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Marketing Plan for Public

SchoolsSamuel B. Hardy, III, Ed.D.

Augusta State University

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Marketing: Defined

Marketing is an organizational functionand set of processes for creating,communicating, and delivering value to

customers and for managing customerrelationships in ways that benefit theorganization and its stakeholders.

AMA, 2006, Definition section para. 1

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Why marketing for public schools?

External Threats (vouchers, privateschools, etc.)

Government Expectations

Public (Parental) Expectations

Influence Legislation

Image Building Obtaining Resources

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Service: A service is any act or performance that oneparty can offer to another that is essentially intangibleand does not result in the ownership of anything. Itsproduction may or may not be tied to a physical

product.

(Kotler, 2003, p.444)

Education fits the following service requirements: it ispeople-based, it requires the client to be present, and itmeets a personal need.

(Kotler)

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Plan Steps

Understand

your schools

setting and

client needs

and wants

Design a school-

driven marketingstrategy that

involves all

related persons

Construct a

program thatdelivers

premium value

Build

meaningful

relationships and

create client

happiness

Capture value

from clients to

enhance client

loyalty

Define your Business Define your Clients

Define your Plan = Sustained Client Loyalty

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Identify your Clients

The overarching theme1) create valueforclients and develop usefulrelationships, and 2) capture value from

clients as a result.

Who are your clients?

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Your Marketplace

Map your bus routes

Know the ethnicity of your marketplace

Socio-economic back drop

The businesses

The major employers

Civic groups

Gauge their expectations

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Communication Channels

Web site

Bulletin Boards in front hallway

Newsletters

Public Service Announcements School Meetings (not parent night)

Direct Mailings

Attend neighborhood/civic functions

GET THE WORD OUT!

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School-Driven Strategy

Assess your schools assets

Faculty

Programs

Achievements

Promote Assets to Target Audiences

Market Segmentation

Create a Market Offering

Value Proposition

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Build a Program that Delivers Value

Assess your Strengths and Weaknesses

Self-assessment, too

Which assets best match which targetaudience?

Relationship Building begins with this set

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Establish Loyalty

Dissatisfied clients are very dangerous

Loyalty breeds positive responses whichare self-perpetuating

The threat is real, and the threat is notgoing away!

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Marketing Plan Development

Mission Statement AlignmentSchools Current SituationProgram(s) Overview

Targeted Segments w/Needs/Benefits FitSWOT AnalysisObjectives

Implementation/Communication StrategyEvaluation(Kotler)

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Web Sites

Small Business Administration

www.sba.gov

PlanOnline.org www.planonline.org

Education Australia Online

www.edoz.com

http://www.sba.gov/http://www.sba.gov/