During these difficult times with COVID-19 changing the Schools Marketing & Admissions landscape in unprecedented ways you are probably reviewing your marketing, admissions and communications activity… or planning to.
Digital plays an increasingly important role in the marketing, admissions and communications for all Schools & Colleges but you may feel you lack the necessary expertise:
Our ‘Digital Overhaul’ package was created for our existing clients and is now available as a ‘stand alone’ package – to provide an expert, independent audit and improvement service for your School or College, working in your best interests and for your long-term benefit.
We can help you review your activity over the last academic year and determine your strategy for 2020-2021 with a timely ‘health check’ now on your digital communications:
Please scroll down this page to read about our ‘Digital Overhaul’ service or click on the sub-headings below to be taken to a particular section (or contact us now if you are ready to enquire further):
If you can answer “Yes” to all the following questions… you (probably) don’t need our help!
Q: Are you confident you are maximising your budgets and resources to successfully attract the right numbers and types of prospective parents and pupils/students?
Q: Are you then ‘converting’ them successfully into enquiries, registrations and enrolments?
Q: Are you and your colleagues confident you are fully exploiting the opportunities, features and functionality offered by key digital channels, platforms, networks and tools?
Q: Are you and your colleagues regularly reviewing and developing your digital strategy through benchmarking and the sharing of best practice, tips and techniques?
If you answered “No” to any of the questions above then it is probably timely for you to engage independent expert help to ‘take stock’ of your School or College’s current digital marketing, admissions and communications as you look back over the last academic year and plan for the next… we are ready to help.
It is surprising how few Schools & Colleges take time to review their digital activity properly every 3-12 months to learn from previous experience and implement improvements going forward.
Yes, a commitment to continuous review and improvement requires an investment of time and money… but this can be hugely beneficial, especially given the very considerable budget many Schools & College are investing in their marketing and admissions each year.
Clearly it is bad practice to continue spending scarce funds month by month, year by year, without investing a percentage of those funds in regular review, analysis and improvement. It should be at the core of all you do.
Analysis and review, especially with the help of independent experts, will enable you to do better… increasing efficiency and reducing costs long-term, enabling you to maximise your School or College’s marketing and admissions budget and refine your digital communications.
Originally created for our long-term clients who recognised the importance of learning from their own experience and that of others, our ‘Digital Overhaul’ service is now available as a ‘stand-alone’ package for Schools and Colleges.
In our experience few schools and colleges have a clear strategy for their digital communications, or if they have a digital marketing and admissions strategy it is often basic and not fully integrated with general communications, marketing and reputation management and is not reviewed or updated frequently enough.
We have also found that many Schools and Colleges (and/or their suppliers) have not properly set-up and/or are not fully utilising the main digital communications tools, channels and platforms available to them.
This is especially surprising given the very considerable budget being spent each year on advertising (traditional and online), website development, prospectuses, open events etc, and the very significant difference the successful enrolment of even one more able pupil or student could make.
Inevitably any School or College’s digital communications, marketing and reputation management will comprise a range of different approaches across a variety of channels and platforms, primarily:
* Search Engine Optimisation (SEO)
* Website (Content, News, Blogs etc)
* Social Media
* Online Advertising
* Email Communications
* Online Reputation Management
With this in mind, our ‘Digital Overhaul’ package has been designed to help you and your colleagues:
For the ‘Digital Overhaul’ we focus on 6 key areas of your digital activity, for auditing and for providing consultancy and training support to you and your colleagues…
Our ‘Digital Overhaul’ package focusses on 6 key areas of your digital marketing, admissions and communications activity:
Our work looking at your ‘Digital Marketing Strategy’ will include consideration of your in-house resources and use of suppliers and the role of digital communications in your wider admissions and marketing strategy for 2018-2019, with regard to key objectives and your current pupil/student recruitment and future enrolment targets.
Analytics should be at the core of any marketing, admissions and communications undertaken in a School or College but it is often given only cursory consideration.
We will review your current use of analytics, beginning with the set-up of any analytics tools to ensure they are working effectively.
We will reflect on how the analytics tools are being used for tracking, reporting, reviewing and informing your marketing and admissions activities and give you advice on goal setting, conversion monitoring, improved reporting and use of analytics to maximise you ‘return on investment’.
In looking at the key area of ‘Search Engine Optimisation’ we will undertake an audit of your website’s current page ranking in Google against relevant key words and phrases and review the website’s Meta Tag titles & descriptions and content.
We will then make recommendations for Search Engine Optimisation to improve your search engine ranking generally and your Meta Tag information specifically (for better engagement through search results, snippets, cards etc).
We will undertake a review of your website based on User Experience (UX) & Content best practice, considering your navigation logic and likely user journeys for your target audiences, exploring different types of messaging and content on your website (and tone of voice and style), reviewing your use of multimedia (imagery and videos) and the integration of Social Media etc.
We will advise on changes that might be made to your website’s navigation, content and functionality to improve engagement and conversions, with particular consideration of forms, calls-to-action, downloads, invitations to subscribe etc.
Almost all Schools & Colleges are now using Social Media but there is room for improvement… we will review the use of any of the main Social Media and Multimedia networks by your School or College:
We will make suggestions and give tips and techniques for improving the use of the networks and platforms to achieve better engagement, reach and conversion rates.
Finally, with the prevalence and importance of the Internet, Social Media and Multimedia for day-to-day communications and the massive influence digital has on opinion and attitude, it is remarkable how poorly Schools & Colleges are prepared for managing their reputation online.
Information, stories and comments can be shared almost instantaneously with little or no containment (geographic or otherwise) and potentially massive reach, impact and influence, whether positive or negative.
As part of the ‘Digital Overhaul’ package we will provide advice on the monitoring of digital communications to track mentions of your School or College and key staff, and also on the monitoring of alumni and competitor schools etc, and give advice on how to respond to those mentions, depending on the intent and sentiment.
The ‘Digital Overhaul’ report and advisory project team working to produce your report and give you advice and training will compromise senior consultants with extensive expertise in digital communications combined with previous experience providing training and advice to Schools and Colleges.
The project team will be led by Matthew D’Arcy, the Managing Director of Click-Recruit-Enrol.com (OMTAC Ltd) and Programme Director for EMCdigital. With over 22 years experience in digital marketing, Matthew leads the delivery of training and consultancy services by Click-Recruit-Enrol to Nurseries, Schools, Colleges and Universities and other learning and training organisations in the UK, Europe and worldwide.
Matthew has worked in a number of commercial sectors and is a former Director of Marketing & Careers for an Independent School and former Enterprise Project Manager at the University of Surrey. He speaks, trains and consults in digital Strategy, Online Advertising, Search Engine Optimisation, Website Development, Mobile Marketing, Social Media, Reputation Management and Analytics.
Other consultants on your ‘Digital Overhaul’ project team may include (amongst others):
A ‘Digital Overhaul’ will normally comprise:
The cost for the ‘Digital Overhaul’ package depends on the size and type of the School or College but generally starts at £1900 + Vat. (After commissioning additional consultancy may be provided at a discounted cost, if required.)
We would advise that the process be repeated at least every 6-12 months (or more often for a very large institution).
Ready to find out more about the ‘Digital Overhaul’ service and the likely cost of a package for your School or College?
We would like to hear from you on any topic, with any question or comment.
Please use our Contact Us page to tell us about any ideas, issues, difficulties or challenges you face.