Fundamentals of School Marketing - Hardcover

by Johanna M. Lockhart (Author)

Fundamentals of School Marketing begins with a clear presentation of the benefits of school marketing and defines exactly what school marketing is and what it is not. The book then provides a step-by-step guide to planning and initiating a successful school marketing program. Considerable attention is given to a comprehensive description of the essential elements of persuasive communications and how to use them effectively. The power of information is addressed with guidelines and examples for gathering and using information to enhance the school's marketing efforts. Finally, three "real-life" school marketing success stories provide illustration, motivation, and inspiration. Throughout the book, information is presented in concise, topic-related sections for easy reference with examples and illustrations to facilitate program implementation. The author relied heavily on personal marketing, communication, and public relations experience in both the private sector and public education.

Author Biography

Johanna M. Lockhart has more than 20 years of marketing experience in the private and public sectors. She has conducted school marketing workshops for 100s of school administrators and made marketing presentations at the state and national levels.