In episode 32 of Blackbaud K-12’s Get Connected Podcast, Arnaud Prevot returns to build on our earlier conversation about Generational Marketing and dive into a new concept: the role of social and community marketing.
This idea follows up on a post Arnaud wrote a year or so ago on LinkedIn about “How to attract more students to your school.”
In it, he talked about the patterns that school administrators should look for when marketing to parents. Things like looking for natural breaks in the K-12 sequence; focusing on a parent’s preference for a school instead of a student’s; figuring out the right time to market to parents; and looking at the kinds of schools attended by parents.
Here we are a year later and Arnaud’s back with an update after examining the latest research on school marketing.
He thought the time was right to revisit “the question of recruitment in light of a new idea: Social and Community Marketing.”
For a full breakdown of what we covered, make sure to check out the episode notes below.
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- We dove in and started with the question: why did you think it was important to revisit the topic, “How to attract more students to your school?”
- Arnaud defines social and community marketing. When I hear social marketing, in particular, I think “social media,” but this isn’t how he uses the term. Learn what he means.
- Why is social marketing relevant to millennials? How can schools align social causes with their marketing? Arnaud answers these questions.
- Discover examples of community marketing that you can apply at your school.
- Seems that embracing both strategies comes with some risks — if either approach fails to align with who you are as a school, the attempt seems like nothing more than a recruitment strategy gone bad. Arnaud talks about how can schools guard against this and stay true to their missions.
- Toward the end of the post, Arnaud wrote, “Recruitment is more than seeing if the school is a fit for a family, it is in making sure that the school helps the family, and if the family helps the school. It should be a win-win situation.” In our conversation, he explores concrete ways that schools can make it a win-win scenario.
- Let’s get prescriptive — for a school interested in social and community marketing, where should they start? What sorts of questions should they ask internally as they develop an approach?
About the Author
Peter Baron is the Chief Member Relations Officer at the Enrollment Management Association. Prior to joining EMA, Peter served as a senior product marketing manager, for Blackbaud K-12. Peter is the founder of edSocialMedia, a community-driven site dedicated to exploring the role of social media in education. He regularly contributes to various online communities and education conferences like NAIS, CASE/NAIS & SSATB to explain the importance of providing modern, user-friendly experiences for school constituents. Peter also serves as a trustee for Wolfeboro, The Summer Boarding School and is an Executive Committee member of TABS’ North American Boarding School Initiative.Follow on Twitter More Content by Peter Baron