MARKETING YOUR SCHOOLS

Presented by: Paul V. RawateDirector of Marketing and Public Relations

Development Administrator

INTEGRATED MARKETING SOLUTIONS AND TIPS TO SUPPORT ADMISSIONS AND ADVANCEMENT

PROGRAMS

Objective

Discuss the best practices to help make all aspects of your marketing communications integrated and seamless

Explore the ways to implement a brand strategy over all communications, while minimizing costs

Discuss how to integrate direct mail, e-mail marketing, online communications, offline communications, public relations, and social media to work together as a unified force

Paul V. Rawate

Director of Marketing and Public Relations at Crespi Carmelite High School in Encino, CA (2008-2012)

Over thirteen years of marketing and branding experience Marketing consultant for the fitness industry and educational

institutions University of California at Santa Barbara – BA Economics

with a minor in Sports Management U.S. Commerce Association (USCA) recognized Crespi

Carmelite for exceptional marketing achievements in 2011 and 2012

Marketing for Educational Institutions

Each student admission is viewed as the beginning of a relationship with the school

The relationship would continue through a period of enrollment to graduation

It should extend into many years as a satisfied alumna or alumnus

Hopefully, the relationship continues as a donor and supporter of the school

Marketing Basics

Admissions and Advancement Offices work together

Strategic Alignment of Branding and Messaging

Four P’s versus Four C’s

Product Price Place Promotion

Constituent Cost Convenience Communication

Marketing Check List

Branding Positioning Tag Line Elevator Pitch Graphic Standards

Communication Plan Enrollment Plan Advancement Plan Public Relations Policies Social Media Policies

Integrated Marketing

Combination of marketing tactics to help deliver one marketing strategy

The tactical delivery of a marketing strategy Aims to ensure consistency of message and the

complementary use of media Develops a strategy with the right online and offline

combination

Online and Offline Marketing Channels

SEO Pay-per-click E-mail marketing Blog Social Media RSS Feed QR Codes

Traditional Print Public Relations Radio Television Billboard Advertising Media Relations Direct Mail

Integrated Marketing

Using outside-in thinking A data-driven approach Focuses on identifying constituent insights Develops a strategy with the right online and offline

combination to forge a stronger brand relationship

Integration Cycle

Hoot SuitePrint

E-mail Blasts

TwitterFacebookLinkedIn

RSS FeedsSEMSEO

Website

Graphic Identity Example

Graphic Identity Example

Advancement Example

Crespi Carmelite Celebrates Special Milestones for Catholic Schools Week

The class of 2012 is Crespi Carmelite High School's fiftieth graduating class and the school also reflected on two milestone careers for Catholic Schools Week.

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National Average for Non-Profits: Gifts Received through Social Media

Gift Range Twitte

rYouTub

eLinkedI

nFacebo

okGoogle

+ Flickr

$25,000-$10,001 1% 0% 0% 0% 0% 0%

$10,000-$1,001 2% 1% 0% 0% 0% 0%

 $1000-$1 14% 5% 3% 2% 2% 1%

 None 83% 94% 97% 98% 98% 99%