Administrative Leadership, Fall 1999 Administrative Leadership School Development Ideas by Huey Mills Marketing, advertising, and promotion are school development terms often used interchangeably. Actually each word represents a different aspect of publicity. In relationship to the Christian school, the terms can be explained as follows. Promotion is everything that is done to help new and existing parents view a school more favorably. Advertising involves actual ads in print, video, or broadcast media.
Marketing is advertising that focuses on what parents want.
These percentages identify the three main sources from which our new Christian school students will come. Parents Happy, satisfied parents are by far the most important source of acquiring new students. Another 19 percent said their priority was a safe, nurturing environment. The better our schools provide these three benefits, the happier our parents will be. Since happy parents are the main source of new students, they should not be taken for granted.