PRE-OPENING MARKETING

Changing hearts one at a time

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A Connected School will usually be set up at the request of a community or because there is a need for a revolutionary way to improve education standards locally. As a consequence, it is very important for the success of the school to capitalize on that existing interest.
Face to face interviewing

A simple questionnaire that asks a series of questions about the general public and local parents views on education in general, and about the concept of Connected Schools more specifically will be used for the interviews. Whoever does it will be able to explain Connected School’s objectives, how it differs from other local schools, describe its unique offer, and invite residents to express their support for the proposal. Hence, as well as securing the required number of registration, it should be possible to analyse the information collected from the interviewees and prepare a short report that describes local responses and identifies trends of opinion among specific demographic groups such as minority ethnic communities, single parents, or parents of children receiving support.

Working with the local media

A series of press releases, opinion pieces and letters for publication will be published in the local print media, and seek interviews with local radio stations. This will help raising the Connected School profile with local media outlets.

Lobbying local politicians

Briefing packs for local Councillors will be prepared and Councillors, MEPs and MPs in the UK will be invited to an event. The objective would be to raise the Connected School profile with local representatives, and invite their support in making a case to their constituents. The political profile of those  representatives should ensure that there will be significant numbers who will be sympathetic to our objectives.

Business support

In seeking the support of the local business community, it will be important to be clear about the type of assistance a Connected School is looking for: this could be financial; personnel- related, through the provision of professional support; or their endorsement to their respective employees. In this case, we would undertake the following exercises:
  • Development of new promotional material to be circulated via business organisations (e.g. Chamber of Commerce)
  • Presentations to Chamber of Commerce, traders associations and network organisations such as BNI
  • Telephone marketing to attendees at above events
  • Articles prepared for Thames Valley Business magazine
  • By then, the position of the LA will have hopefully moved from neutral to favourable and they will provide support in informing parents and with admissions
  • Adverts in the local press for 3 weeks running when the applications window opens (Times & Citizen, and Beds on Sunday);
  • Information stands at local libraries and shopping centres when the applications window opens;
  • Giving out flyers to parents outside local nurseries where eligible students will be and visiting them to talk to learners and parents in meetings;
  • Public open evenings will be held in the locality of the school site for interested parents.
  • Use of Social Media such as Facebook, Twitter and Forums
  • Link with WEA and Jobcentre Plus to make the school known to pupils from deprived or disadvantaged families