How to Market Your School

As a marketing and public relations professional for more than thirty years. I found How to Market Your School to be a thorough how-to' book that principals and other administrators can use to market’ their schools with much success—a great guide to navigate the world of promotion.—Lee Vela, gennral manager of student incontives, the Housion Independent School District “With schools under intense pressure to perform both academically and efficiently, wise administrators will use every tool possible to market their districts to their stakeholders. Johanna Lockhart’s book is the foundational tool that can help do this.”—Joe Smith, founder, TexasISD.com “A plan needs to be developed no matter what you are trying to achieve. It is critical to know your audience and how to target their needs. In this book, Johanna Lockhart has provided us with just the right tools to go above and beyond.”—Jorge F. Cardenas, principal, High School Ahead Academy, Houston, Texas Increased competition, declining resources, changing demographics, news media scrutiny, and the importance of public perceptions are reasons why schools and school districts need an effective marketing program. However, even school and district administrators who recognize the value of marketing often feel unprepared to initiate and maintain a strategic marketing effort. How to Market Your School is a comprehensive guide that provides school administrators with tools to help them create, implement, and maintain a successful marketing program. Topics covered include developing a marketing strategy, marketing research, communications, media relations, building beneficial partnerships, public relations, and fund-raising. Although written for public school administrators, this book is equally applicable to private and charter schools as well.