Marketing Training for Education Professionals

We have recognised that marketing and admissions staff have an important and complex role within their schools and have developed a range of courses that are highly relevant and designed specifically so that at the end of each course you leave with new skills that can be used immediately

We understand that the best courses enable you and your colleagues to return to work with new enthusiasm and knowledge that improves confidence and results.

isbi schools training courses generally start at 9.30am, and run through to 4.00pm. Refreshments and lunch are included. Prices start from £195 (plus VAT) per delegate

New for 2014/15 – Wide range of Digital Marketing Courses

After a very successful launch of our social media courses in 2014 isbi in collaboration with Click-Recruit-Enrol, have expanded our range of digital marketing courses to include courses suitable for Marketing, Admissions and Development staff. We cover Social Media, Alumni Relations, Google Analytics and Facebook insights and Crisis management. We also offer courses that suit a range of abilities. From beginner to advanced – whatever your current level, we will have a course to suit your needs. Take a single course or choose a number of courses over the year to extend your knowledge even further (We offer a 15% discount if you book 2 or more courses) and benefit from the opportunity to meet and network with other schools and share experiences with your class colleagues. (Why not read some of the comments from previous delegates).

See the details and schedule of all our courses below:

‘Advanced Google Analytics’ – 1-Day Seminar

Why Attend?

This advanced Google Analytics training seminar builds on the introductory/intermediate seminar, extending the understanding of web analytics and its application for anyone working in the education sector with responsibility for communications activity and strategy for a School or College.

With the vital role digital communications (website, social media etc) now play in any institution’s communication with key audiences (such as prospective and current parents and pupils/students, staff, alumni and the wider community) it is important that the proper analysis is undertaken on a regular basis to review, test and improve.

Without regular evaluation and assessment there will be inefficiency, lost opportunity and poor return on the time and resources invested.

Most institutions and training organisations use an analytical system to provide detailed statistics about their website and social media’s traffic, traffic sources, conversions etc.

But despite such systems being in place for many years, few staff really understand how to use their analytics for better communications and higher conversion rates (from pupil/student recruitment and admissions to day to day communications with the wider community to alumni relations).

Attending this advanced seminar will help those who already have some experience in using Google Analytics (and who are confident they have mastered the basis) to take advantage of more precise, insightful tracking, metrics, reporting and testing.

Training will be ‘hands on’ with attendees able to learn by exploring their own Google Analytics system over the day.

The insights, examples and case studies will be presented in an educational context (for general communications, marketing, pupil/student recruitment, admissions, PR, alumni relations and fundraising etc).

Commercial training courses in the use of Google Analytics are very expensive. However these ‘hands-on’ training courses are offered at a significantly reduced rate to enable key staff from the education sector to maximise the benefit of these powerful systems for their school or college.

What will the seminar cover?

This ‘hands on’ intensive ‘Advanced Google Analytics’ seminar will provide advanced insights, tips and techniques for using Google Analytics.

We will show you how to analyse your communications activity with more depth and precision, enabling you to maximise all the benefits the Google Analytics tool offers, in an education and training context, so that you and your colleagues can get the best return on your time and resources.

The number of attendees is limited to enable plenty of opportunity for questions and discussion.

Over the 1-day seminar those attending the course will:

  • Grow their understanding of Advanced Web Metrics;
  • Better understand the wealth of information available, and how it applies to their institution’s communications, recruitment, admissions and alumni activity, through the use of Custom Segments;
  • Learn to use Shortcuts to save time;
  • Learn to implement advanced tracking, tagging and analysis (including more effective use of Events, Demographics and Benchmarking);
  • Set-up Alerts and Intelligence Events for ‘real time’ monitoring;
  • Learn to use Google Analytics reports more effectively and how to present them more effectively to others;
  • Gain confidence in using Visitor Data, Custom Variable, User Flow etc to make measurable improvements to click-through rates and conversions (registrations, enrolments etc) and to increase the engagement by key target audiences;
  • Improve their understanding of using Google Analytics for Google AdWords and other advertising activity;
  • Consider how other tools (such as A+B testing, heat-mapping and alternative analytics tools) may be used together with Google Analytics for continuous improvement.
  • Have access to troubleshooting tips and advice after the seminar.

Information will be clearly presented in a non-technical way with ‘hands on’ teaching, using real analytics accounts, with plenty of Q&A.

Price: £295 (plus VAT)

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‘Website commissioning & development 1- day seminar

Why Attend?

This will be an unmissable day for any marketing professional or senior manager working in the education sector with responsibility for improving an existing website or commissioning and developing a new website for their School or College.

During the introductions at the start of every workshop and seminar we run… from an ‘Introduction to Digital Marketing’ to Social Media, from Google Analytics to YouTube and Hootsuite… there are some delegates who say they are about to redevelop their website, others who say they are considering it and a lucky few who have just done it… and survived! (Just!)

Invariably over refreshments and lunch the conversation turns to supplier issues, frustrations with content management, mistakes made and lessons learned during what is often a sprawling, time consuming and expensive project to manage.

The process is daunting even for those experienced in website development because your School website has such an important role to play. It should be the cornerstone of all your online and offline communications activity so it is easy to understand why developing or improving a website is such a challenge.

Throughout the development process… from creating a specification for the new website to selecting the right supplier, from curating content to choosing the right platform and functionality, from hosting, testing and launch to monitoring, refreshing and promoting… the pressure doesn’t let up.

So, before you and your colleagues spend 1000s of pounds, 1000s of hours on your website development project we invite you to invest in proper preparation and professional, independent, advice by booking a place on this seminar.

Spend a day with others who are facing the same challenges, reflecting on good practice and learning to manage the potential risks.

Over the seminar we will address all the key aspects of website development, giving you a comprehensive overview, guidelines, planning templates, insights and ideas.

It might save you money and prevent you making mistakes in the long-run… at the very least we promise to save you time!

We have kept the seminar price as low as possible, we are limiting the number of people attending each seminar to encourage interaction, and we are offering a choice of themes to ensure the training seminar is as relevant as possible.

What will the seminar cover?

While it is not possible to go into great detail on every aspect of website development in just one day (and we will not even attempt to teach you how to develop a website yourself) we have developed this 1 day seminar to be as comprehensive as possible.

Based on our expertise and shared experience of website development and marketing and admissions for School, we have developed a comprehensive 1 day training programme comprising best practice, insights and definitions, tips and techniques, examples and case studies.

Topics covered will include:

  • Project Management – recruiting and managing a team, time management and planning, scheduling and task allocation.
  • Analytics & Research – analysing current website performance, visitor behaviour, ‘User Experience’ and benchmarking against other websites.
  • Branding – name, ethos, mission, imagery, style, tone of voice etc.
  • Design – the ‘User Journey’, navigation, graphics, colours, fonts (the ‘look and feel’)… creating and revising the page layout ‘wireframes’.
  • Personalisation, Interaction & Data Capture – creating opportunities for personalisation, interaction, conversation and the collection of visitor information (contact forms etc).
  • Search Engine Optimisation (SEO) – using SEO techniques to improve the discoverability of the website, and ultimately improving ranking on the search engine results page (SERP).
  • Content – creating targeted, engaging, relevant and ‘evergreen’ content, including:
    • Words – planning, commissioning, editing, copywriting.
    • News management, Blogging and RSS news feeds.
    • Calendars and specialist information (productions, performances, sports fixtures, teams, results etc).
    • Parent communications.
    • Additional information and links etc.
    • Print publications online.
    • Liking, Sharing and Bookmarking.
    • Contact details and directions.
    • Multimedia – Images (Media galleries, Sliders etc), Video (YouTube, Vimeo, Vine etc), Audio (podcasting, streaming etc).
    • Log-in areas (Portals, Virtual Learning Environments (VLE) etc).
    • ‘Calls to action’.
    • Child Protection, Privacy policies, Social Media policies?
  • Functionality and Transactions, including:
    • Use of Cookies.
    • Social Media (Social Media platforms, Social log-in etc).
    • Analytics and Tracking.
    • Other tools (Translation, Polling, Surveys, Data collection etc).
    • Event management and online bookings.
    • Merchandising.
    • Online payments.
  • Mobile – responsive design, devices, implications for content, Applications (Apps).
  • Choosing & Managing Suppliers, including:
    • Specialist education suppliers, generalist developers and agencies and ‘in-house’ developers – advantages and disadvantages, services, experience and skills.
    • Content Management Systems (CMS) – proprietary vs open source (WordPress, Drupal etc), User access and management, CMS training etc.
    • Costing and cost management.
    • Managing the development phase.
    • Testing, snagging, tweaking etc.
    • Post-launch – support, server hosting, redundancy, security etc.
  • Post-Launch – Promotion, analysis, on-going development and improvement etc.

In summary the seminar will focus on providing a checklist of Internet marketing techniques which if consistently applied (in-house or using an external specialist agency) can have a significant impact on registrations at relatively low cost, delivering a higher ROI.

Information will be clearly presented in a non-technical way.

(Have we missed anything you wanted to know about or are concerned about as part of your programme of improvements to your website or for commissioning and developing a new website? The list above is not fully comprehensive of everything we will cover but please don’t hesitate to ask, please email us and tell us what you want to know about as part of your attendance on the seminar.)

Price: £345 (plus VAT)

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‘Online Advertising Masterclass’ – 3 Hour Workshop

This workshop will suit you (and your colleagues):

  • if you have a web and/or social media presence;
  • you recognise that off-line advertising can be ineffective and poorly targeted and want to investigate using targeted advertising online (and have some budget to allocate to it);
  • you have one or more objectives (‘conversions’) to achieve, such as more prospective parents and/or students visiting your Admissions pages, more enquiries, more enrolments etc.

(If you are already an advanced user of Online Advertising please contact us before booking.)

Why Attend?

Your target audiences (whether prospective parents and students, guidance counsellors, agents, alumni or others) have moved online… have you?

Probably you have personally… you ‘Google’, book travel, bank, shop, email, check the weather, read and share news and consume entertainment online all the time? (As do your colleagues, friends and family.)

The same is true of everyone you need to interest in your School, College or University… when someone wants to find a School, College or University do they really go to a shop for a copy of a local newspaper or a national magazine or go to the library for a directory? No.

So instead of persisting with spending your promotional budget on ‘hit & miss’ advertising campaigns off-line, consider using online advertising to precisely target your audiences.

Advertising in off-line media, especially print media can be poorly targeted, short-term, catch-all, ineffective, wasteful, hard to track…

Online digital advertising is:

  • Much cheaper than you may think (once set up),
  • Highly targeted,
  • Timely,
  • Focused,
  • Customised,
  • Measurable,
  • Cost-effective.

Today there are people looking for the education you provide, they just don’t know to search for your institution by name… online advertising will precisely target them… and you only pay when people actually click through to your web presence and engage with your institution.

There are also people visiting your web and social media presence but not making immediate contact (ie. not ‘converting’), you can also use online advertising to ‘re-market’ and ‘re-target’ them to remind them to request a prospectus or book for your next Open Day or enquire about enrolment etc.

What will the workshop cover?

This intensive 3 hour workshop will help you understand why online advertising has numerous advantages over traditional advertising and considerable potential, and show you how to do it.

We will introduce three important advertising platforms and explain how each can be used strategically, and cost-effectively, to support your pupil/student recruitment and admissions effort and also other areas too (such as alumni relations, event promotion, facilities rental etc):

  • Google AdWords
  • Facebook Advertising
  • LinkedIn Advertising

In the time available we will give a basic explanation of how each platform operates, including how to set-up an account and to launch trial campaigns.

The workshop will introduce key themes such as:

  • Targeting – deciding who you should target, where and how using key words and phrases and location targeting.
  • Re-targeting and Re-marketing – bringing visitors back to your website who failed to register or enquire on their first visit.
  • Creating Text and Display Adverts – creating and testing a variety of adverts to increase impact and engagement and maximise the return on investment.
  • Tracking Conversions and Attribution – determining how well the advertising is working and attributing success (between online advertising and other marketing activity online and offline).
  • Analytics – the opportunities to analyse and report on the return on investment (much more accurately than off-line).

Price: £150 (plus VAT)

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‘HOOTSUITE’ – 3 Hour ‘Masterclass’ Workshop

This workshop will suit you (and your colleagues):

  • whether you are directly responsible for setting up and/or managing your Social Media presence or assisting with developing and managing your Social Media activity;
  • if you wish to gain insight and understanding for strategic planning and implementation now and/or in the future.

(If you are already an advanced user of Hootsuite please contact us before booking.)

Why Attend?

Most Schools, Colleges and Universities have now overcome initial reticence to start using Social Media to better communicate with key target audiences.

Some are leading the way… fully embracing the opportunities for learning, pupil/student recruitment and marketing, admissions and alumni relations offered by different Social Media networks, channels and platforms.

The potential for connecting, engaging, enthusing, informing and exciting through social media is huge. But so is the workload it brings.

Having set-up your institution’s Social Media presence you must manage it well day-by-day, week-by-week to really succeed online.

Overseeing and managing a multi-platform Social Media presence, especially across an institution with different staff, volunteers and others (all running accounts with various goals and different target audiences) requires time, effort and know-how.

Hootsuite is a proven, powerful and inexpensive web-based Social Media community management tool, created to help you and your colleagues to save time while maximising the benefits of Social Media platforms and enhancing your social interactions.

With Hootsuite you can manage, organise, track and reply to your various Twitter, Facebook, Google+, YouTube, Instagram and LinkedIn profiles (and other social channels and platforms by using one of over 100 Apps) from one dashboard.

Whether you choose to use Hootsuite or not (it is available in both free and paid versions), there is considerable advantage in understanding how Social Media management tools work, the opportunities they offer and the different ways they are being used by institutions, organisations, companies and brands around the world.

What will the workshop cover?

By attending this specialist 3 hour workshop you will learn how Hootsuite can help you work more efficiently and effectively to use Social Media at your School, College or University to manage your Social Media presence.

You will learn:

  • about best practice for Social Media community managers and why they are using Social Media management tools;
  • how brands and individuals are using Hootsuite successfully to interact with millions of people weekly;
  • how other educational institutions are using Hootsuite to organise and maintain their online social presence, and tips and techniques for researching and monitoring competitors;
  • how Hootsuite has developed and how it differs from other Social Media management tools;
  • about creating your HootSuite account, adding Social Media profiles, organising column tabs and streams and vanity/custom URLs;
  • scheduling and automating posts and using the bulk scheduling tool;
  • to use automatic RSS posting (integrating with Blog/News);
  • monitoring options including ‘Social Listening’ – monitoring what people are saying about your institution;
  • advanced GEO targeting and creating lists with Twitter;
  • to archive content;
  • to use Hootsuite Apps and browser extensions.;
  • to use analytics to review, evaluate, report and improve;
  • to create and generate reports;
  • to manage, collaborate and converse with colleagues (sharing responsibility for managing accounts) and manage multiple users with different permissions;
  • to use the Hootsuite security and authentication functionality;
  • to draw on Hootsuite best practice;
  • to improve your understanding and skills via the Hootsuite University.

Price: £150 (plus VAT)

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‘Google Analytics & Facebook Insights’ Seminar

As you make a considerable investment in your marketing, communications and admissions it is essential you review and report to Senior Management and Governors on the various activities you undertake, the resources you employ and the strategies you and your colleagues implement.

This course has been designed with you in mind… explaining how the free tools ‘Google Analytics’ and ‘Facebook Insights’ can provide you with most of what you need to effectively assess your ‘return on investment’.

Over the day you will gain practical knowledge of what the tools offer, learning the fundamentals of web analytics, the Google Analytics and Facebook Insights interfaces, the basic techniques for producing key reports and the application of results to review and improve communications and engagement with key audiences.

As you make a considerable investment in your marketing, communications and admissions it is essential you review and report to Senior Management and Governors on the various activities you undertake, the resources you employ and the strategies you and your colleagues implement.

This course has been designed with you in mind… explaining how the free tools ‘Google Analytics’ and ‘Facebook Insights’ can provide you with most of what you need to effectively assess your ‘return on investment’.

Over the day you will gain practical knowledge of what the tools offer, learning the fundamentals of web analytics, the Google Analytics and Facebook Insights interfaces, the basic techniques for producing key reports and the application of results to review and improve communications and engagement with key audiences.

1 DAY SEMINAR COURSE CONTENT

Learn what works for you, and what doesn’t:

  • Clarifying the best metrics to measure (and why).
  • An introduction to the key components of Google Analytics.
  • How to set-up a Google Analytics account, multiple users etc.
  • Using the Google Analytics interface, dashboards and segments.
  • How to use Facebook Insights.
  • Developing the skills to create and analyse traffic and content reports, goals and filters (including visits, visitors, bounce rates, likes, sharing and traffic sources).
  • Mastering the production of useful, relevant reports.
  • Gaining confidence in presenting analytics information as part of your marketing and admissions strategic review, reporting and planning.

Price: £195 (plus VAT)

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‘Digital Alumni Relations & Fundraising’ Seminar

Developing and maintaining good relations with former pupils (and also with former parents and staff) can be hugely beneficial for any School or College. However the rapid growth of the Internet, and especially Social Media, means Schools & Colleges have to work much harder and smarter to add value to the Alumni experience, to connect and engage ‘old boys’ and ‘old girls’.

There is undoubtedly massive opportunity for starting and growing Alumni Relations online, to complement traditional networking and events (reunions, careers guidance, mentoring, work experience etc).

This 1-day introductory seminar has been designed to provide a comprehensive overview of the key aspects of digital Alumni Relations that should be at the centre of your institution’s development and fundraising strategy.

The course will be of interest to all staff and volunteers currently in an Alumni Relations, development and/or fundraising role, who are relatively new to using digital channels and platforms or who want to review their current online activity.

This seminar will also be useful for those about to take responsibility for launching an Alumni Relations initiative and helpful to Senior Management and Governors responsible for the development of the wider School or College community and for planning celebrations and special events.

1 DAY INTRODUCTORY SEMINAR - COURSE CONTENT

Starting and Growing your Alumni Relations & Fundraising Online:

  • Data management and Alumni ‘log-in.’
  • What makes for an effective website - your web presence is vital for registration, news, interaction, event management etc.
  • Sharing is the future, creating online evangelists with RSS, Bookmarking & Sharing, ‘Like’ buttons etc.
  • Blogging and micro-blogging with Twitter.
  • Why Multimedia works – Video (YouTube, Vimeo), Audio Podcasting (iTunes), Photographs/Images (Flickr).
  • Using Social Media with Facebook, Google Plus, Instagram, Pinterest.
  • Using Professional Networks with LinkedIn and Xing.
  • Using Email effectively for Alumni Relations.
  • Opening new communications channels – SMS/Texting, VOIP & Instant Messaging, Live Chat etc.
  • Monitoring, analysis and statistics for review, improvement and reporting.

Price: £195 (plus VAT)

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‘Introduction to Digital Education Marketing’ Seminar

Whatever your role in your School or College, whether you are a Teacher, Marketing & Admissions Manager, member of the Senior Management Team or Governor, if your responsibilities include marketing, communications, PR and admissions and you are new or relatively new to using digital channels and platforms - this course is for you!

This 1-day seminar has been designed to provide a comprehensive overview of all the key aspects of digital education marketing and admissions which should be at the centre of your institution’s strategy.

By attending the course you will gain insight and understanding in how to recruit pupils/students and to engage prospective parents, agents and influencers more effectively online, with an integrated, strategic approach.

1 DAY INTRODUCTORY SEMINAR - COURSE CONTENT

Essential Professional & Personal Development Training, Introducing:

  • Getting your web presence right, with navigation and ‘Content Management’ techniques.
  • Key functionality… News Feeds (RSS), Forms, Website ‘Adverts’, Liking, Sharing, Bookmarking etc.
  • Winning with Google & Bing - using ‘Search Engine Optimisation’ (SEO) to improve your search engine ranking.
  • Online Advertising with Google, Facebook and LinkedIn, and with online directories and guides.
  • Why Multimedia works - using photographs (Flickr), audio (Sound Cloud, iTunes) and video (YouTube, Vimeo).
  • Social Media & Professional networking with Facebook, Google Plus, LinkedIn, Instagram, Pinterest etc.
  • Monitoring, analysis and statistics for review, improvement and reporting (Google Analytics, Facebook Insights).

Price: £195 (plus VAT)

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‘Alumni Relations Social Media’ Seminar

This 3-day Social Media course can be attended in whole or part depending on your level. The course provides training essential to all those responsible for Alumni Relations, development and fundraising in your School or College.

Whether you attend one of the seminar days, two days or the full 3-day course over 6-12 months you will benefit from skills development, insight and practical experience and training in specific aspects of Social Media for former pupil/student engagement (and engaging former parents and staff too).

DAY 1 SEMINAR - COURSE CONTENT - BEGINNER/LOWER INTERMEDIATE

Establishing an effective Social Media presence for your Alumni Relations:

  • Establishing key objectives for your Social Media presence.
  • Tips and techniques for identifying and understanding your target audiences (your ‘old boys’ and ‘old girls’, former parents and staff etc).
  • Finding the right tone of voice and style for Social Media activity, appropriate to your different Alumni, channels and platforms.
  • Setting-up a blog and micro-blogging using Twitter.
  • Setting-up and managing your Alumni Relations, development and fundraising presence on Facebook, Google Plus, LinkedIn and Xing.
  • Using multimedia and introducing other channels and platforms (YouTube, iTunes, Flickr, Instagram, Pinterest etc).

Price: £195 (plus VAT)

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DAY 2 SEMINAR - COURSE CONTENT - INTERMEDIATE

Strategy and Social Media Policy:

  • Integrating Social Media into your Alumni Relations, development and fundraising strategy.
  • Securing help and support within your institution, amongst your Alumni and beyond, for managing the Social Media presence day-to-day.
  • ‘Social Media Policy’ – developing and implementing your Alumni Relations Social Media Policy and guidelines for use.
  • Techniques and tools for monitoring discussion.
  • Tips on responding to different types of social connection such as positive and negative mentions and criticism, feedback, questions etc.
  • Strategies for reputation management online for your School or College.
  • Tips for fundraising with Social Media.

Price: £195 (plus VAT)

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DAY 3 SEMINAR - COURSE CONTENT - ADVANCED

Management Techniques, Conversions and Analytics:

  • Coping with the workload - managing your Social Media activity day-to-day.
  • Advanced-level blogging and micro-blogging with Twitter.
  • Advanced-level Facebook, Google Plus and LinkedIn.
  • Using Social Media for Alumni Relations events, reunions etc.
  • Assessing your Social Media presence and activity (against measurable outcomes).
  • Tools and techniques for analysis, tracking ‘attribution’ and reporting.

Price: £195 (plus VAT)

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Online Crisis & Reputation Management

In the past we could rely on having time to deal with a ‘significant news story’, an event or problem… to attempt to control or ‘manage the story’; in the past we could reflect and consider, seeking opinions and advice from governors, PR consultants and legal experts, and calling on friendly press and media contacts; in the past we could issue a carefully considered press release and ‘respond in due course’ (and often privately) to a relatively small number of people sharing concerns and raising questions.

Things are different now. Today everyone is a potential ‘citizen journalist’ - your pupils, parents, colleagues, governors and alumni and many others involved in your community – with access to technology that enables any of them to have unprecedented influence.

The prevalence of the Internet, Social Media and mobile technology mean that students, parents, members of staff, suppliers and others can all contribute, directly and indirectly, wittingly and unwittingly, to the impact and reach of a story. The old ways to deal with bad news, through meetings, publications and the telephone are no longer sufficient.

Stuff happens. It is unavoidable for any dynamic community, not least schools and colleges. Your institution will inevitably face unexpected events in the next few weeks, months or years that could have a negative impact on your community and beyond, and be outside your control

There are numerous examples of schools and colleges having to deal at no notice with the intense glare of local, regional and national media attention (sometimes international) fueled by Social Media and online discussion and scrutiny. Bad news and crisis can arise in any number of ways, including:

  • Inappropriate behavior by students and/or members of staff.
  • Accidents resulting in harm, injury or death.
  • Mismanagement of events, finances, human resources etc.
  • Disputes and unhappy pupils, parents, staff, alumni.
  • Disappointing exam results and inspection reports.
  • Emergencies (theft, fire, flood, building failure etc).
  • Disruption arising from religious, political, cultural or ethical issues.
  • Poor community relations.

Not being online… not responding… not reacting… is NOT an option.

Just because you are not active in Social Media channels and platforms and elsewhere online it doesn’t mean people aren’t discussing you there; it doesn’t mean journalists aren’t gathering material for press coverage; it doesn’t mean Google won’t show negative comments for ever more to prospective parents and pupils and others searching for information about your school or college.

Or perhaps you have someone capable in post, responsible for your Internet and Social Media presence, Email etc and you feel confident they can deal with any incidents that arise… perhaps that person is you? But what if that person is away, ill or otherwise unable to respond when your School or College is trending for all the wrong reasons? What if the situation is completely overwhelming?

The solution is to prepare and plan now, to be ready to act appropriately and intelligently, when necessary, to protect the members of your community at risk and to protect your hard-won reputation.

To date your consideration of Social Media has probably been in the areas of:

  • Child Protection & Welfare
  • Learning
  • Communications (with parents and the wider community)
  • Marketing and Admissions
  • Alumni Relations and Fundraising

Now is the time to extend your understanding and planning to bad news and crisis management online. To help you with the process, we have developed an intensive 1-day seminar for key staff responsible for communications and management within your school or college, including:

  • The Headteacher and/or Senior Management Team
  • Marketing, Communications & PR Manager/Officer
  • Admissions Manager/Officer
  • Alumni Relations and Fundraising Manager/Officer
  • Governors

You or a colleague may attend on your own, or as a team with a number of colleagues attending together to consider the main issues and to plan and prepare for dealing with unexpected events. (There is a special discount for 3 or more bookings from the same institution.)

The ‘Online Crisis & Reputation Management’ seminar will comprise presentations, case studies, exercises and strategy planning (with guidance notes and template plans) covering a range of key issues including:

  • When stuff happens - best practice when bad news goes viral .
  • Your current online presence (Web, Social Media, Email etc) – what do you have, what do you need?
  • Social Media, Multimedia & Messaging – ‘netiquette’ and functionality, what you need to know about Facebook, YouTube, Google Plus, LinkedIn, Instagram, Pinterest, Snapchat etc.
  • Micro-blogging – Twitter, Tumblr etc.
  • Search Engines – what you need to know about the role of Google & Bing.
  • Why you have to think ‘Evergreen’.
  • Monitoring tools and techniques and management and planning tools.
  • Controlling access – who has and should have responsibility for your institution to your online presence?
  • Identifying expertise (PR, legal etc) amongst members of the community, friends and suppliers.
  • Contingency – ensuring enough staff are trained and ready to help when you trend for all the wrong reasons.
  • Taking a breath - the importance of listening.
  • Tone of voice, style and consistency.
  • Getting the facts right – dealing with misinformation online.
  • Responding to online reports, conversations, comments and questions… should you respond, how and where ?
  • Avoiding conflict and dealing with critics, ‘haters’ and ‘trolls’.
  • When you need to apologise - making it right.
  • Dealing with ‘partners’ who are also active and reporting online (emergency services, suppliers etc).

Price £295 (plus VAT)

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‘Social Media Marketing’ Seminar

This 3-day course can be attended in whole or part depending on your level. The course provides training essential to all those responsible for marketing, communications, PR and admissions in your School or College.

Whether you attend one of the seminar days, two days or the full 3-day course over 6-12 months you will benefit from skills development, insight and practical experience and training in specific aspects of Social Media for marketing, communications and admissions.

DAY 1 SEMINAR - COURSE CONTENT- BEGINNER/INTERMEDIATE

Beginner/Intermediate (Day 1) - Essential Branding and Online Presence:

  • Establishing key objectives for your Social Media presence.
  • Tips and techniques for identifying and understanding your target audiences (within and outside your School or College community).
  • Finding the right tone of voice and style for Social Media activity, appropriate to your different target audiences, channels and platforms.
  • Setting-up a blog and micro-blogging using Twitter.
  • Setting-up and managing your institution’s presence on Facebook, Google Plus and LinkedIn.
  • Using multimedia and introducing other channels and platforms (YouTube, iTunes, Flickr, Instagram, Pinterest etc).

Price: £195 (plus VAT)

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DAY 2 SEMINAR - COURSE CONTENT - INTERMEDIATE

Intermediate (Day 2) - Strategy and Social Media Policy:

  • Integrating Social Media into your institution’s marketing and admissions strategy.
  • Securing help and support within your institution and beyond, managing the Social Media presence day-to-day.
  • ‘Social Media Policy’ – developing and implementing your Social Media Policy and guidelines for use.
  • Techniques and tools for monitoring discussion.
  • Tips on responding to different types of social connection such as positive and negative mentions and criticism, feedback, questions etc.
  • The growth of online and social recommendation and review, and their impact on your institution.
  • Strategies for reputation management online for your School or College.

Price: £195 (plus VAT)

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DAY 3 SEMINAR - COURSE CONTENT - ADVANCED

Advanced (Day 3) - Management Techniques, Conversions and Analytics:

  • Coping with the workload - managing your Social Media activity day-to-day.
  • Identifying and targeting prospective pupils/students and parents effectively online.
  • Advanced-level blogging and micro-blogging with Twitter.
  • Advanced-level Facebook, Google Plus and LinkedIn.
  • Assessing your Social Media presence and activity (against measurable outcomes).
  • Tools and techniques for analysis, tracking ‘attribution’ and reporting.
  • Demonstrating value and measuring your ‘return on investment’.

Price: £195 (plus VAT)

Book Now >>

Training Schedule 2015-2016

 CourseLocationPrice 
28 Apr 2015 ‘Social Media Marketing’ Seminar - BeginnersLVS Ascot £195.00 BOOK NOW >>
29 Apr 2015 ‘Social Media Marketing’ Seminar - IntermediateLVS Ascot £195.00 BOOK NOW >>
30 Apr 2015 ‘Social Media Marketing’ Seminar - AdvancedLVS Ascot £195.00 BOOK NOW >>
11 May 2015 "Google Analytics & Facebook Insights" SeminarLondon £195.00 BOOK NOW >>
12 May 2015 "Google Analytics & Facebook Insights" SeminarManchester £195.00 BOOK NOW >>
13 May 2015 Advanced Google AnalyticsCentral London £295.00 BOOK NOW >>
20 May 2015 Online Crisis & Reputation ManagementLVS Ascot £195.00 BOOK NOW >>
21 May 2015 Website Commissioning & DevelopmentCentral London £295.00 BOOK NOW >>
23 Jun 2015 Online Crisis & Reputation ManagementUnion Jack Club, London £295.00 £245.00 BOOK NOW >>
25 Jun 2015 Website Commissioning & DevelopmentCentral London £295.00 £245.00 BOOK NOW >>
26 Jun 2015 Advanced Google AnalyticsCentral London £295.00 £245.00 BOOK NOW >>
25 Aug 2015
to 28 Aug 2015
Digital Marketing & Admissions Residential CourseBrighton £1,445.00 £1,295.00 BOOK NOW >>
16 Sep 2015 Introduction Digital Marketing & AdmissionsCobham, Surrey £295.00 £245.00 BOOK NOW >>
18 Sep 2015 Website Commissioning & DevelopmentCobham, Surrey £345.00 £295.00 BOOK NOW >>
8 Oct 2015 Google Analytics & Facebook InsightsCentral London £295.00 £245.00 BOOK NOW >>
9 Oct 2015 Social Media BeginnersCentral London £295.00 £245.00 BOOK NOW >>
10 Nov 2015 Social Media IntermediateCentral London £295.00 £245.00 BOOK NOW >>
11 Nov 2015 Hootsuite (AM)Central London £150.00 £125.00 BOOK NOW >>
11 Nov 2015 Online Advertising (PM)Central London £150.00 £125.00 BOOK NOW >>
12 Nov 2015 Online Crisis & Reputation ManagementCentral London £345.00 £295.00 BOOK NOW >>
13 Nov 2015 Website Commissioning & DevelopmentCentral London £345.00 £295.00 BOOK NOW >>
8 Dec 2015 Advanced Google AnalyticsCentral London £345.00 £295.00 BOOK NOW >>
9 Dec 2015 Social Media AdvancedCentral London £295.00 £245.00 BOOK NOW >>
12 Jan 2016 Online Advertising (PM)LVS Ascot £150.00 £125.00 BOOK NOW >>
12 Jan 2016 Hootsuite (AM)LVS Ascot £150.00 £125.00 BOOK NOW >>
13 Jan 2016 Social Media BeginnerLVS Ascot £295.00 £245.00 BOOK NOW >>
14 Jan 2016 Google Analytics & Facebook InsightsLVS Ascot £295.00 £245.00 BOOK NOW >>
1 Mar 2016 Social Media IntermediateLVS Ascot £295.00 £245.00 BOOK NOW >>
2 Mar 2016 Website Commissioning & DevelopmentLVS Ascot £345.00 £295.00 BOOK NOW >>
3 Mar 2016 Advanced Google AnalyticsLVS Ascot £345.00 £295.00 BOOK NOW >>
4 May 2016 Social Media AdvancedLVS Ascot £295.00 £245.00 BOOK NOW >>
5 May 2016 Online Crisis & Reputation ManagementLVS Ascot £345.00 £295.00 BOOK NOW >>
11 May 2016 Hootsuite (AM)Central London £150.00 £125.00 BOOK NOW >>
11 May 2016 Online Advertising (PM)Central London £150.00 £125.00 BOOK NOW >>
12 May 2016 Website Commissioning & DevelopmentCentral London £345.00 £295.00 BOOK NOW >>

For more information please contact Liz Martin on 01980 620575, liz@isbi.com


New from isbi schools and Cambridge Marketing College

CIM Professional Qualification for those in Education Marketing

Schools Marketing Specialist Pathway to a Professional Marketing Qualification

We are offering a Specialist Pathway to professionals involved in schools marketing, which will enable them to achieve a professional qualification, recognised by the Chartered Institute of Marketing.

The Professional Diploma follows the CIM syllabus for the standard professional qualification but is tailored to the needs of professionals working in or wanting to work in schools marketing. Each course will have a specialist course director who is familiar with the demands of working in marketing roles within schools together with specialist text books.

The Schools Marketing Pathways provides individuals the opportunity to obtain a professional marketing qualification whilst supporting the development of the specific knowledge and practical skills required to achieve marketing success for their school.

Delegates will receive both the CIM professional qualification together with a CMC/isbi schools award for completing the course.

For those who are planning on joining the course and who may not have the necessary marketing qualification or background, an additional two day marketing refresher course is available.

We can offer flexible payment terms including:

  • Splitting payment into 4 quarterly instalments
  • Splitting costs between individual delegates and schools (with the individual paying in instalments over 10 months)

Please click on the image below for full details of the course

For more details please contact siobhan@isbi.com Tel: 01980 620575

 

 

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