It is with joy that I see a greater appreciation of the marketing area within schools. Until recently, there were few educational institutions that had a dedicated team for this. In addition to contributing to attracting new students through enrollment, this team should be responsible for building a solid image of the school in society. The reputation of an educational institution is as valuable as its academic part. It’s something intangible to calculate.
Therefore, I point out as a guiding question for marketing work within schools to understand how people see the institution. The starting point is to understand that there is a school for every type of family, this is undeniable. It is imperative that the institution has a well-defined vision, purpose, values and pedagogical line. These themes need to go hand in hand with internal and external communication.
Having defined this, the next question is: how has the school communicated with its audiences? Is there communication, in fact, in line with the institution’s values or are we just doing a massive campaign during the enrollment period?
I don’t believe in campaigns specifically for student enrollment. A school’s reputation is built through assertive and continuous communication with its entire school community and society.
Just as the staff room is the heart of a school, the marketing department needs to be its eyes. Professionals in this area need to see and understand everything that is developed by the faculty and students, in addition to understanding the desires and demands of parents, as it is marketing that integrates the school with the community, and that helps to create the identity and school reputation.
A marketing strategy well aligned with the values of the educational institution is the key for the school to actually reach its target audience and position itself as a reference within the education sector.
In recent years, I have taken a careful look at communicating what happens within the school. Often, these initiatives do not result in a campaign, but rather in the reinforcement of its vision, purpose, values and pedagogical line. This endomarketing work is just as important as investing in fancy and expensive campaigns. Good internal marketing results in image and brand consolidation through good old-fashioned word of mouth. That is, a legitimate and organic communication beyond superficiality.
Marketing actions need to be true to become perennial, going beyond school walls and seasonal enrollment periods. Therefore, educational marketing professionals need to be creative and committed to the schools’ pedagogical and business strategies. It is only through a good marketing strategy that we can show the full potential of that environment to society.
Article signed by Ricardo Aguirre, Head of Institutional Relations, Marketing and Cultural at the Band
* This text does not necessarily reflect the opinion of Adnews.
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