Instructional Manual for Digital and Traditional Forms of School Marketing

Bryan Foster's 2010 instructional manual, ‘School Marketing Manual for the Digital Age (3rd ed)‘ emphasises both the digital and traditional forms of school marketing. It has over 80% more content than the previous 2009 edition.

369 A4 pages of easy to read summarized instructions and samples compared to the 201 A4 pages of the ‘School Marketing e-Handbook: Easy to Use Guide to Market Your School (2nd ed)’ 2009.

The increase is primarily due to the 100+ pages devoted to Internet Applications for marketing schools, as well as the enhancement of the other forms. Within this section there are over 130 live weblinks and 80+ pages of internet screenshots to assist the school marketing professional.

The other successful contemporary and traditional forms of marketing have also been updated to reflect the needs of today.

Over 160 more pages allow for considerably more detail. The easy to read and implement instructions are written in summarized point format. Key points are also highlighted even further.

Numerous samples and examples help to lead the personnel responsible for this enjoyable task in the right direction.

These instructions are offered for both the new contemporary church marketing methods, as well as the more traditional methods.

Both the relevant contemporary and tradition methods are required for a successful church marketing plan.

This new ebook contains detailed Contents and Index pages, along with a live, detailed Bibliography.

The other newly published ebook this year by Bryan Foster is the 329 A4 page easy to use summarized format of the ‘Church Marketing Manual for the Digital Age (2nd ed)‘ 2010.

The ‘Instructional Manual for Digital and Traditional Forms of School Marketing’ blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed) 2010.

School Marketing Needs to Advertise in the Traditional Media

The school marketing plan needs to include Advertising in the Traditional Media - a form of advertising with a broad reach within society.

It goes well beyond the school community.

Common forms include: newspaper, radio, television and magazines.

Purpose and Overview

This form of advertising is mainly used to:

• Reach a broad audience beyond the school community
• Build a reputation within the broader community
• Have the reputation created support those within the school community
• Advise the broader community of the advantages of your school to society
• Encourage parents and their child/ren to consider enrolling in your school.

Success rates will vary depending on each individual publication and geographical location.

Advertising costs will also vary according to each individual publication and location.

Thorough cost analysis needs to be done by the SMM prior to developing a School Marketing Plan (SMP).

Often the smaller more localized publications are the best value as they often cost less and usually reach the targeted audience more effectively.

However, you need to be satisfied about:

• outlet’s philosophy
• usual content
• style of presentation
• advertisement placement positions
• distribution method.

Advertisement Creation Options

Two options are usually available:

• The school creates and produces its own advertisement or
• The media outlet creates it for you

Each media outlet would normally create the advertisement for you, if you so wish. You should provide as much information and as many resources as possible, particularly the branding style needed (see ‘Branding’).

Don’t expect this method to be thoroughly to your liking though. You may need to go back and forth with the outlet until satisfied.

Other Topics in this Chapter

The other topics in this chapter from the ebook by Bryan Foster include:

• Background Preparation
• Be Prepared
• Proofs
• Signing Off

Specific Details and Examples for:

• Newspaper and Magazine Advertising
• Creating the Newspaper and Magazine Advertisement – Instructions
• Radio Advertising
• Creating a Radio Advertisement – Instructions and Sample
• Television Advertising
• Creating a Television Advertisement – Instructions

The ‘School Marketing Needs tp Advertise in the Traditional Media’ blog post was written by Bryan Foster author of School Marketing Manual for the Digital Age (3rd ed) 2010.

NZ Catholic Education Website

The NZ Catholic Education website is an informative and detailed website. This website is a necessary starting point for prospective families and others interested in Catholic education in New Zealand.

The attractive appearance occurs through the use of clear overall presentation, relevant key terms in the toolbars and the soothing blue tones used. The tones enhance the logo, which itself is predominantly blue in colour.

The 'About Us' page clearly defines the place of the NZCEO within the context of its Catholic schools, the New Zealand Catholic Bishops' Conference and diocesan educational bodies. It also explains its association with government, departments of state and the integrated schools.

School are easily found thoughout New Zealand through the various six dioceses on the 'Schools' webpage. These are listed by town / city and secondary / primary. Website links to schools are given where available.

Major Catholic Education events may be found at the 'Events' webpage. Such events include the 'Catholic Schools Day' and the 'New Zealand Catholic Education Conference'.

A myriad of resource links and pdf files may be found at the 'Resources' webpage. Such resources include:

• Guidance for Proprietors and their agents in running and Integrated School
• Achievement Standards in Religious Education
• New Zealand Catholic Education Office - The Declaration
• Parish Priests and new Zealand Catholic Schools
• Catholic Schools and Ecological / Environmental and Sustainability Issues
• Values and Virtues in Catholic Schools
• Bishop Callinane's Pastoral Letter
• Directory of Catholic Interenet Sites: Theology Library

The 'Resources' page is also appropriately divided to suit various demographics. Each page has clearly defined topics and links:

• For Everyone
• For Children
• For Teenagers
• For Parents
• For Teachers & BoT
• For Youth Leaders
• Publications
• Pasifika

Media Releases may be found at the 'Media' webpage.

The 'Featured Articles' webpage contains articles form the NZCEO.

'Tertiary Courses for Teachers in Catholic Schools 2010' may be found on the 'Teacher' webpage.

Two other key webpages are the 'Links' and 'Contact' pages. The key personnel and their email addresses noted in the 'Directory of Staff' on the 'Contact' webpage are Pat Lynch CEO, Susan Apathy Deputy CEO and Maureen Condliffe Operations Manager. There are also a general address, telephone numbers and email address,.

The right column toolbar is the 'Latest' news / items the NZCEO wishes to highlight.

The NZCEO website is a wonderful entry point for those interested in continuing updates for all that is happening in Catholic Education in New Zealand, as well as for those considering a Catholic Education either as a student / family or staff member.

This 'NZ Catholic Website' blog post was written by Bryan Foster author of the 'School Marketing Manual for the Digital Age (3rd ed)', 2010, a 369 A4 page ebook written in an easy to use summarised format.

School Marketing Use of External Blogs

The external blog site plays an important role when marketing a school and could be used for three main reasons:

• these increase traffic to your School website through the links you include in the general blog template you create, and also in the blog posts you write, which are directed to your School’s website
• these assist with your website’s SEO (Search Engine Optimization) as each point (links, as per above) back to your School website assists the SEO
• in most cases these external blogs are free of charge. (Costs are optional depending on your usage and blog complexities and on the Blog provider. In most cases you can easily do this free of charge.)

A good example of these external blogs are provided by Blogger and WordPress.

See School Marketing Manual in the Digital Age (3rd ed) by Bryan Foster 2010 for detail about Blogs and Blogs Posts for Blogger. WordPress Blog examples are shown in ‘Website Creation, Hosting and Costs’ section of the school marketing manual also. There is also information to start the development of Blogger and WordPress blogs. Also included are domain listings for other popular external blog sites.

Blogger and How to Join

Blogger Homepage may be found at: http://www.blogger.com/start; An example of a Blogger Blog may be found at: http://marketschools.blogspot.com/

To create a Blogger Account you first of all need to create a Google Account as Blogger belongs to Google. You then follow the ‘Continue’ key to create the Blogger Account.

To create a Blogger Account go to: https://www.blogger.com/start . Initially click on ‘Create a Blog’.

Other External Blogs

• WordPress

The WordPress Homepage can be found at: http://wordpress.com/

To create a WordPress Account click on the ‘Sign up now’ button on the right hand side and go to: http://en.wordpress.com/signup/ From their just follow the instructions and form your own Blog.

• Squarespace

This is relatively new to the blogging scene with numerous outstanding features. Costs from $US8 to $US50 per month at time of writing. Worth a look. Very impressive reviews from the Wall Street Journal Online and CNET Webware. http://www.squarespace.com/

• TypePad

TypePad was launched in 2003 and has been used by major corporations such as BBC – quite a broad spread of users. Found at: http://www.typepad.com/pro/#2 Costs from $US8.95 to $US89.95 per month at time of writing.

• Other common blogs are available at:

http://www.joomla.org/
http://www.movabletype.org/
http://www.tumblr.com/
http://www.vox.com/


Numerous other examples of various blogs may also be found in the 'Inexpensive or Free Websites with Samples’ section earlier in the school marketing manual e-book.

The Blogger World is an exciting and often time consuming pastime or profession…

There are so many uses both from the school marketing perspective as well as a personal perspective.

Blogger and WordPress are easy to use and set up blogs which would help most schools with their school marketing plan.

This external blog sites for marketing schools blog post was written by Bryan Foster author of School Marketing Manual for the Digital Age (3rd ed) 2010.

Catholic Schools Inspire

Catholic schools inspire people to so much that is good. The general philosophy that they are there for all people, from all walks of life, hold these schools in such good stead.

These have been so instrumental in my upbringing that I have never left. Twelve years of schooling and seven years of tertiary education was followed by over thirty years back in these schools as an administrator and teacher. A brief foray was also spent in the archdiocesan Catholic education office. All my children were, or are being, educated in Catholic schools.

Because of this, along with the twenty years spent actively marketing Catholic schools, have inspired me to write a series of school marketing ebooks.

To have an absolute passion for these schools allows me to enjoy each day of my life in a very special and unique way.

My experience of Catholic schools is that these are places of genuine love. An educational institute that truly values each student and that student's educational and personal pathway. The integral relationship to the Jesus' story, along with living that experience out today, adds a dimension which is quite rare in today's secular educational setting.

These is a real feeling of Jesus holding each child in the palm of his hand, through the school's staff.

This means leading the child in the Catholic ways of love. Discipline, self worth and attaining the best success possible in all aspects of education, according to each child's ability, are fundamental to this love.

Catholic schools usually have places for non-Catholics, dependent on their enrolment numbers.

Graduates of Catholic schools in most cases impact in a significantly positive way on the societies in which they live.These schools should be nurtured by all societies through all forms of support, including financial.

To get a general feel of what Catholic schools offer, check out their websites, their various Catholic Education offices, open days, sporting and cultural events, etc.

The Catholic school inspires students, staff and parents alike.

Written by Bryan Foster, author of 'School Marketing Manual for the Digital Age (3rd ed), 2010.