School Marketing: A New Necessity

Michael O’Hara, Principal, Riverdale School, Edmonton Public Schools, Edmonton, Alberta, Canada.

Until recently, marketing appeared to be largely the domain of business. Public and private schools relied largely on reputation, sterling results, and “history” to be known. The advent of new technologies, altered legislation, and a better understanding of the education system by parents has changed this. The increased choice offered by private schools, charters and alternative programs within school districts has created a highly competitive environment. Many schools and districts now rely on at least some advertising or marketing. One example of this may be found in the use of school websites.

Marketing can be a wonderful way to broadcast the attributes of a good school. Particularly as educators are not typically trained in marketing, some schools and districts contract out some of this work.

Marketing does have some risk, particularly for the inexperienced.  Educators need to be aware that marketing essentially promises something back to the “customer” who buys the “product”.  Some things to consider when advertising one’s school or district include:

• Promise only what you are able to deliver.
• Involve your staff and community in the marketing work. They are a tremendous resource and can bring excellent perspective while building support.
• Don’t be afraid to hire an expert. This can be very valuable and well worth the expense for longer term gain.
• Like all worthwhile work, set financial and time limits that you are prepared to spend on the project, so you can continue to focus on education.
• Most importantly, have fun with the process and don’t be afraid to let your school “do the talking” through its results with students and families.

Even if you are experienced in marketing, follow these guidelines, and use expertise where it is available. You will gain valuable experience and learn more about your school or district.

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