Marketing in Education is about the approach to promote innovative approaches to student learning, curriculum design and school development for the benefits of a broad range of people, such as the students, parents, teachers, and even the Future Society. Yet at the same time, marketing is about business. What then is the marketing strategies to grow people and to create wealth?
I was reading the article Marketing with Integrity and I agree these are steps to incorporate into the marketing of an International School that I am currently working with:
- Listen and create opportunity for your employees. Conversation is essential in any relationship, to build understanding and to create an emotional connection. You would notice that I use the word conversation instead of communication. Many a times, people think of communication in the form of emails and memorandum. When you listen and create opportunity for someone, it is a personal connection. It does not matter whether it is a formal or informal meeting, it is the effort to make time for the person. Hence, social awkwardness is something a leader has to overcome and remember, making time for someone to listen is never a wasted time.
- Treat employees with honesty and respect. Everything we do is a reflection of ourselves. Giving constructive feedback honestly without hurting or disrespecting someone is an art. Real and sustainable change can only take place when a person is convinced that the change can improve lives and education of the students as well as themselves. There are times when a genuine intention may be misunderstood, and it is important to continue acting with integrity, fairness, and it an ethical manner.
- Make decisions that benefits all these people, not just on top. Promoting teaching and learning is the core business of education. Quality people who are passionate about education and committed to educational values ought to be recruited and nurtured to sustain a school culture and instructional programme conducive for student learning and staff development. Responsible decision making will naturally co-exist, to sustain change in an effective school that benefits the thousands.
- Provide training for marketing, communications, management and most of all customer service. Training is a long term investment, just like education for our young, to keep up with the constant demand and change of the 21st century. Training provides the competent staff a platform to showcase their talent, and for the others to learn and even recreate. For schools to stay relevant, staff to develop multiple skills to support the mission of the school.
- Making commitments to employees, customers and prospects; and keeping them. Commitments are often made but forgotten. It is essential for the commitments to be pen down, translated into strategic goals so that progress can be monitored and success celebrated in due cause.
The bottom-line is not to loss of essence and passion for learning and the love for people, in the midst of creating wealth and power.