If you are an owner or executive of an educational institution, you want to get the most value out of your marketing dollars. For this reason, publicity should be a part of your daily marketing strategy. In this course, you will learn over 100 strategies to build a great image for your institution, reach the people most likely to enroll, and open new markets. We'll show you how easy and inexpensive it is to get your institution's information placed in local newspapers, in the homes of your best leads, and on the desks of your future employers. This course is a must if you want to reduce your high-priced advertising costs and increase enrollments.
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Differentiate between publicity, public relations and marketing.
Plan how to establish a publicity committee and identify its roles.
Describe "demographics" and explain how it can be used in regard to leads and students.
Identify methods for developing and maintaining a list of names to contact for publicity purposes and assess the importance of developing and maintaining publicity relationships.
List various examples of relationship development techniques such as advisory boards, community service and tie-ins.
Explain the format and protocol for both press releases and news articles in transmitting information about your school.
Discuss ways to generate news-making events and student success stories utilizing a publicity calendar.
Explain ways to develop, maintain and publicize employer relationships.
Describe the importance of "theme" and identify ways a press kit can be used.
List different ways to use your school newsletter as a publicity resource.
Utilize posters, flyers and specialty items in your publicity campaign.
Identify the steps in launching a direct mail campaign and an ongoing form letter mailing system.
Examine the steps for using radio and TV, audios and videos, and the internet to publicize your school.
Describe the benefits of using Advisory and Alumni Boards, and Student Ambassador programs to expand awareness of your school.
Explain ways you can work with local business and corporations to develop leads and students from their employee base.
Examine continuing education programs you can offer as well as special learning products and materials that can be marketed to everyone.
Describe joint projects you can develop with members of your business community.
Identify ways to reach secondary and middle school students.
Explain the idea of professionalism through memberships, staff development, articulation agreements and job clubs.
List different types of vendors that can contribute to building awareness of your school's programs.
Discuss the importance of evaluation as a major component of any publicity project or campaign.
Certificate of Completion
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