Do you know which marketing tactics are working at your school and which ones require your attention? Find the answers with a marketing communications audit.

ISM defines marketing communications as how your school develops messages and carries out integrated strategies. Your approach informs the way you promote your school values and nurture constituent relations—their commitment and investment.

A marketing communications audit empowers you to understand how your constituents value your messaging and uncovers strategies that require attention. Here’s how to get started.

Step 1: Define the Scope
Determine your audit’s direction and scope. Think about which aspects of your communications you want to include. You can focus on digital, print, or a combination.

Step 2: Gather Constituent Feedback
Survey your parents, faculty, and alumni. Address teacher-parent communication, school-parent communication, school publications, and interpersonal interactions.

Step 3: Review Your Materials
Evaluate communications your school has sent over the past six months for consistency in message and tone. Review your social media, website, email, newsletters, and any print media. You can also include spirit wear, event fliers, campus signs, and parent group communications. Is everything consistent and aligned with your brand, mission, and values?

Step 4: Review Your Competitors
A competitive analysis helps you gain a clear understanding of your marketplace position. Look only at the schools that match your value and price point. Assess their value propositions, message frameworks, and marketing strategies compared to your own.

We’re hosting a workshop for the new Marketing Communications Director on Dec. 1, 2020. During this workshop, you’ll discover how to excel in the marketing communications role. We will show you proven strategies; you’ll gain in-depth knowledge through hands-on activities enabling you to create an action plan to implement immediately.