Do you or your school advertise regularly in newspapers and magazines within your local areas? Do you keep a track of the effectiveness of each advertisements? At mtmconsulting, we regularly undertake online satisfaction surveys for schools, asking how parents found out about the school, with interesting results.
How do you track your schools advertising? Have you considered adding a trackable phone number to your school’s marketing?
On average, our research suggests only around 5% of parents ever find out about a school through advertising. That’s not to say that advertisements do not help to keep your school at the forefront of potential families minds, and placement of them should be carefully considered.
With advertising costs on the increase, it more important than ever to track the effectiveness of each placement, and the returns they provide. Adverts in publications and mail shots are notoriously difficult to track when compared with email communications as there are no direct links through them. However, adding a trackable phone number to each campaign will give you an idea of what the trigger for contacting you was, and therefore an understanding of whether some campaigns are more effective than others. Combining an analysis of Google Analytics data with the calls through the trackable number allows you to build up a more complete picture of what works and what doesn’t.
For guidance on your school’s marketing, your school website, or trackable phone numbers, give us a buzz on 01502 722787 or email james@emrsolutions.co.uk.
mtmconsulting is a brand of Education Market Research Solutions Ltd.