Fundamentals of School Marketing

By (author) Johanna M. Lockhart

Publication date:

08 September 2016

Length of book:

154 pages

Publisher

Rowman & Littlefield Publishers

ISBN-13: 9781475829952

Fundamentals of School Marketing begins with a clear presentation of the benefits of school marketing and defines exactly what school marketing is and what it is not. The book then provides a step-by-step guide to planning and initiating a successful school marketing program. Considerable attention is given to a comprehensive description of the essential elements of persuasive communications and how to use them effectively. The power of information is addressed with guidelines and examples for gathering and using information to enhance the school’s marketing efforts. Finally, three “real-life” school marketing success stories provide illustration, motivation, and inspiration. Throughout the book, information is presented in concise, topic-related sections for easy reference with examples and illustrations to facilitate program implementation. The author relied heavily on personal marketing, communication, and public relations experience in both the private sector and public education.

Preface
Acknowledgements
Introduction
Chapter 1: School Marketing: What it is and why it matters
Chapter 2: Getting started
Chapter 3: Marketing research and database marketing
Chapter 4: Marketing Communication
Appendix A: Success Story: John J. Herrera Elementary -Marketing Makes a Difference
Appendix B: Success Story: Colorado Springs School District 11 - Electronic Dialogue: A Means to Greater Community Loyalty
Appendix C: Success Story: Community Connections for All Students/ Arts Education Matters
Conclusion
About the Author

In this step-by-step guide for marketing success, author Johanna M. Lockhart explains the why behind school marketing and provides concise information on how each school can develop a plan for marketing.... Beyond a plan, effective written and visual tactics are introduced and, finally, the critical point of creating appealing, credible, and persuasive content is reinforced. Chapters are chronological with practical information and limited black-and-white visuals. Information and process for marketing is applicable to all types of schools. Appendixes include three marketing success stories from different school systems. Internal and external stakeholders benefit from strong communications and passionate marketing of school districts; including real-life examples of successful school promotion that go beyond a newsletter portrays ways to galvanize support and achieve the end game of best educational environments for all.... A reference text for school and district administrators, boards, and staff seeking to develop and improve public relations, Fundamentals of School Marketing provides the means to an end. Strategies for marketing will lead to positive communication and education excellence. Recommended.