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:

‘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)

Book Now >>

‘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)

Book Now >>

‘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)

Book Now >>

‘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)

Book Now >>

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)

Book Now >>

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)

Book Now >>

Managing Bad News & Crisis Online

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 ‘Managing Bad News & Crisis Online’ 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)

Book Now >>

‘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)

Book Now >>

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)

Book Now >>

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 >>

Digital Marketing Training Schedule for 2014-15

DateCourseLocationPrice 
14 Jan 2015‘Social Media Marketing’ Seminar - BeginnersLVS Ascot£195.00BOOK NOW >>
15 Jan 2015‘Social Media Marketing’ Seminar - IntermediateLVS Ascot£195.00BOOK NOW >>
16 Jan 2015‘Social Media Marketing’ Seminar - AdvancedLVS Ascot£195.00BOOK NOW >>
10 Feb 2015"Google Analytics & Facebook Insights" SeminarManchester£195.00BOOK NOW >>
11 Feb 2015"Google Analytics & Facebook Insights" SeminarBirmingham£195.00BOOK NOW >>
12 Feb 2015"Google Analytics & Facebook Insights" SeminarLondon£195.00BOOK NOW >>
13 Apr 2015"Introduction to Digital Education Marketing" SeminarLondon£195.00BOOK NOW >>
14 Apr 2015Alumni Relations Social Media - BeginnersLVS Ascot£195.00BOOK NOW >>
15 Apr 2015Alumni Relations Social Media - IntermediateLVS Ascot£195.00BOOK NOW >>
16 Apr 2015Alumni Relations Social Media - AdvancedLVS Ascot£195.00BOOK NOW >>
28 Apr 2015‘Social Media Marketing’ Seminar - BeginnersLVS Ascot£195.00BOOK NOW >>
29 Apr 2015‘Social Media Marketing’ Seminar - IntermediateLVS Ascot£195.00BOOK NOW >>
30 Apr 2015‘Social Media Marketing’ Seminar - AdvancedLVS Ascot£195.00BOOK NOW >>
1 May 2015"Digital Alumni Relations & Fundraising" SeminarLondon£195.00BOOK NOW >>
11 May 2015"Google Analytics & Facebook Insights" SeminarLondon£195.00BOOK NOW >>
12 May 2015"Google Analytics & Facebook Insights" SeminarManchester£195.00BOOK NOW >>
13 May 2015"Google Analytics & Facebook Insights" SeminarBirmingham£195.00BOOK NOW >>
20 May 2015Managing Bad News & Crisis OnlineLondon£295.00BOOK NOW >>
21 May 2015Managing Bad News & Crisis OnlineManchester£295.00BOOK NOW >>
22 May 2015Managing Bad News & Crisis OnlineBirmingham£295.00BOOK NOW >>
17 Jun 2015Managing Bad News & Crisis OnlineBirmingham£295.00BOOK NOW >>
18 Jun 2015Managing Bad News & Crisis OnlineManchester£295.00BOOK NOW >>
19 Jun 2015Managing Bad News & Crisis OnlineEdinburgh£295.00BOOK NOW >>
23 Jun 2015Managing Bad News & Crisis OnlineLondon£295.00BOOK 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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