The that the school is one step closer

The word “marketing” used to be jargon confined to
the business world and alien to higher education. Now, however, it is
considered part of developing a knowledge society. Through marketing, there are
different terms and strategies that are being discovered due to the goal that a
business wants to reach.  (Ramachandra,
2010). Kotler and Fox noted that marketing is important to today’s institutions
and that this has grown out of a mission to serve the community’s education
needs (Mulnix, Cojanu, & Pettine, 2011). There are a few tools which are
used to attract  prospective students for
recruitment towards institutions. Schools marketing communication or promotion
is divided into two areas; one is traditional
media promotion which includes advertising, publicity and electronic media.
The second is direct mail promotion
which include prospectus and brochures (Ivy, 2008).

 In line with this, Draganic (2016) mentioned
that there are five marketing strategies to help increase a school’s enrollment
though some terms or strategies mentioned are not known by most or everyone.
One is (1) Search Engine Optimization (SEO) and/or Search Engine Marketing
(SEM); these help potential students and parents find your school. Since they
are searching for your school, it is believed that the school is one step
closer in increasing its enrollees. Likewise, SEO and SEM Content establishes
the creator as a thought-leader within their industry. Engaging and creating
relevant content for your potential students and parents to read is a way for
them to continue to return to your website and build a relationship with you or
your institution. Once again, Social or specifically Social Media is mentioned.
Seventy-eight percent (78%) in the US have social media accounts. Thus, using
this strategy would have an impact on the population. In relation to the content
that was mentioned, social media is a great channel to be used in distributing
the content. Through this, you can easily send messages to your customers or audiences
that live in certain locations or follow certain trends. It is believed that
this allows you to be more strategic in promoting your school. And lastly, targeting; having a target audience
together with the content, information and advertisements that they need will
urge them in building trust and loyalty with your school.

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Promoting is the part or time when markets use their
communication skills in a company so that the product or service will be
successfully known by the targeted customers. 
It can be considered as a key component since this is usually the thing that
makes customers  aware of your product or
service, be attracted to it, and gain the customer’s loyalty as well. Promotional strategies are the ways and
means of attracting the (targeted) customers. Different companies and
institutions implement various strategies to gain these customers. These
strategies play a crucial role in the market since all companies are very
competitive in terms of the sales of their product or service. It is not only the
promotional strategies which are crucial but the timing as well; because it
determines the effectiveness of the promotional strategies that are being
used.  Yes, it may be considered crucial
but it is also significant because in addition to improving the sales, it also
helps the companies or institutions attract new customers while retaining the
existing ones. Sales promotion can be considered as any strategy or activity intended to increase the business
or trade and thereby boost  sales (Shimp.
2003). Meaning, promotions are also persuasive means of  communication with your customers. Though there are several
new techniques that have emerged in the 21st century, Kokemuller
stated that there are three staple methods of promotion which are namely:
advertising, public relations and personal selling. In relation to what
Kokemuller has stated, in terms of school setting, marketing is the business of
attracting parents and students to enroll in your school and retaining their
loyalty and support as well. Public
relations is about maintaining a favorable and good image and impression
for your school. Marketing your school is a way of promoting your school. Making
the students enroll in your school is critical to its existence. The greater
number of students, the greater the chance that your school may be known or may
have an impact in the community. Quaetapo (2014) mentioned that there are six
elements in the marketing and public relations strategy of a school. These include
shared vision of a preferred future for your school, mission statement,
clarification of your school’s unique features and key messages, honest
appraisal of your school’s image and its position in the community, action plan
that includes practical everyday activities, and ongoing monitoring,
evaluation, reflection and improvement. These elements are used in promoting
the school and which can also help the school to increase its enrollment. Ways
to increase the number of enrollees include 
school promotional banners, calendars, flyers, personal business cards,
school prospectus and yearbooks.

            Schools are in need of
promotional strategies or tools that could increase their reputation and would
attract and eventually lead students to transfer schools. Convincing students
to transfer schools may be quite hard. Students would have different options,
and eventually, they would have their preferred choice of school. They have
their free will to choose which school they want, and there are certain factors
that affect their choice/s or preference/s. A common factor is the promotional
tools or strategies itself. Promotional tools and strategies are instruments in
persuading students to think gradually in which school they are going to study
at. Through this, students would be able to think twice if they would transfer
schools or remain in the school they are studying at. Educators or schools
around the world now attend special seminars and conferences to give them
direction and supervision in the marketing of education. (Rotfeld, 1999). The
competition in promoting then increases as time goes by.
            The main idea of this study
has benn inspired and has been taken from Oplaka and Brown (2004) from their
research paper entitled “Research on School Marketing”. The different authors
tend to explain the relationship of the promotional strategies or variables to
the student’s enrollment.

            This study will deal on how effective are the
promotional tools being used by Good Shepherd Cathedral School. This will
measure the ways or the manners that the school is doing in order to attract
students.