In this article, the author describes how he has toured many impressive schools over the years and has heard one familiar statement that amazes him: "We are the best-kept secret in town." How can a school exist for any significant period of time and be virtually unknown to the community it serves? The truth is that if one considers his school to…

This article discusses how benefits can be used to market a school. Creating emotional attachment can help use benefits to market the school and its programs to a target audience. Such emotional attachment can be created through clear and concise benefit statements. Powerful benefit statements that project a clear picture of the programs, services…

A smart marketing plan creates emotional attachment and loyalty in a school's prospective students, but how does a school go about creating this type of positive environment?. In this brief paper, the author describes a step-by-step approach that he created--the enrollment funnel. The enrollment funnel is a systematic method of moving…

How teachers tell the story behind their school's success means the difference between making a connection with their community and positively shaping awareness, or leaving a negative impression and losing the battle for the hearts and minds of the very public they are trying to serve. While most schools have someone whose job is specifically that…

Target marketing is defining school enrollment goals and then developing a strategic plan to accomplish those goals through the use of specific communication vehicles and community focus. It is critical to reach the right audience, with the right message, at the right time, for the right cost. In this brief article, the author describes several…

Marketing is like the rain. Some people are quickly aware of it, while others take repeated and consistent drops for quite an extended period of time before they take action. Building on the marketing principles discussed in previous issues, the next key principle to smart marketing is the "Rain Effect." The Rain Effect is the use of consistent…