How should you get the word out about your school? Search doesn’t seem to work. Social posts don’t get shared. Emails don’t get opened. So what does work? And why do other schools get more applicants? Join us as we show you the most effective ways to market your school and how to analyze the competition. This session will give you easy-to-implement best practices to take your marketing to the next level. (Bonus! Get a must-have checklist of the best marketing tools every school needs.)
5. #Noodle4Educators
9 in 10
They Begin with an Open Mind
of education researchers don’t know which school
they want to attend as they initiate their journey.
7. #Noodle4Educators
1. WHAT PARENTS LOOK FOR IN SCHOOLS
Most important reason for choosing a private school for my child
Response Percent
Better education 28.2%
Religious education 28.1%
Better learning environment 10.9%
Improved student safety 7.0%
Smaller class sizes 4.4%
Better preparation for college 4.2%
More attention to unique needs of my child 4.1%
More individual attention to my child 3.3%
Other 3.1%
Better school discipline 2.1%
Greater sense of community 1.1%
Better teachers 0.8%
Other students would be a better influence on my child 0.7%
More responsive administrators and teachers 0.5%
Other parents would be more concerns about their children’s
education
0.4%
More tutorial and other supplemental learning services than at a
public school
0.4%
8. #Noodle4Educators
• Who they are
• How they found you
• Why you
• All in one: client heart beat, qualtrics
• Long-form: surveymonkey, surveygizmo
• On your website: qualaroo
2. REACHING YOUR CUSTOMERS
9. #Noodle4Educators
PARENTS ARE SEEKING INFORMATION
What steps would you take to get the desired information about
private schools?
Response Percent
Ask to tour the school 92.8%
Ask neighbors, friends, relatives, or other parents
for their views
77.9%
Attend an information meeting for potential
families sponsored by the school
76.5%
Review information available on the internet 65.0%
Ask to observe a class being taught 57.2%
Ask to meet privately with the head of school 49.2%
Determine how convenient the private school is
to where I live
48.0%
Other 2.0%
Confidence in obtaining information on my own
Response Percent
I believe I could typically get enough
information to make an informed decision
83.3%
Unless the private school provided me
additional information, I would be unable to
make an informed decision.
16.7%
If a private school declined to provide you with some of your
desired information, would it impact your decision?
Response Percent
It would impact my decision 79.2%
It might impact my decision 20.0%
It would not impact my decision 0.08%
12. #Noodle4Educators
ONE ACTIVE USER
IS A BIG DEAL.
They each have 140 friends. And their
friends each have 140 friends.
Therefore, 1 piece of great content has
the chops to reach 2.7 million people
within just 4 generations.
– Justin Waite
140
19k
2.7m
SOCIAL MEDIA
16. #Noodle4Educators
PARENTS ARE SEEKING INFORMATION
What steps would you take to get the desired information about
private schools?
Response Percent
Ask to tour the school 92.8%
Ask neighbors, friends, relatives, or other parents
for their views
77.9%
Attend an information meeting for potential
families sponsored by the school
76.5%
Review information available on the internet 65.0%
Ask to observe a class being taught 57.2%
Ask to meet privately with the head of school 49.2%
Determine how convenient the private school is
to where I live
48.0%
Other 2.0%
Confidence in obtaining information on my own
Response Percent
I believe I could typically get enough
information to make an informed decision
83.3%
Unless the private school provided me
additional information, I would be unable to
make an informed decision.
16.7%
If a private school declined to provide you with some of your
desired information, would it impact your decision?
Response Percent
It would impact my decision 79.2%
It might impact my decision 20.0%
It would not impact my decision 0.08%
22. #Noodle4Educators
2 3
To Get to Know a School,
Learners Look to Video
of researchers who use video do so to
understand specific features of a school.
out of
47. #Noodle4Educators
In Summary
Get to know your customers
Define your customer lifecycle
Think of your website as an acquisition tool
Back into your budget
Have a presence at every stage of the funnel
Track everything
48. #Noodle4Educators
TOP 10 RECAP
1. Research
2. Know Your Demo
3. Social Media
4. School Website
5. Video Marketing
6. Paid Search
7. Organic Search
8. Local Listings
9. Content Marketing
10. Email Marketing
49. #Noodle4Educators
APPENDIX
Inquire & Thank you
Guides to form optimization:
https://qualaroo.com/beginners-guide-to-cro/landing-page-optimization/
http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization
http://www.quicksprout.com/landing-page-optimization/
While I’ve never been in charge of private school admissions, I’ve been responsible for recruiting students at undergraduate programs, grad schools (MAT to MBA & MSW) and now pan education with Noodle.
source: thinkeducation with Google
Video can be your friend
Your goal:
WOM is an incredibly important aspect. Parents turn to one another for advice.
source: More than Scores – An Analysis of Why and How Parents Choose Private Schools
Surveys of current students/parents & alumni
source: thinkeducation with Google
Your goal:
source: More than Scores – An Analysis of Why and How Parents Choose Private Schools
http://circlescapes.com/
Guides to form optimization:
https://qualaroo.com/beginners-guide-to-cro/landing-page-optimization/
http://moz.com/blog/most-entertaining-guide-to-landing-page-optimization
http://www.quicksprout.com/landing-page-optimization/
source: thinkeducation with Google
Video can be your friend
source: thinkeducation with Google
source: thinkeducation with Google
source: thinkeducation with Google
Wikipedia
Social Media (Facebook, Twitter, YouTube, Foursquare, etc)
Online directories (yellowpages, superpages, etc)
