PSI Solutions

BY GERALD JINDRA

THE ANSWER IS PERCEPTION and preparation. It is simply a matter of how constituents perceive an institution and how they have been prepared to respond to its needs. Simply stated, it is the difference between sales (coldly telling people what they should buy) and marketing (knowing what people want—and sending the message that you are serving it up hot). 

The phrase “If you build it, they will come” works only in movies. It seldom works with sports arenas, convention centers and shopping malls. And it never applies to schools! Just because you believe you have a good thing doesn’t mean that consumers will be drawn to your light. It takes an understanding of the hopes, fears, and wants of people as it pertains to your “product.” If folks aren’t convinced that they need you or your brand, then all the hype is just, well, rhetoric. 

If you do have the goods or services that fulfill the desires of your audience, the next step is a carefully crafted message designed to lift the proverbial bushel basket and let your light shine! The more people know about your school, the more your message responds to their desires and values, the more they will want to know. Fulfill their needs and people will follow you anywhere, ready to get involved, 
to invest, and be a part of your mission.

Big Impression, Small Budget
The fact is any school can use these principles to draw students, members, parents, and, oh yes, donors. Best of all, you can begin to make a big impression on the marketplace, even if you have a small budget. To help get you started, we’ve put together a sampling of ideas.

• Determine your special “brand.” 
  Ask staff and “stake holders” to write down what they consider unique about your school (“meaningful difference”). Think beyond the usual attributes! To help focus your thinking, ask the question, “What if tomorrow we closed our doors... so what?” You will be amazed at how this gets ideas flowing. If your constituents list non-educational aspects they like don’t be shocked! Then, reduce all the ideas into a simple statement that tells who you are as an institution. Caution: You are creating a marketing strategy, not a mission statement.

• Get everyone on board. 
  Once you have established your brand, get every- body on your staff to buy into it, right down to the janitor. It takes a bit of education, but you need to position your message as a statement of pride. That means you need to express it constantly to all your constituencies—in news- letters, brochures, advertising, appeal letters, phone messages, the works. You don’t have to say it the same way each time, but the essence of who you are must be clearly represented, over and over and over. Ask teachers and staff to contribute to this important process. 

• Write a Case Statement. 
  While a mission statement simply defines the purpose of an organization, the Case Statement delineates the compelling reasons why donors should invest in that mission. Your branding statement should be incorporated in the first paragraph. Then, start a Donor Opportunities Catalogue—a list of donor underwriting ideas ranging from your operating budget to capital improvement needs. Remember, donors will give more if they under- stand how their gift will be used.

• Get the word out. 
  Develop a strategy for marketing your message and branding. It’s a creative process, so you might want professional guid- ance to maximize effect and reduce risk. Start small, building your promotion in stages as resources allow. Use media that are appropriate to your audience, reaching the most at the least cost; like billboards, mall kiosks, bus advertising, radio, and cable TV. Consider publications you produce, from newsletters to recruitment brochures, as an “image piece,” avoiding generic “quick-print” formats. Finally, refer to your game plan and stay the course. It takes a consistent message, delivered on a consistent basis over a significant period of time, to inform, allure, and motivate your audience. So what’s the good news? It works!
  

Gerald Jindra has been consulting with schools and organizations for over 30 years. He is a PSI Expert Partner, online at: psi-solutions.org/experts/jindrag/. Contact him by e-mail at: info@psi-solutions.org.

(back)