Brand Reputation Management (BRM) previously referred to as PR and word-of-mouth marketing, has been around for decades! However, the scope in which it operates has changed fundamentally since then. Instant user-generated feedback via review networks and social media platforms is now commonplace, and this has given rise to new challenges and opportunities for every school in appealing to prospective parents.
Today, BRM is focused on actively managing the references, conversations, and feedback on your school.
Here are 3 key areas to focus your school’s brand reputation management:
1. Search Engine Optimisation (SEO) When users enter your school name into a search engine, your school website should be the first listing they see. Your aim should be to dominate the first page results with your listings. Set up key social profiles (if you haven’t already) and publish interesting content that tells the story of your school.
You should also aim to appear prominently in search results for key search terms within your industry. The more a customer sees your brand in search results, the more they will regard you as an important player. Google has increasingly moved away from rewarding those who tick the boxes on technical SEO elements and has instead placed a growing emphasis on social signals and quality content.
2. Reviews and Recommendations Peer reviews are far more trusted by parents as opposed to your marketing messages. Consider arming your front of house staff with printed review ‘invites’. These small takeaway cards should be designed to encourage and remind parents to take a moment to review their experience with your school. Include a QR code which links to a dedicated landing page on your website to make it easier for parents to provide you with their review. And don’t forget to ensure the web page is mobile-friendly!
3. Customer Service and Culture A marketing communications strategy that focuses on nurturing relationships with internal key stakeholders (parents and staff) is vital for building a connected and vibrant school culture. Your strategy needs to align with your long term plan and be designed to build relationships that resonate with your school’s values and key messages.
Build pride in your school and develop brand champions. Celebrate and acknowledge your students’ and alumni achievements that are true examples of your school’s values and vision. An effective way of building school pride is by involving teachers in the process of identifying these opportunities.
Notwithstanding the number of people are talking about your brand, it is of utmost importance that you understand what is being said. Your goal should be to monitor brand mentions wherever they take place online — forums, social sites, blog posts, etc.; then, you can respond where appropriate.
Written by Rukevwe Toka @SwoopStudios
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