Our school is at a unique stage because we had suffered some leadership changes and re branding so our public relations are starting over new. We are currently in the process of re structuring all marketing and PR campaigns for our re-branding. So far we have realized that engaging our students as much as possible in these efforts have worked out extremely successful, through this has increased our word of mouth. What this school needs to work on is a consistent message and consistent contacts. In the past we would jump around from different visions of the programs, the way we relayed and the people we relayed them to.
Jonathan,
Sounds like you have figured out how to build a successful brand and target just the people you want to reach. My guess it took a while. But now you have the formula. It is the same way with building relationships with the press - one person and one medium at a time. Sometimes it starts by sending dates of events to the calendar editors and interesting success stories to the Education Editor. Then they will find their way to you. thanks, Susan
Dr. Susan Schulz
Currently we have a very strong social network that connects us to professionals, vendors, alumni, and community members.
We have our staff giving presentations at chamber meetings and have built great relationships with business that support our College.
We recently contribute to local schools and have been official sponsors of several of their events.
We have not engaged the press as much as we should. We need to do a better job at cultivating relationships with key individuals and then keeping those connections.
I could use help on knowing more about press releases. When to use them, how to get them read, etc.
John,
Sounds like you are going a great job and have a great start. What you might want to do is write up a "how to" for each successful event. Once you figure out how to make the event run, then you can give the task to others to repeat. The event itself can be a great way to get the word out about your school. YOu'll get the reputation that your school cares about the community. Good idea to talk to the local media, find out what they want, how they want the story, and learn who is truly interested in career schools and the careers you promote. Wrap it around the benefits to the community. Great job, Sussan
Dr. Susan Schulz
We currently do not have a publicity plan in place, but we do have several publicity lines in the water so to speak.
Our school owners are both involved in charity organizations, which provides for many connections, and opportunities for publicity.
In addition, we started a veterans program this year, offering scholarships to any veterans who have been honorably discharged in the past three years. This has also created opportunities to generate testimonials, and a radio interview.
As part of our publicity plan moving forward, we need to work with the local media to become the "go to experts" for various stories that are being written regarding the types of programs we offer.
Laurie,
Glad to hear how much you use Alumni throughout every department in your school. Alumni are passionate and students relate to them. Alumni can fill in and assist staff in so many ways. The result is you get professional assistance without increasing your payroll. Keep in mind all the people Alumni can introduce you to - employers, organizations, potential clinic and externship sites, speakers, curriculum experts, and much more. The Friends and Family events sound brilliant. You are doing a great job. Reminder to measure, measure, measure. Thanks, Susan
Dr. Susan Schulz
I'm sorry. I realize I began my own discussion without answering yours. Our current publicity efforts include the following:
1)we offer free monthly tele-conferences. I give an overview of our program and then open it to questions. In order to attend, folks respond to an email, Facebook, Twitter or Website announcement. All they need to do is just 'RSVP'. Last week I had 40 people sign up for the call.
2) We started a 'Student for a Day' program. For a nominal fee people can visit our school for 1 day with a program designed just for them. This includes lunch with some of our students so that they can learn first-hand, how our students feel about the school.
3)Alumni offer free informational talks.
4)Alumni can receive further training to offer workshops that are revenue and client producing for them and student generating for us.
5) We place ads in a monthly magazine.
6) Family and Friends Days- We started this program several years ago. We have a special 2 day program for families and friends so that they get a good idea of the program. It also generates interest and future students for our programs.
What changes can we make to improve our results:
1)I think we have not developed our capacity to utilize our demographic's information.
2) Some students come to school through Alumni and students. I think it would be good to offer a monetary incentive for referrals.
3) I think we need to do more work to encourage Alumni to get out there and offer Info. Talks in their communities.
Piper,
Good point. Your personality might be someone at your school who can be trained. What about your alumni. There are many with varying accomplishments who can talk on behalf of your school. Thanks, susan
Dr. Susan Schulz
Having a personality at your school is a great hook. They can often be your face of the school and represent you in the media...which most people are not comfortable with.
Nam,
Program Advisory boards are essential in our opinion. It is a way to engage employers and the community plus other stakeholders in your organization. Used effectively you can determine training need trends for now and the future. TV and radio are always interesting. We think they are costly ways to market and results need to be measured very carefully. We also agree in the engagement of grads and alumni. They can be great resources to increase enrollment, retention, and placement. MaxK offers a course about how to benefit from Alumni. Thanks, Susan
Dr. Susan Schulz
We currently are involved in bi-annual Program Advisory Board Meetings. We also are involved in social media, as well as, television commercials and radio media.
Some changes I feel would improve our results is strategically publicizing our image in a positive and professional manner. Possibly publicizing a graduate that has had news-worthy accomplishments and accolades.
Joseph,
That's one of our favorite positions in a career school. You can make a big difference in all departments and involve everyone. You only have a limited time. If you want to increase your visibility at community organizations, find out what groups each instructor and staff belong to. While you go to Chamber meetings, others can go to Lions, Rotary, Economic Development boards and more. As PR director, you can suggest what should be discussed and even offer to prepare presentations for everyone to give. We think the PR director should be focused on community outreach. Thanks, Susan
Dr. Susan Schulz
Currently, I am the marketing, publicity, and public relations person for the school. I realize now, that I must involve as many directors and managers from across all segments of the school in order to create a successful marketing strategy. I am involved in Chamber events as well as business networking groups which is beginning to pay dividends.
Jim ,
Great that you have a lot of volunteers. Do they include mostly students, staff? or grads and alumni? It sounds like you organize very valuable projects. That means that students can gain experience to put on their resumes.It's nice to think about sponsoring major events. However, many small events throughout the year might be easier. For each event there are opportunities for publicity before, during, and after. All this keeps your name in front of people looking for training and looking for staff. Thanks, Susan
Dr. Susan Schulz
We have a huge base of volunteers for everything from "Walk a mile in her shoes", to the local food bank, collecting school supplies, to United Blood Services drives. All of this is good for keeping our name in the community but it's as effective as I'd like it to be. The change we need to make is sponsoring a major event but in our smaller market it's difficult to find that niche that will get and keep our name in the forefront. I am open to suggestions from any of you in a similar situation.
Sergio,
When advertising in classified ad sections it is important NOT to advertise in the Help Wanted sections. Suggest you clearly identify who your ideal student is in terms of demographics - age ranges, gender, education, interests, etc. Then determine where they are and what they are reading and looking at. That may be a clue to where to advertise and promote. Also contact employers. These people may have staff that need your training. Lots of ways of promoting your programs. The key is to target, be smart, and measure results and make changes. Thanks, Susan
Dr. Susan Schulz
We advertise in the Green Sheet which is a local free news letter that announces classified ads. We do receive a few inquiries this way but not enough to fill our classes. I think we need to advertise by holding Health Fair sessions at local Grocery stores or other food markets.
Nikeline,
What's great about what you are doing is that you hold weekly meetings so staff can talk about their experiences and progress. That provides feedback, gives other staff members ideas they can use, and helps build on strategies. That is so good. Thanks, Susan
Dr. Susan Schulz
Nikeline,
Great that you encourage your staff to talk up your school and be a resource to people seeking training or staffing. You might want to give them a small printed card with brief information about the school and programs. Or be sure each employee has their own business card with info about your school. If you are compensating employees for enrollments you might want to check the regulatory agencies that oversee your institution. That might not be permitted. Thanks, Susan
Dr. Susan Schulz
We also have a musian that does the same thing, but we also have someone who golf's and I would have to say he's our best marketor. At our weekly meetings its exciting to hear who he spoke to.
