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Creating a Systematic School Marketing Plan with Randy Vaughn

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For episode 7 I’m excited to interview Randy Vaughn from Your School Marketing about creating a systematic school marketing plan.

I’m a big fan of Randys and am excited to share this great interview full of actionable tips to help you create your school marketing plan.

Here is Randy’s bio:

He has occupied the corner cubicle of a Fortune 100 company, raised a family of young kids in a rural African country, and currently enjoys his various entrepreneurial endeavors. Currently Randy loves consulting with K-12 Christian schools around the country on marketing strategy, social media and the “3 Rs of school marketing”: recruitment, retention and referrals. Randy is Dallas-Fort Worth’s only Certified Duct Tape Marketing Consultant. Randy and his wife, Kelly, have been married 18 years and have 4 children (currently 15, 10, 9 and 8 years old) and a 5 lb Yorkie named Hunter. Working alongside his identical twin brother, Donny, they are known as the “Marketing Twins”. Together their team helps develop and install strategic marketing systems for Christian small businesses, nonprofits and private Christian schools. Also they implement creative solutions and perform a variety of graphic design, web, and social media marketing projects. Their latest project is the launch of the School Marketing academy, an online portal of low-cost, self-paced courses to help school professionals learn marketing. Randy also loves to give away free school marketing ideas via their school marketing podcast, on their blog and YouTube channel.

In this episode, here’s what we’ll cover:
  • Why a school should think about having a systematic marketing plan
  • Is your current marketing planning characterized as CHAOTIC (led by trendy fads), COPYCAT (doing whatever our competition is doing) or CHRONIC CONFUSION (doing what we have done because we’ve always done it that way)?  Randy shares how he defines a marketing plan
  • Do you really have a marketing plan or simply a document that shares your enrollment goals? What Randy, and I, think a real marketing plan actually should be
  • The key components of an effective marketing plan
  • The surprising fact that school marketing is not about your school. We share who your marketing should be about
  • Enrollment numbers drive the budget of a school (and so much more). In admissions, we fixate on enrollment. Randy suggests schools should have a broader understanding of marketing beyond just enrollment
  • The number #1 audience your school marketing plan should include and probably doesn’t
  • What are the most important types of content to produce and where should you publish the content to get the most bang for your buck
  • What social networks should a school be on to help their marketing efforts
  • How should a school implement a systematic, year-around, marketing plan that gets results
  • Should you simply consider online marketing efforts or should you also think about off-line efforts
  • What is the ideal time frame for your school marketing plan
  • What personnel should be involved in your school marketing planning
  • What your physical school marketing plan should look like
    • Items mentioned in this episode include:
    • Youtility by Jay Baer
    • Social Media Audit by Randy YourSchoolMarketing.com/SchneiderB
    • ...more
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      SchneiderB.FMBy Brendan Schneider
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