School Marketing Tips from the Yankee Wordsmith
The great philosopher Yogi Berra left us almost four years ago, but his advice and wisdom will live on forever. Here are four great Berra quotes that can teach us a bunch about school marketing and school PR.
“When you come to a fork in the road, take it.”
I think we are scared as school communicators that we are going to make a mistake or not follow the right path with our communication strategy. It’s tough for us to take risks. We have a vocal audience, including board trustees, that hold us accountable.
Just remember, sometimes taking risks is the best thing to do in marketing. It makes you stand out. It makes you different from your competitor. If everyone is doing the same thing, then why should it matter to the parents where they send their children?
We must take risks. We must explore the trends and be the first adopters. Just because we are in the education industry does not mean we can’t take risks and be creative.
Remember, as little as ten years ago, most of us said our district would never be on Facebook, and now that is an essential communication tool with our parents and the community. It has blossomed for some, as their primary source of communicating with their audience.
Now we have SnapChat, TikTok, and Instagram to consider. Don’t be afraid to ask for help. Reach out to the audience that is growing these platforms. Ask your students to help you be successful.
“Nobody goes there anymore; it’s too crowded.”
And speaking of Facebook, there have been many articles saying people are not on Facebook anymore because it has gotten too big. It’s not cool because our moms are on there. And that’s my point.
Don’t rule out Facebook because it’s uncool. Use Facebook because there are over a billion people that actively use the site. And most likely, they are your parents you need to reach. You can still effectively communicate with your audience on Facebook. However, you might have to use different types of approaches to drive engagement.
“If the world were perfect, it wouldn’t be.”
My theory is that Facebook is still the main outlet for people to brag about their accomplishments. When people get engaged, when their child takes their first steps, or they are in Cancun getting a tan, people are telling their friends on Facebook.
Teens and the college-aged demographics might be off Facebook for the time being. Still, when they begin to graduate and spread out across the world, they will need Facebook to rekindle their lost relationships.
Capitalize on this movement, and engage on Facebook.
“The future ain’t what it used to be.”
The school communications profession is continually changing. You must adapt or die. As school communication professionals, we can no longer only send a weekly newsletter.
We must explore things like Content Marketing, SEO, Social Media Advertising, Branding, and much, much more. We can’t take a backseat and watch the new marketing revolution pass us. Be strategic and look at the trends. Evolve with the times and continually measure for effectiveness.
“You can observe a lot by just watching.”
Because we are in education does not mean we can’t be innovative. Analyze campaigns from corporations or companies you envy. Borrow (steal) their ideas and make them your own. Explore trends and educate yourself every day. How is your audience being impacted in the “real world?”
Corporations spend millions of dollars each year on marketing research. Piggyback on their investment, and create campaigns that will resonate.
“A nickel ain’t worth a dime anymore.”
In conclusion, I will say this… Don’t think of School PR and School Marketing as an expense. Marketing is an investment to help the district grow.
Take risks and look for the best return on your investment. In the end, taking risks will only make you better.
