I often refer to ‘Start With Why’


from Simon Sinek’s TED Talk. Simon etols the irtes of enin yor ‘hy’ an artilatin this to yor ommnity rather than fosin purely on the ‘how’ and the ‘what’. This works for us in education, as we operate in an emotive, human- centric environment  the lanuae and tone we choose is critical in connectin with our audiences. Astute school marketeers should


also reconise the part that culture has to play. But how can we measure and dene our culture ne way is to run a rand-mappin eercise  pullin toether a set of shared core values, involvin students and staff (see box, left). This will underpin your key marketin messaes.


Attract funding support arketin and income eneration o hand in hand. Strateic marketin can help dene and articulate key benets to potential supporters and position your school so that it’s attractive to investors. Similarly, if you’re fully aware of the contents of your income eneration plan then you can easily sement your taret audience(s) and approach them accordinly. These two strateies need to support one another. As an example, we miht have


identied a roup of willin former students who are keen to support the introduction of a hockey coachin proramme for ear  irls. So, your income eneration plan would explore how this ts with the wider development of sport and associated facilities, and what fundin and other opportunities miht exist to support the initiative. ou would also look at ways to make the proect nancially self-fundin – sustainable initiatives are far more likely to attract fundin support. eanwhile, your marketin and communications plan would aim to enae potential funders, elicit support to pump-prime the initiative and determine how best to promote the project to a wider audience.


Nurture relationships Developin sustainable partnerships with other oranisations can be very fruitful and can deliver tanible benets. Soft outcomes could include work experience opportunities,


uest speakers and valuable insihts into the world of industry. Some schools have taken the idea


of collaboration one step further and have interated these relationships into daily school life, as Liam Deacy, undraisin and omms anaer at Dorothy Goodman School in Leicestershire, explains: ‘Like many special educational needs schools we rely on businesses to support us with fundraisin donations, rants and volunteerin. This plays a hue role in bein able to provide the best possible facilities, equipment and opportunities to our youn people. Leicester ity  is a prime example – some of our students lacked aspiration and self-condence


Justin Smith is Managing Director of Chameleon Training and Consultancy (chameleon-training.co.uk), providing specialist marketing and income generation support to the education sector. For over 14 years, Justin has worked in secondary schools, developing – and successfully implementing – fundraising, sponsorship and marketing strategies. In 2015, Justin was awarded the NASBM Marketing Award.


so, as a way of ettin them to believe in themselves, we brouht Leicester ity striker amie ardy on board. The support he has shown our youn people has iven some that feelin of Well if he believes in us, maybe we can do it!”.’


Start with a plan The importance of havin a marketin plan in place cannot be overstated. Each school operates in its own unique environment and has its own individual needs and expectations from a marketin stratey. So, take a little time and ive some thouht to completin this exercise. We have created a template, available to FundEd members, that has been desined so you can follow the simple steps, with helpful notes to encourae you to think about your key messaes and loner-term plannin aims. The plan also ives you the opportunity to consider resources and budet – remindin you that it’s a team effort and that marketin your school is not somethin to be carried out in isolation – your staff and students are your best ambassadors so make sure you enae with them rst!


FundEd AUTUMN 2017 11


IMAGES: BROSKO; GIRAFCHIK123/THINKSTOCK.CO.UK


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