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Marketing a private school is one of the tasks which can be daunting for school administrators of the small to medium-sized school. That is mainly because most heads of school have as their principal duty raising money. That responsibility is a full-time job by itself. Naturally, heads of school have a host of administrative duties as well. Moving down the organization chart, private school business managers have to keep the books balanced, manage the cash flow and deal with the overall management of the physical plant. Academic deans manage the teachers and what happens in the classroom. As a result, the admissions office ends up with the marketing brief, such as it is, in smaller schools. Most of the time marketing in the small school consists of making sure the website is updated, regular posts to the social media pages are done, and an admissions catalog is produced annually.

This state of affairs contrasts sharply with large private schools which can afford to hire the professional marketing staff needed to promote their schools effectively.

What is remarketing?

So, I can just imagine you reading this and thinking that you barely have time to market your school, much less remarket it. Anyway, what exactly is ?

You and I are targets of companies' remarketing efforts every time we surf the web. For example, I was looking at bread machines the other day. After I left Amazon, I went to The Guardian to check the headlines and

How sustainable is your school? This article is written with small to medium-sized schools in mind. Larger schools can plan and use professional resources of all kinds to ensure their sustainability for the future. On the other hand, small schools typically have limited resources, to begin with. So with this in mind, I want to look at three aspects of how your school runs and offer some suggestions as to how we can ensure it will run for many years to come. In other words, let's ensure that your school is sustainable and will continue to be sustainable for many more years.

We are going to look at two types of day schools: for-profit schools and not-for-profit schools. A large number of primary schools are what we would describe as for-profit schools. These are the kinds of schools that a well-intentioned, visionary educator has established because she believes in a certain teaching style and wants to reach a certain clientele in her local area. I use the description of well-intentioned advisedly because many of these wonderful people have great pedagogical ideas but lack the business experience to make their school an ongoing reality. Here are some practical steps that the owner of a small primary school should take to ensure that her school stays viable.

Develop a business plan.

When you started your school, you knew that it was not enough to think that you could budget for, say, 50 students and charge tuition at the market rate,

This article originally started out as an overview of the top private school Facebook pages. However, as I began my research, I discovered that the Facebook private school landscape was in worse shape than I had first thought. What am I getting at? Simply that apparently many private schools are not implementing the measures necessary to create an effective Facebook presence. That is a shame because creating an effective Facebook presence is something which can scale to match your resources of both time and money. Put another way I literally cannot think of one good reason why even the smallest private school shouldn't be taking advantage of all that Facebook can do to help market your school.

Build brand awareness

Am I beginning to sound like a marketing professor? If so, I will plead guilty on the one count: my thrust is very definitely marketing. But, no, I am not a professor nor have I ever been. The closest I ever got to that august title in academia was Adjunct Instructor. But I digress. This short video gives you an idea of what is involved.

Marketing is critical for any small business. Every school has to pay attention to marketing. Marketing comes in many forms. Which ones you use depends largely on your and your budget. Marketing informs current and future parents of your existence.

Marketing drives your future intake of students. For many private

Some school administrators understand social media's power as part of their marketing strategy. Others think it is merely an adjunct to their other marketing tools. Still, others think they know how to use social media and have no clue how to use it effectively. This short article is aimed squarely at small to medium-sized private schools which cannot afford marketing staff and expensive marketing programs. My observations and suggestions are rooted in many years of observing how small to medium-sized private schools manage their marketing. Some do very well. Others don't seem to understand how to manage it.

Successful marketing at any level requires persistence and consistency. Professionals know that. Indeed that is what you are buying when you hire a professional marketing firm to design your website or handle your social media strategy. With this as our backdrop, let's explore a couple of low-cost yet effective ways in which we can make your YouTube Channel more effective.

Control it

My training and education as a classical musician and technology professional have taught me to be a control freak. I would never have dreamed of letting my choirs wander all over the place musically. I knew how I wanted a piece of music to sound. I controlled all aspects of my choristers' performance to produce the desired result. That is what you have to do with your school's YouTube channel. You will receive much free advice as you begin to post your videos. "We need a video for

In the first article in this series, Marketing the Small ²ÝÁñÉçÇø School: The First Steps, we looked at the resources available for marketing the small private school. The assumption which we made in that article was that your school probably couldn't afford a full-time marketing professional. Instead, you would assign an existing member of your staff the additional responsibility of handling your marketing. That assumption still stands for purposes of this article. Now we will look at how to use the various resources and tools at our disposal.

The best strategy for successful marketing is to control your message. That means that you have to know who you are speaking to and through what means you can best communicate with them. Let's use the proven journalist's approach to understanding our communications strategy.

• Who are we trying to reach?
• Why are we trying to reach them?
• What are we trying to communicate?
• How can we reach them most effectively?
• When should we communicate our message?

This structured approach ensures that your message will be unified and on message as it progresses from your keyboard to the recipients. Let's look at examples of how we can reach each segment of our school community. My suggestions are merely suggestions designed to get you thinking in a structured manner. Adapt my suggestions to suit your particular requirements.

Communicating with your community

Let's start at the top.

Who are we trying to reach? Everybody in our community as well as everybody outside it.

Why are we