Now that you have completed your research, it's time to develop a school marketing plan.
Administrators and educators should think of school marketing in terms of demonstrating accountability:
Demonstrate what students experience while at your school and
what parents can expect their children to gain by going there.
According to http://www.schoolmatch.com, an independent, nationwide service which helps corporate employees find schools that match the needs of their children, the following characteristics are what most parents want in a school:
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Academically solid, but not so rigorous as to intimidate their children
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Accredited
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Competitive in academic test scores
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Recognized for excellence
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Above-average expenditures on pupil instruction
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Above average teacher salaries
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Above average library and media services
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Small class sizes
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High expectations of students
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Results-oriented
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Special programs offered to meet students' needs
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Good curriculum for their students
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Open, warm atmosphere
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Accessible staff
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Positive communication
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Academic and athletic achievement
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Involved parents
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Safe neighborhood
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Location convenient for parents
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Alumni speak well about the school
The National School Public Relations Association lists the following benchmarks for a school of choice:
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High expectations for all students
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In a neighborhood where realtors sell the most homes
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Businesses decide to locate and the tax base increases
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Bureaucracy is minimal and decision-making is local and flexible
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Accountability is communicated
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Access to staff is easy
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Communication is responsive and two-way
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Community and parent involvement is the norm
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Recognition for both adults and children is a priority
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Alumni programs flourish
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Parents want their children to go to the school
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Students want to go to the school
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Teachers want to teach at the school
Successful marketing is always results-driven. The most successful schools have an operating plan for how their school will function during a designated period of time - this is the Single Plan for Student Achievement at San Diego Unified. Incorporating a school marketing plan into your SPSA can be accomplished through the following steps:
In developing your SPSA, under the area concerning Parent and Community Involvement: Major Strategies/Action Steps, include a section for a School Marketing Plan and utilize the district School Marketing Plan template to describe strategies and action steps, and/or attach the plan as an addendum item to your SPSA. The template allows you to create your own school's plan with a four-step process to make and market your school as a school of choice:
Step 1: Identify Target Audiences
Step 2: Identify Desirable School Characteristics
Step 3: Cater Messaging
Step 4: Develop, Implement and Evaluate