Marketing your private or independent school online can be done very effectively using social media. The trouble is, often, finding the time to do it. This presentation gives school headmasters, administrators and principals some tools to separate themselves form others serving the same clientele. It also outlines what priorities to focus on in order to get the most new students. Please contact Travis Allison if you have any questions or would like a version of this presentation for your organization. Originally presented at the York University Private School Principal's course April 2013. Ontario Federation of Independent School members please check out: http://socialcatalyst.ca/ofis

1. Social Media
SURVIVAL
h oo ls
nt Sc
pen de
In de
Travis Allison (@Zoic) f or

2. I WAS A
FIREFIGHTER

3. LET’S REVIEW

4. MARKETING IS...

5. Getting someone who has a NEED to...

6. MARKETING IS...
Know Like Trust
*hat tip to @ducttape

7. People don’t buy
WHATyou do,
they buy
WHY
you do it.

8. WHAT’S YOUR WHY?

9. TO_______, SO THAT_____.

10. Questions to work out your
WHY:

11. For the STAFF:
• What changes do parents say to you that they notice in their kids after
joining _____ School?
• How would the world be different without the school?
• On the most stressful of school days I still going to bed at night knowing
____________
• Despite all administrative challenges we face we never think about
giving up because ___________
• Going head-to-head with any other school, we'd win
because___________
• If you could re-do one thing from the early days of the
_________ School what would that be?
• In what moments in the school year are we at our _______ School
best?

12. For PARENTS:
• The world is better because the ________ School does
__________
• When you ask your child about school what topic gets his/her heart
beating faster, makes him/her smile, floods him/her with great
memories?
• What has been a defining moment for you at school?

13. For ALUMNI:
• What specifically about who you are now comes directly from your
_____ School experience?
• If you could go back and thank your most influential _____ School
mentor for one thing, what would it be?
• Name a ______ School person who has had a strong impact on you.
What specifically did you learn from them? Recount a specific story that
perfectly demonstrates how great that person was and the lesson you
learned.
• What has been a defining moment for you at school?

14. With a strong
WHY STATEMENT
you avoid a...

15. race to bottom
BIGGEST COMPETITOR?

16. + Public Schools are FREE

17. strategy
BEFORE
tactics

18. What
Problem
are you solving?

19. What
QUESTIONS
do they always ask?

20. The online
MARKETING
hierarchy

21. 1
Your
WEBSITE

22. (ra
c et
ot
he
bo
tto
m

23. I KNOW THERE’S A
PROBLEM
I JUST DON’T KNOW WHAT THE
SOLUTION
IS.

24. WARNING: REVIEW SLIDE COMING

25. front page challenge
I GO
HERE!
I WANT TO
GO HERE!

26. Dynamic
Your Address
Content Marketing Strategy

27. Phone
Email
Chat
Form

28. TWO THINGS IMPORTANT TO GOOGLE:

29. 1. Your website
CHANGES

30. 2. You have links from
SOCIAL MEDIA

31. 2
Marketing
NEWSLETTER

32. Make it
WORTH SHARING

33. 3
FACEBOOK

37. 4
YouTube

38. Bring the
DRAMA

39. REMEMBER THE 10 YOUTUBE THINGS
http://zoic.ca/131DGdq

40. 5
GOOGLE PLUS

42. Where’s
TWITTER?

44. BEFORE THE
LAST #...

45. THAT’S NICE BUT...

46. HOW DO I GET IT ALL DONE?

47. I believe...
TELL YOUR STORIES

48. Set the POLICY

49. SOME TOOLS

50. create an alert that starts with:
“anyone
recommend”

51. “anyone recommend” private school

57. 6
Pinterest

59. Your Ideal Client LOVES it

60. How Do We Work
PINTEREST?

61. TRAVIS ALLISON
socialcatalyst.ca
slideshare.net/zoic
@Zoic