Marketing for Enrollment, Selectivity and Competitive Position

Littleford & Associates has over 100 school and nonprofit clients world wide in the marketing realm.

Mission and marketing are intimately related. Effective marketing to the community at large begins with internal marketing: ensuring consonance of mission, goals and the words which faculty, students, parents, board, and alumni (or constituents served and customers) use to describe them. The mission can also be revealed in practice through the actions and words of the administration, faculty and staff. These become the benchmarks by which all parents, students and graduates and other constituents will judge the integrity and success of the organization.

Littleford & Associates has conducted workshops in conjunction with strategic planning or on marketing alone which have included a motivating exercise on mission statement brainstorming, clarification and development. Board members and administrators find this to be an enjoyable activity that kick starts long-range planning and marketing efforts.

Lack of mission clarity and a poor internal marketing foundation often lead to money wasted on misdirected external marketing. Admissions and retention analysis and surveys of current and prospective constituents are critical for guiding effective marketing.

Establishing and promoting unique “centers of excellence” (flagship programs) are vital to marketing schools and other nonprofits. Just as a president’s long “coat tails” ensure the election of members of his own party, “centers of excellence” are the coat tails that draw new families to schools or new patrons and donors to other organizations.

Today, external marketing techniques for schools and non profits are becoming increasingly more sophisticated. There are new effective “image” tools, while at the same time proven open houses, admissions coffees and public outreach functions, as well as word of mouth, continue to produce excellent results. Littleford & Associates guides non profits on how to design and staff them appropriately to gain maximum impact.

For additional information about this topic, please see A Mission That Resonates in a Soft Admissions Market


Currently the following webinar sessions can be scheduled:

"Marketing the Mission"

This webinar will discuss strategies to retain current students and recruit new ones, even while the campus is closed. It will include steps to develop a parent ambassador/advocate program. Current parents, when recruited, motivated, mobilized and trained, are a school’s most powerful advocates. 

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The Head of School and Board Partnership during the COVID-19 Crisis: In Support of the Shifting Landscape/Strengthening Governance

The almost ongoing, high stress job of crisis management in schools has filled the space that was once full of organizational charts, contracts, training, legal protection, salaries and other the expectations and demands.The Head of School has needed to refocus and reframe to reflect the new reality. How do the head and the board partner together respond to and manage this uncharted territory? The job is now high stress nearly all the time.

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Please contact us today for availability and to book a time slot in your time zone!

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