October 25, 2020  
 
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Marketing a High School

The value and earning capacity of a high school largely depends on the quality of its marketing efforts. But great marketing takes a lot more than hanging a shingle and hoping for the best.

We see marketing as the great equalizer, a business discipline capable of dramatically increasing a small company's footprint in the marketplace.

What to know the characteristics that distinguish leading high schools from the competition? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.

Measurement & Evaluation

Performance is the ultimate measure of quality. You can improve the quality of your B2B and B2C efforts by considering professional mailing lists provided by established vendors. That's just one of the ways high schools may be able to increase the impact of their marketing tactics. But on the whole, measurement and evaluation are two of the most powerful weapons in your ROI arsenal. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Simple quantitative tools are a good start. However, high schools often choose to consult with professional marketers for assessment tools and strategic insights.

Why Branding Matters

Branding isn't just a marketing buzzword. It's a core concept for businesses trying to entrench themselves in consumer consciousness. Any and every high school has brand characteristics. Some brands struggle to achieve recognition with consumers while others seem to be quickly embraced by the marketplace. Companies that incorporate brand positioning into their normal marketing routines gradually accumulate higher brand values and are rewarded by consumers.

Viral Marketing

There isn't a simple formula for launching a viral marketing campaign. By including viral elements in a campaign for a high school, you ultimately have to cross your fingers and hope for the best. Even though total control is impossible, the right actions at the right times can encourage the viral distribution of brand messages. Social media and other online vehicles can seed a viral marketing campaign, but you'll need to nurture their development through direct customer interaction as well as other techniques.

Additional Marketing Advice and Related Articles

Given your interest in marketing and in high schools, you might find these additional resources to be of interest.

Unique Selling Positions

Selling a High School

Marketing Strategy Examples


Conversation Board

The high school industry is evolving, and new marketing tactics should be tested on a regular basis. We welcome your comments and feedback about marketing techniques in this space.


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