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the means by which the College activelycommunicates and promotes its purpose,

values and products to the pupils, parents,staff and wider community

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Improve (or manage) the College reputation

Raise the College profile

College with a positive image tend to have

better student behaviour/attendance A positive image improves morale

Attracts quality staff

Develops a sense of pride

Contribute to Country Economy by providing aquality product

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Internal Market

Staff

Governors Visitors/helpers

Current pupils

Current parents

External Market

Prospective pupils

Prospective parents Prospective staff

Community

Corporate World

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Product

Price

Place

People Promotion

Positioning

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1. Agree a Vision

2. Identify your College Unique Selling

Proposition

3. Devise a Mission Statement

4. Audit existing situation

5. Set up a Marketing/Publicity team

6. Agree actions to realise Vision7. Implement the actions

8. Monitor and evaluate

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1. Agree a Vision

What kind of College do you want to be?

What are your goals, aims and objectives?

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2. Unique Selling Proposition

Identify the things your school does very

well already Stress these unique features wherever

possible

Promote them in marketing materials

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3. Devise a Mission Statement

Articulate the Vision and communicate theUnique Selling Points of your college

Needs to be clear and concise eg

Everyone learning togetheror

Success through achievement

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4.Audit existing situation

Important to establish current perceptions Helps to evaluate current strengths and

weaknesses Determine who will carry out the research External expertise or in-house? Look at what is available already

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4.Audit existing situation

Open days / parents meetings Questionnaires / attitude surveys to key

stakeholders Focus groups Media reports Ofsted reports School self-evaluation documents

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5. Set up a Marketing/Publicity Team

The team should include:

At least one member of the SMT Governor Support Staff Parent

Community representation

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6.Agree actions

Use outcomes from research and input fromstakeholders to agree an Action Plan

The Action Plan should include:

Priorities Actions required Timescale Costs Who is responsible

How progress will be monitored How it will be evaluated Success criteria

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6.Agree actions

Marketing/Publicity activities include: Publications Media Events Website Research Photography Primary links Internal Communications External Communications

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6. Agree Actions

Priority: Media - Increase the number of press releases

Action Time-scale

Costs Who? Monitoring Evaluation SuccessCriteria

Identify key events in

school diary

Create a half-termly

programme of press

releases

Write press-releases

and send out

Take digital photos of

events

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7. Implement the Actions

AUTUMN TERM SPRING TERM SUMMER TERM

Publications Prospectus

Student Planner

Termly Newspaper

Staff recruitment

Termly Newspaper

School Calendar

Termly Newspaper

Advertising Open Day Staff Recruitment Summer Fair

Website Development ofContents

Website Update Review Contents

Primary links Roadshows in

primaries

Workshops for

Years 4/5

Visit of Year 6

intakeResearch Student

questionnaire

Staff Survey Parental Focus

Group

Etc etc

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8. Monitor and Evaluate Monitoring allows you to check things are

progressing according to the Plan

Consider your monitoring systems and how

they could be improved eg Have a feedback section on website

Simple questionnaires to give feedback onschool events

Ask telephone callers and visitors about their

experiences

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8. Monitor and Evaluate

Have visitors to the website increased?

Is press coverage increasing?

Whats staff turnover like? How many applications are you receiving?

Are school events well attended?

Have pupil numbers increased?

Are there improved links with localorganisations?

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People

Publications

Media / News ReleasesEvents

College Website

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Publications include:

College Prospectus statutory requirement

Brochures other promotional material

Flyers flat or folded sheet (cost effective)

Newsletters

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Media

Make the media work for you

Have a named contact Find out the copy deadlines

Invite journalists into school

Set up interesting photos

Send a regular flow of high quality articles

Do they want fax, phone or email contact?

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Media continued

News releases should have A good quality photo and caption

The date and time

A descriptive headline Factual information (eg about the college)

Include What, Where, When, Why, Who

Contact information for the journalist to get more information

Send to newspapers, radio and television

Use to update the college website

Include in college newsletters

Display where they can be seen by community or visitors tocollege

Keep a file

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Website

Golden Rules:

Update the site regularly

Remember the Three-Click Rule Use short paragraphs and avoid overcrowded

pages

Include a section highlighting current news

and events

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Inter College Activities

- Annual Functions, Sports Day etc

Social Work-