Communicating your school’s vision is key to attracting mission-aligned partners. While internal focus is important, external marketing can expand your reach and engage a broader audience. Fortify Foundation board member, Wyman Shull, shares five essential marketing tips for Christian schools.
By Wyman Shull
Fortify Director at Large & Shull Media Partners
You have the school, you have the name, you have the curriculum, you have the mascot, you have the headmaster, you have world’s greatest teachers now you need the students.
Getting the message out about your amazing school is where marketing comes in. These are 5 things to keep in mind when marketing your school externally.
1 – DEMOGRAPHIC – Who is your student? Defining the desire for the student makeup will then help in knowing who to talk to. Even if the desire is a broad spectrum to the student population, the message may best be placed on multiple message vehicles, or a single message vehicle may be used for multiple messages. Each community and school location has their own unique factors affecting the message and message vehicles.
2 – MESSAGE VEHICLE – There is always a message vehicle (medium) to lead you to your demographic. That medium may be advertising on the radio, TV, newspaper, billboards, social media, digital, etc. Each medium uses a specialty to deliver a message. Also in each medium will be vendors that have refined their product to reach a specific demographic. There are many types of radio stations. No two TV stations are the same. Finding the correct media vendor in the correct medium is key. The message to be broadcast can be static or dynamic. Multiple mediums can be used, and each message can be as unique as the medium the message is delivered on. No one medium will reach an entire demographic, so factors must be considered as to how many mediums to use. The marketing (medium selection(s)) can grow each year. The object is to grow the student population each year which gives a great opportunity to add mediums each year. Adding mediums broadens the sphere of influence to the general population.
3 – BUDGET – Now that you know which medium(s) to use to introduce your school to your demographic, it’s time to purchase a plan in the best performing medium(s). Media can be bought as a local direct buyer or through an advertising agency. A school representative can contact media vendors within the medium asking for a proposal showing the costs and effectiveness of a media campaign with their company. That representative will repeat this process with each media vendor of interest. Advertising agencies will assign an account executive to learn about the school, pinpoint the demographic, create the message which will be approved by the school. Then, using their media buying department, the agency will negotiate rates and placement of the message (creative) designed specifically for your school. The budget can be finalized, and the campaign can be ordered and put into motion.
4 – CREATIVE – The creative design is dictated by the medium to be used. Choosing the right announcer for a radio campaign or the correct design of a billboard is critical. Media vendors are normally able to provide insights within their medium to help guide the creative development process. The creative design should flow even if various mediums are to be used. A full-service advertising agency will have a full creative team to create the overall look and feel of an effective campaign/message. Agencies are typically well versed in the best strategies of multiple mediums. They also have access to specialists to help produce your customized creative. The goal in the creative process is synergy in the marketing campaign.
5 – PERFORMANCE/TRACKING – A well designed campaign along with strategic message placement in specialized medium(s) performs by generating interest and commitment of the family to have their student become a member of your school’s family. The media campaign should be continually monitored to confirm the performance is optimal for the investment. In most cases media campaigns can be tweaked or revised, even while it is underway, to enhance the campaign’s performance.
The marketing industry is full of client-caring, client-success, client-development professionals. Whether your school embarks on contacting the media directly or searches for an advertising agency, marketing can be an enormous part of the school’s growth plan.
The greatest indicator of a successful organization is for someone to refer that organization to a family member or friend.Keeping the marketing continuous and fresh gives a constant supply of new students, leading to referrals and even donors who want to invest in your mission. Having harmony in marketing both internally and externally leads to the school’s strength and growth.
Happy Marketing!
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Wyman and his wife, Janice, of 31 years reside in Irmo, SC where they own and operate Shull Media Partners. Wyman oversees the financial operations of their successful advertising agency. Wyman was a home educator of their 5 children for 10 years where he was an active member in the support group numbering upwards of 30 families. Wyman sits on the board of his church where he serves as treasurer. He oversees budgets for the church, discipleship school, and missions department. Wyman gives all glory to God for his family and his successes. He wholly acknowledges faith and trust for his salvation in Jesus Christ his Lord.