The idea of marketing schools still rests uneasily with many in education, often being seen as an inappropriate import from the business world. On the other hand, most schools are actively engaged in marketing and look set to continue that way.

So is there a “natural” level of marketing that every school should undertake? As a marketing man, I believe the answer is an emphatic “yes”. Marketing principles should directly influence the running of every school, and where this does not happen the school risks under-performing in the short term and of losing its way in the longer term.

A recent survey of Midlands secondary schools showed that almost all now consider themselves to be in a highly competitive environment. As such, the number and calibre of pupils they attract will be directly influenced by how they are viewed in their “market-place”. But they will not know how they are viewed, by either current or prospective pupils and parents, nor what their expectations are, unless they ask them.

So, the first golden rule for every school is to conduct market research, ideally with an independent element. Without good, objective information it is more difficult for a school to compete effectively.

The second golden rule is to carry out competitor analysis; that is, an objective evaluation of the strengths and weaknesses of other schools and of the service they offer.

A school should always be very clear about those of its strengths and qualities which genuinely differentiate it from its competitors. It must help parents to say, “We chose that school because...”.

The Midlands survey showed that many schools share the same differentiating factors, which, by definition, means they may not be differentiating as clearly as they could. Some commonality is inevitable, but each school’s unique personality must shine out.

This brings us to the third golden rule: having a clear strategic vision and plan, based on the results of the market research and competitor analysis. The plan should be vigorously debated within the school to establish and maintain a sound course for the future. The first phase of marketing, therefore, is getting the strategy right.

However, parents and pupils need to understand clearly what each school stands for - its vision, ethos, qualities, achievements, personality and how it meets their needs - if they are to make informed decisions. It is for the school to provide them with that information. The essence of the second phase of marketing, therefore, is communication.

Marketing of schools is sometimes treated with suspicion, with glossy brochures and trendy gimmicks being seen as no substitute for the “real thing” - word-of-mouth communication.

Unfortunately, this view tells only half the story. While research shows that word-of-mouth communication is important, it is like the grapevine, sometimes wickedly accurate, but inevitably concerned with headline issues and incapable of communicating the full message. More significantly, the school has no control over what it is saying and its is highly dangerous to rely on it exclusively. What is therefore required is a properly thought out and costed communication plan, which is what the marketing plan is for (see top, right).

Once the target audiences have been identified, the question is: “What is the best and most cost-effective way of communicating to them?” Not all the options need cost a lot of money, but there is inevitably a trade-off between cash and staff time. The range includes: * Face-to-face contact: open days, teacher exchanges, guided tours, conferences, hospitality events, visits to schools and businesses, etc.; * Printed material: brochures, prospectuses, leaflets, flyers, newsletters, signage, etc.; * Advertising: on buses, local radio and in the press; * Media coverage: editorial in newspapers, TV and radio.

The key question then is how much should we spend?

There is, of course, no simple answer to this, as it depends on the balance between what a school needs to achieve and what it can afford. The Midlands survey showed that the average state school marketing budget was around Pounds 2,500, ranging from less than Pounds 1,000 to more than Pounds 7,500.

Market research is arguably the single most important item and, if money is especially tight, this should be a priority. A survey of pupils and parents could cost as little as Pounds 1,000, but more if staff and governors or members of the public are included. A lot can be achieved, however, using in-house resources, although it can be a very labour-intensive process.

External help with reviewing or preparing the strategy can be useful, not least because it ensures a degree of objectivity which it is often hard for the school itself to achieve, as well as providing an extra pair of hands.

It will typically cost between Pounds 1,500 and Pounds 3,000 for an in-depth analysis and report, involving extensive discussion. This is a one-off cost, however, and will normally cover a three to five-year period. Alternatively, the consultant can be used to co-ordinate debate within the management team or governors and, in this way, a lot can be achieved through a day or two’s involvement.

A similar time commitment is also enough to prepare a highly effective marketing plan. Moreover, the cost of this can often be recouped by having a more effective plan and use of the budget.

With all the printed material required, the quality of the product will reflect the expertise invested in it. A well-designed, full-colour brochure with original photography will cost around Pounds 5,000, but should have a shelf-life of three years, giving a per annum cost of Pounds 1,700.

This price should include an element for editing the copy and can be partly offset by the more competitive prices which the designer is able to negotiate with the printers, not to mention the saving of wear and tear on the beleaguered member of staff whose job it is to produce the new brochure.

Advertising is expensive, but it has its place. It must, however, never be used as a quick substitute for a more appropriate means of communication.

Finally, to public relations. The Midlands survey showed that some schools achieve up to 40 items of press coverage each year. This can undoubtedly be a valuable and sometimes low-cost way of maintaining a profile and should feature in every school’s marketing plan.

The big message in all this is that money spent on marketing without a robust strategy and marketing plan can be dangerously misdirected.

The real answer is to get the strategy right, and then to prepare a plan which gives the right mix of solutions for your school and budget.

Three stages in the marketing process: Preparation: * Understand who the various target audiences are; * Understand the messages to be communicated to each audience; * Decide on the best means ofgetting the messages across; * Set a budget; * Establish a timetable; * Set clear objectives andperformance targets; * Allocate responsibility to staff for achieving those targets.

Implementation: * Regular monitoring and review; * Proper management control.

Evaluation: * Clear measurement of the effectiveness of each element of the plan; * Decisions on what worked bestand lessons for the future.

* Graham Darbyshire is a partner in Metafour, a firm of educational marketing specialists