Content Marketing During Coronavirus Crisis
While it seems the world has taken a pause, we know that school admissions operations cannot.
The truth is – you need to enroll new families next year and re-enroll your current families.
However, schools should be careful not to try and blindly push through the storm with their predetermined marketing tactics. Consumers are viewing outbound marketing channels through a different lens right now. Your typical marketing efforts may not engage audiences, who are facing serious concerns – or worse yet, could come across as “tone-deaf.”
From a marketing perspective, the best thing schools can do right now is demonstrate their value to current and prospective families through a strong content strategy. Cultivating and disseminating content that demonstrates strength in the midst of this worldwide pandemic through news articles, blog posts, social media, remarketing and nurture campaigns will help retain and attract families.
Perhaps this crisis will mitigate over the summer months. Or maybe it lingers into the next academic year. For as much uncertainty as your school is facing, your families are, too. With this in mind, consider the following as you craft your communications.
Be transparent.
It’s okay if you don’t have all the answers. Explain to audiences that this is uncharted territory for everyone and that your first priority is the safety of their children.
Be on-brand.
You’re still providing the great education your parents expect. Share the creative ways teachers are using online platforms. Turn positive feedback from parents into testimonials. Articulate how you are still fulfilling your mission through online learning. Identify opportunities to highlight the joy in your community during this difficult time.
Be sensitive.
This is not the time to sell – not directly anyway. Families are evaluating job security and finances in an unstable economy. In written communications and phone calls with prospects, balance being responsive without being sales-y.