PROFESSIONAL DEVELOPMENT WORKSHOP for Schools
WEBSITE
PROSPECTUS
VIDEO
PHOTOGRAPHY
LOGO & BRANDING
MARKETING
Overview With growing pressures on student numbers and the recruitment of quality staff, it is increasingly important for all schools to promote and present themselves professionally and in a way that differentiates them in a crowded environment. Our Bespoke Marketing Workshops provide invaluable expert advice to anyone involved with marketing, admissions and managing a school’s communications to stake-holders. They are made up of engaging and thought-provoking modules which can be tailored to suit a wide range of audiences, from a new to role Head Teacher in state primary to an experienced marketing professional in an independent college, and everything in between. Organising a workshop for your school, trust or group provides high quality professional development, delivered by expert practitioners in a wide range of marketing activities across UK and international education.
Choosing the Right Workshop for your Schools Each workshop is designed to take place over 4 hours (usually 9am – 1pm) and each interactive session provides opportunities for delegates to discuss and reflect on the topics discussed. Workshops end with a review session designed to help delegates highlight their main challenges and create a plan of action. Blue Apple Education will also support schools following the event to ensure that they are able to put into action the lessons they learn during the workshop.
Which of the following options would best suit your requirements? •
OPTION 1 – Why is a School Brand Important?
This is a perfect solution to provide an introduction and overview of school marketing and communications. During the session delegates will investigate the concept of a brand and why a brand is important to their school. There will be a chance to develop the school’s Vision & Values with guidance on how to market these effectively. There is also a look into the unique selling points of each school and how these are currently communicated. •
OPTION 2 – Bespoke Marketing Workshop
With this option you can tailor the content of the workshop to include specific topics that particularly suit the requirements of the schools in attendance. Workshops can include up to 3 modules from those outlined below.
Module Promotional Photography with the WOW factor!
• The importance of a brief
Pictures are worth a thousand words – in this workshop we look at the importance of creating a brief for your promotional photography. We also advise on how to ensure you have a successful shoot day to produce photography that will resonate and create an emotional response.
• Developing an emotional response
Module Using PR to build a School’s Profile & Reputation Module Unearthing the Remarkable The importance of a School Brand What is remarkable about your school? Ensuring that the distinct character of a school is reflected across all areas of their marketing and communications is essential. This workshop offers practical advice for developing an effective brand for your school.
Module Outline • What is a Brand? • Why is a brand important for a school? • Understanding your school’s USPs (Unique Selling Points)
Module Outline
In this workshop we will outline the discipline of public relations and explain how you can use it to build your school’s profile and reputation and also tackle negative news. We will provide advice on the do’s and don’ts of setting up your own PR function and what to look for if you’re thinking of appointing a PR agency. The presentation will also feature case studies on the successful use of public relations to build profile through positive media coverage.
• Pictures speak a thousand words – Creating the WOW! factor • Organising a successful shoot
Module Outline • What is PR and how can it help your school? • Use a PR agency or do it yourself? • Pros and cons of each approach • What to look for if using a PR agency • Building up a positive profile through PR – starting out • Description of basic PR approaches, including media relations, stakeholder relations (parents, community,business, partners etc) • Approach to take if going down the DIY route • Appointing the right people • Building relationships • Finding the right stories • Processes for handling negative stories
Module Developing “Who you are” – Vision & Values The need for clarity around who you are as a school or Trust is more necessary than ever before. This module outlines the practical effect that well defined Vision & Values statements can have on a number of important issues for schools. During the module, delegates will learn the definitions of each and receive help in defining their own effective vision and values statements, with practical advice on how these can be embedded into the school’s culture.
Module Telling your “Story” – The power of a School Video. In this workshop we look at the power of video in promoting your school. With practical advice on when to use your own film clips and when to call in the experts.
• PR tools to use
Module Outline
• Handling negative media coverage, including handling difficult parents, particularly those who go to the media or use social media to voice their complaints.
• Why it is important to develop who you are? • How to define your vision and values? • Embedding your vision and values
Module
Module Outline • When is user generated content most powerful? • Videos that tell a story • Planning a video shoot • What to consider • Casting a representation of your students
Module Outline
How to uncover hard to reach parents and engage them in your school (Independent Schools)
• Understand the various types of independent school buyers
In this workshop we look at how to uncover hard to reach parents and engage them in your school!
• Revise/ Devise your marketing strategies around that insight
We will look at how independent school parents can be categorised into 4 types of buyers – in this module, we look at the characteristics of each detailing not only how to reach them but what kind of messaging really resonates with them too. We will also supply every school in attendance with a ‘Mini Market Analysis’ of their market.
• Apply that market insight to your school’s brand
• Receive a ‘Mini Market Analysis’ of your school’s market
Module Parental Satisfaction - Empowering your strongest advocates One thing is certain, school parents love to feel they are being listened to! In this module, we share some best-practice advice on constructing a survey to your parents, and how you can use the insight to inform your marketing strategy and ensure word of mouth support for your school is maximised.
Module Outline • Why Parent Surveys are important
Testimonials
• Practical advice on how to construct a survey • How to use the results to inform your marketing strategy • Empowering your parents as ADVOCATES
I really like all of your team! I thought they were excellent and very engaging!” Claire Constantopolous, Headteacher William Barcroft Junior School
Module Delivering an awesome School Tour In this entertaining and engaging workshop, we will share some practical horror stories along the way, as well as some practical advice on how you can wow your school parents during their visit to your school. We will also look at how to maximise the sales opportunity of your ‘visit’ every step of the way.
Module Outline • The mystery shop ‘scorecard’ – what to consider • The approach (telephone call, email) – first impressions • The visit (from the initial welcome to the final handshake) • The follow-up to success
It was brilliant! It went above and beyond my expectations because it hit really centrally and brought into focus the notions of vision and values so I can genuinely see where this fits perfectly with the needs of my school.” Andrea Norman,
Module Improving retention from Nursery to Reception How do we increase Nursery retention levels in a difficult market? In this workshop we will detail a number of methods to improve retention from Nursery into Reception.
Module Outline • How to ensure you are marketing to the right parents • Marketing your Nursery • Knowing your Nursery parents • Relations with feeder Nurseries • Your Admissions process • The Nursery experience
Module Social Media Solutions that really work! Managing a school’s social media can be a daunting task. In this workshop we learn how to make social media work for your school. We also look at how to manage responses… even negative ones!
Headteacher Great Coates Primary School
Module Outline • Social Media Basics – What you need to know • Best practice for social media posts • How you find the best hashtags
We understand...
• How to manage responses – positive and Negative • Analysing performance
• What results should you expect?
On seeking the
"remarkable" we listen, we investigate,
we question, we challenge, we think, we digest, we push,
we re-think.
We understand... then we
create.
If you’re ready to book a workshop or simply want more details contact one of our experts below:
+44 (0) 7872 837095 mark@blueappleuk.com
+44 (0) 7538 518206 mark.nicholls@blueappleuk.com
+44 (0) 7866 483952 david@blueappleuk.com
Mark Davis Sales Director
Mark Nicholls Sales Manager
David Limb Managing Director
blueappleeducation.com