As the academic year draws to a close, it’s essential for schools to reflect on their marketing efforts. An end-of-year marketing review provides a valuable opportunity to evaluate the impact of your strategies, identify areas for improvement, and set goals for the upcoming year. This process ensures that your school continues to attract prospective students, engage with the community, and maintain a strong presence in an increasingly competitive educational landscape.
Here’s a comprehensive guide to help you assess your school’s marketing impact and plan strategically for the next academic year.
Step 1: Collect and Analyse Data
Enrollment Numbers
Start by reviewing your enrollment data. Compare the number of new students to your targets and analyse trends over the past few years. Have your marketing efforts resulted in increased enrollment? For instance, if your target was 100 new students and you achieved 120, this indicates a successful marketing strategy. If you fell short, say only enrolling 80 new students, you need to investigate why.
Website Analytics
Examine your website’s performance using tools like Google Analytics. Key metrics to review include:
Visitor Traffic: How many people visited your site? For example, if your website had 10,000 visitors this year compared to 7,000 last year, your traffic is growing.
Bounce Rate: How many visitors left after viewing only one page? A high bounce rate (e.g., 70%) may indicate that your website content or user experience needs improvement.
Conversion Rate: How many visitors took action (e.g., filled out an enquiry form, signed up for a newsletter)? A conversion rate of 5% means 5 out of every 100 visitors are taking a desired action, which you can aim to improve.
Social Media Engagement
Review your social media analytics. Which platforms had the most engagement? For instance, if Facebook posts had higher likes and shares than X, it suggests that your audience is more active on Facebook. What types of content resonated most with your audience? For example, video posts may have had more engagement than text posts.
Email Campaigns
Analyse the performance of your email campaigns. Look at open rates (e.g., 25%), click-through rates (e.g., 10%), and conversion rates (e.g., 3%). Which emails had the highest engagement, and what can you learn from them? Perhaps emails with personalised subject lines performed better, suggesting you should use more personalisation in future campaigns.
Event Attendance
If you hosted open houses, informational sessions, or other events, review attendance numbers and feedback. Were these events well-attended and positively received? For example, if your open house had 200 attendees and received positive feedback, this is a successful event you should continue or expand.
Step 2: Evaluate Your Strategies
Strengths and Weaknesses
Identify what worked well and what didn’t. Which strategies effectively attracted and engaged your audience? For instance, a social media campaign that increased your follower count and engagement rates is a strength. Conversely, which efforts fell flat? Perhaps a paid ad campaign did not generate enough enquiries, indicating a weakness.
Return on Investment (ROI)
Calculate the ROI for different marketing activities. This involves comparing the cost of each strategy against the benefits it delivers. For example, if you spent £1,000 on a social media campaign that resulted in 50 new student enquiries, your ROI is positive. If a similar spend on print advertising resulted in only 10 enquiries, this strategy may need re-evaluation.
Brand Perception
Consider how your school is perceived in the community. Conduct surveys or focus groups with parents, students, and staff to gather qualitative data about your school’s reputation and the effectiveness of your messaging. If surveys reveal high satisfaction and positive perceptions, your branding is effective. If there are common concerns or misconceptions, address these in your future marketing efforts.
Step 3: Set Goals for the Next Academic Year
Define Clear Objectives
Based on your review, set specific, measurable, achievable, relevant, and time-bound (SMART) goals. For example, you might aim to increase website traffic by 20% or boost social media engagement by 15%. These goals provide clear targets to work towards.
Develop a Strategic Plan
Outline a strategic marketing plan for the next academic year. This plan should detail your goals, target audience, key messages, and the channels you’ll use to reach your audience. For instance, if your goal is to increase enrollment, focus on enhancing your online presence and community outreach.
Allocate Resources
Determine the budget and resources needed to implement your plan. Ensure you have the tools and personnel required to execute your strategies effectively. For example, allocate funds for digital advertising, hire a social media manager, or invest in new website features.
Embrace Innovation
Consider new and innovative marketing techniques. This could include leveraging video content, enhancing your school’s presence on emerging social media platforms, or utilising data-driven marketing tools to personalise your outreach. For instance, creating virtual tours of your school could attract more prospective students.
Monitor and Adjust
Establish a system for ongoing monitoring and evaluation. Regularly review your progress towards your goals and be prepared to adjust your strategies as needed. Flexibility is key to responding to changing trends and feedback. For example, if a new social media trend emerges, be ready to adapt and incorporate it into your strategy.
Conclusion
Conducting an end-of-year marketing review is crucial for any school aiming to maintain and grow its enrolment and community engagement. By systematically analysing your data, evaluating your strategies, and setting clear goals, you can ensure that your marketing efforts are impactful and aligned with your school’s mission and objectives.
To support your strategic planning, consider enrolling in our ‘Marketing Your School’ course. This comprehensive programme offers practical insights and tools to help you develop and execute an effective marketing strategy tailored to your school’s unique needs. Join us to enhance your marketing skills and drive your school’s success in the coming academic year.
By following this guide, your school can navigate the complexities of marketing and stand out in the competitive educational landscape. Assess your marketing impact today and set a course for a successful future.