon.com)

Amazon.com Bryan Foster is where you will find Bryan's 5 marketing e-books.

The author has 20 years experience marketing within the Church. He has held senior positions in both Church and schools at the local area, including deanery and parish pastoral council chair and school principal. This experience has proved to be extremely valuable for compiling these easy to read and use e-books written in summarized point format.

Bryan's latest e-books published this year and available on Amazon are:

• School Marketing Manual for the Digital Age (3rd ed)
• School and Church Marketing Blog Posts: My First 100+
• Church Marketing Manual for the Digital Age (2nd ed)

These e-books are also available on both of Bryan Foster's websites:  CPM Church Parish Marketing and SMA School Marketing .

Both these websites also have a raft of complimentary strategies and examples. There are over 150 blog posts and numerous Hints and Tips on everything from general marketing principles to specific church and school strategies and examples, along with general 'life' themed blog posts.

The School Marketing Manual in normal pdf format is 369 A4 pages, while the Church Marketing Manual in pdf format has 329 A4 pages. Both are written in easy to read summarized points format - a wealth of knowledge at your fingertips.


The 'Amazon.com Sells the School Marketing e-Books by Bryan Foster' blog post was written by Bryan Foster, with copyright remaining with SMAPL.