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