ERIC Number: ED469270
Record Type: Non-Journal
Publication Date: 2000
Reference Count: N/A
EdMarketing: How Smart Schools Get and Keep Community Support. Second Edition.
Carroll, Susan Rovezzi; Carroll, David
This book was created to help public schools market themselves without spending precious tax dollars. The marketing principles delivered in this guide are based on "customer-focus" strategies that have proved successful for nonprofit organizations. These principles have been adapted for "smart" public schools. The information in this guide is presented in 10 chapters broken down into easily digestible segments. Each chapter incorporates tables, illustrations, sample documents, specific strategies and action steps, and a summary. Chapter 1 presents the case for why public schools should plan to build community support. Chapter 2 discusses who the customer segments are and provides ways schools can develop bonds with each segment. Chapters 3 and 4 discuss methods for building information bases. Chapter 5 presents the concept of image and how it can affect public schools. Chapters 6 through 9 detail inexpensive, practical strategies that schools can implement to shape their image and secure community support. Chapter 10 focuses on concepts and strategies to use when proposing a school referendum. Chapter 11 provides a summary of the text and lists the characteristics of smart schools. An appendix details effective ways for schools to use traditional marketing and communication tools. (Contains 144 references.) (WFA)
Descriptors: Community Support, Demography, Demography, Elementary Secondary Education, Institutional Advancement, Marketing, Organizational Communication, Public Relations, Public Schools, School Community Relationship, Strategic Planning
National Educational Service, 304 West Kirkwood Avenue, Suite 2, Bloomington, IN 47404-5132 (Item No. BKF00099: $24.95). Tel: 812-336-7700; Tel: 800-733-6786 (Toll Free); Fax: 812-336-7790; Web site: http://www.nesonline.com.
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: National Educational Service, Bloomington, IN.