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Marketing a Military School
It's becoming more and more difficult for military schools to rise above the clamor of the marketplace. Innovative marketing strategies may be your best bet for out-promoting -- and outperforming -- the competition.
Still looking for a way to effectively market your military school? Unfortunately, there is a fine line between capturing buyers' attention and blending into the background.
Strategic marketing tactics can help small military schools stand toe-to-toe with the rest of the market. The key is to market smart through the consistent application of fundamental marketing concepts.
Event and team sponsorships are a proven method for raising the public profile of military schools. Successful sponsorships create connections with customers; ineffective ones alienate customers and drain your marketing budget. A strategic sponsorship targets actual military school buyers. To minimize costs and multiply outcomes, consider teaming up with a complementary business to co-sponsor targeted events.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. But how do you go about measuring your brand's marketing footprint in geographic and demographic sectors? Fortunately, media monitoring has the ability to give your military school a sense of market presence and other variables that are difficult to quantify. If executed properly, media monitoring can help your brand get ahead of negative messaging and exert greater influence over news cycles.
Lone rangers don't survive long in a military school. Most leaders are oblivious to the fact that the marketplace shows no favoritism - for every marketing challenge your business faces, there are hundreds of other businesses and leaders struggling to solve the same problem. Trade associations, business networks, and other venues usually offer resources to help you improve your marketing skills. If possible, establish a mentoring relationship with an experienced industry veteran.
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