Digital Marketing for School Leaders
A 4-week interactive course to guide and develop a marketing strategy for schools.
THE EXPERIENCE
A hands-on course to help school leaders design and execute a digital marketing strategy for schools.
– 4-week online program for leaders and educators.
– Asynchronous prompts and interactions for each module, comprising learning materials and online discussions and exchanges.
– 90´ weekly Zoom meetings.
– Case studies, examples, design of sample marketing campaigns and overall digital marketing strategy.
– Analysis of segments and social media trends and content creation.
COURSE CONTENTS
1- THE FOUNDATIONS
Why market a school? Marketing fundamentals. A value-driven strategy for education. The environment and our families – the customers.
Examples of great marketing
strategies. A value proposition for our schools.
2- THE STRATEGY
Brand identity. Competitive advantage.
Market segmentation, Targeting, differentiation and position.
The do´s and don´ts of educational marketing.
Case Study: Key messages and brand strategy for a school.
3- THE MIX
Segments and media.
differentiating messages and
audience. Analysis of various
social media outlets. Prices and
marketing investments.
Case Study: Design of a marketing
strategy for a school.
4- THE CAMPAIGN
An internal strategy for leaders to
involve boards and stakeholders.
Community managers. Customer
engagement, reports and media
stats.
Analysis of great marketing
campaigns.
