LESSONS LEARNED FROM THE INDEPENDENT SCHOOL INDUSTRYLorrie Jackson

Lausanne Collegiate School

OUR INDUSTRY

Independent? self-funded self-governed board of trustees

33 in MAIS Many more

“private” schools

LAUSANNE COLLEGIATE SCHOOL

OUR MARKETING GOALS

Recruit students

Retain studentsRaise money

IN LOCO PARENTIS

LESSON #1

Find Your Customer

SOCIAL MEDIA MATTERS!

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“In my life as a web content administrator, the key was always ‘drive traffic to the web site.’ That hasn’t changed with social networking but…now you are going where your audience already is. Then when you begin interaction, you can entice them to visit your site for more goodies.”

30% INCREASE - FACEBOOK

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Problem:

Existing facebook page by eager but unofficial alum.

Solution:

Work with page owners to encourage migration to the official page.

LESSON #2

Trust Your Customer

NO ONE EVER DIED FROM A BLOG COMMENT.

One consultant says risk is overrated.

10,000 comments on her My Space/facebook pages, less than five comments had to be removed.

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Being honest can pay off:

100% over capital campaign goal.

Strong admission numbers.

Increased school spirit

WHAT DO THEY SAY ABOUT YOUR SCHOOL?

LESSON #3

Know the Medium

As of January 2008, over 400 facebook pages about/by colleges

Often hard to tell if it’s official or unofficial. Groups vs. pages

Groups – relationships, can email facebook users directly

Pages – general landing pages for overview on school

Recommendation: Page for whole school Groups for alumni or other special interest, um,

group

LESSON # 4

Know All Your Customers

GLOBAL PERSPECTIVE

17% of Lausanne’s student body

CyWorld

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“The social media movement at our school has been led by our students. There is no need for an ‘official’ presence on these types of communica-tions.”

TCKS

LESSON #5

Close the Sale

WHAT IS YOUR GOAL?

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Goal:

Registering either on your Web site or through your alumni office.

Urban uses finalsite’s online alumni community.

LAST WORD?

DIGITAL VISION

LJACKSON@LAUSANNESCHOOL.COM