It can seem unusual to you to associate the phrases ‘education center’ with ‘marketing’.
But because the education industry is expanding so quickly, competition is increasing. Institutions of higher learning require a plan to accomplish their goals and surpass their rivals. There are marketing methods for all sorts of organizations, whether they are little businesses or large academic institutions.
In this article, we will discuss the fundamentals of education marketing and provide a list of the school marketing trends that have the finest track records and are likely to be successful in the upcoming months and years.
What is education marketing?
Education marketing is a field of marketing that combines tactics, strategies, and tools to study the market, adjust a school’s services to the needs and expectations of their potential clientele, and promote their value proposition. It entails building the school’s brand in order to raise awareness of it and add value.
The same channels and tactics are used in marketing for educational institutions, but the emphasis is different. Selling tomato sauce is not the same as trying to persuade people to make a choice that will alter their lives. Transparency and warmth are essential.
These days, a substantial amount of school marketing operations are digital. Even for those institutions whose educational models don’t place a high priority on digital literacy, it is more crucial than ever for schools to focus on their online reputations.
Why? because everyone uses the internet to research whatever goods or services they are interested in. Every school must make the most of the chance to present the best possible version of themselves in response to these searches.
In addition, any marketing strategy needs to keep in mind the scenario generated by the pandemic. A school that functions on an on-site, face-to-face basis needs to be prepared to transition online if necessary. This includes building a blended learning paradigm and communicating it through its marketing approach.
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The fundamentals of a marketing strategy for education
In a school, marketing has two objectives: to keep the pupils it presently has, and to grow the number of enrollments. In marketing, this is termed retention and acquisition.
Every goal is equally important. Concentrating on growing enrollments is useless if the institution is ill-equipped to live up to the expectations that its advertising campaigns raise.
The educational program must be current, the teachers must undergo continual training, and the school’s values must be compatible with those of their target audience. A quality control system should also be implemented.
Who are the intended recipients?
In this situation, effectively addressing the target audience entails being aware of the needs of the students, their families, and the businesses that will hire them in the future in order to make an effort to fulfill, or even better, exceed, those needs. The instructional strategy should be prepared with this aim.
The pupils and their families decide the school they want to attend. The idea is to ask: What does a person look for in a school? What are their top values? What criteria do they consider when making their decision? prestige, excellence, closeness, and recommendations?
You can learn this by consulting all the interested parties (families, students, teachers, previous students, etc.). For this reason, it’s best to conduct market research to gather information before creating the marketing strategy.
In a perfect world, the study would also include data on your school’s surroundings and rivals, both online and off, such as costs, amenities, user reviews, test scores, extracurricular activities, etc. Of course, you should examine the results for your institution in order to identify any areas for improvement and to gather data for your marketing materials.
The most effective phonograph recording on educational marketing techniques
Any action made at a school will have an impact on how the community perceives it, for better or worse. This is why the plan for interacting with families needs to be thoroughly thought out. There is no room for improvisation.
It is crucial to keep in mind that present pupils will serve as a sort of family for future ones. The finest kind of advertising is through their recommendations. One of the most powerful marketing tools is and always will be word of mouth, especially when making a decision of this nature.
Strengthening the ties between the school and the students, family, and faculty is one of the major components of loyalty. More and more schools are developing or adopting mobile apps to facilitate this connection.
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The preliminary study’s findings will enable the school to outline its strategy, which will differ depending on the kind of institution it is. Are we developing a marketing plan to advertise a training facility or a university? Is it a marketing strategy for a primary or preschool?
Following is a collection of concepts for education marketing which are applicable in all instances.
e-learning marketing trends for your website
What details are necessary for your potential clients to choose between two schools? What do they search for on a school’s website?
Important details like the educational plan and methodology must be easily visible. The school’s website is the greatest place to display the availability of its online courses and other services (canteen, sports club, extracurricular activities, etc.) The website can provide the following to stay current with current digital marketing trends:
An fantastic navigating experience from any device. It is essential that it is mobile-friendly.
a real-time online chat system for answering queries.
an information-rich FAQ section with clear explanations.
a blog to educate children and their families about the benefits of the educational paradigm. News about the school and interesting subjects should also be included.
In the case of another lockdown, information about online or blended teaching methods will be available to pupils.
a digital library that provides anytime, anywhere access to educational materials.
Virtual tours to show tourists around the facilities.
User-generated material, often known as community-produced content. Success stories of prior students have a lot of significance.
Nearly all of these tactics have examples on the GSD International School website. exemplary best practices in action!
social media marketing trends in education
The main social media channels are the appropriate instrument to acquire visibility, with the advantage of being able to segment your messaging to reach different audiences. They are fantastic at improving family communication. Here are a few of the most effective tactics:
Produce video content. A significant portion of the community prefers this format. Live recordings showing a taste of classroom life on a daily basis are frequently quite successful.
Write a weekly or quarterly newsletter outlining the most significant events at your school.
Create links within the community, such as those between the school and families or between families and other interest groups or stakeholders, using Facebook groups or mobile apps. There isn’t a better approach to keep everyone informed about important happenings.
SEK Educational Institution is a prime illustration of a successful social media approach for a school. You may see wonderful instances of education marketing on all their social channels: for example, this video on their Youtube channel:
Offline education marketing strategies that continue to be effective
fostering a sense of community with former students through activities like yearly reunions.
putting together and distributing school supplies.
Offline activities: taking part in educational events and planning neighborhood events to raise awareness of the school. These could be occasions like open days or parades. Sporting events frequently draw large crowds and have a strong unifying influence.