Digital Marketing for School Leaders – Context

  • Price is not to be disclosed if possible
  • Happiness is consumer satisfaction – values oriented as opposed to transactional
  • Customer is not always right – need to be educated
  • Our service is not delivered to our clients / but they make purchasing decisions
  • Mission statements are almost indistinguishable
  • Clients are best marketers – word of mouth is best marketing strategy
  • Clients are our product
  • Marketing is more indirect than direct
  • There are free alternative services