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School Marketing Blog

The professional school marketing manager needs to be up-to-date with the latest school marketing strategies and resources to successfully implement the school marketing plan. This school marketing blog enables school marketing professionals to engage in blog discussions relating to the school marketing issues of today. The 'School Marketing Manual for the Digital Age (3rd ed)', 2011, by Bryan Foster, forms the basis for most of these blog posts.

Word of Mouth - #1 Marketing Strategy

Wednesday, November 02, 2016

Bryan Foster

Word of Mouth - #1 Strategy to Market Schools

Let's keep marketing simple. From my experience there are a number of classic and contemporary methods to market your school. These should be at the forefront of any successful school marketing plan. A number of these are free or relatively inexpensive. The number 1 method though is ‘Word of Mouth’ is free!

School and Wider Community Support Needed

Now this may seem quite obvious and simple to many, that the number one strategy in a school marketing plan is word of mouth, unfortunately it can be anything but that. Word of mouth requires the great majority of people to be speaking positively about your school. This not only includes those directly in the school community e.g. staff, students and parents, but also those in the wider community who may influence those within and without of the school community. This would include: grandparents of students within the school, others directly associated with the school e.g. suppliers of school goods, professionals e.g. those charged with the finance guidance and auditing, architects and engineers of the building plan, people on the school parents and friends / citizens association and the school board, past students association, etc.

Hence, these people need to be fully informed and communicated with, concerning all the events and happenings within the school. This includes the positive and the negative.

Negative News Can Become Positive News

Why the negative you may ask? If the school is run effectively it will have policies and procedures to deal with most, if not all, circumstances it may face. When people within and without the school see that the school is dealing with those negative aspects in a professional, caring and effective way, they will more than likely support the school. For many of these people they will go much further and espouse how wonderful the school is in the way that it deals with negative issues. This can be a very effective method, overall.


Once this strategy is accepted as the primary means to market a school, it then becomes evident that the next challenge is to select numerous forms of communication and a number of strategies, which are going to be needed for the ‘word of mouth’ strategy to be fully informed and hence, successful. 

The 'The Number One Strategy of School Marketing - Word of Mouth' blog post was written by Bryan Foster, author of School Marketing Manual for the Digital Age (3rd ed), (2011) - the paperback and ebook manual for school communications and marketing personnel - 340 pages of easy to read and implement summarized points - allowing for a considerably large number of quality strategies and examples to be detailed - with copyright remaining GDPL. Book available from and and all good internet stores.

Word of Mouth Still Best School Marketing Strategy but...

Tuesday, April 06, 2010
The best school marketing strategy is still word of mouth. However, the skills most needed by school marketing personnel are those which keep the school community well informed and supportive of the school, and hence capable of having the word of mouth as a successful marketing strategy within the school marketing plan.

I recently returned to St Mary's School, Goondiwindi, a country school of which I was the first lay principal in the 1980s.

This is the educational setting where I started to develop my school marketing principles and strategies, which now form the basis of my school markeitng e-books.

The basic school marketing startegies back in the 1980s revolved around the success of the community's word-of-mouth support, the school and parish newsletters and the local newspaper.

The community's word-of-mouth support is still critical to this day for all school marketing personnel. The challenge is how to keep the community informed and supportive.

Paul Ryan the present principal is doing a wonderful job. There is a real positive feel about the school. There are also a number of necessary expansions being undertaken by Paul in this thriving school community," said

I was also able to meet with Fr Michael O'Brien PP of St Mary's Parish Goondiwindi.

An enjoyable chat occurred in St Mary's Church while Fr Michael O'Brien rehearsed students from St Mary's School, the local parish school, for their Easter ceremony. Each person at this Sunday afternoon practice was very much enjoying the experience.

The contryside around Goondiwindi, which is 4.5 hours from the east coast of Australia, was showing the positive signs of a drought-break following major flooding in western and southern Queensland.

Photo above shows Paul Ryan, Principal St Mary's School, Goondiwindi, with Bryan Foster, first lay principal of St Mary's School.

Bryan Foster, Author of 'School Marketing Manual for the Digital Age (3rd ed)', 2010, complied this blog post highlighting the importance of the word of mouth as a crtical school marketing strategy in the school marketing plan.

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