The word “marketing” used to be jargon confined tothe business world and alien to higher education.
Now, however, it isconsidered part of developing a knowledge society. Through marketing, there aredifferent terms and strategies that are being discovered due to the goal that abusiness wants to reach. (Ramachandra,2010). Kotler and Fox noted that marketing is important to today’s institutionsand that this has grown out of a mission to serve the community’s educationneeds (Mulnix, Cojanu, & Pettine, 2011). There are a few tools which areused to attract prospective students forrecruitment towards institutions.
Schools marketing communication or promotionis divided into two areas; one is traditionalmedia promotion which includes advertising, publicity and electronic media.The second is direct mail promotionwhich include prospectus and brochures (Ivy, 2008). In line with this, Draganic (2016) mentionedthat there are five marketing strategies to help increase a school’s enrollmentthough 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 theyare searching for your school, it is believed that the school is one stepcloser in increasing its enrollees. Likewise, SEO and SEM Content establishesthe creator as a thought-leader within their industry.
Engaging and creatingrelevant content for your potential students and parents to read is a way forthem to continue to return to your website and build a relationship with you oryour institution. Once again, Social or specifically Social Media is mentioned.Seventy-eight percent (78%) in the US have social media accounts. Thus, usingthis strategy would have an impact on the population. In relation to the contentthat was mentioned, social media is a great channel to be used in distributingthe content. Through this, you can easily send messages to your customers or audiencesthat live in certain locations or follow certain trends. It is believed thatthis allows you to be more strategic in promoting your school. And lastly, targeting; having a target audiencetogether with the content, information and advertisements that they need willurge them in building trust and loyalty with your school.
Promoting is the part or time when markets use theircommunication skills in a company so that the product or service will besuccessfully known by the targeted customers. It can be considered as a key component since this is usually the thing thatmakes customers aware of your product orservice, be attracted to it, and gain the customer’s loyalty as well. Promotional strategies are the ways andmeans of attracting the (targeted) customers.
Different companies andinstitutions implement various strategies to gain these customers. Thesestrategies play a crucial role in the market since all companies are verycompetitive in terms of the sales of their product or service. It is not only thepromotional strategies which are crucial but the timing as well; because itdetermines the effectiveness of the promotional strategies that are beingused. Yes, it may be considered crucialbut it is also significant because in addition to improving the sales, it alsohelps the companies or institutions attract new customers while retaining theexisting ones. Sales promotion can be considered as any strategy or activity intended to increase the businessor trade and thereby boost sales (Shimp.
2003). Meaning, promotions are also persuasive means of communication with your customers. Though there are severalnew techniques that have emerged in the 21st century, Kokemullerstated that there are three staple methods of promotion which are namely:advertising, public relations and personal selling. In relation to whatKokemuller has stated, in terms of school setting, marketing is the business ofattracting parents and students to enroll in your school and retaining theirloyalty and support as well.
Publicrelations is about maintaining a favorable and good image and impressionfor your school. Marketing your school is a way of promoting your school. Makingthe students enroll in your school is critical to its existence. The greaternumber of students, the greater the chance that your school may be known or mayhave an impact in the community. Quaetapo (2014) mentioned that there are sixelements in the marketing and public relations strategy of a school.
These includeshared vision of a preferred future for your school, mission statement,clarification of your school’s unique features and key messages, honestappraisal of your school’s image and its position in the community, action planthat includes practical everyday activities, and ongoing monitoring,evaluation, reflection and improvement. These elements are used in promotingthe school and which can also help the school to increase its enrollment. Waysto increase the number of enrollees include school promotional banners, calendars, flyers, personal business cards,school prospectus and yearbooks. Schools are in need ofpromotional strategies or tools that could increase their reputation and wouldattract and eventually lead students to transfer schools. Convincing studentsto transfer schools may be quite hard. Students would have different options,and eventually, they would have their preferred choice of school. They havetheir free will to choose which school they want, and there are certain factorsthat affect their choice/s or preference/s. A common factor is the promotionaltools or strategies itself.
Promotional tools and strategies are instruments inpersuading students to think gradually in which school they are going to studyat. Through this, students would be able to think twice if they would transferschools or remain in the school they are studying at. Educators or schoolsaround the world now attend special seminars and conferences to give themdirection and supervision in the marketing of education. (Rotfeld, 1999). Thecompetition in promoting then increases as time goes by.
The main idea of this studyhas benn inspired and has been taken from Oplaka and Brown (2004) from theirresearch paper entitled “Research on School Marketing”. The different authorstend to explain the relationship of the promotional strategies or variables tothe student’s enrollment. This study will deal on how effective are thepromotional tools being used by Good Shepherd Cathedral School.
This willmeasure the ways or the manners that the school is doing in order to attractstudents.