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school marketing news

What is the ideal marketing mix for your school?

Posted by Andrew Sculthorpe

The right media mixIn a recent podcast Brad and I discussed traditional advertising - does it work anymore and is there still a place for good old fashioned ad spend?

Times are changing, but it doesn't mean it's all over for traditional advertising. It's about having the right media mix.

As marketers, we rely more and more on analytics and the science of doing our job, but with budgets tight, we really need to work out where our budget is being spent versus where it should be spent.

We are not saying to do away with print, outdoor, cinema, or direct mail advertising altogether, they still have their place when appropriate. What we are saying is to avoid doing what you have always done.

Marketing your brand should not become a copy and paste strategy rolled out year on year. It's time to reinvent your school's marketing dynamic. The rules of the game have changed. Marketers no longer control it all. It now rests with the consumer, customer or client, which inevitably creates a new framework that we, as marketers, must embrace and adapt ... the age of the customer.

What does this mean for my school?

We have said it here before and we will say it again, it is time to rethink how your marketing is done ... and from scratch, if you have not already done so. Your school now needs to become prospective and current parent obsessed, afterall they are the ones in the driving seat, the ones that dictate how successful your brand is and becomes.

You can now track so much more through different calls-to-action (CTA's) that drive people to something you can actually measure the effectiveness and success of, be it a landing page or form.

With the right planning and strategy you can even pinpoint your exact target audience for each campaign, which will save you masses of time and create a real impact at a fraction of the cost.

My challenge to you is to CUT IT IN HALF.

Spend half on your inbound or content marketing operating system and the other half on media planning and buying. If you assess it properly and buy the traditionnal media that you feel is right - the two can work together hand in hand.

A marketing operating system creates an adaptable way to collaborate across all of the different marketing and media silos. It's time to reboot the existing marketing organisation structure and continue to communicate with your target audience consistently through the channels they favour.

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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: Lead generation, Education, Inbound marketing, imageseven, Communication, Marcom, School marketing strategy, School marketing, School