If you have been following me on LinkedIn, you would have seen a post I created that talked about why a schools marketing message doesn’t get results. One of the main reasons is that schools have a very broad and undefined message they put out to attract prospective families.
Often times when I ask about their point of difference, they say “we are a very caring school” which is great, but not always the most effective campaign message as most schools are caring or are naturally perceived to be caring.
For an external promotional campaign you want to use some hard hitting facts and emotional desires that will draw people to your school. Most importantly, you want to be communicating to the right audience about what they are looking for.
I’ve put together a worksheet to help you identify and create your marketing message/s. The main point in doing this is to separate your overall message into smaller messages that can be delivered over time. As you move more into digital marketing, this can be achieved much easier than ever before.
Here is a link to the Google Doc with comments about what each section is for and why:
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