4 Key Strategies to Make the School Marketing Budget a Necessary Aspect of a Successful School Marketing Plan

A  most controversial aspect of any School Marketing Plan is the school marketing budget - there is often a reluctance to offer the necessary capital to allow this to be effective. Below are four key strategies to make this budget work - and work well!


1. Invest During Good Times - Financial and Otherwise
2. Invest During Difficult Financial Times and Other Difficult Situations
3. A Realistic Budget is Necessary
4. If Needed - a Shared Budget Across Schools or Regions

1. Invest During Good Times - Financial and Otherwise

Good times are the best times to invest. This enables the school's reputation to be enhanced considerably. Resting on the laurels of the past can become an expensive exercise when the reputation is forgotten or when a new challenge comes from other competing interests, including other schools and distractions within society.

2. Invest During Difficult Financial Times and Other Difficult Situations

However, all schools need to market themselves at whatever stage of the success cycle at which they find themselves. Do not give up in the tough times - all schools will experience these throughout their history. It is a most important time to market, fight for the dollars so you don not get left behind in the marketplace.

3. A Realistic Budget is Necessary
Various people within each school community have differing views on the amount which should be afforded to the marketing budget. School leaders need to be aware that the implementation of a good marketing plan would inevitably drive up community engagement and enrolment numbers!
In today's dollar values spending $20 000 - $40 000  for an average sized independent school (of between 600 and 900 students) would be a good investment. This would need to be proportionately reviewed according to overall School Budget, the number of enrolments and the overall need of the school to build and maintain enrolment numbers.
When the marketing plan is being developed for a specified year, key stakeholders, particularly the School Principal, School Manager and the School Marketing Manager, need to assess the budget requirements. The budget will have a significant impact on a plan for any year. The budget includes all areas of the plan which incur expenses.

4. If Needed - a Shared Budget Across Schools or Regions
Shared marketing budgets across a number of schools may be another way of efficiently budgeting.
This could be regionalized e.g.:
• a combined regional budget to be shared amongst schools or
• a RMM (Regional Marketing Manager) implementing the whole marketing plan for the region and individual schools, which are only required to develop their own essentials such as newsletters.
Or it may be a number of localized schools working together and sharing the budget.
A shared budget may see different schools marketing specific aspects for the cluster e.g.
• one may concentrate on Arts / Sport Education within the cluster
• another may market the varying sorts of key curriculum and extra-curricular areas on offer and differing times for each
• another may emphasize the pastoral, welfare and social justice aspects within the cluster.
For some schools this may be the only way to begin marketing or to maintain a budget in any form what-so-ever.
Caution - even though this may appear to save financially, it takes away from the individual uniqueness of each school. Marketing is often more successful when emphasizing a uniqueness.
A professionally run school will always allow for an appropriate marketing budget to assist with promoting the school - both in good and difficult times.

This '4 Key Strategies to Make the School Marketing Budget a Necessary Aspect of a Successful School Marketing Plan' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed) 2010, while SMAPL retains the copyright.

Responding to a Difficult Media Question During an Interview

The difficult, challenging question posed by an interviewer will often occur at a media interview - it needs to be responded to during the interview or shortly afterwards.

The last resort is the, "No comment," response. If time is needed to gain an accurate response, then advise the interviewer that you will find the answer and get back in as reasonable time as possible.

In the church setting this can be quite a challenge, particularly when church personnel are not experienced to receive such requests or skilled with the necessary response techniques. There is also the inherent fear of damaging the school's hard earned reputation if the response is incorrect or not given in a credible way.

Below is a suggested response for the church marketing personnel. This includes:

• Being prepared for the interview and anticipating negative questions
• Interview techniques to assist.

Be Prepared - A Response Method

• Anticipate the sort of negative questions which might arise and prepare good responses.
• Have your key 3-4 positive points you would like to make.

It may also be necessary to make arrangements with the interviewee prior to the interview, and before the journalist arrives, that the Church Marketing Manager would interject respectfully if the interviewee was getting particularly stressed or confused during the interview. This is particularly necessary if the person being interviewed is a child / student. There is always a duty of care to assist the child firstly and respond to the interviewer only secondly.

Key techniques during the interview when asked a difficult question requiring a response are usually:

1. Acknowledge the weakness (apologize if needed)

2. Agree that plans are afoot to improve the situation

3. Continually revert back to the 3-4 key positive points you want to make

It is often best to do this in a light-hearted manner and preferably in a fun way.

The Serious or Controversial Issue - Interview

Dealing with a serious or controversial issue involves having staff well trained with important interview techniques. These techniques are usually coordinated by the church's authorities who have qualified staff to train urch personnel.

The techniques above would often form the basis for such difficult interviews. These interviews often result from alleged controversial or illegal incidents, involving staff or parishioners.

These days the difficult media question is a stock question of the journalist's profession. There is nothing better for a church's reputation when these questions are responded to well and those being informed through the interview see a professional approach being shown and implemented. Be informed, prepared and skilled with the various interview techniques.

The 'Responding to a Difficult Media Question During an Interview' blog post was written by Bryan Foster, author of Church Marketing Manual for the Digital Age (2nd ed) 2010, with copyright being retained by SMAPL.

Marketing e-Books by Bryan Foster now on Amazon.com and Soon as Google Editions

The marketing e-books by Bryan Foster have been uploaded to Amazon.com and when Google Editions is activated this year will be uploaded there also.

There is the option to download in virtually any format for whatever device you want to read the e-books on... whether PC, Mac, ipad, ipod, Blackberry etc,. All you need is the free reading app supplied by Amazon.com applicable to your device. You also have the option to use an Amazon Kindle reading device when purchasing e-books.

"Your purchase will be sent automatically to your iPhone, PC, Mac, iPad, or BlackBerry device." (Amazon.com)

These marketing e-books may be applied across numerous marketing situations in so many fields. The key areas for marketing the Church and schools are, however, the target niche for these books.

Amazon.com Bryan Foster is where you will find Bryan's 5 marketing e-books.

The author has 20 years experience marketing within the Church. He has held senior positions in both Church and schools at the local area, including deanery and parish pastoral council chair and school principal. This experience has proved to be extremely valuable for compiling these easy to read and use e-books written in summarized point format.

Bryan's latest e-books published this year and available on Amazon are:

• Church Marketing Manual for the Digital Age (2nd ed)
• School Marketing Manual for the Digital Age (3rd ed)
• School and Church Marketing Blog Posts: My First 100+

These e-books are also available on both of Bryan Foster's websites:  CPM Church Parish Marketing and SMA School Marketing .

Both these websites also have a raft of complimentary strategies and examples. There are over 150 blog posts and numerous Hints and Tips on everything from general marketing principles to specific church and school strategies and examples, along with general 'life' themed blog posts.

The Church Manual in normal pdf format is 329 A4 pages, while the School Manual in pdf format has 369 A4 pages.

The 'Marketing e-Books by Bryan Foster now on Amazon.com and Soon as Google Editions' blog post was written by Bryan Foster, with copyright remaining with SMAPL.

Churches and Social Networking Websites

Church use of Social Networking Websites can be creatively enhanced for the benefit of the parish and church. This contemporary communication method is becoming more obvious for parishes. 'Facebook' is the most popular social networking site in the world today and becoming much more popular with churches and parishes.

The Challenge

We are challenged to meet our parishioners where they are at, or might be, in the near future. The social networking tentacles are reaching further into the various demographics affecting our parish communities, often way beyond the awareness of church leaders. It is now common for people in their 50s and 60s to have one or more social networking accounts.

Assumptions Underlying Social Networking Websites?

There are a number of interesting assumptions an ever expanding group of people, with representatives in most age groups, of the 21st century make:

• People like to build trusting relationships with others before doing 'business' (Churches need to be open to appreciating this belief and then adapting the way they communicate with such people.)
• The busyness of life often limits face-to-face opportunities
• The relationship does not need to be a face-to-face encounter, even though this is often preferred
• 'anonymity' allows for a less inhibited sharing of ideas and thoughts. (Easier for some people to make a comment when the contact person isn't actually in front of them. Similar for some people when using telephones or email.)
• The internet often provides the answers people are seeking (How often do you hear more and more, "Google it!")
• Digital communication is the easiest and quickest means of communication
• Digital communication allows for multiple conversations simultaneously
• People using these forms of communication eventually trust in the results due to their experiences.

Why Consider Social Networking Websites?

To reach this ever growing group of people in our communities we must meet them where they are at!

In many circumstances, this may not be your 'cup of tea'. But you do have control over who sees and comments on your church social networking pages if you follow the security directions. You may limit membership to only parishioners and hence only these people will see what you say and show.

It is, however, a successful method of informing an ever growing group of your community of whatever it is you would like to inform them about.

Below are the details contained on the Facebook page of the St Mary's Parish, Coomera and shows some ways this social networking site is used by a church parish:

• Parish and Contact Details
• News from the Parish Priest and Responses from Parishioners
• News about Youth and Children's Activities and Responses
• Upcoming Parish Events
• Parish Photos
• Parish Priest Recommended Websites for Parishioners

Social networking sites can be used effectively by churches and parishes. Once a number of challenges, misconceptions and assumptions underlying social networking sites are initially explored, each parish will be able to make the decision whether to proceed with a social networking webpage.

The 'Churches and Social Networking Websites' blog post was written by Bryan Foster author of School Marketing Manual for the Digital Age (3rd ed) 2010 and Church Marketing Manual for the Digital Age (2nd ed) 2010

Photojournalists - Essential for School, Business and Organizational Success

Photojournalists are essential for school, business and organizational success. They get the 'every picture tells a thousand words' to the general population.

Photojournalists are responsible for getting the best photos they can for their particular media outlets. Photos, like pictures, tell a thousand words - hence you need the best photo possible for your circumstances. Photojournalists will most likely have good ideas to best represent the image you or they want covered.

Photo sessions are usually enjoyable times for all involved. It is not often that people appear in the media.

The photojournalist usually works with the journalist who is covering the story. Yet it is often the photojournalist who decides which photos will be used.

There will be times when the media outlet only wants a photo and just sends a photojournalist. At other times you will need to arrange for interviews and photos at the same or similar times. However, at other times, the interview may happen over the telephone and the photo taken at a separate time. Even though most stories require a photo, sometimes it is not required.

Own Professional or Business Photos

There may also be times when the media outlet is quite happy for you to send your own photos by email instead of having the photojournalist come out.

This usually happens after the outlet appreciates the quality and content of your professional or business photos and the professionalism of your photographers.

This is more common with the smaller publications, or for photos accompanying editorial in special features and for advertising.

Rest assured that the outlets will invariably send out a photographer if you feel you need one.

Marketing Manager and the Photojournalist

The Marketing Manager, or selected well informed staff member, needs to attend all photo sessions. The Marketing Manager should treat it as an enjoyable time and it most likely will end up being so.

You are free to offer suggestions, though the final decision does rest with the photojournalist. Their employer is their media outlet (and not your business) and hence the photo taken is what they want. However, in most cases, the photojournalist is working with you and for the profession or business to be seen in the best light.

It is in their best interests to work with you for many reasons, including the media outlet's need for a good standing in the community. They will also possibly want photos, reactions or stories from your profession, business or field down the track. However, if you are being unfairly obstructive, then follow-up photos for other stories at other times may be few and far between.

For specific details of the unique school situation for dealing with photojournalists see Photojournalists and Schools - A Special Case Senario

The 'Photojournalists - Essential for School, Business and Organizational Success' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed) 2010, a 369 A4 page e-book, and Church Marketing Manual for the Digital Age (2nd ed), 2010, with the copyright being retained by SMAPL.

Photojournalists and Schools - Special Case

Photojournalists in schools is a unique situation - particularly regarding duty of care for its students. The the following information may be applied to many differing professions and businesses also.

Stopping Inappropriate Photos and Follow-Up

You must make sure that the photos taken are appropriate for student, staff member and school.

Do not allow for anything raunchy or what might appear inappropriate.

It is strongly suggested that students and staff in the photo should not:

• hold any inappropriate prop e.g. cigarette
• appear before an inappropriate backdrop e.g. toilet or certain signage
• wear inappropriate clothing e.g. skimpy tops or short skirts
• be positioned in any inappropriate manner e.g. sitting inappropriately.

If you are not happy with the photojournalist's suggestions, then stop the photo shoot, negotiate a better outcome, or cancel it. You are responsible for trying to get the best most appropriate photo.

You have every right to do this - in fact you may have a responsibility to do this. Advise your School Principal of this situation and outcome.

Know your legal and ethical responsibilities. Seek these from qualified legal practitioners and ethicists.

If the photo session was cancelled, you or your School Principal would seriously consider contacting the media outlet's editor and advising of the inappropriateness of the photojournalist's expectations / demands. This should sort the problem out.

Further courses of action, if no success in the first instance was gained from the editor, would often be to contact the Communication and Marketing Manager within your educational system for guidance and support. Either your School Principal or the Communication and Marketing Manager would probably take the matter further e.g. journalists' association, members of parliament, etc, and even to police / court if there was any abuse. This would be a very rare indeed.

Properly and respectfully encouraging and managing the photojournalist to take the best and most appropriate photo for your story's angle is in the best interest of your profession and business. Be aware that their employer is the media outlet and not you. Often your best diplomatic skills are required.

The 'Photojournalists and Schools - Special Case' blog post was written by Bryan Foster, author or School Marketing Manual for the Digital Age (3rd ed), 2010, a 369 A4 page e-book, and Church Marketing Manual for the Digital Age (2nd ed), 2010, with the copyright being retained by SMAPL.