social media survival for private school principals
DESCRIPTION
Marketing your private or independent school online can be done very effectively using social media. The trouble is, often, finding the time to do it. This presentation gives school headmasters, administrators and principals some tools to separate themselves form others serving the same clientele. It also outlines what priorities to focus on in order to get the most new students. Please contact Travis Allison if you have any questions or would like a version of this presentation for your organization. Originally presented at the York University Private School Principal's course April 2013. Ontario Federation of Independent School members please check out: http://socialcatalyst.ca/ofisTRANSCRIPT
Travis Allison (@Zoic)
Social Media
for Independent Schools
SURVIVAL
I WAS A
FIREFIGHTER
LET’S REVIEW
MARKETING IS...
Getting someone who has a NEED to...
MARKETING IS...
Know Like Trust
*hat tip to @ducttape
WHATPeople don’t buy
you do,
WHYthey buy
you do it.
WHAT’S YOUR WHY?
TO_______, SO THAT_____.
WHY:Questions to work out your
For the STAFF:
• What changes do parents say to you that they notice in their kids after joining _____ School?
• How would the world be different without the school?• On the most stressful of school days I still going to bed at night knowing
____________• Despite all administrative challenges we face we never think about
giving up because ___________• Going head-to-head with any other school, we'd win
because___________• If you could re-do one thing from the early days of the
_________ School what would that be?• In what moments in the school year are we at our _______ School
best?
For PARENTS:
• The world is better because the ________ School does __________
• When you ask your child about school what topic gets his/her heart beating faster, makes him/her smile, floods him/her with great memories?
• What has been a defining moment for you at school?
For ALUMNI:
• What specifically about who you are now comes directly from your _____ School experience?
• If you could go back and thank your most influential _____ School mentor for one thing, what would it be?
• Name a ______ School person who has had a strong impact on you. What specifically did you learn from them? Recount a specific story that perfectly demonstrates how great that person was and the lesson you learned.
• What has been a defining moment for you at school?
WHY STATEMENTWith a strong
you avoid a...
BIGGEST COMPETITOR?
race to bottom
+ Public Schools are FREE
BEFOREstrategy
tactics
What
Problemare you solving?
What
QUESTIONSdo they always ask?
MARKETINGThe online
hierarchy
1Your
WEBSITE
(race to the bottom)
I KNOW THERE’S A
PROBLEMI JUST DON’T KNOW WHAT THE
SOLUTION IS.
WARNING: REVIEW SLIDE COMING
front page challenge
I GO HERE! I WANT TO
GO HERE!
Dynamic
Your Address
Content Marketing Strategy
Phone
Chat
Form
TWO THINGS IMPORTANT TO GOOGLE:
CHANGES1. Your website
SOCIAL MEDIA2. You have links from
2Marketing
NEWSLETTER
WORTH SHARINGMake it
3
4
YouTube
DRAMABring the
5
GOOGLE PLUS
TWITTER?Where’s
BEFORE THE
LAST #...
THAT’S NICE BUT...
HOW DO I GET IT ALL DONE?
I believe...
TELL YOUR STORIES
Set the POLICY
SOME TOOLS
“anyone recommend”
create an alert that starts with:
“anyone recommend” private school
6
Your Ideal Client LOVES it
PINTEREST?How Do We Work
TRAVIS ALLISONsocialcatalyst.ca
@Zoic
slideshare.net/zoic