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School Marketing Blog

The professional school marketing manager needs to be up-to-date with the latest school marketing strategies and resources to successfully implement the school marketing plan. This school marketing blog enables school marketing professionals to engage in blog discussions relating to the school marketing issues of today. The 'School Marketing Manual for the Digital Age (3rd ed)', 2011, by Bryan Foster, forms the basis for most of these blog posts.

School Marketing Plan Evaluation - at least once a year

Tuesday, October 25, 2016
The School Marketing Plan (SMP) needs to be evaluated at least once a year - often at the end of each year. If this hasn't been done yet, could I strongly suggest you do it now!


Representatives from the Key Stakeholders groups within the school need to give input. 

These people would include:

•   Principal and Leadership Team
•   School Manager
•   Parish Priest
•   Staff (as decided in consultation with Principal)
•   Parent representatives
•   Student Leaders
•   Feeder School Principals and Leadership Teams 
•   Media Representatives (usually media contacts of yours and advertising consultants you dealt with, as needed)
•   Systemic representatives as needed

Survey and Feedback

Feedback quantity and quality will vary. 

Requested replies would be from both specific and general groups, for example, you may target specific groups of Parents e.g. School Board, but also invite interested Parents through the schools’ newsletters / e-newsletters / e-flyers to respond.

A simple questionnaire sent to these people asking three questions will often give enough detail for a fair appraisal and follow-up discussion with the school leadership team and School Marketing Manager.

You may be inclined to do this through an online survey. (See 'Surveys' section of this chapter in the school marketing manual for examples.)

The questions could be:

•   The SMP for [School Name] for this year was successful in what ways?
•   The SMP for [School Name] for this year was lacking in what ways?
•   How would you suggest the SMP for [School Name] be adjusted for next year?
•   Other comments

The SMM would then summarize these responses in an honest way and present the views to the School’s Leadership Team. 

It is also good to include specific examples from each question from key people e.g. 

•   a feeder school Principal may be the only one who is aware of issues regarding visitations or school involvement in his / her school 
•   a feeder school secretary may be the only one aware of specific  parental / staff issues she hears espoused in her main office; 

It is important that this isn’t lost in the summary.

Others may like to develop a survey which ranks specific statements about the SMP from 5 to 1. The number of statements in the survey would need to be minimal to gain a good percentage of replies.

This type of survey would more than likely achieve a greater number of responses, yet the detail is limited. You may like to try a greater number of statements for groups or individuals you feel are more likely to respond. 

You may also like to include a section for written responses to questions similar to the above three.

SMM Support

It is important that the SMM is supported by all groups to continue on the successful way or make various changes to improve.

Most common changes are made each year in the approach and / or 
forms of marketing used in each subsequent year.

This is normal and leads to a more successful SMP each year.

The ' School Marketing Plan Updated for the New Year' blog post is based on chapters 'School Marketing Plan Evaluation' and 'School Marketing Plan (SMP)' was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), 2011

 - written in summarized point form containing an exceptional number of strategies and step-by-step guidance on how to market your school, with copyright remaining with Great Development Publishers. Available from Amazon and all good internet stores.

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