Your Web Site

     This Marketing Matter is actually a "threefer" - three things in one: an experiment on brain researched as promised several weeks ago, a preview of upcoming Marketing Matters, and, of course, sandwiched between, is this week's offering.

Brain Research Experiment:

     It's been said that it takes nine exposures to a new idea for the brain to begin to be open to a new mindset.  Here's an experiment to test that theory, but first you have to be a person that does not care for the smell of skunk (you know, driving at night on a country road in the spring, and suddenly - that smell...).  Rather than wincing, inhale deeply, and say to yourself, with confidence, "I like this smell."  After the first time, you may think this is a silly experiment, since you'll still not like the smell.  However, after the fifth time, it won't seem so bad, and, after the ninth time, you may actually like the aroma.

     There's something important about the process.  It's the same smell - there aren't different nuances.  You could conduct the same type of experiment with the smell of cooking brussel sprouts too.  And you need to hear yourself say the words.  If you're thinking this won't work, consider that this is the reason why profanity no longer shocks anyone within conversation.  The media has desensitized us to the vulgar, the obscene and the violent.  It's how doctors return to their work in the emergency room day after day.  On an educational level, it's exactly how teaching works.  Patterned repetition.

     That's why one billboard isn't enough; why ten yard signs aren't enough, and why only one "campaign" consisting of billboards is not enough. Want to increase enrollment? Then you have to expose the community to your school repeatedly and consistently...

     ...which can be problematic in an environment of economic meltdown.  The NonProfit Times just reported that contributions are down across the across the country, and staffs have been cut about 15%, consisting mainly of communication, development, and human resources people as well as support services.

     That would be people like us.  The problem with that type of mentality is that it contributes to the downward vortex.  Advancement means to move forward - to grow.  And while pruning is sometimes necessary, you have to know what and where to prune...otherwise, the plant dies.  While marketing and development staffs have been pared back, ceasing all marketing will also send a message to the community.  That message?  "Out of sight, out of mind."

Coming up:

     Since Advent begins next week, the Marketing Matters of December 1, 8, 15 and 22 will focus on low cost ways to market your school.  That's not to say these are "easy;" they require time and talent, but not a lot of treasure.

And now, this week's Marketing Matter:

     Your school's Web site needs to be top notch.  NOW!   If you've been putting it off because it's too expensive to rework it, or it will take too much time, you will not only lose potential students because people think they won't be able to afford the tuition, or it will take them too much time and energy to find information about your school if you don't put it at their fingertips.  And not just a good looking site, either.  It has to be one that communicates the best of your school to your potential parents...and then some.

     Just as fundraising has advanced to development which has advanced to, well, advancement, it's now no longer just enough to have a nice Web site. Companies like SchoolWires and FinalSite build some of the most high-end, great looking sites out there, but they're expanding their services to include forms creation, teacher pages, video vaults, and other solutions which schools will need to serve this and the next generation of parents. eChalk and SchoolWorld are some others you should check out to provide these services to your school.

     But your school needs to cut back, right.  Of course.  Even the automakers said they won't be advertising during the Super Bowl this year. It's the easiest place to look at to cut spending.  However, by cutting marketing efforts, the institution has an, "Oh, people know enough about us already" mindset.  Can we say that about our schools? If we can't, then it's time to INVEST in a Web site...a professionally-made one.  You can bet it's easier, and cheaper, to update a Web site than it is to create and fund a billboard marketing campaign.

     Where to get the money?  Ask.  Bring it to your development board.  If your tuition is $3000 per student, reserve one tuition to create a Web site for your school.  It's the first place prospective parents look to get information about your school, so it needs to be the best it can be.