Advertising and direct mail
We believe that the web has completely changed the dynamic of advertising for schools. In our opinion far too many schools are locked into the legacy of ‘me too’ sized ads that fail to stand out or differentiate the school’s offering or personality. We strongly recommend schools we work with to completely revise their advertising strategy, reduce the size of the space they take, move to the cheaper option of black and white to increase frequency, make the messages more singular and drive interest to the school website.
In our experience this works in a much more controllable and accountable manner and can free up budget for other initiatives.
In particular for senior schools our research has shown that direct mail to local Prep School heads is essential in maintaining a professional and informed relationship with those who can most influence future applications.
For Prep Schools themselves the direct mail campaign should be aimed at existing parents and other local opinion formers to maintain a clear view of school achievements amongst those who have most impact on ‘word of mouth’ recommendation.
