What is marketing?
by Nancy Hawkins, MIEM Marketing Director

The following is excerpted from the class, “Marketing Your School,” which is an online class that I teach as part of the School Administrative Professional Certification Program (SAPC).

Consider this - a parent and child enters your school and is greeted immediately by a smiling face. The school secretary and the principal warmly welcome them. As they walk through the halls of the school, they notice the children smiling, engaged in projects and engaged with adults in the classrooms. During the visit, they feel acknowledged and welcomed because others make friendly eye contact with them as they tour the building. Upon completion of the tour, the parents receive the latest copy of the school and district newsletter. They get home, access the website of the school and recognize the pictures of their tour guide and some of the teachers they viewed in action. The message and feel of the website underscores the warmth and professionalism felt and observed during their visit. They decide to buy a home in the neighborhood and enroll their two children in your school.

Marketing is NOT selling. Marketing is much broader than selling and advertising. Marketing is creating an environment that makes individual choice easier. Marketing your school is creating an environment where at every step of contact, whether it is face-to-face, written, or a neighborly chat, the parent says, “Yes, this is a good place for my child.”

This type of positive response is a positive moment of truth. A moment of truth is any event when a parent, community member, or student has contact with the school or district and may make a judgment based upon that contact. Moments of truth are like deposits and withdrawals in a bank account...the moment of truth can affirm to that parent that they made the right decision in registering their child in your school or district.

Consistent and persistent positive moments of truth in a school district don’t just happen. They come from a consciousness of all the people who have contact with community members, parents, and students. It comes from a conscious plan to create a reputation and brand. Marketing is a process of noticing and analyzing how we are perceived, planning toward achieving the desired environment, and implementing that plan.

Learn more about marketing and your school by registering for this class.

Who is SAPC for?

For those individuals who are currently working in the Central Office, Building level secretarial positions or in any other type of administrative support role.

By enrolling in the SAPC program, you will expand you knowledge, skills and confidence as an administrative professional. In addition, you will receive ongoing training and support from experienced instructors all the while becoming part of a statewide network of those that share your interest in advancing their profession.

Learn more about MIEM's School Administrative Professional Certification today!

August 25, 2009–Northern Michigan University • Marquette
September 21, 2009–DeVos Place • Grand Rapids
September 28, 2009–Rock Financial Showplace • Novi

This special one-day conference is designed for MEAP Coordinators, MME Testing Staff, MI-Access Coordinators, MEAP-Access Coordinators, ELPA Coordinators, NAEP School Coordinators, Curriculum Coordinators, Assessment Specialists and School Administrators. This conference features 40 informational clinic sessions.

Click here for more information on the session’s descriptions and to register for one of the sites.

The four-day institute is designed for a cadre of both classroom and English Language Learner (ELL) specialists to work together to learn and apply the SIOP methods to their everyday teaching situations. Following the Institute, teachers will be able to work together to implement the strategies in their classrooms. Title III funds can be used for the cost of this Institute.

July 27-30, 2009–Kent ISD
August 10-13, 2009–Plymouth-Canton Community Schools (Full–Please register for Macomb ISD)
August 24-27, 2009–Macomb ISD

Cost: $150 per person. This includes registration, meals and materials for all 4 days.

Click here to register and for more information.

English Language Learner Training Institutes - SIOP
July 27-30, 8:15 am-3:45 pm
Location: Kent ISD
The four day institute is designed for a cadre of both classroom and English language learner (ELL) specialists to work together to learn and apply the SIOP methods to their everyday teaching situations. Following the Institute, teachers will be able to work together to implement the strategies in their classrooms.

Michigan Teaching For Learning Institute
August 18-20
Location: Lansing Center, Lansing
Districts and schools are encouraged to have teams (e.g. an administrator, coach, and teacher from the same school) attend the institute together. Each individual will be able to attend sessions focused on their role in improving student achievement. At the end of each day, teams will be able to work together in facilitated discussions to plan for maintaining and expanding rigorous programs.

Assessment & Accountability Conference
August 25, 8:30 am-3:30 pm
Location: Northern Michigan University, Marquette

CLICK HERE TO REGISTER ONLINE

SB-CEUs
SB-CEUs will be offered pending approval. In order to receive credit, you must be on time, stay until the end of the program, and complete an online evaluation.