Our advice on how to manage your school marketing during a lockdown
In recent weeks, everything that we thought we once knew about school marketing has changed. Schools have been forced to place even more importance on digital communications.
We’ve seen the tone of voice change considerably, as messaging and communications have become a lot more mindful of the times that we now find ourselves living in. Empathy is now the goal, with schools becoming even more community-driven than before, showing solidarity and support to all involved in the day-to-day school operation.
You may have noticed that your school website is getting more traffic to it than ever before, as parents are seeking more updates about the school during the closure. Many now expect to see regular updates on how the school is attempting to navigate this difficult time.
Never before has the role of the school website been so important.
There has been a lot of debate recently about whether schools should be engaging in marketing activities at the moment. It has left many school marketers wondering whether they should be carrying on as normal or focusing their efforts elsewhere.
Whilst the immediate future does appear to seem uncertain, one thing is definitely for sure, the school admissions season will not be delayed!
Staying digitally active may prove to be the critical factor in setting your school up for success for the upcoming academic year. Turning off marketing could strike a fatal blow.
Now that many of us have become accustomed to remote working and staying at home, the vast majority of people are now living their lives online.
Prospective families are hoping to embark on a digital journey through the school website that can replicate the physical experience of visiting the school. Current families are expecting to access regular updates about the school whilst it’s closed and wants to be assured that the school is adjusting to distance learning. And we haven’t even considered other key stakeholders such as staff, alumni and the local community yet!
Whilst this situation will not last forever, focusing efforts on digital activities and setting your school up for the long haul, may put you in a position to cope with a different world when this is all over.
Regardless of whether or not schools are going to remain closed for the foreseeable future, the importance of having a well-considered digital marketing and communications plan has never been so significant.
Focusing your efforts on key digital activities and having your website positioned to truly showcase your school, may prove critical in setting your school up for the new academic year.
Whilst it is true that we are all facing a tough and uncertain time, your school has been presented with the opportunity to adjust and possibly try something new, which may prove to place your school in a better position when this has all blown over.