Page 50 - Strategic Marketing Complete

CAREERS

International School (HBIS) our goal strategies when recruiting new Retired advertising executive Joel
is to educate potential parents and learners.” Kay weighs in on school choice: he
students - who are becoming more says his wife chose Roedean School
vocal about the type of school and The study identified 29 different in Parktown – South Africa’s most
education they want - about what choice factors that parents perceive costly school for girls – for their
we do and what we can offer them.” as important when selecting an daughters because of “the school’s
reputation for having excellent
School marketing needs more data independent primary school. “The teaching staff and a sporting culture
According to research conducted most important factor for parents that developed a sense of pride”. It
by Dr Reaan Immelman, a School when making a choice is the small was Kay’s task to choose a school
Marketing Specialist from SMART size of the classes, followed by the for his son, Ryan. “Ryan blossomed

Developing marketing materials that

communicate the school’s unique selling point

is paramount in recruiting learners who
will feel at home in the school.

Global Training Academy, school religious ethos of the school as in the informal and liberal ethos
marketers are hampered by limited well as qualified and committed of Crawford in Sandton. Again,
data around what factors parents educators. it was reputation that was the
consider when choosing a school. deciding factor for me and I believe
“This indicates that parents have it changed his life for the better…
His research, focusing on a comprehensive set of choice The cost of these schools, however,
independent primary schools, factors and implies that a better is heading for the stratosphere and
identified a comprehensive set of understanding of these factors by this will lead to parents shopping
choice factors, providing a more independent schools may assist around for more affordable options.”
accurate idea of the criteria parents them to focus their marketing efforts
perceive as important. more optimally in order to attract Allen says a school’s best
new learners.” advertisement remains parents
“The importance of the research and students. “The ever-changing
study at hand stems from the fact Understanding these factors marketing landscape means that a
that some parents are dissatisfied and their ranking in order of school marketer’s job changes daily.
with the public schools system, importance, can assist school There is no better publicity than
stimulating the demand for marketers in devising an integrated word of mouth. Therefore, for us at
independent schools in the country,” communications strategy that can least, maintaining a strong and open
he says. give the school the competitive relationship with our parent body,
edge. sharing our achievements and those
“The increased level of competition of our students and being actively
amongst independent schools in Immelman explains that more involved in the community are our
South Africa therefore necessitates research must be done, both on the best marketing strategies.”
that these schools gain knowledge independent high school market,
on the choice factors of parents where the choice of school often lies
when selecting such a school. This with the child rather than the parent,
will assist independent primary and in the low-cost independent
schools in the development and school market such as Royal Schools
design of their individual marketing and Curro Schools.

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