Question

Topic: Advertising/PR

Client Needs To Advertise But Reluctant To Spend

Posted by Anonymous on 4/11/2011 at 11:00 AM ET 200 Points
We do the marketing for a small private school. It is a very good school and the fees are below average. The numbers are small (just 20 students) mainly because not many people know about the school as it has only been going 5 years.

We think they really need to do a leaflet drop or a lot of magazine advertising in the surrounding areas but the school feel that their very small funds will get eaten up too quickly and may not make a difference.
As we have already done a new brochure for them, they are reluctant to spend more money.

They have tried many things off their own backs, but just aren't reaching the number of people they really need to.

What is the best way to move forward? Short of free Radio exposure I can't see what they could do but find some money for advertising.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 4/11/2011 at 11:09 AM Accepted
    As a publicist, I predictably suggest sharing accomplishments by the students and unique offerings by the school to educational media and parents most likely qualified to send students to your school. Do students have exceptional test scores? Are your classes some not offered by others in your area? What's the benefit of sending children to private school? How much better do students in private schools in your area (including yours, of course) fare than other students?

    The bottom line: go to where your potential parents are via media (including trades) and social media, when applicable.
  • Posted by michael on 4/11/2011 at 3:16 PM Member
    Word of mouth is really the only effective free marketing.

    What is the value of one new student in terms of revenue?

    How much room do they have?

    Michael
  • Posted by herb on 4/11/2011 at 6:04 PM Accepted
    Michael makes a great point. What is that new student worth? Not just for one year, but over the entire time the student remains with the school.

    Invest in a publicist (like Gail).

    Perhaps the owners could sponsor an event that is related to the uniqueness of the school.

    Do the owners like to write? Offer to write a regular article on education or a topic related to the school's uniqueness, for the local paper.

    join the Board of trade or Chamber of Commerce and network like crazy. Make a presentation for a meeting.

    Speaking of presentations, find out where the target parents hang out and put together a presentation where ever that is.

  • Posted on 4/11/2011 at 6:56 PM Moderator
    It always annoys me when clients say they want to grow but are unwilling to invest in the marketing activity that will generate awareness and trial/interest. It shows me they don't value the marketing process or that they don't REALLY see the value in growth.

    It's tempting to let the school management stew in their own juice -- continuing to struggle with limited enrollment, probably even going under as students who leave/graduate will not be replaced by new students (whose parents don't even know the school exists).

    But if you really want to help them, there are a few things you can do: First, hire Gail or another smart PR/publicity professional. Second, tap into your own persuasive skills and patiently explain the facts of [marketing] life to the school owner/manager. Third, begin to create some visibility for the school via social media and local networking.
  • Posted by Gail@PUBLISIDE on 4/11/2011 at 9:08 PM Member
    Thanks for the PR support, Randall and Herb.

    Nathan, I'd love to help you with a project like this. The messages that relate to quality education are hard to come by. Let's get those out there!

    You may contact me at gsideman@publiside.com

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