You and I both know that proving marketing’s worth is a hurdle we have all faced at some point. Some of your colleagues just don’t see the value in it or they don’t understand what your role involves. That is until you talk them through it and show them the value marketing offers to your school.

We all know that marketing is more important than ever right now, in light of the current COVID-19 situation, it’s just showing your non-marketing peers that this is the case. 

Here’s just one of the many examples where without a marketing team your school would have struggled: open days haven’t been able to go ahead and without your hard work getting a virtual open day together in record time, your school’s admission pipelines would’ve frozen. 

So let’s take a look at five simple tips for you to use to show your non-marketing peers that marketing is gold dust.

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#1 Become the expert

Aim to put aside an hour per week to research your competitors and what they’re doing across social media, on their websites and how they’re advertising their events such as open days. 

By keeping an eye on what your competitors are doing, you’ll be able to make sure that your school’s marketing is ahead of the curb.

#2 Report on the right metrics

Make sure that you review the metrics you’re reporting on to the senior leadership team (SLT). This will ensure that you’re focusing on the most valuable statistics and, more importantly, the statistics that the SLT want to know about. 

Often tracking statistics like your social media followings alone actually tells you and the SLT nothing, focus on key metrics which contribute the most value to the school. For example, instead of reporting on the social media followings, report on the engagement you’re seeing from social media, traffic from social media to your school’s website or the admissions and enquiries generated directly from these channels.

#3 Get your team involved in the mission

Once you have outlined the school’s marketing plan for the academic year ahead along with key objectives, make sure to communicate this to the team, this ensures everyone is working towards the same goal. 

Make sure you’re also setting goals for individual team members, this means they’ll completely understand their role and how this contributes to the main school marketing goals. This could help to achieve the objectives quicker and more effectively as the team will be more confident of the value of their work and the department collectively.

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#4 Shout about your successes

Don’t be afraid to shout about marketing success. I think that’s the biggest problem I see with marketers, we put in all the hard work but we’re reluctant to take the glory.

So next time the marketing team hits a goal or successfully pulls off a (virtual) open day, shout it from the rooftops. Pop a post on LinkedIn and send an email to the SLT to let them know of the success. By shouting about your success, other departments within the school will start to see the benefits naturally.

#5 Tell them what you do and the results you’re seeing

The easiest way to help other departments and the SLT understand what you do and see the value in what you do is to tell them.

Use the next inset day to explain to them what your role is, why it’s important and what the marketing strategy is, in its most basic form. And don’t forget to share those all-important stats. Don’t be afraid to tell them about your most recent open day and how successful it was for September’s admissions or how much social media engagement has increased.

Final thoughts

By showing your non-marketing peers the results you’re seeing from the hard work you and your team are doing is a sure-fire way for them to see the value in marketing. 

After all, the figures don’t lie!

Kelly – blog

ambleglow expert


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