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Know-How Exchange

Topic: Advertising/PR

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This question has been answered, and points have been awarded.

Advertising/pr For An Educational Institute.

Posted by Anonymous on 125 Points
What advertising/ PR strategies could be used while promoting an educational institute ?

  • Posted by john_hicks on Accepted
    You could write a book on this subject so a brief answer here will only skim the surface of an important subject.

    Having been involved in marketing and PR for educational establishments over many years, I suppose that three key lessons I have learned are:

    1. develop close links with your local newspaper, TV and radio Editors and use their generosity to obtain free media coverage. This means keeping them up-to-date with what is going on by supplying good news stories.

    2. bring the wider community into the establishment such as live music events, business seminars, public courses - and make the buildings available to local community groups and businesses to use

    3. develop a useful website which has loads of information, news and student success stories - and keep it up to date

    I hope this helps.

    John Hicks
    Headline Promotions, Press and PR
  • Posted on Member
    I agree with the above, but would also add that you should also have an active role in social media. Participate in other conversations online about education and any other subject matter that speaks to your organization and gives you opportunity to position yourself as a subject matter expert.
  • Posted by Jay Hamilton-Roth on Member
    It depends on what your ultimate PR goal really is:
    * To include the local community?
    * To attract talented staff?
    * To encourage more companies to participate in work/study
    * To attract more students?
    * To encourage endowments?

    Each of these goals would have different strategies associated with achieving them.
  • Posted on Accepted
    Talk to some existing students and find out why they chose the school, others they considered, what they see as the school's strengths and weaknesses, etc. Also, talk to alumni - in addition to these questions, find out if the school "brand" has helped them, what they would change looking back and also looking at what the school currently is, etc.

    By answering these questions, you'll be better able to position the school better in marketing communications as well as finding out what advertising and PR strategies would have the greatest resonance.

    Good luck!
  • Posted on Accepted
    You've got some great comments already; all quite helpful and accurate in my opinion.

    I would also think of some "basics" like direct mail -- target high schools based on your demographics and alumni ... but be sure to speak relevantly to each unique audience.

    You might even consider a "tell a friend" promotion to current students. Offer them an incentive (prize, discount, etc) if they refer a friend who enrolls.

    As mentioned above, it does also depend on what your ultimate goal is.

    Good luck!
  • Posted by desmond on Accepted
    You may also want to organize a free trial lesson to encourage students and parent to understand the environment.

    During the trial you can offer some discount valid only on that day. This would give them an urgency to sign up on the spot.
  • Posted on Author
    I am thrilled to have such great responses immediately.
    My ultimate PR goal or target is all that has been posted in the response of Jay Hamilton Roth.
    Any further suggestions on how to effectively reach my target audience ie the students of the educational institute , the employees, and the corporate world for its involvement in work/ study / placement of students, would be very welcome.
  • Posted on Member
    Following up on JHR's good points, your 'educational institute' is too vague for feedback here to get specific.

    I've done extensive "educational institute" marketing, including a private boarding school, a K-12 public school, and a University. They have very different audiences and goals. Can you be more specific?
  • Posted by Juliet on Accepted

    The marketing of educational institutions does come up every now and then on this forum and the following postings might be worthwhile to read: These are both about children's club but the advice was spot on and may help you too. (sponsoring a school event)

    The suggestions you have received so far are fine. However I would advocate involving the students as much as possible in a consultative and participatory manner if they are within the 3-18 age range. This really helps build a strong ethos and sense of identity, which is very good advertising and PR in itself.

    Best wishes
    Juliet Robertson
    Creative STAR Learning Company
  • Posted on Author
    I appreciated each response and once again thank everybody for all their valuable inputs.

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