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school marketing news

Should your school adopt the Tinder approach to branding?

Posted by Andrew Sculthorpe

Why should your school adopt the Tinder approach to branding?Karl Mot in Marketing Magazine suggests that promoting a brand and engaging with consumers, your prospective parents in this case, is similar to having an account on Tinder.

For those that don't know, Tinder is a location-based dating and social discovery app (using Facebook) that facilitates communication between mutually interested users, allowing matched users to chat.

The analogy is true. As an old ad man, we bombarded audiences with advertisements designed to interupt and disrupt with the hope of increasing sales of the product or service being promoted. Now however, it is a much more personal, connective world and the brand you're selling, your school, needs to resonate with people, the right people. 

So, should your school adopt the Tinder approach to branding?

Simple, people on Tinder are selling themselves. In order to do it, they get right down to the basics of selling. People use the very best, most alluring image of themselves, give a brief description of themselves, their likes/dislikes and interests. Be it good or bad, it's the real world. Online we need a really sound footprint, because if we don't have that, we risk getting found out very quickly.

What are the takeaways?

While there is still a focus on return on investment, and we know better than anyone the importance of keeping a close eye on the bottom line, there is a shift towards the return on experience. It applies to the modern world of contemporary marketing.

We need to engage people and make sure they have a positive brand experience. It's about these three stages:

  1. Encouraging interaction
  2. Engagement
  3. Participation - where there is actually a dialogue between your school and your prospective parents, alumni, or alternative group of your school community.

The days of bombarding your local press with messages is no longer enough, you need a sophisicated marketing model aimed specifically at your target market.

Download our complimentary inbound marketing toolkit to discover the tools at your disposal to improve your school's brand experience and increase your return on experience:

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This blog was written by Andrew Sculthorpe

As Business Director, Andrew ensures that imageseven’s clients receive the strategic and practical direction they need working closely with all members of the team. On top of that, his family and his unhealthy addiction to sport keep him on his toes.


Topics: Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, Content marketing, School marketing, School