SCHOOL MARKETING PLAN DEVELOPMENT

Develop a custom marketing plan for your school!

free consultation

Once your school halls seem less crowded than they have in the past, it is when you know that you need to drive higher enrollment at your school.

You continue to do what you have done in the past, but it doesn’t seem to work anymore.
So what do you do? You know you need to get better, but you don’t know exactly what needs to be done.

Does this sound familiar?

School marketing plan
by Bright Minds Marketing

Most schools don’t have a written marketing plan. Sure, there are goals and targets and a fair amount of assumptions built upon anecdotal knowledge, but most lack a formal marketing plan based upon data, an understanding of your school’s environment and actionable goals based upon a well-designed strategy.


Over the course of a 6-month engagement, Bright Minds Marketing will work with your administrative team to craft a strategic enrollment plan built upon data and the unique needs and circumstances of your school.

At the end of this engagement, your school will receive a well-designed marketing plan that you can begin to implement immediately. This plan will be broken out into what you can accomplish in year one as well as recommendations to build a marketing program that will last for years. Additionally, Bright Minds Marketing will partner with you over the next few months to help get you started on executing your plan.

MARKETING PLAN COMPONENTS

Environment 01


  • Environmental analysis of the school-age population in your area
  • Demographic information about your area and implications for your school marketing
  • Competitive analysis of the schools you compete with
    • Academic comparison
    • Enrollment comparison
  • An identification of the various environmental feeders (other schools, preschools, community organizations)

School operational analysis 02


  • Enrollment trends
  • Marketing audit
  • Student population analysis
  • Stakeholder (leadership) feedback and perceptions
  • Parental focus groups

Marketing plan recommendation 03


  • Parental customer persona creation
  • Messaging guidance
  • Marketing plan with strategies and tactics
  • Learning plan (market research)
  • Implementation calendar

CASE STUDIES

Marketing Plan Development

In January 2016, Options Charter School hired Bright Minds Marketing to conduct a full market plan development project for their two charter schools in Carmel and Noblesville, Indiana. Options primarily serves students who have been unable to find success in the traditional public school. Though serving a significant need, they had struggled with enrollment for both of their campuses.

Bright Minds Marketing conducted a thorough and deep analysis of:

  • Current competitive environment
  • Marketing message and materials
  • Student feeder and recruitment channels
  • Marketing tactics

Because of the engagement and the quality execution by the team at Options:

  • Enrollment at the Carmel campus stabilized – up 2%, but more importantly diversified from 82% of students being seniors to 70%.
  • Enrollment at the Noblesville campus increased by 23% and based upon the recommendations, the school added a middle school to increase student feeders.
  • Options was better able to engage in referral conversations with the local school systems because they were better able to describe the student who would be a good fit at Options rather than the traditional “alternative school” student.

Marketing Plan Development for 4 Feeder Schools

Bishop Chatard High School is a Deanery Catholic High School in the northern Indianapolis suburbs. In June 2016, Chatard hired Bright Minds Marketing to conduct marketing plan development for four of its’ feeder schools: St. Pius, Christ the King, St. Matthew, and St. Thomas Aquinas.

Bright Minds Marketing conducted a thorough and deep analysis of:

  • Current competitive environment
  • Current parish and school dynamics
  • Marketing message and materials
  • Student feeder and recruitment channels
  • Marketing tactics

Each school had slightly different needs and slightly different results:

  • St. Matthew. We identified the lack of differentiation from other competitive options. The school began to create a healthy living program throughout the school to differentiate from its competitors.
  • St. Pius. We identified that the school’s closure rate of families from open houses and tours was at 64%. Implemented programs drove this up to 86%.
  • Christ the King. We identified the school’s inability to secure lower grade students. The school implemented a pre-school and increased outreach to the local pre-school students.
  • St. Thomas Aquinas. The school implemented a consistent word of mouth program through our recommendations that resulted in more consistent messaging both within the parish and to external audiences.

Look No Further.
Get Started Today.

apply

testimonials

We hired Bright Minds Marketing to conduct a strategic review of our marketing with an emphasis on deepening our understanding of our current students.  Nick was able to help us clearly identify our target students and offered tactical recommendations to reach these students and their parents more effectively.  Our experience with Bright Minds and Nick LeRoy has been incredibly positive and I would highly recommend Bright Minds Marketing.

Mike Gustin

CEO of Options Charter Schools

In the spring of 2016, Bishop Chatard High School contracted Bright Minds Marketing as a solution to the declining enrollment across the North Deanery of Indianapolis. Nick LeRoy has exemplified professionalism, expertise, and a high level of customer service through our six-month engagement. Through this process, I believe that the participating North Deanery schools have:

1.) Enhanced data-driven decision-making capabilities
2.) Comprehensively promoted the importance and impact of marketing & communication efforts
3.) Strategically simplified marketing and communication efforts allowing for an increased marketing focus by the parish & school staff as well as volunteers.

The highest praise I can offer of Nick LeRoy at Bright Minds Marketing is repeat business. We are hopeful to utilize his services for the remaining schools of the North Deanery and we are confident that the product of our engagement will allow for a greater growth in enrollment.

Tyler Mayer,

VP of Advancement Bishop Chatard High School

Options Charter Schools runs two campuses in the northern suburbs of Indianapolis.  Even though our schools have consistently been at full enrollment, we wanted to have an expert set of eyes on how to improve our marketing effectiveness.  We hired Bright Minds Marketing to conduct a strategic review of our marketing with an emphasis on deepening our understanding of our current students.  Nick was able to help us clearly identify our target students and offered tactical recommendations to reach these students and their parents more effectively.  Our experience with Bright Minds and Nick LeRoy has been incredibly positive and I would highly recommend Bright Minds Marketing.

Mike Gustin

CEO Options Charter Schools, Noblesville, IN

Nick felt like a member of the team.  He put a spotlight on the data we needed to start making decisions.  His recommendations provided the foundation we needed to be able to create a sustainable marketing strategy

Ed Seib

Principal, Christ the King Catholic School, Indianapolis, IN