School marketing, sharing attractive stories with your community

Communicate about your Unique School Position
Fewer and fewer students and/or parents automatically choose the nearest school. To the extent that the registration system allows this, they look for the school that suits the child's learning strategy, their norms and values... As a school, you also prefer to attract students who align with your vision, just like (beginning) teachers who are enthusiastic about your (pedagogical) project. It is therefore essential to position your school as a strong brand. You also want to position your school as a strong brand to attract talented education professionals.

Why should you take this course now?
You may have all the assets you need to market your school as a strong brand. But are you playing them enough? Do you manage to distinguish yourself from other schools in the area? There are often still opportunities available in this area, which can be brought together under the heading of school marketing. This includes a wide range of initiatives to optimally present a school, starting from its USP - its Unique School Position - and taking into account the needs and wishes of its stakeholders (pupils, parents, teachers, teacher training students, society, etc.). This includes branding, employer branding, online and offline marketing and events, using various channels, such as websites, social and traditional media and personal interactions.

Does this look like a forest with too many trees? An unfeasible option given the limited time and resources? This (writing) workshop shows that nothing could be further from the truth. He focuses on (textual) content marketing, or the way in which you can arouse and maintain the interest of a specific target group with relevant (textual) content. Since this is not entirely new for many schools, participants can - if they wish - start from existing texts and optimize them. An immediate quick win, then. In addition, the workshop offers a broader framework, so that participants go home with an initial plan of action for a communication plan and tools to continue working in their school.

Who is this program designed for?
This (writing) workshop is intended for school leaders, school administrators, internal policy supporters and communications staff from primary, secondary, special education, Centers for Adult Education and Centers for Basic Education.

Why choose this interactive workshop?
You choose a hands-on INTRODUCTION (writing) workshop in which you, in interaction with the other participants, build concrete insights and texts, but also form the first steps for a marketing communication approach.

Topics covered include:

• Unique Selling Proposition (USP);
• marketing communications approach;
• content marketing;
• communication objectives;
• target audiences;
• information needs;
• communication tools and channels;
• text structure;
• wording;
• AI;
• link with strategic policy, employer branding.

After this education:

• you have the tools to determine your own USP;
• are you familiar with the different aspects of school marketing;
• you have a first step towards an action plan for your marketing communications;
• determine the information needs of your stakeholders;
• select the appropriate means of communication and channels;
• create interesting (textual) content;
• consider AI as a sparring partner and deal with it critically.

Who will guide you in this process?
Katrien Jacobs (PhD) is familiar with (higher) education from her role as an advisor on quality and curriculum development at the AP University of Applied Sciences. She is also enthusiastic about the better text. Because the right word in the right place can make all the difference. In her career as a literary assistant at the University of Antwerp, dramaturge and editor at Behoud de Begeerte and employee at AP, she sharpened her pen for different types of texts: from scientific and public-oriented articles to accreditation files and policy memoranda. In the meantime, she uses this experience as an independent content writer and editor. Katrien is partly responsible for the content production at domo de refontiro.