On other occasions we have talked about marketing applied to sectors such as architecture or catering , but on this occasion we want to talk to you about educational marketing , a type of marketing that can be applied to nursery schools, academies, schools, universities, training schools, even driving schools. Its applications are numerous.
In this guide that we have prepared at EWOM we want to explain what it is, what the best strategies are and much more.
What is educational marketing?
Educational marketing is the marketing strategy used by educational institutions to promote their services and attract students, parents and even investors. It includes the creation of advertising campaigns, participation in educational fairs, the use of social networks and the creation of educational content relevant to the audience, among many other things. The objective will always be to increase the visibility of the institution, improve its reputation, increase the number of enrollments and generate additional income.
Educational marketing strategies
These are some of the most commonly used strategies:
Market research
Information is essential in marketing. It has become the tool that helps achieve sales objectives. To obtain this information, it is crucial to carry out a market study, and it is the first step before getting down to work. It is the step that helps us understand where we are and where we are going, which is why it is necessary to start every project with a market study to get to know the target audience, to understand their needs and preferences and also the values and benefits of the academic institution with respect to the competition.
Market research phases
Defining objectives: What is our marketing objective? Increase sales? Improve brand image? Launch a new product or service? The first step is to define our objective. In the case of a nursery school, our target audience is parents of babies; in the case of a university, it is teenagers who are deciding what they want to be; if we are talking about training courses, the target audience is broader because it can be from young people to adults.
Research plan design : after defining the objective or objectives, a research plan is designed. In this case, you must establish what you are going to research, for example: the social networks of the competition, how their websites are, what words the competition ranks for, what services they offer...
Gathering information : The third step is to gather information from within the company and from sources outside the company, such as other reports, competitors, etc. You must group together all the information obtained from the school, college or academy itself, as well as information obtained externally.
Data analysis : by analysing the data we will observe what the environment is like, what the situation of the sector is, the competition, what the ideal client is like and what their needs are. With data analysis we could realise that the school lacks an important social network for attracting clients, or that it does not offer important services such as an intranet, that it does not carry out content marketing unlike the competition, etc.
Risk and opportunity assessment: at this stage, a SWOT analysis (Strengths, Weaknesses, Opportunities and Threats) should be carried out. Here is an example of what a very brief SWOT analysis for a nursery school could look like:
Weaknesses : no online reputation or local positioning.
Threats : risk of opening other centers.
Strengths : large interior courtyard and trilingual programme (Valencian, Spanish and English).
Opportunities : absence of competition in the neighborhood.
Interpretation of results: this is the phase in which the marketing team interprets the results and draws conclusions. Here is an example of a conclusion that could be reached: if after the market study it has been seen that there is no competition in the area and that the school does not carry out general or local positioning, a good strategy would be to carry out local SEO: position by nursery school Valencia or nursery school Eixample.
Benefits of conducting a market study
These are the general benefits of conducting market research in the educational field:
Customer knowledge.
Risk reduction when implementing marketing strategies.
Identification of market opportunities .
Optimization of strategies that were already being carried out.
Increased profitability .
Social networks
One of the most effective tools for educational marketing singapore number list is the use of social media. Platforms such as Facebook or Instagram allow you to reach a broad and segmented audience, as well as facilitating interaction with potential students or families.
Social media in this sector can be used to:
Keeping your customers (students or parents) active and interested : social media is a communication tool with the audience in all sectors.
Attract new clients : showing facilities, activities, events…
Content Marketing
Another strategy that you cannot overlook in educational marketing is the use of content marketing. Quality educational content can help you position your institution as an authority in your sector, attract more potential students, and increase the visibility of your brand. Create blogs, videos, infographics, and tutorials that are useful and interesting for your audience, and share them through your social networks and also on your website.
Example of content for a nursery school: advice for parents, press releases about events or excursions, information on infant nutrition…
SEO
SEO (Search Engine Optimization) is another key tool in educational marketing. Optimize your website and content so that it appears at the top of search engines and thus increases visibility. Use relevant keywords, create internal and external links (link building) and make sure that your website is accessible and easy to navigate for users. If it is not, they will quickly abandon it and this will not only affect your image, but also your positioning.
educational marketing
Other strategies
In addition to the strategies mentioned above, you can also do online advertising, email marketing or influencer marketing.
Depending on the type of school you have, it will be more convenient to use one strategy or another. Explore different options and analyze which ones are most appropriate for your target audience. Remember that the key to success in educational marketing is consistency, creativity, and continuous adaptation to new trends and market needs.
Applications of educational marketing
Educational marketing for nursery schools
A nursery school is one of the most important decisions for parents, who are not yet used to being separated from their young children. For this reason, it is so important to carry out good marketing through which you show transparency, confidence and with which you can transmit your values and show your academic program.
The public of these schools are parents who have to separate from their children for the first time, so proximity and communication become a fundamental pillar. How to achieve this? With a good website, well-developed social networks where constant two-way communication is established, good content marketing with which we can offer useful and quality content to parents and even promoting your children's center through ads on Google or Facebook... and other strategies that we cannot reveal to you!
Educational marketing for schools
Schools are also a very important decision. In these cases, the audience remains the same: parents, so marketing should be aimed at them. On social media, you can talk about events, excursions, and other details that keep parents informed.
New technologies can be an added value and something that makes a difference. Parents are increasingly in favour of digitalisation, especially when it can help them in daily communication with the school.
Educational marketing for universities
Here we have changed the audience. Now it is the young people who decide what they want to study and which university to go to! It is them who we have to captivate. How to do it? Organize special events so that they can get to know you! It can be open days or special workshops, and of course… keep your website and social networks spotless too! It is the first place where students will go to get to know you, it is your showcase.