It is very good practice to review all promotional and marketing material on a consistent basis. Not only will it allow you to customize how you speak with an applicant but it will allow you to improve on your promotional efforts.
The institution I am employed at is in compliance with every rule and regulations in regards to promotional and advertising because before we run an ad, we send a copy to the CIE for their approval.
We use a mixture of advertising methods and media. All advertising is monitored by our Marketing Dept. and outside PR firm for compliance and effectiveness. We also hold Open Houses and community awareness events. We participate in charity events and community service events as well.
Matthew,
You are right on target. Marketing is expensive and the research must be done in order to get the most out of your advertising dollar.
Patty Aronoff
Diane,
Marketing strategies need to change and keep up with the changing market. Competition is at your door always.
Patty Aronoff
Marianne,
They are keeping you compliant by checking promotional material and advertising to meet rule.
Patty Aronoff
Ruth,
Excellent! The change up of just one word can change a whole meaning.
Patty Aronoff
Beverly,
We are in a technological world that changes daily. In order to remain competitive, we must keep up.
Patty Aronoff
Michelle,
Referrals are the best! They are often the most solid for conversion and they are free.
Patty Aronoff
Judy,
Even wearing a tee shirt with your school logo is a way to promote your school. You never know!
Patty Aronoff
Yes...we are in compliance. As a small and growing school, we tend to prefer advertising and promotional techniques that can be quantified easily. Therefore, more effort is placed on traditional personal selling and networking.
For example, one thing I do is offer to speak to professional groups. The discussion topics lead to conversations, which lead to relationships. It is far more cost effective to invest a few hours and get a few qualified leads, than spend hundreds/thousands and hope we get the leads.
Marketing researchers have proven that PR is about 300% more effective than advertising when a business has limited brand awareness. The value of advertising is seen once brad awareness is gained (at which point the value of PR is limited). The key is not only to have the right target audience, but choosing the best medium for your school's life cycle stage.
Our University uses pretty much all of the different methods and strategies allowed. They are very compliant in all these methods. Great loads of paper and other things like radio ads have been pulled and recreated because of our commitment to compliance multiple times, which I am sure is extremely expensive for the school. They will do whatever it takes to make sure they are always up to date and providing the latest information that is accurate and truthful as well as required.
mirtha,
The word of mouth marketing can be very effective, especially in a small community.
Patty Aronoff
All means of promoting our institution must be reviewed and approved by our corporate office.
We are an small school and we use standardized email templatesto avoid misrepresentation.
Implementing promotion through new technology is the key to keep the playing field level!!
At our school we always try to get referrals. Happy students will always want to tell their friends and families about their experience with the school and it is a cost effective way to get new students
In addition to Advertisements, etc. another great way to promote is by giving your business card out when at lunch, dinner, weekend, shopping etc.
I work at a samll school. Alot of our promtions are done thru word of mouth.
urania,
When you are compliant it is a good feeling going forward. And your former students are your best advertisement. They are telling the world what a great experience they had.
Patty Aronoff
