Marketing
I think schools should market more on Tv alot of the people i see day to day say they come in beacuse of a commercial.
In our location TV marketing is everything. Being a specific trade school we have a specific market and there is a specific TV program that is right for us - the challenge is money for that kind of advertising.
Diego,
The marketing strategies used by schools will vary from region to region. The internet leads are often very popular as well.
Patty Aronoff
Eric,
Marketing costs can be so expensive. This is where the research will pay off. We do not want to spend our dollars on advertising that does not bring in the leads.
Patty Aronoff
Marketing is where schools can distingush themselves from the competition. For example, if a school doesn't require GMAT exams or has a curriculum design that pasces the students through the degree process in a stated/planned amount of time, this could be a huge selling point.
Agreed. The TV is a great tool and source of referals. Institutions can get very creative to grab the attention of the viewer in order to create a sense of "need."
Allen,
You are correct! Advertising has just a few moments to capture an audience and the information presented has to set you apart from the competition.
Patty Aronoff
Mara,
We are fulfilling either a want or need and just a few brief moments to capture our audience's attention.
Patty Aronoff
I think tv marketing can be a very powerful tool, but it can also be an expensive one. Our institution is US wide but unfortunately we are unable to justify the money for a national campaign. We have found that online advertising can be cost effective, easily trackable and offers us the ability to reach the target market!
Kelly,
Most advertising is very expensive and we really need to make sure we are getting every penny's worth. It will very from school to school and very dependent upon who your target market is.
Patty Aronoff
I am so surprised at how many people tell me they heard about our school through tv advertising even though we do not use tv advertising! I think that media outlets are so saturated with marketing/advertising that it sometimes is confusing to prospective students.
hannah,
Oh dear! That is certainly interesting and as a marketing researcher, I would be vey curious at to which school they are confusing the ad with.
Patty Aronoff
The advent (and saturation) of social media has been an almost invaluable tool for local marketing. Would those who have any experience in this field recommend hiring a social media expert to make full use of this recent phenomenon?
I agree. Prospective students often get excited at the fact that our school is featured on television during a popular show or on the radio.
I have a 19yr old that hardly watches TV. He is in the internet if not at work. I do not believe TV is a good media for this generation. I believe that Social media is best media to touch Millennials.
John,
It really depends on the market area for your school. For some markets TV is the best possible way to connect.
Patty Aronoff
In my opinion, the best way for a school to market themselves are through valid student testimonials, both current and graduates.
Not only is it cost effective for the school, but I think potential students feel more comfortable watching their peers talk about their experiences with the institution.
Nowadays with the internet, having a good reputation is key. Word travels fast.
Eduardo,
Those testimonials from previous students carry so much weight in the marketing world. We seem to be first in line to believe someone who has experienced it before us.
Patty Aronoff
I can't say that I that I can agree with this statement. TV Ads are very expensive, something small institutions cant afford. I do think marketing is important to grow your company but TV ads are not always the most economical or practical way to it.
Huichi,
Every area, every school will be different. It is important to do the research in your particular situation to determine the best marketing strategy.
Patty Aronoff
