Plans for the PS Education Marketing Seminar are under-way! A seminar for Independent School heads, Marketing Directors and SMTs as well as suppliers to schools. Watch this space!
Friday 4 November 2011
Wednesday 2 November 2011
The PS Education Daily
You are invited to discover our newspaper! It is full of up-to-date daily news on all subjects and breaking news. You will find it on: http://paper.li/PSEducation2011/1320254594
Students from the Far East - an asset or a hindrance?
The demand for spaces in UK boarding schools by Far Eastern and especially Chinese students is, as always, on the rise. According to recent figures published by the Independent Schools Council, this year, there are 24,554 non-British students attending British schools with parents living overseas. Over one-third of them are from Hong Kong and Mainland China (5,859 from Hong Kong and 3428 from Mainland China).
This demand for a British education by Chinese families is not only concentrated on senior school level. Prep schools are now also becoming more attractive to Chinese parents. What impact does this surge have on schools and their admission process? How can British schools enhance the whole experience for the parents involved - current and prospective? Are Chinese pupils seen as a lifeline and an asset to schools or a setback?
Surely the admission of Far-Eastern pupils must be seen as an asset, if not a lifeline to many schools. Chinese parents, especially those from extremely wealthy families, are very keen on sending their children to study in the UK because this is seen as a gateway to a successful international career and as China becomes more sophisticated, younger children are being sent over. They are, therefore, prepared to pay full boarding fees, if not overseas fees in some cases. Because of the deep-rooted culture and traditions, the work ethics and the upbringing of Chinese children mean that their standard of study, their dedication and their respect for their priorities and elders would almost always guarantee great results. This reflects very positively on the students’ education and future career but it is also very favourable for the school attainment as a whole.
So where do the issues lie? There are in fact a number of obstacles facing the schools as well as the parents – current British nationals as well as Chinese parents hoping for a British education for the children.
As more British parents opt for the co-education option for their children, single-sex schools are struggling with numbers and therefore, Chinese students can be their saviour. However, many schools worry that this is in fact the reason British parents stay away from single-sex schools. They feel that to get a traditional British education, the schools need to have less and less foreign nationals. Even though many prefer the social diversity, around 3 to 4 years ago, some schools were prompted to place a discreet limit of around 10 per cent on the amount of Chinese students they would accept. As time went on and the recession started hitting schools, this limit setting seems to have been relaxed. Many schools started to realise that the admission of Chinese students is a great opportunity that needs to be embraced and marketed correctly. They also began to realise that Chinese parents as well as the agencies or schools overseas that help with the admissions process find many obstacles within the system and actually need help.
Jessica Ogilvy-Stuart, the founder of the Brandon Learning Centre, the only English Speaking Board curriculum based centre in Hong Kong which prepares pupils for Common Entrance examinations and places them in British schools, feels there are many issues that need to be addressed in order to make the experience smoother for parents.
‘Schools need to cater properly for Chinese parents taking into account cultural differences. For a start, the school website needs to have a Chinese translation and it is vital to have the school policy clearly visible. There also needs to be an open dialogue between the school and the parents otherwise it is the child who gets stuck in the middle especially if the parents do not master the English language.’
As well as the school literature needing to be accessible to parents in the Chinese language, there is also an issue with the process of entry into the UK and the visa requirements. There have been a number of cases where schools as well as parents were facing problems because of miscommunication or unclear guidelines regarding the ever-changing visa applications and immigration laws.
Many schools have already embraced the idea of needing to tailor-make their approach to the Chinese market and in fact, many exhibitions and visits are organized in China – Hong Kong and Mainland, for school representatives and parents to meet. However, this seems to fill only a ‘phase one’ plan which leads us to what seems to be a vital need for the employment of an Overseas Liaison Officer in schools that actively seeks and welcomes students, helping them and their parents every step of the way from the first enquiry through to the end of the student’s career at the school. This person would be the first ‘point-of-call’ and the link between the parents back home and the school within the UK.
Working hand in hand – the Senior Management team, Admissions and Marketing and an Overseas Liaison Officer would help make such a journey easy, accessible and much more welcoming for everyone involved.
Time to Say Goodbye? Is there still a need for a school prospectus or has the website taken over?
As the presence of technology and the internet becomes more prominent in our lives, we find that we question more and more the role of any kind of printed material whether it be a newspaper, a magazine, a report, a newsletter or indeed a school prospectus. Journalists are always asked if they think that the days of printed newspapers are numbered. The answer is always met with a frowning face and a categorical ‘never!’ or ‘there’s nothing like the feel of the paper in your hands’. How does that apply to schools? Who is winning the battle between the school website and the prospectus? Is there a battle at all between them or do they and will they forever work hand in hand?
Let us go slightly back in time when there was no such technology. How did parents find a suitable school for their child? The decision could have been pre-made by choosing ‘the family school’ where every child in that family was registered traditionally. Other decisions would have been based on reputation, word of mouth or purely by picking up a directory and looking through a list of schools. The parent would pick up the phone and ask for a prospectus to be delivered. Once it arrived, the evaluation would start. If they liked what they saw, the parents would pick up the phone and make an appointment or ask when the next Open Day would be. Then, the decision-making process would have been well and truly underway once the prospectus arrived through the door.
Now, let us go forward in time to the present day and to a world of technology and information at our fingertips. Has the decision-making process changed? The parents who choose a school out of family tradition still exist. However, what about the other segment? The information ‘searchers’? Nowadays, the parents would start by switching on the screen which has become indispensible in all our homes – the computer. They would go to a search engine and type in the kind of school they are looking. They would read through lists, click on the ones they find useful. Once they land on the schools’ websites, the decision-making process is at its peak. Research has shown that it can take as little as 30 seconds to sway the user or turn them away from a website. If the site is clear, user-friendly, enticing and the parents like what they see, they look for the ‘contact us’ page or the ‘request a prospectus’ page. They will either contact the school and visit or wait until they receive the prospectus and again if they like it, they will go and visit. Once they have visited, they will most likely go home with a copy of the prospectus in hand which will place itself on the coffee or bedside tables and be used as a point of reference when the parents discuss their views on the school. It then becomes a tool to remind them of what they have seen and what they liked and why. It also becomes a point of comparison against other prospectuses from other schools.
From this we can see how important both the website as well as the prospectus are and how one needs or in fact compliments the other. The role of the prospectus has changed. It has moved down the decision-making process. Instead of being the first point of call, it seems to have become a back-up tool to the decision-making process albeit a very vital one. Another important point we must remember is that a prospectus is a tool to attract prospective parents. A website, on the other hand, serves two purposes. It works on external as well as internal marketing levels. As well as being a tool to attract prospective parents, it is also hugely important for keeping current parents happy. With the use of intranet facilities and pages for current parents and staff, useful information can be uploaded such as newsletters, photos, calendar entries or homework lists.
There are of course many differences between the two marketing tools. The question is not and should not solely be which will survive in today’s expanding technology. We should, instead, look at both as vital marketing tools and assess how to use them effectively.
Watching the Pennies
There has never been a more important time to review your marketing plans and assess how to spend every penny wisely. Suzie Oweiss provides a checklist of the most effective ways to market your school on a shoestring
Before executing any new strategy, examine previous activity and assess successes and failures.
The first point of call is pupil statistics. Which year groups are low in number? Where have the current pupils come from? Why do they choose you? Those who leave: why do they and where do they go? What data does the school have to support the findings? Have surveys been carried out? If so, what are the patterns?
Review previous spending. Does the school keep a record of all marketing spending? What has the budget been spent on? Where has advertising been directed? How many current parents chose the school because of the adverts? Has the school examined the circulation data? Could money have been saved? What is the return on investment? Paid advertising should be a bonus; an added extra and not a priority spending.
What next?Once the data has been gathered, consider the current outreach material. How are the school website, prospectus and signage? Are they up-to-date? These are likely to be the most costly part of any marketing plan. However, they should be a one-off cost. Find a reliable company dedicated to helping you rather than lining their pockets.
Ensure they set up an effective content management system so you can be in control of your website without being at their mercy. One-off investments in inset-day training on the importance of marketing, or getting an external consultant to carry out a study of your current activities, can be valuable.
Once strengths and weaknesses have been identified, consider the threats. Who are your competitors? What do they offer that your school does not? More importantly, what makes your school unique?
Action planOnce the outreach material is updated, you should be able to scale down on other expenses by concentrating on your PR rather than marketing:
• make sure you have a detailed data system in place for prospective, current and past parents and pupils;
• review the school diary. Plan at least two terms ahead. Set up a press release system with perfectly written copy. Develop a relationship with the media. Does the school have a designated photographer at school? Give the reporters what they want: pieces ready for publication with photos. Would local businesses recommend the school? Word of mouth costs nothing and speaks volumes. If you must advertise, negotiate rates and try to get editorial coverage;
• review the relationships with your peers: pre-schools, playgroups, feeder schools: could you help each other?
• use your alumni and parent associations to spread the word by keeping them informed of successes;
• how presentable are your pupils? How dedicated are they to the school community? They can be your most impressive spokespeople;
• on open days, make your visitors feel that you are genuinely happy to see them. Answer all their questions directly and honestly;
• online marketing is virtually free. Do you use Twitter and Facebook? Used responsibly, they can be a great tool. Is your search engine optimisation in place? Will a parent find you easily online? Are all your directory entries correct and updated regularly? and
• are staff aware of their role in marketing the school? Ensure they appreciate that everyone plays a valuable role in this regard.
• make sure you have a detailed data system in place for prospective, current and past parents and pupils;
• review the school diary. Plan at least two terms ahead. Set up a press release system with perfectly written copy. Develop a relationship with the media. Does the school have a designated photographer at school? Give the reporters what they want: pieces ready for publication with photos. Would local businesses recommend the school? Word of mouth costs nothing and speaks volumes. If you must advertise, negotiate rates and try to get editorial coverage;
• review the relationships with your peers: pre-schools, playgroups, feeder schools: could you help each other?
• use your alumni and parent associations to spread the word by keeping them informed of successes;
• how presentable are your pupils? How dedicated are they to the school community? They can be your most impressive spokespeople;
• on open days, make your visitors feel that you are genuinely happy to see them. Answer all their questions directly and honestly;
• online marketing is virtually free. Do you use Twitter and Facebook? Used responsibly, they can be a great tool. Is your search engine optimisation in place? Will a parent find you easily online? Are all your directory entries correct and updated regularly? and
• are staff aware of their role in marketing the school? Ensure they appreciate that everyone plays a valuable role in this regard.
Effective marketing is not just about selling places. It is about identifying the nature of what your catchment requires and ensuring that your school gives priority to supplying and maintaining a matching service.
Looking after number one
How does a leading independent school retain its prominent status? By carrying out planned, effective and ongoing marketing. Susie Oweiss sets out a strategy to keep your school at the top
Independent schools are more aware than ever before of the importance of marketing and raising their image, especially with the current competition across the country.
It is satisfying when your school is at the top of the league tables, producing the best results in GCSEs, A Levels, 11+ or Common Entrance exams. It is even better when it is over-subscribed and has a long waiting list of hopeful parents. However, not only is a school as good as its teachers and staff, it is also as good as its name and reputation. How do you maintain that good reputation? There are many strategies that can be adopted to ensure that you promote your school in the most effective way.
First and foremost, know what works for you. It is not worth following a standard marketing strategy and hoping for the best. Your marketing strategy should be specific to your school. What works for a direct competitor may not work for you.
Why is your school one of the top independent schools around, what has worked successfully until now and what has not? You must articulate the school’s values, its good points and, more importantly, discover its weak areas. The latter can be achieved by inviting a “mystery shopper” to contact and visit your school to relate their findings to you impartially.
Find your parentsLike any other business, schools have a target audience. If your main intake is from London or the south-east, for example, it would prove fruitless to begin advertising in the north. It’s commonsense, really.
Keep your parents informed of your developments and achievements. Parents – particularly fee-paying parents – want to find out how their funds are being spent and how their children are benefiting from their investment. Keep them informed and involved; make them feel that they are part of a community and create an emotional contract with them.
To keep your name and your reputation, you need to gain and keep their confidence. Your parents need to believe in you. This belief feeds the most important aspect in keeping your name at the top: word of mouth.
Word of mouth is your most effective marketing tool. If the parents are informed and involved, they are happy. If they are happy, they will talk to their neighbours, friends, family and colleagues.
If you have a great inspection report, share it. Have there been wonderful academic or sports achievements? Make sure others know about them and that the school’s name is inscribed in the minds of parents, current and prospective.
How does the world see you?
On a practical level, you must keep reviewing your marketing material. How does your website look? Is it user-friendly? Is it easy to find in a search engine? Is it welcoming to a nervous parent who is terrified of making the wrong decision in choosing a school for their child? What about your prospectus? Is it easy to read? Does it convey the feel and the ethos of your school?
The signage of the school is also highly important. Is it up-to-date? Do you have the correct banners and stands for your open days? Look at your classrooms, your outdoor facilities, your performing arts centre. Are they all up to the standard of other schools? Do they convey and live up to your name and reputation?
All these marketing tools have to be reviewed on an annual basis. You must ensure you have a fresh feel. You can keep with the times and update the way you present yourself as well as keeping your ethos and the school’s tradition alive. The key here is to find the right balance. Keep your tradition yet build up a brand.
Keep your information on and offline updated. Make sure all your entries are correct. Make sure education consultants are kept informed of your news, achievements and any changes within your school. Make sure the media remembers you at all times. There is not a better advertising tool than a mention in an article or a press release. If you stay quiet, you will be forgotten, despite all your good work.
Happy days?
Some believe that the more successful you are, the happier you become. You have achieved your aim and, therefore, you can afford to sit back and relax. Schools often say: “Why do we need marketing? We are over-subscribed and are obviously popular”. The answer: never be complacent.
The more successful you are, the more vigilant you must be. Keep tabs of your spending on advertising. Assess what works and what does not. Review your marketing budget and make sure it is in line with others. Make sure you are channeling your spending in the right direction.
Find your level
Be aware of over-selling your school. Insist on being honest in the way you present yourself and what you can offer parents. Make sure your board of governors is aware of the present competition and of the need to maintain current levels of effectiveness. Keep your fees in line with schools of the same specification.
Of course, the measure of success in a school is if you have the right numbers, that all spaces are filled. But to keep them filled, you need to make sure you attract the right parents with children who will be happy at your school and will therefore stay. Not only will they stay, they will also encourage others to come and join. Those children will one day be parents themselves and – if you are still the talk of the town – they will tell their children, who will tell their friends.
Gone are the days when a parent sends their child to a school because their own mother or father went there, and so did the grandparents. People are much more informed about finding the “right” school for their child. They read league tables; they consult advisers and, more importantly, they talk to each other. They are aware of the large number of independent schools available and they believe in comparing.
Make sure that your shop window, your name and reputation are sparkling. Open your doors and welcome them in.
It is satisfying when your school is at the top of the league tables, producing the best results in GCSEs, A Levels, 11+ or Common Entrance exams. It is even better when it is over-subscribed and has a long waiting list of hopeful parents. However, not only is a school as good as its teachers and staff, it is also as good as its name and reputation. How do you maintain that good reputation? There are many strategies that can be adopted to ensure that you promote your school in the most effective way.
First and foremost, know what works for you. It is not worth following a standard marketing strategy and hoping for the best. Your marketing strategy should be specific to your school. What works for a direct competitor may not work for you.
Why is your school one of the top independent schools around, what has worked successfully until now and what has not? You must articulate the school’s values, its good points and, more importantly, discover its weak areas. The latter can be achieved by inviting a “mystery shopper” to contact and visit your school to relate their findings to you impartially.
Find your parentsLike any other business, schools have a target audience. If your main intake is from London or the south-east, for example, it would prove fruitless to begin advertising in the north. It’s commonsense, really.
Keep your parents informed of your developments and achievements. Parents – particularly fee-paying parents – want to find out how their funds are being spent and how their children are benefiting from their investment. Keep them informed and involved; make them feel that they are part of a community and create an emotional contract with them.
To keep your name and your reputation, you need to gain and keep their confidence. Your parents need to believe in you. This belief feeds the most important aspect in keeping your name at the top: word of mouth.
Word of mouth is your most effective marketing tool. If the parents are informed and involved, they are happy. If they are happy, they will talk to their neighbours, friends, family and colleagues.
If you have a great inspection report, share it. Have there been wonderful academic or sports achievements? Make sure others know about them and that the school’s name is inscribed in the minds of parents, current and prospective.
How does the world see you?
On a practical level, you must keep reviewing your marketing material. How does your website look? Is it user-friendly? Is it easy to find in a search engine? Is it welcoming to a nervous parent who is terrified of making the wrong decision in choosing a school for their child? What about your prospectus? Is it easy to read? Does it convey the feel and the ethos of your school?
The signage of the school is also highly important. Is it up-to-date? Do you have the correct banners and stands for your open days? Look at your classrooms, your outdoor facilities, your performing arts centre. Are they all up to the standard of other schools? Do they convey and live up to your name and reputation?
All these marketing tools have to be reviewed on an annual basis. You must ensure you have a fresh feel. You can keep with the times and update the way you present yourself as well as keeping your ethos and the school’s tradition alive. The key here is to find the right balance. Keep your tradition yet build up a brand.
Keep your information on and offline updated. Make sure all your entries are correct. Make sure education consultants are kept informed of your news, achievements and any changes within your school. Make sure the media remembers you at all times. There is not a better advertising tool than a mention in an article or a press release. If you stay quiet, you will be forgotten, despite all your good work.
Happy days?
Some believe that the more successful you are, the happier you become. You have achieved your aim and, therefore, you can afford to sit back and relax. Schools often say: “Why do we need marketing? We are over-subscribed and are obviously popular”. The answer: never be complacent.
The more successful you are, the more vigilant you must be. Keep tabs of your spending on advertising. Assess what works and what does not. Review your marketing budget and make sure it is in line with others. Make sure you are channeling your spending in the right direction.
Find your level
Be aware of over-selling your school. Insist on being honest in the way you present yourself and what you can offer parents. Make sure your board of governors is aware of the present competition and of the need to maintain current levels of effectiveness. Keep your fees in line with schools of the same specification.
Of course, the measure of success in a school is if you have the right numbers, that all spaces are filled. But to keep them filled, you need to make sure you attract the right parents with children who will be happy at your school and will therefore stay. Not only will they stay, they will also encourage others to come and join. Those children will one day be parents themselves and – if you are still the talk of the town – they will tell their children, who will tell their friends.
Gone are the days when a parent sends their child to a school because their own mother or father went there, and so did the grandparents. People are much more informed about finding the “right” school for their child. They read league tables; they consult advisers and, more importantly, they talk to each other. They are aware of the large number of independent schools available and they believe in comparing.
Make sure that your shop window, your name and reputation are sparkling. Open your doors and welcome them in.
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