Free Marketing: Lessons Schools and Business Can Share
November 8, 2011
Marketing lessons schools and businesses can share
I was recently contacted by Heather who has moved from the business world into teaching. She wanted my opinion about whether business marketing could be applied in the world of education.
Here’s my answer
You are absolutely right there are marketing strategies from the business world that schools can use .. in fact there are hundreds that cost absolutely nothing to implement.
For example media releases. These raise the schools profile and build reputation i.e. the brand. Easy to write and email to the local press they can about any newsworthy event that has happened in the school. The real trick is to see the story and to write it from the readers perspective .. if you can do that then coverage is highly likely. Stories can be based around a variety of topics – from school plays and sports day to open days, notable visitors, stories about pupils and staff .. the list goes on and on.
We’d all like our media releases to be published by every paper, magazine, radio and TV station we send it to … but it is unlikely this will happen. other stories can obscure your story and I well remember sending a story to the nationals and we were interviewed by the BBC for a slot on the Radio 4 news, had our photos taken by a couple of dailies ….. and then the Queen Mother died and we never got a mention!
However media releases stand a good chance of being picked up in most cases and the worse case scenario is that the story only appears on your own website. Even this isn’t a disaster as it will be indexed by search engines like google and could well go viral worldwide. My last interview on Canadian radio came about in this way.
It is also possible to get the story distributed by specialist websites and picked up by both search engines and flesh and blood journalists.
There are many other ways to market a school … or a business … without cost, and we are going to cover many of them on my next UK marketing workshops.
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Very old fashioned way of doing things - reflected in his own website (not modern and broken links, images don't load)... went elsewhere and much more forward thinking... Questionable legitimacy of the other reviews posted.
Stefan is rightly known as “The Marketing Magician”. He has an uncanny ability to conjure effective marketing seemingly ‘out of thin air’. But unlike most magicians he’s only too happy to reveal the secrets behind his magic. His enthusiasm is infectious and he’s generous with his time and attention. So if you want to get to grips with the tricks of the marketing trade, Stefan’s your man.
Stefan seems insatiably curious about how our experiences affect the way we interact with companies; what attracts us to them. And he turns this all into original marketing ideas. Plus, he's quite the gentleman. Really glad to know him!
Stefan is chock full of ideas - but more than that, they are GOOD ideas. In the space of one hour he gave me what is probably a year's-worth of implementation. Yet, it's all stuff I can do myself if I wish - no voodoo to be contracted to consultants I cannot manage and whose results I cannot reliably measure.
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.