One expression that is rarely practiced is: “great marketing strategies come through planning, planning, planning!”
Too often schools and non-profits take the approach of throwing plans up against the wall and hoping the results are strong. That is not the ideal way to design a marketing plan.
Great marketing strategies come from frequent meetings, research, planning, questioning and a good team that frequently brainstorms and is willing to start again when the plan is not working. It can be exhausting! But, more often, it is exhilarating because the strategies will pay off when they are well thought out on short-term and long-term plans.
For schools and arts organizations that need assistance with branding, messaging and positioning, the key is to identify the essential standards that show what is true, meaningful and distinctive about the institution. If a brand (yes, schools and arts organizations are brands) is misunderstood or improperly judged in the marketplace, it will not succeed the way it should. A strong brand keeps the institution’s mission and vision focused by defining its promise in the consumer’s eye.
As soon as we are able to elaborate on what is true, meaningful and distinctive about the institution, we focus on promoting its “centers of excellence” to refocus the consumer’s brand loyalty.
Additional marketing strategies that are essential to growth include:
- Inbound Marketing Programs
- Internal Marketing Programs
- External Marketing Programs
- Advertising and Social Media Programs
- Coordinating Department Activities for Effectiveness