ERIC Number: ED309531
Record Type: Non-Journal
Publication Date: 1987
Reference Count: N/A
The New Marketing Handbook for Independent Schools.
Boarding Schools, Boston, MA.
Planning coherent, relevant marketing strategies is crucial to the survival of independent education in the United States. This handbook was created for independent school marketers; principals; and development, publications, public relations, and admissions directors. It offers checklists, sidebars, callouts, and summaries that focus on increasing enrollments without sacrificing educational quality. Chapter 1 describes marketing principles for boarding schools. Chapter 2 discusses boarding school enrollment management, survey research, data analysis, and school selection factors. Chapter 3 discusses image making on campus as a marketing strategy. Chapter 4 analyzes collaborative school marketing. Chapter 5 deals with two tools of promotion: (1) publications and printed matter, and (2) audiovisual marketing. Chapter 6 reviews advertising as part of a marketing program. Chapter 7 considers the role of publicity in marketing boarding schools. Chapter 8 is a case study of one school's approach to designing a marketing program. A marketing consultants' resource list is also offered. (JAM)
Publication Type: Collected Works - General; Reports - Descriptive; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: Boarding Schools, Boston, MA.