The ABC Complete Book of School Marketing

589 Pages·2001·1.21 MB·English

by  William Joseph Banach

Cover

The ABC Complete Book of School
title:
Marketing Scarecrow Education Book
author: Banach, William Joseph.
publisher: Scarecrow Press
isbn10 | asin: 0810839474
print isbn13: 9780810839472
ebook isbn13: 9780585386348
language: English
Schools--Marketing--Handbooks, manuals,
subject etc, Educational planning--Handbooks,
manuals, etc.
publication date: 2001
lcc: LB2847.B367 2001eb
ddc: 371.2/07
Schools--Marketing--Handbooks, manuals,
subject: etc, Educational planning--Handbooks,
manuals, etc.
Page i
The ABC Complete Book of School Marketing
Page ii
The ABC Series
The ABC Complete Book of School Marketing
The ABC Complete Book of School Surveys
The ABCs of Teacher Marketing
The ABCs of School Board Marketing
Page iii
The ABC Complete Book of School Marketing
William J. Banach
Page iv
Disclaimer:
Some images in the original version of this book are not available for
inclusion in the netLibrary eBook.
SCARECROW PRESS, INC.
A Scarecrow Education Book
Published in the United States of America
by Scarecrow Press, Inc.
4720 Boston Way, Lanham, Maryland 20706
www.scarecroweducation.com
4 Pleydell Gardens, Folkestone
Kent CT20 2DN, England
Copyright © 2001 by William J. Banach
Second edition copyright 1998 Banach, Banach & Cassidy, Inc. Ray
Township, Michigan
All rights reserved. Purchasers of The ABC Complete Book of School
Marketing may reproduce the forms in Appendix A. No other part of this
publication may be reproduced, stored in a retrieval system, or
transmitted in any form or by any means, electronic, mechanical,
recording, or otherwise, without the prior permission of the publisher.
British Library Cataloguing in Publication Information Available
Library of Congress Cataloging-in-Publication Data
Banach, William Joseph.
The ABC complete book of school marketing / William J. Banach.—
2nd ed.
p. cm.—(A Scarecrow education book)
ISBN 0-8108-3947-4 (pbk. : alk. paper)
1. Schools—Marketing—Handbooks, manuals, etc. 2. Educational
planning—Handbooks, manuals, etc. I. Title. II. Series.
LB2847 .B367 2001
371.2'07—dc21 00-
067122
The paper used in this publication meets the minimum requirements
of American National Standard for Information Sciences—Permanence of
Paper for Printed Library Materials, ANSI/NISO Z39.48-1992.
Manufactured in the United States of America.
Page v
Contents
Welcome to the world of radical change
Section 1 1
Perspectives on planning and marketing
Section 2 9
What's an education ... and where's its constituency?
Section 3 17
Are you too busy to think?
Section 4 27
Change forces and their implications
Section 5 35
Overcoming resistance to change
Section 6 53
Ten lies we keep telling ourselves
Section 7 63
What people choose when they have a choice
Section 8 71
The ABCs of planning and marketing: An outline
Section 9 83
The ABCs of planning and marketing: Step-by-step
Section 10 89
The concepts of marketing, targeting, and positioning
Section 11 109
Marketing in action: A case study
Section 12 119
Marketing in action: Champions for Children®
Section 13 129
Marketing in action: Taking it personally
Section 14 141
Marketing in action: School finance campaigns
Section 15 153
Marketing in action: How to leave a legacy
Section 16 165
Page vi
Contents continued
Appendix A The Market-Driven System® forms
177
Appendix B Marketing Tools
195
Characteristics of effective schools boards
197
Sample dimensions of greatness
208
Sample vision statements
211
Sample mission statements
214
Sample priority statements
217
Getting representative feedback
225
Sample survey questions
235
Perceptual Profiles
253
Guidelines for facilitating
264