the means by which the College actively communicates and promotes its purpose, values and products to the

pupils, parents, staff and wider community

Improve (or manage) the College reputation Raise the College profile College with a positive image tend to have better student behaviour/attendance A positive image improves morale Attracts quality staff Develops a sense of pride Contribute to Country Economy by providing a quality product

 Internal

Market

External

Market

Staff Governors Visitors/helpers Current pupils Current parents

Prospective pupils Prospective parents Prospective staff Community Corporate World

Product Price Place People Promotion Positioning

1.
2. 3. 4. 5.

6.
7. 8.

Agree a Vision Identify your College Unique Selling Proposition Devise a Mission Statement Audit existing situation Set up a Marketing/Publicity team Agree actions to realise Vision Implement the actions Monitor and evaluate

1. Agree a Vision

What kind of College do you want to be? What are your goals, aims and objectives?

2. Unique Selling Proposition

Identify the things your school does very well already Stress these unique features wherever possible Promote them in marketing materials

3. Devise a Mission Statement

Articulate the Vision and communicate the Unique Selling Points of your college Needs to be clear and concise eg

Everyone learning together or Success through achievement

4. Audit existing situation

Important to establish current perceptions Helps to evaluate current strengths and weaknesses Determine who will carry out the research External expertise or in-house? Look at what is available already

4.Audit existing situation

Open days / parents meetings Questionnaires / attitude surveys to key stakeholders Focus groups Media reports Ofsted reports School self-evaluation documents

5. Set up a Marketing/Publicity Team

The team should include:

At least one member of the SMT Governor Support Staff Parent Community representation

6.Agree actions

Use outcomes from research and input from stakeholders to agree an Action Plan The Action Plan should include:

Priorities Actions required Timescale Costs Who is responsible How progress will be monitored How it will be evaluated Success criteria

6.Agree actions

Marketing/Publicity activities include:

Publications Media Events Website Research Photography Primary links Internal Communications External Communications

6. Agree Actions
Priority: Media - Increase the number of press releases
Action Identify key events in school diary Create a half-termly programme of press releases Write press-releases and send out Take digital photos of events Timescale Costs Who? Monitoring Evaluation Success Criteria

7. Implement the Actions

AUTUMN TERM Publications Prospectus Student Planner Termly Newspaper SPRING TERM Staff recruitment Termly Newspaper SUMMER TERM School Calendar Termly Newspaper

Advertising
Website Primary links Research Etc etc

Open Day
Development of Contents Roadshows in primaries Student questionnaire

Staff Recruitment
Website Update Workshops for Years 4/5 Staff Survey

Summer Fair
Review Contents Visit of Year 6 intake Parental Focus Group

8. Monitor and Evaluate

Monitoring allows you to check things are progressing according to the Plan Consider your monitoring systems and how they could be improved eg

Have a feedback section on website Simple questionnaires to give feedback on school events Ask telephone callers and visitors about their experiences

8. Monitor and Evaluate

Have visitors to the website increased? Is press coverage increasing? Whats staff turnover like? How many applications are you receiving? Are school events well attended? Have pupil numbers increased? Are there improved links with local organisations?

People Publications Media / News Releases Events College Website

Publications include:

College Prospectus statutory requirement Brochures other promotional material Flyers flat or folded sheet (cost effective) Newsletters

Media

Make the media work for you

Have a named contact Find out the copy deadlines Invite journalists into school Set up interesting photos Send a regular flow of high quality articles Do they want fax, phone or email contact?

Media continued

News releases should have

A good quality photo and caption The date and time A descriptive headline Factual information (eg about the college) Include What, Where, When, Why, Who Contact information for the journalist to get more information Send to newspapers, radio and television Use to update the college website Include in college newsletters Display where they can be seen by community or visitors to college Keep a file

Website Golden Rules: Update the site regularly Remember the Three-Click Rule Use short paragraphs and avoid overcrowded pages Include a section highlighting current news and events

 Inter

College Activities - Annual Functions, Sports Day etc Work

Social