marketing your schools presented by: paul v. rawate director of marketing and public relations...
TRANSCRIPT
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%