0:04 my name is an Davis Management training
0:06 associate at Salford City College and
0:08 I'm here with Karen Ral who is going to
0:11 do a presentation to cover the marketing
0:12 knowledge unit within her school
0:14 business professional apprenticeship for
0:15 the purposes of the recording would you
0:18 like to introduce yourself please Karen
0:21 yeah I'm Karen Ralph from second Primary
0:24 School sorry thank you um right whenever
0:25 you're ready if you'd like to give us
0:28 your presentation thank you thank
0:31 you so I'm just going to discuss today
0:34 um marketing and what it means and what
0:37 it means at Sally par so what is
0:39 marketing marketing is a process of
0:41 attracting customers interested in your
0:43 products and
0:45 services marketing is not only selling
0:47 or advertising it covers everything from
0:50 completing market research your design
0:52 your branding and your
0:54 reputation many schools are successfully
0:57 using marketing techniques to promote
1:00 their Skool without often realizing it
1:01 when I started this section of the
1:03 course I thought we didn't do any
1:05 marketing at sesley Park and what I
1:07 going to do but actually I can see we do
1:14 realizing so what does marketing do for
1:17 schools successful marketing can keep
1:21 you up with the comp competition first
1:23 impressions are important a strong
1:25 website which promotes why the school is
1:28 unique and what makes it so special will
1:30 help it stand out from the crowd
1:32 a website is is often the first
1:34 impression a parent or potential
1:37 employee has of the school without a
1:39 strong first Contact you may struggle to
1:42 get parents to arrange a visit or for a
1:44 teacher to apply for a
1:47 position effective marketing strengthens
1:49 our connection with parents by providing
1:52 a clear and concise information amongst
1:54 their busy lives while they don't need
1:57 an overwhelming number of updates it's
1:59 crucial to keep them informed about the
2:01 fact fabulous activities and
2:04 achievements we have happening in school
2:05 it's important to have a right balance
2:08 to went with the marketing strategies to
2:15 support so why is marketing important
2:19 for school funding marketing is a vital
2:21 in underpinning funding in schools in
2:24 many ways from attracting new pupils
2:27 managing brand reputation to raising
2:29 your profile in the local community and
2:32 open possible fundraising
2:34 opportunities funding for schools is
2:37 based on the number of pupils on rooll
2:40 the DFE user data gathered during the
2:42 school census to set the following
2:45 Year's budget as birth rates are on the
2:47 decline schools need to compete with
2:50 other schools for new pupils you can
2:52 attract pupils by ensuring your school
2:55 marketing is better than others in the
2:57 area you can showcase what makes your
3:01 school so special and unique
3:03 a good marketing strategy can be an
3:05 excellent way of attracting pupils from
3:07 the local community into your school and
3:10 influencing how people think of your
3:13 school sorry and influence people to
3:15 think of your school first when
3:17 considering their child's
3:21 future raising a schools profile is also
3:23 beneficial to building strong
3:25 Partnerships with the local
3:27 community this can support with anything
3:29 from parking issues to local businesses
3:36 events so I've looked at um our
3:39 stakeholders within s Park and who's
3:42 important within the school and how we
3:49 engaged so I identify the stakeholders
3:53 and then once I identify them um I I
3:55 gather more information to understand
3:57 their needs and expectations and levels
3:59 of influence that they have within School
4:00 School
4:02 and then I plac them all in the Matrix
4:04 to visualize their
4:06 priorities this is so we when we're
4:08 doing anything within school then we can
4:09 make sure that they're we're keeping
4:11 them engaged so you can see from The
4:15 Matrix there um we've got lots of
4:17 different stakeholders from the local
4:20 counselors to support agencies that we
4:23 work with to staff and governors um you
4:26 can see in the top right hand corner
4:27 there together the people that have got
4:29 the high power and the most interest in
4:32 school so this is our Governors this is
4:34 our staff and with staff I've kind of
4:36 grouped this to teachers and SLT because
4:38 sometimes not all staff will be as
4:41 engaged or have as much influence as as
4:43 other staff within School we've got our
4:46 parents there and the local Authority
4:48 but this will also include a trust now
4:49 which we are part
4:53 of um the people with we want to keep
4:56 engaged but don't really have very much
4:58 um influence or very much power in
5:00 school are people like the local
5:01 community we want to keep a good
5:03 relationship there and keep them
5:05 informed with what's happening in school
5:08 but is not they they're not overly
5:10 interested um and they don't have much
5:12 power in what happens in school also we
5:13 work with a lot of healthc care
5:16 providers um so they're in there and our
5:18 local counselors we want to keep our
5:21 pupils satisfied in our ptfa because
5:23 without them being satisfied um they
5:25 could rock the boat a little bit we want
5:27 to keep the ptfa updated with actually
5:30 how they're fundraising their help
5:33 support school and then we've also got
5:36 people that we want to keep informed um
5:37 like the beacon group these are a group
5:40 of schools that we work in the local
5:43 area um our support agencies Supply
5:45 agents sorry so they can know what we
5:47 expect from school and they sending
5:50 teachers into school rtas and our Sports
5:51 coaches that we're coming in so anybody
5:54 that is still working within School understands
5:56 understands
6:06 working so I mentioned before that
6:08 actually within F par we do use a lot of
6:12 marketing already um I've listed a few
6:14 of them here so it was interesting to
6:16 see with how much marketing we already
6:17 have in school there were so many
6:19 different points of contact with our
6:21 parents and stakeholders that we already
6:22 have in
6:25 place from the consistent branding we
6:27 have through the school documentation to
6:29 the Weekly Newsletter that we share all
6:31 these activities contribute to the
6:33 marketing efforts by increasing
6:36 visibility our reputation and engagement
6:38 so things that we already have going on
6:39 in school we've got the class blogs
6:42 which the teachers use to update parents
6:44 and with what's happening in the classes
6:46 and with their children we have a Weekly
6:48 Newsletter that's shared not just with
6:52 our um our parents but also with our
6:55 Governors and our staff and we keep
6:57 parents updated with text messages and and
6:58 and
7:01 reminders um we go out and and do things
7:04 within the community so our choir Before
7:06 Christmas went to visit a care home and
7:08 within doing things like that it is in
7:10 just increasing the awareness of the
7:12 local community and promoting sedley
7:15 Park um we have sports events we go and
7:17 compete with other schools so the
7:23 schools are seeing um our our
7:31 me and and what we what we can do here
7:33 in school we um have pupil postcards
7:36 that we send out to Children if they've
7:37 done something really well in school
7:40 that week that goes home and that's a
7:41 great way then the parents when we go
7:43 and show other family members like what
7:46 they get that can then other people can
7:48 hear about that and it justes the
7:51 positiveness of of sley Park we also do
7:53 that for staff as well so staff we send
7:55 out postcards to them recognizing their
7:58 hard work we have special assemblies
7:59 which gives an opportunity toay parents
8:01 to come in and see what's happening in
8:04 school we have a Facebook page we have
8:08 open days um we have engage afternoons
8:10 where each term parents will come in and
8:12 work with that their child's class to
8:13 see what they've done over that half
8:16 term um building their different ways
8:18 for them as well how to support their
8:21 children at home um we were the ptfa and
8:24 we also have different charity days um
8:27 which way then we support medquip um the
8:34 so even though we do all of these
8:37 different um marketing things already
8:39 they are places that we can improve so
8:41 the priorities going forward is that we
8:44 need to promote um the school to new
8:46 parents who are looking for reception 25
8:49 places to attract new parents to S part
8:51 we developed the school website with
8:53 additional information about our open
8:55 afternoons inviting parents to come into
8:58 reception or into our Nursery to have a
9:00 look around and see what we've got to
9:03 offer we also shared this information on
9:06 our Facebook page and included periodic
9:08 updates in our school's
9:11 newsletter we work with a local business
9:13 who generously donated banners which we
9:15 placed around the school fences to
9:17 promote the open afternoons and
9:19 encourage parents to come and look
9:22 around to see what we have to offer we
9:24 also used our Facebook page to highlight
9:26 the fun activities that we do in school
9:28 and showc our new Forest School area
9:35 of so
9:38 um we there are some other ways as well
9:40 that we can promote it we want to um
9:42 look at working with the local press to
9:44 promote the great things that we do in
9:45 school and we're hoping that this will
9:46 raise awareness throughout the local
9:48 community to people that maybe have
9:50 forgot that we're here or have just
9:53 never considered Us in the past
9:56 um I think I know newspapers aren't the
9:57 same but people have a lot of online
10:01 press and then if the a feature um a s
10:03 pack feature then parents will then
10:04 share it with family members and it will
10:07 just go on and on from there and and we
10:09 also plan to look at the school's
10:12 website as well um it's a lovely website
10:14 but things are always changing and it's
10:15 something that we just probably need to
10:17 go update and make sure that ad stands
10:19 out from the
10:22 crowd so how will all these activities
10:25 um impact what impact will it have on
10:28 school so um and it should hopefully um
10:30 appetize the school's e and it shows
10:32 what we're all about and it will
10:34 potentially boost the reputation of the
10:37 school um parents will promote it within
10:39 families and it' increase increase our
10:42 digital footprint as well
10:44 online while we're doing all of these
10:48 things um to increase um awareness we
10:49 just need to make sure that we're doing it
10:50 it
10:53 safely so um we just want when
10:55 increasing our marketing efforts we need
10:56 to ensure that we don't get carried away
10:59 and forget the safety we need to Ure we
11:00 have the right permissions before
11:02 sharing any information and photos
11:05 through social media we need to ensure
11:07 we have appropriate security measures in
11:09 place when accessing the school website and
11:10 and Facebook
11:12 Facebook
11:17 um and restricting um access to just key
11:19 personnel raising the awareness of
11:22 school may also bring um extra attention
11:24 not just from the people that we want
11:26 but maybe from people like data hackers
11:29 so we need to increase um awareness of
11:31 um data protection within school and
11:33 make sure that all our staff have got
11:36 that awareness and that our um firewalls
11:38 are up to date and all our software is
11:44 computers because we're going out to
11:47 help promote the school but a data
11:50 breach could actually have um an adverse
11:52 effect on the reputation of the school
11:53 because that is something within
11:54 marketing you've always got to think of
11:57 whatever you're doing what adverse
12:00 effects could it have um so lots of
12:01 different things that you touch on like
12:03 health and safety you want to make sure
12:04 everything in place obviously to keep
12:06 people safe but also be thinking of the
12:09 reputations the school all the
12:14 time okay um so everything that I wanted
12:16 to cover today have you got any
12:19 questions um yeah did you have a look at
12:22 identifying any other potential income
12:24 opportunities so do you have any spaces
12:26 that you could rent out or anything like
12:28 that have you looked at that sort of thing
12:30 thing
12:32 yeah within school we do have an after
12:34 school club which um is a really good
12:35 point because we've been promoting that
12:37 recently on the newsletters to increase
12:39 numbers we don't have we don't rent
12:42 aspace out to any other areas just
12:44 because um in the holidays and things
12:46 like that we tend to have a lot of work
12:48 happening in within school right and
12:50 then have renting that area out isn't
12:52 then restricts what work we can we can
12:55 do so yes the hall at the moment choose
12:56 for the after school club which we are
12:58 promoting which will hopefully increase Revenue
12:59 Revenue
13:00 okay that's great thank you I'm just
