The ABC Complete Book of School Marketing

by Banach, William J.

• ISBN13: 9780810839472
• ISBN10: 0810839474
• Edition: 2nd
• Format: Spiral Bound
• Copyright: 2001-02-07
• Publisher: R&L Education

Summary

Wondering how to compete in the expanding educational marketplace? This guide can help you develop a master plan for your school district and enhance your efforts to improve your schools. Through a five-step approach, this workbook will revolutionize your school's thinking.

Table of Contents

Welcome to the world of radical change	p. 1
Perspectives on planning and marketing	p. 9
What's an education ... and where's its constituency?	p. 17
Are you too busy to think?	p. 27
Change forces and their implications	p. 35
Overcoming resistance to change	p. 53
Ten lies we keep telling ourselves	p. 63
What people choose when they have a choice	p. 71
The ABCs of planning and marketing: An outline	p. 83
The ABCs of planning and marketing: Step-by-step	p. 89
The concepts of marketing, targeting, and positioning	p. 109
Marketing in action: A case study	p. 119
Marketing in action: Champions for Children	p. 129
Marketing in action: Taking it personally	p. 141
Marketing in action: School finance campaigns	p. 153
Marketing in action: How to leave a legacy	p. 165
The Market-Driven System forms	p. 177
Marketing Tools	p. 195
Characteristics of effective schools boards	p. 197
Sample dimensions of greatness	p. 208
Sample vision statements	p. 211
Sample mission statements	p. 214
Sample priority statements	p. 217
Getting representative feedback	p. 225
Sample survey questions	p. 235
Perceptual Profiles	p. 253
Guidelines for facilitating	p. 264
Keys to effective publications	p. 267
Developing a promotional campaign	p. 276
It's everybody's responsibility	p. 290
Marketing Plans, Techniques, and Ideas	p. 301
Simplified marketing planning	p. 303
Marketing at the classroom level	p. 314
A Framework for the Future	p. 325
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