Marketing 101: How Smart Schools Get and Keep Community Support is a compact, practical handbook created to guide educators in the application of marketing strategies that get results. For many years, marketing has been implemented in school settings with a fragmented, piecemeal approach-only to have disappointing and sometimes expensive results. This book will introduce educators to sound marketing principles and action steps. Full of descriptive, concrete examples, the information is easy to adapt to any educational setting as a workhorse to capture and retain community support. The years ahead forecast challenging demographics, savvy consumers and high expectation stakeholders. Susan and David Carroll detail how to interpret demographic trends, assess your image in the community, groom your staff as ambassadors, select and use marketing communications tools correctly, pass your budgets, and other strategic marketing steps for immediate use and success. This book is essential to educators who want their schools to be aligned with the community they serve.
Susan Rovezzi Carroll and David Carroll provide strategic marketing consultation based on data driven information. Public schools, non-profit organizations, and corporations have looked to them for their expertise for over 30 years.
Chapter 1: The Stage Is Set for a New Way of Thinking Chapter 2: The Problems and the Solution Chapter 3: Education Has Customers, Too Chapter 4: Doing Your Demographic Homework Chapter 5: Developing Information Bases for Smart Schools Chapter 6: Image Matters Whether We Like It or Not Chapter 7: Your Public School Database Is a Marketing Gold Mine Chapter 8: Using Program Evaluation as a Marketing Tool. Chapter 9: Getting Your Message to the Public Through Marketing Communications Chapter 10: Marketing Communications Strategies Chapter 11: Passing a School Referendum: A Savvy Mix of Politics and Marketing Chapter 12: Putting Marketing to Work in Smart Schools Chapter 13 Appendix A: High School Student Attitude and Behavior Survey Tool