The ABC Complete Book of School Marketing PDF
Preview The ABC Complete Book of School Marketing
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
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