The most effective way of conducting school advertising
The most effective way of conducting school advertising
John Wanamaker was a man who ran a department store in America in the early part of the 20th century. He’s not remembered for anything much, except one phrase: “I know that half the money I spend on marketing works – the problem is, I don’t know which half”. It’s a phrase many of us can sympathise with.
Most of us know whom we want to influence, but reaching them is more of a problem. Press advertising can be expensive, as can letter mailshots. Press releases are useful – but of course there’s no guarantee that these will be published. And in all these cases we’ve no idea who actually opened the letter or read the advertisement.
But there is another way – as with e-marketing. To get a greater insight into this I’ve been talking with FE Partnerships who run an e-marketing system, FEmailer, which aims to put the school in full control of its marketing.
The system includes over 100 email templates (and of course you can upload your own). Writing content involves the normal Word formatting and you can add the school’s logo and other images to personalise the e-marketing. And, of course, you choose how many people to include in your marketing campaign – and the date and time that the campaign is sent.
From the reports generated you will know who opened the email and how often. You’ll also get a click through report to any attachments you added. FEmailer will also generate ‘hot prospect’ lists so that you know whom you should concentrate on following up.
The standard contract for using the service costs £15.00 per month plus a one-off licence fee of £195.
Other packages are available for larger volumes. You can also add their on-line survey tool in your subscription package, which is fully integrated into the email delivery system.
FEmailer can also be used to keep parents and guardians updated about the school – and ascertaining their views through surveys. Also, you can involve the pupils and students by getting them to design newsletters and write copy about the school.
There’s more information on http://www.femailer.net/landing/schools_marketing.htm