How to Increase Admission in School /Marketing Tips for School Administrations
How to Increase Admission in School /Marketing Tips for School Administrations
Direct Admission to Classes X/ XII in CBSE Affiliated Schools Guidelines and Required Documents
The CBSE Examination Bye-Laws has clear instructions and guidelines for its affiliated schools for the direct admission to class X/XII. The CBSE Examination Bye-Laws states, “direct admission to classes X/XII is an exception and not a norm and is only permissible to facilitate candidates with parents in transferable jobs. Rule 7.3/7.5 of Examination Bye-Laws clearly states that “the syllabus prescribed at Secondary/ Sr. Secondary level is of 2 years integrated course, no admission shall be taken in class X/XII directly”. However, admission in such classes shall be open only to such students “on condition of transfer of parent(s) or shifting of families from one place to another, after procuring from the student’s Mark sheet and the TC duly countersigned”.
In all such cases, schools are directed to seek prior approval from the respective Regional Offices of CBSE within one month of admission of such student along with true attested copies of the following documents completed in all respects.
With reference from the circular CBSE/RO/ALLD/EXAM/2018-19/2018 dated 24.4.18 to all the principals of school affiliated to the CBSE under Regional Office, Allahabad, clearly mentioned about required documents for seeking prior approval for taking direct admission in class X/XII.
It is mentioned in CBSE/RO/ALLD/EXAM/2018-19/2018 dated 24.4.18 that incomplete documents/cases will not be entertained or may not be considered for approval. School head should send only completed and duly checked cases to the Regional Office.
For Details Enquiry–
CBSE Examination Bye-Laws (Updated 2013), Page no- 7,8
CBSE Circular- CBSE/RO/ALLD/EXAM/2018-19/2018 (24.4.18)
CBSE Circular –CBSE/RO/ALLD/EXAM/2018-19/2018 (25.7.18)
ADMISSION OF STUDENTS TO A SCHOOL, TRANSFER/MIGRATION OF STUDENTS
The CBSE Examination Bye –Laws (Updated in January 2013)
6.1 A student seeking admission to any class in a ‘School’ will be eligible for admission to that Class only if he :
(i) has been studying in a School recognised by or affiliated to this Board or any other recognised Board of Secondary Education in India;
(ii) has passed qualifying or equivalent qualifying examination making him eligible for admission to that Class;
(iii) satisfies the requirements of age limits (minimum and maximum) as determined by the State/U. T. Government and applicable to the place where the School is located;
(a) The School Leaving Certificate/Transfer Certificate signed by the Head of the Institution last attended and countersigned, if required as provided elsewhere, in these Byelaws;
(b) Document(s) in support of his having passed the qualifying or equivalent qualifying examination; and
*(c) Date of Birth Certificate issued by the Registrar of Birth and Deaths, where-ever existing,as proof of date of birth.
(a) A person who has been studying in an institution, which is not recognised by this Board or by any other recognised Board of Secondary Education or by the State/ U.T. Government of the concerned place, shall not be admitted to any class of a “School” on the basis of Certificate(s) of such unrecognised institution attended by him earlier.
(b) ‘Qualifying Examination’ for the purposes of this Byelaws means an examination the passing of which makes a student eligible for admission to a particular class; and ‘equivalent examination’ means an examination conducted by any recognised Board
of Secondary Education/Indian University or an institution recognised by or affiliated to such Board/University and is recognised by this Board equivalent to the correspondingexamination conducted by this Board or conducted by a “school” affiliated to/recognised by this Board.
6.2 No student migrating from a School in a foreign country, other than the School affiliated to this Board, shall be eligible for admission unless an eligibility certificate in respect of such a student has been obtained from this Board. For obtaining eligibility certificate from the Board, the Principal of the School to which admission is being sought will submit to the Board full details of the case and relevant documents with his own remarks/recommendations. The eligibility certificate will be issued by the Board only after the Board is satisfied that the course of study undergone and examination passed is equivalent to the corresponding class of this Board.
6.3 No person who is under the sentence of rustication or is expelled from any Board/University/ School or is debarred from appearing in the examination for whatever reason by any Board/ University shall be admitted to any class in a School affiliated to this Board.
6.4 No student shall be admitted or promoted to any subsequent higher class in any school unless he has completed the regular course of study of the class to which he was admitted at the beginning of the academic session and has passed the examination, at the end of the concerned academic session, qualifying him for promotion to the next higher class.
*6.5 No student shall be admitted in Class IX and above in a school affiliated with the Board after 31st day of August of the year except with prior permission of the Chairman, CBSE/Competent Authority as may have been defined in the State/Union Territory Education Acts. The application for permission to grant admission after 31st of August shall be routed through the Principal of the school specifying the reasons which are unavoidable. The candidate shall complete the required percentage of attendance (75%) for Class IX, X, XI & XII as per Examination ByeLaws of the Board to make him/ her eligible for the examinations. In such cases where the admission by the candidate could not be taken in a higher class by the stipulated date because of the late declaration of result by the Board such permission would not be required, provided the candidate applied for admission within a fortnight of the declaration of the result.
7.1 Admissions upto Class VIII (i.e. Class VIII and below) shall be regulated by the rules, regulations, orders of the State/U.T. Governments applicable to the place where the School is located.
7.2 Admission to Class IX in a school shall be open only to such a student who has passed class VIII examination from an institution affiliated to this Board or to any recognised Board or is recognised by the Education Department of the Government of the State/U. T. in which such an institution is located.
**7.3 Admission to Class X : – As the syllabus prescribed at Secondary level is of two years integrated course, no admission shall be taken in Class X directly. Provided further that admission to Class X in a school shall be open only to such a student who:
(a) has completed a regular course of study for class IX, and
(b) has passed class IX examination from an institution affiliated to this Board.
(c) A student who has completed a regular course of study for Class IX and has passed Class IX examination from an institution recognised by/affiliated to any recognised Board in India, other than this Board, can be admitted to a school only on the transfer of the parent(s) or shifting of their families from one place to another, after procuring from the students the mark sheet and the Transfer Certificate duly countersigned by the Educational Authorities of the Board concerned. In case of such admissions the schools would obtain post facto approval of the Board within one month of admission of the student.
7.4 Admission to Class XI : – Admission to class XI in a school shall be open only to such a student who has passed :
(a) Secondary School Examination (Class X examination) conducted by this Board; or
(b) an equivalent examination conducted by any other recognised Board of Secondary Education/ Indian University and recognised by this Board as equivalent to its secondary school examination.
Admission to Class XII :-
(i) No admission shall be taken in Class XII directly. Provided further that admission to Class XII in a school shall be open only to such a student who:
(a) has completed a regular course of study for class XI; and
(b) has passed Class XI examination from a school affiliated to this Board.
(ii) A student who has completed a regular course of study for Class XI and has passed Class XI Examination from an institution recognised by / affiliated to any recognised Board in India, other than this Board, can be admitted to a school only on the transfer of the parent(s) or shifting of their families from one place to another, after procuring from the student the marksheet and the Transfer Certificate duly countersigned by the Educational Authorities of the Board concerned. In case of such admissions the schools would obtain post facto approval of the Board within one month of the admission of the student.
7.6 Notwithstanding any thing contained in paras 1 to 5 of this Byelaws, the admission of students passing qualifying examination from an examining body outside India shall be regulated according to the provisions contained in byelaw 6.2 of this chapter; provided that the condition of completing regular course of study for class IX and XI is satisfied in cases of admission to Class X and
Class XII respectively.
(i) Admission register in the form prescribed by the State Government concerned/Kendriya Vidyalaya Sangathan/Navodaya Vidyalaya Samiti as the case may be, shall be maintained by the “School” where the name of every student joining “the School” shall be entered.
(ii) Successive numbers must be allotted to students on their admission and each student should retain this number throughout the whole of his career in the school. A student returning to the school after absence of any duration shall resume his original admission number.
(iii) If a student applying for admission to a school, has attended any other school, an authenticated copy of the Transfer certificate in the format given in Annexure I, from his last school must be produced before his name can be entered in the Admission Register.
(iv) In no case shall a student be admitted into a class higher than that for which he is entitled according to the transfer certificate.
(v) A student shall not be allowed to migrate from one “School” to another during the session after his name has been sent up for the examination of the Board. This condition may be waived only in special circumstances by the Chairman.
(vi) A student leaving his school at the end of a session or who is permitted to leave his school during the session shall on a payment of all dues, receive an authenticated copy of the Transfer certificate up to date. A duplicate copy may be issued if the head of the institution is satisfied that the original is lost but it shall always be so marked.
(vii) In case a student from an institution not affiliated to the Board seeks admission in a school affiliated to the Board, such a student shall produce a transfer certificate duly countersigned by an authority as indicated in the format given in Annexure-I.
(viii) If the statement made by the parent or guardian of a student or by the student himself/herself, if he/she was major at the time of his/her admission to a school, is found to contain any wilful misrepresentation of facts regarding the student’s career, the head of the institution may punish him/her as per provision of the Education Act of the State/Union Territory or Kendriya Vidyalaya Sangathan/Navodaya Vidyalaya Samiti rules, as the case may be, respectively and report the matter to the Board.
The Uttar Pradesh Self Financed Independent School (Fixation of Fees) Ordinance -2018
An “ORDINANCE” to provide for fixation of fees in self-financed independent schools in the State of Uttar Pradesh.
Excerpt & Summary
Important Points to Remember
Uttar Pradesh Self Financed Independent School (Fixation of Fees) Ordinance -2018 Pdf
It is applicable for the state of Uttar Pradesh. It applied to all Self –financed Independent Schools of Pre-primary, Primary, Upper Primary, High School and Intermediate Colleges granted recognition/affiliation by boards defined under clause (d) of section 2 by Uttar Pradesh Basic Shiksha Parishad, Board of High School and Intermediate Education, Uttar Pradesh, Central Board of Secondary Education (CBSE), Indian Council of Secondary Education (ICSE), International Baccalaureate (IB) and International General Certificate of Secondary Education(IGCSE), or any other Board notified by the Government from time to time in which total payable possible fee of any student is more than Rupees Twenty Thousand Per Annum. It shall also be applicable to Minority Institutions recognized/affiliated by any of the said board. It shall not be applicable to independent Pre-Primary Schools.
Chapter II of Ordinance discusses rules and regulation in details under the title “Admission to Schools and Fees. Fixation of Fees under section 4.1 and 4.2 discusses most crucial aspect of this ordinance i.e. “Procedure of Fixing School Fees” under different categories which has been briefly mentioned in below paragraph under the title Fixation of Fees.
Fixation of Fee:-
2- Permitted fee fixation for new student:- The school shall be free to determine its fee for the new students for any class/grade/level seeking fresh admissions, in a particular academic year subject to guidelines, if any , notified by the government. Increase in fee for subsequent years for these students shall be in accordance with sub-section (1)
Admission and School Fees
Procedure of collecting fees in a school shall be open, transparent and accountable.
The fees to be charged shall be classified as: – Possible Fees Components
The Divisional Fee Regulatory Committee shall impose fine Rupees 1 lac for the first time violation of the Uttar Pradesh Self Financed Independent School (Fixation of Fees) Ordinance -2018, 2nd time fine will be 5 lacs and violation of ordinance in 3rd time may lead to de-affiliation of organization/institutes. Self –financed independent schools need to display all essential information on school websites for ensuring open, transparent and accountable system for the students, parents and appropriate Government officials.
Have you ever thought about the reasons why some private schools experience enrollment growth and why others decline?
If you were developing a theory of school growth, what would you propose as the most important factors that influence enrollment growth?
Based on my experiences in working with private, Christian and independent schools throughout the country, I believe that there are multiple factors that contribute to enrollment growth and decline at a school. Let me highlight some of these factors for you.
Research: – The responses by each student after one day were almost exactly the same as their responses after weeks and after several more months.
First impression count then, for students, teachers, pupils, for visitors – and are absolutely critical for parents.
First in the school does matter:-.
Importance of first knowledge about school in admission campaign
Every school plans ahead for establishing school as brand on local, state and country level. School management conducts so many intensive surveys to know the pulse of people. Generally school adopts various means and methods to promote the school i.e. (1) developing responsive school website (2) advertisement through print material (3) television and online advertisement (4) school prospectus (5) school magazine. Prospective parent explores all possible available sources to find out good school before choosing right school for getting his son/daughter enrolled. Generally parent shows faith on the words of friends and neighbors, who may themselves be parents of existing students in the school.
School management hires different ad agencies for increasing admission in the school. They plan properly to establish school. Advertisement helps them to reach maximum number of unknown parents as well as existing parents feel connected with school. An established school has different characteristics features. Reputation of school speaks a lot however “how the reputation was achieved is often mysterious. Parent plays pivotal role in increasing school reputation as well as increasing students’ enrollment each year.
How to improve the reputation? What are your ideas?
Existing parents are valuable assets of school. School reputation purely depends on holistic development of students. Parent is the best advertising agent of a school. School management should talk to parents about what is happening in the school— what you are genuinely proud of —————-will help dealing with present parents, more than future parents. School management should avoid being negative about other school- and should convince parents fairly.
More footfalls more admissions/enrollment in the school: Do you think so?
There is an old saying “first impression is the last impression”. It is an effective term when we consider for advertising a school. Everyone deserves proper respect. Parents visit your school campus with high hope. If she decides to enroll his wards in your school, It means, s/he hands over his ward for almost 12 years in your school for formal education. S/he should feel a positive aura in his/her first visit at your school. Parent first visit in school campus should be impressive. School admission committee offers a helping hand to the parents who are visiting school campus for admission inquiry. The first visit to school campus starts long before the front door. School supportive staffs help the parent to assess the school ground/parking area for parking their vehicle. The reception door should be leveled as “reception”. School reception/office should be neat and clean. The receptionist cordially invites parent to have a seat and supportive staffs offers a glass of water/a cup of tea for parents. They ask the details and purpose of visiting in a very cordial manner. School admission committee members share minute details of school vision and mission as well as positive/unique culture with the parents. It may be possible that parent has a number of questions but his questions should be answered logically and cordially. School should not have attitude “trust us, we are a good school” but the attitude “let us demonstrate how good we are”!
Use of school prospectus in admission campaign: Do you think so?
Admission committee members show school prospectus to the parents. School prospectus contains all necessary and valuable information about the school. School prospectus provides an overview of school i.e. vision and mission of school, school facilities, school scholastic and co scholastic achievements, evidence of different learning activities through various images etc.
Use of visual presentation to show authentic quality evidence in admission campaign: Do you think so?
Admission committee members show evidence of learning to the parent through school albums and school co scholastic activities i.e. real (unedited) video of classroom facilities, teaching and learning styles and students’ performance on various occasions to the parents. It is effective and impressive. Parent correlates the admission counselors’ positive words with these different medias sources.
Attitude of office staffs and other school employees in admission campaign: Does it really matter? What do you think?
School admission committee should treat parent’s first visit to the school as the golden opportunity to convert the inquiry into registration and admission. We should not forget the fact that a parent has already collected some information about the school through various sources. I.e. school fee and school environment before a visit to your school. S/he wants to confirm all the previous known information through the mouth of school staffs. School staffs treat all the parents equally. Every visitor/parent is special for a school. When we counsel a parent in our school. It may be possible that s/he will take a decision for registration and admission or may not take decision but it is sure that s/he will carry a long lasting impact from school. S/he may share good words about the school with other prospective parent. We adopt a visionary approach and try the best to make him realize the worth of our school. The attitude of the office staffs can be deciding factors for a parent to take a final decision to choose your school for his/her wards. Their actions set the tone for the rest of the school.
Think a while
Each of these private school marketing strategies is powerful on its own, but far more effective when integrated into a balanced overall marketing campaign. Private schools can utilize their creative and technological resources to target a broad audience with meaningful online marketing campaigns while calling upon their community connections to appeal to local applicants for maximum results. We must reviews our strategies time to time, and must improvise marketing strategies, but never ever should feel impatient by not seeing projected outcome.
Autonomous school economy purely depends on students’ school fee. School management invests a big amount on developing school infrastructure. School management plans for getting more and more new admissions every year to boost up school economy. Chairperson and trust spends so much money for promoting school and establishing as a brand school in local vicinity. Each school is doing same tasks for a long time.
School management invests so much on advertising school through different resources i.e. hiring professionals, big banners, newspaper advertisement etc but school management does not care about school resources. We have been observing for last 8 years that school supportive staffs play crucial role in admission drive. Autonomous schools do not pay respected salary to their supportive staffs (peon, drivers, conductors, guards) in developing countries. We do not show high values for dignity of labor and dignity of individuals, however supportive staffs bring so many parents to visit school during admission time. Parent footfalls in the school campus converted into more admissions in the school.
Admission Drive -Roll of supportive staffs in admission campaign
Supportive staffs communicate with local guardians since school management hires supportive staffs from local surrounding. Supportive staffs are so much dedicated for their institution. They are connected with local people. Supportive staffs indentify prospective parents. They talk with them. They encourage prospective parents to visit school.
Generally, we have mentality to consider them below average since they work in low profile and low salary. School management can use supportive staffs as resource person to motivate known parent to visit school. School drivers, peons and other supportive staffs may not be well versed with school vision and mission but if they motivate parents to visit school for further inquiry from school office counter, half of the school task is over. Now school admission in charges (Office Associate, Parent Relation Officer and other concern person) communicate the needs, desires and expectations of guardians.
We met several skilled and experienced school drivers from different Indian provinces. They were able to convince more parents for taking admission in school in their own ways. School management should look into their matters. It is big question for us that (a) What are the reasons behind these motivation? (b) Why do they motivate people to visit school even if their salary is very low (hand to mouth)?
While meeting with various supportive school staffs in different Indian provinces, I greatly felt that they have high regards for education system ( no matter even if they cannot write or read/may be have literate). They cannot advertise school as professional sales person but they can share so many convincing stories about school with prospective parents. Sometimes school management sends their school staffs for meeting parents in local area. We say it “Door to Door Admission Campaign”. It is not a surprise to see that sometimes an established school also conducts admission campaigning (door to door) for keeping the school position intact. So many good upcoming schools pose a challenge for them each year. School management involves teaching as well as non-teaching staffs for getting good number of new admissions and retaining existing parent in the same school. 20-30 percent parents have no problem in changing school.20-30 percents drop out students poses a big and difficult challenges for school management. The concept of door to door admission campaign arises due to this reason. School drivers helps school admission core committee members in identifying potential parents and arrange meeting with them and also take members to the right place.
Why do they do so?
School supportive staffs are looking for safe and secure service tenure with school. Every school does paper work according to local and central governments guidelines but in reality this is completely unorganized sector. Supportive staffs wishes to be associated with the organization for long time. Sometimes, they expect extra incentives from school management for performing these tasks. Sometimes they do it for the sake of institutional growth. They feel happy and connected with the organization.
Role of Supportive Staffs in Increase Admissions in School-How do they do so?
Since they are local people, they know the parents of their area. They communicate with those parents regularly. Parent feels connected with them.
Visionary leader of the school tries to empower their supportive staffs on various occasions. They identified motivated employees. They encourage them to perform various task i.e. collecting data, identifying right parent etc. They try to respect the importance of various staffs in the school. Supportive staffs help school for promoting school and bringing a good number of admissions of school. If a school management would decide to spend only 5 percent of school advertisement budget on supportive staffs welfare/in terms of incentive, then result will be more effective.
Satisfied staffs, positive working culture, and motivational leader play crucial role in admission drive. Staff is directly related to the prospective parents work as resource person. Drivers, peons and other supportive staffs related to school motivate guardian and even guardians’ visit campus for inquiry; moreover most of time footfalls in the campus turn into admission (especially Indian culture). They feel more attached to the institutions.
Motivation and hope for unconditional incentive encourage supportive staffs to fetch so many people to visit campus for the purpose of admission.
Integrity of Promise
Proper planning, proper budgeting and proper execution of planning at right time, on right place, at right speed can produce best results in terms of a good number of new admissions in school as well as retention of existing students at school.
Marketing through various means of advertisement has a long term impact on the mind of existing and prospective parents. Visionary leader always keeps high hope and positive thinking for better result. We must reviews our strategies time to time, and must improvise marketing strategies, but never ever should feel impatient by not seeing projected outcome. We should keep working for quality school, quality teachers, quality supportive staffs, quality infrastructure and qualitative students who can contribute something great to the parent, society, nation and the cosmic universe.
Admission Campaign-Drive in School: Using Parent as a Brand Ambassador for School Promotion and Admission
Parent as a big brand ambassador
Parent is a symbol of love, affection and fondness. We are the life line of our parent. We care each other. We love each other with or without a condition. Each and every one feel in our life that parent ultimate goal lies in kid’s welfare. Parent is most outstanding motivator, and catalyst to promote school. Pupils’ rational and holistic progresses give a sense of relief to existing parents. Prospective parents always wish to hear good words from existing parents in terms of school holistic performance as evidence.
Student, teacher and parent create a triangle of learning atmosphere. Parent is an active partner in school education systems. His observation and timely feedback help school to grow as a center of excellence in an educational field. A well versed school management develops a good rapport with parents. School management develops a two ways communication channels to have an intense discussion with latest development occurred in the school and also share future planning with the well versed guardians.
Parents’ active involvement helps school to evolve as a renowned study center. School system gives proper respect to school parents. School management ensures parents’ proper involvement in the school’s growth and prosperity. Higher management develops considerable and rational partnership with parents.
School faces two great challenges (1) To retain existing students (2) To ensure good number of new enrollments/admission in the school. People mind set has changed. People inquire and investigate so much before making a final decision for selecting a new school for their ward. People are looking beyond the personal limitations. Parent is ready to spend money but they are looking for quality education.
Existing parents are the greatest asset of a school. Their satisfaction with the school solves two tier purposes. Firstly, they will keep their child in the same school and secondly they are prime resource to reach target community for new admissions.
Parent an image builder of school: – Parent is brand ambassador of school. We wish to establish our school as a distinctive brand at local, state and on national platform. School management uses different tools and techniques to advertise school. Our task is to share our vision and mission with maximum number of people in the society. We live in a society. We develop communication channel with people from different walks of life. Existing parents solve this bigger issue in an easy manner. School parents observe latest development and progress in different field and they discuss same information with their colleagues, peers, family member and other society members on different occasions.
Parent a decision maker in taking child’s admission in a school:-Parent is prime decision maker at home for taking decision. Parent considers a number of facts before selecting a good school for his/her child. Parent wishes to send the child in a good cultured school. If a school system is able to fulfill all parameters of a parent and is able to convince the parent that his/her child will be at right place for getting quality education, then only parent takes decision to enroll the child in the school.
Parent motivates other parent to take admission:-Parent is the best resource for a school. Parent positive feelings and positive words have great impact on other person’s mind. A person who is looking for good school in his vicinity (a) visit school websites for basic information (b) talk to local known parent for getting feedback of school and (c) visit school for confirming and assuring himself/herself that s/he reached at right school. Parent positive feedback is much convincing factor for a prospective parent than any other means of advertisements. It is an effective assurance from a person who is utilizing the service and has great satisfaction for the present school system.
Parent a good catalyst:– School management uses different tools and techniques for establishing an educational institution as a center of excellence. Existing parent is permanent family member of school. They are associated with us for a long time. There is strong bond and deep relationship with the school. School and parent have same objective. Both of them think about the welfare of child. Parent is good catalyst for promotion of school and fetching good admission number in the school. They motivate other prospective parents to visit the school and have real life experience of school system.
Word of mouth through our parents!
“Kindness is the one commodity of which you should spend more than you earn.” T.N. Tiemeyer
How to Identify Parent Ambassadors
School leader creates a deep bonding with parents. School leader identifies intelligent, intellectual and well versed parents. We identify positive parent as a resource person during one to one interaction. School leader prepare a list of positive parent
We can do it:-
@ During Parent Teacher Meeting/Conference
@ Parent-Principal Meeting at school office
@ Through discussion and meeting with class teacher and teachers
@ Parent Relation Executive, or with the other resource
@ Through one parent to other
School leader develops good rapport with parent. S/he follows parents by calling now and then, sending SMS , email, cards. We can send best wishes on different special occasions. Parent feels happy and develops an emotional bonding with school.
More Parent Ambassadors-More Admission at Schools
Parent compares each and every bits of learning to nearby people. They may be relative, neighbors and a known person. They always keep themselves busy in sharing their wards scholastic, co scholastic performance, infrastructural development, and extended facilities of school. Comparing leads to internal satisfaction or internal dissatisfaction. Positivity, internal satisfaction of existing parents is most powerful weapon to launch admission campaign for the best outcomes.
Existing parents are the greatest asset of a school. Their satisfaction with the school solves two tier purposes. Firstly, they will keep their child in the same school and secondly they are prime resource to reach target community for new admissions. So,
Existing parents’ positive concerns towards the growth of school and students must be taken care at personal level, no matter, what is the nature of concerns. We should not hesitate to give proper respect to their prime concerns because his/her son/daughter’s future is at our hands. There is always negative and positive possibility to turn a student into a fine human being or to derail from the right track.
More satisfied parent- more convinced parent-more admission in the school-more sound economy of school-
Parent is our prime stakeholder. Parents will be our brand ambassador only when we nurture their kids properly on our school premises. Our rational efforts to develop their child as an integrated personality will win the heart of a parent. School management spends a lot of money on advertising school but enriching parents’ experience with school solves various schools’ at a glance. Experienced, empowered and satisfied parents positive words about the school has concrete and solid effect on prospective parents who are searching a good school within the vicinity for his/her ward. Let be the first to become a game changer!
Kotler, P. and K. Fox (1995). Strategic Marketing for Educational Institutions. Englewood Cliffs, NJ: Prentice Hall, Inc.
Davies, B. and Ellison, L. (1997). Strategic Marketing for Schools, London: Pitman Publishing.
Rick NewBerry’s Blog http://www.enrollmentcatalyst.com
Gillian Allen Business Manager Churchill Community College
Admission Campaign-Drive in School: Using Online Marketing Strategies for School Promotion and Admission
Worldwide web (www) is world of magic. No one wants to keep himself away even for one second from world wide web (www). 20 years ago one of my common friend asked me about my shirt’s brand name. I was little hesitant and shared that this shirt had been stitched by a local tailor. Nowadays, everyone knows the power of a touch on a smart phone screen and surely everything available in the world market will be in our touch within hours.
Autonomous school economy solely depends on students’ fees, and the school sound economy determines educational qualities. School tries hard to retain existing students for the next academic session and establishes a good rapport with different walks of people at local, district, state, national and international level through worldwide web (www). School faces two great challenges (1) To retain existing students (2) To ensure good number of new enrollments/admission in the school. WWW helps school to promote its vision and mission worldwide. Generally people investigate several basic things from school website. Nowadays, our school website creates great impact on prospective parents’ mind. An organization’s well developed website sets up a benchmark for parents.
People mind set changed. People inquire and investigate so much before making a final decision for selecting a new school for their ward. People are looking beyond the personal limitations. Parents are ready to spend money but they are looking for quality education in a safe and secure school environment.
Online marketing helps management/society/trust to establish school as a brand. It creates positive impact on parent’s mind. Power of virtual world is intact. School presence on World Wide Web (www) ensures the brand image of school; in fact it builds a brand among local as well as worldwide viewers. It is store house, information center, mirror, vision and mission of a school. WWW is a solution center to the known to unknown. Smartphone is under reach to everyone parent with the highest internet speed so school is ready for a gentle touch on Smartphone screen.
Visionary school management invests money on online marketing. This is crucial need of the hours. Parent, student, and relative play a great on making decision for taking admission in a school. Every one inquires on smart phone. School management plans ahead and hires a group of technical personals for promoting school on World Wide Web (www).
Create a responsive website: – marketing focused, appealing to prospective parents and students, user friendly. Responsive website is based on responsive web design which adjusts gracefully to fit on desktop, tablet, and Smartphone browsers. (Joshua Steimle is the CEO of MWI). School needs to do it because most of parents are friendly with Smartphone. (http://www.forbes.com). Parent as well as student search about the school. Several search engines (Google, Yahoo, Bing, AOL) makes it possible.
Search engine optimization: School management hires a professional and uses various tools for search engine optimization. School can take payment based service from service providers. Search engine optimization service helps school to be listed in search engine 1st page. It helps to reach millions of very soon.
Create a school blog: – School creates a blog on different blogging sites and post relevant content which is useful to students, parents and other people.
We can share following items on different social sites
(A) Achievement of school in its vision and mission
(B) Students real activities as learners’ engagement
(C) Success story of students, teachers and old students
(D) Positive reviews of parents, students, i.e. what makes this school special?
Parents’ reconfirmation and satisfaction over choosing this school and the difference made in academic year.
Create Pages on different Social Media Sites:–Social media channels are platforms to connect people from various fields. It is strong medium to promote school. School can create a page on various social media sites i.e. Face book, Twitter, YouTube, Slide share, Pinterest, LinkedIn, Instagram or Snapchat for students. School can use of social media sites for advertisement of school (Available on payment). Nowadays, It is observed that parent reminds school office to post his/her wards school activities pictures on Instagram, Face book and other social sites.
Prepare videos of different activities of school:–Visual has its own effect. It is authentic evidence for millions of people who cannot visit school but reaches our school in virtual world. People are engaged in their own professional and personal life. Video brings life as effective evidence of educational activities happen during academic year, students’ activity, teacher’s teaching methodology, classroom teaching video etc. These videos should be uploaded on school personal account on different social sites.
Mr. Rick NewBerry’s prepared a list of questions that will be helpful in preparing prospective students and parents friendly web world to promote school—
Have you invested in a responsive website design?
Are you utilizing a blog on your website and in your marketing strategy?
Are you bringing your school to life on your website by telling stories about your people and programs?
Are you communicating news stories about the great things happening at your school every day?
Does you school’s website make a great first impression and is it marketing-focused?
Have you implemented best practices in search engine optimization, content development, call-to-actions and more on your website?
Private school marketing strategies is powerful on its own, but far more effective when integrated into a balanced overall marketing campaign. Private schools can utilize their creative and technological resources to target a broad audience with meaningful online marketing campaigns while calling upon their community connections to appeal to local applicants for maximum results.
Proper planning, proper budgeting and proper execution of planning at right time, on right place, at right speed can produce best results in terms of a good number of new admissions in school as well as retention of existing students at school.