D - Market Domination (A to Z Tips)
Who dares wins.
If you are not dominating your market, you are not doing enough.
The moto Who Dares Wins, made popular by the SAS and credited to their founder, Sir David Stirling, is sadly going to become increasingly accurate, as the full effects of the pandemic are felt across the UK.
With senior sources in the independent education sector suggesting as many as 30 per cent of UK independent schools could end up closing as a result of the coronavirus pandemic, school leaders are being forced to consider extraordinary measures to ensure survival.
Those with the courage and audacity to take risks, will succeed; courage bringing its own rewards.
Insiders expect the numbers closing between now and September "to be quite small” but say that "more will decide during the course of next academic year that they’re in an impossible position".
Like any business, private education is extremely reliant on customers for its income. However, unlike most businesses, overheads and buildings maintenance represent a high proportion of expenditure. Parents, like most clients, are fair weather friends who judge us not only on our ability to teach their child, but also to excel at every opportunity, be that in our presentation, during inspection, or simply by reputation.
Successful schools are not necessarily the ones with the most money in the bank. Nor are they the highest achievers. Successful schools, the ones with strong reputations, are akin to the noisy children in class. The ones whose voices will always be heard and will always have something to say. If that makes you feel a little uncomfortable, then I dare to suggest that you may not be doing enough to secure your survival.
There are many examples of courage we can take comfort from, the moon landing for instance: boldly going where no man had gone before, making household names out of three incredibly, brave men Neil Armstrong, Buzz Aldrin, and...the other guy. Poor Michael Collins, who, despite his courage as part of that initial flight, has not enjoyed the same media coverage or notoriety as his partners. Market domination assures that we remember his colleagues but few remember Collins as he hasn’t enjoyed the same exposure, so to speak. At that’s what these special times call for.
Drastic times call for drastic measures. Of the schools we have been working with who have been struggling financially, external investment, federation and even relocation are on the agenda. They have taken that courageous flight in to orbit and bravely stepped in to their new world. Whilst this plucky approach to future proofing will see their survival, they must take their customers on this journey too and ensure a healthy level of new interest along the way and to remain memorable.
Since lockdown, many schools have enhanced their communication plans and increased their use of social media. However, not many are investing heavily enough in marketing or their efforts to connect with the masses. Being visible, particularly locally, is critical during times of uncertainty.
Why? Because Parent A, chats to her golf pal via Houseparty and during their chat is asked if her daughter’s remote learning is working out and how much effort (or otherwise) the school has made to keep in touch. Parent A is asked to remind her friend which school it is her daughter attends. Oh yes, comes the reply, I have heard all about that school; it’s meant to have a great reputation. At least that’s what she’s read, so it must be true. Therein lies the key.
Amid a myriad of pressing priorities and without having a clear understanding of what a full return to school looks like, when or how it is meant to be achieved, you should be committing to dominating the market with positive reports about your school. It might feel counterintuitive but increasing your marketing efforts at this fragile time is crucial.
This is a time where social media marketing really comes into its own. Not only is it quick, flexible, extremely targeted, and immensely measurable but it is very, very cost effective too.
If you are already actively marketing, make sure you are covering your three audience bases.
• Immediate location
• Local
• Outside area
Remember, not all marketing activity is blatant, subtle PR can be extremely powerful and word of mouth is the very best and most cost-effective marketing response you can generate.
Immediate location:
Write to your neighbours to update them on your plans for a return to school. Ask if anyone is vulnerable and offer to be on call for them in case of emergency. Put the same message on your social media platforms so everyone can see how hard you are working to support your local community.
Look for very local charities to support. This doesn’t mean you have to commit to a monetary donation; it might be there are other more cost effective ways you can help or support them.
Local:
Contact your local parish magazines and ask if they would gift you some free editorial space on a regular basis. Get inside all your local homes with a positive reinforcement of the school’s plans. Remind readers what an important employer the school is, how many are employed and what it is they do. Extend this to your parents too, via your social media platforms. Remind them that their fees pay for more than exams results and hockey trips.
Investigate local community webpages and populate them with events, as and when deemed safe, or host online versions of events such as a quiz night – which could also be used to raise funds for that local charity you are looking to support. Foodbanks are desperate, you could raise awareness of the need to support local foodbanks or champion parents to support local businesses by adding them to your website and social media shout outs.
Approach local newspapers about cost effective banner advertising. Some press may discount for multiple bookings. Invest in local Facebook and LinkedIn advertising; it costs very little but can be hugely influential.
Use your own parent contacts to spread the word. The more you remind parents of the great things you do, people you employ, the ethos you hold dear, the more they will have to talk to their friends about. Hit previous pupil lists for potential fee-paying grandparents. Encourage your own families to recommend friends by offering a Friends and Family Scheme with a terms fee discount for both parties.
Shout about your remote learning provision and tie it in with previous academic achievements of which you are proud, significant inspection outcomes, or quotes from notables. Use local vocals as ambassadors for your business – there are always local round table groups or similar who are happy to make a noise if it is worth their while – and the gains do not have to be financial, it could be the loan of a minibus or chairing their meetings at school without charge, as and when the restrictions are lifted.
Wider area:
Review your Search Engine Optimisation (SEO) effectiveness, your metadata and keywords. If you are not doing so regularly you are missing out. Change your web copy regularly and invest (again it is very cost effective to do so) in pay per click promotion (PPC). This will ensure that when anyone who meets the criteria as a potential parent searches for schools in your selected area, you will be delivered top of the list.
Google adverts, Google map ratings, are also great ways to target a wider audience.
If you are not out there, stepping bravely into your new world, you are not being talked about and if you’re not being talked about, you are in danger of being overlooked. Out of sight, out of mind. Plus, all the activity reminds parents how much they benefit from the activities, staff and support and the added value underpins the fees, both now and for the future.
Headspace Academics; fresh thinking. Helping school leaders with solutions for their school’s long-term security.