In the keynote address at the Institutional Advancement and Planning Summer Symposium 2000, Superintendent of Schools Elaine Schuster reminded us all that marketing, development and financial planning for our schools are NOT options. Marketing is based on the idea that you have something worthwhile to offer, and that when people find out about it, they will want it. It is a continuous living process that drives an organization to achieve excellence in order to change the minds and hearts of consumers to turn them into customers. Marketing, however, is not synonymous with selling or advertising or pushing the product.
Marketing is different from selling.
The focus is different. In selling, the focus is on the product. In marketing, the focus is on the needs of the buyer . You have to be responsive to those needs. Your response will be guided by your school's mission and by available resources.