Imagine you’re at a potluck. You’ve brought the main dish, but everyone else is expecting a five-course meal. Creating a marketing plan to attract full-pay families can feel just like that—overwhelming and perhaps unreasonable. But don’t worry; you’re not alone. Let’s break it down into bite-sized steps.
Step I: Clarify Expectations
First, get crystal clear on what your head of school or Board of Trustees mean by a “marketing plan.” Don’t assume you know—ask directly:
- What specific outcomes are expected?
- Is there a budget allocated for this? This initial conversation can set the stage for realistic goals and ensure you have the support you need.
Step II: Choose Your Communication Styles
Your marketing plan will involve three main styles of communication:
- Monologue: Traditional, one-way communication like viewbooks, letters, newspaper ads, and postcards.
- Digitalogue: Online, interactive communication such as emails, blogs, Instagram, and Meta.
- Dialogue: Personal, two-way engagement like campus tours, open houses, and class visit days.
Brainstorm with your head or marketing team to identify the most effective tactics. For each tactic, answer these key questions:
- Who is the target audience?
- What is your message?
- Why should they care about your offerings?
- Why would they engage with this medium?
- What action do you expect them to take?
- How will you measure success?
Plan these activities across the year. A typical cycle might run for about 16 months, starting in May and continuing through August of the following year.
Step III: Add Essential Elements
To give your plan structure, include these core components:
- Philosophy Statement: Describe your overall approach based on the chosen communication styles.
- Goal Statement: Outline clear goals for what you aim to achieve.
- Success Metrics: Define what success looks like and how you will measure it.
This basic plan won’t cover everything but it’s a solid starting point.
Pro Tips for Beginners
- Start Small: Focus on a few key tactics and do them well. It’s better to be effective with a limited scope than to stretch too thin.
- Engage Your Team: Involve others in brainstorming and executing the plan. Shared ownership can lead to more creative and effective strategies.
- Iterate and Improve: Marketing is not set in stone. Continuously assess what’s working and make adjustments.
Remember, even seasoned marketers started as beginners. By following these steps, you’ll build a foundation that not only addresses immediate needs but also sets the stage for more sophisticated plans in the future.
You’ve got this! Now go out there and start attracting those full-pay families with confidence.
