Double Triangle | Sample Marketing Plan for a Jewish Day School

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Sample Marketing Plan for a Jewish Day School

By David
Posted June 24, 2009
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Here are the basics of a typical marketing plan. Remember, these are just the bare minimums.

I. Define the Target Market

Local upper-middle class professional Jewish families who value a top-notch general education, along with giving their children a solid Jewish identity.

Other marketing plans should be implemented to reach other valuable segments of the market, but this plan in particular is for reaching the demographic that has been somewhat elusive in certain Jewish Day Schools.

In our neck of the woods, in the Los Angeles area, these are families that currently send their children to the local public schools in affluent neighborhoods like Calabasas, Westlake Village, Thousand Oaks, etc., and some choose private schools like Sierra Canyon and Viewpoint. Some of these families also send their children to after-school programs like Hebrew School at the local temples and in other community centers.

Typically, when defining a target market, factors like level of education, income, etc., are considered, and can be easily found on the Web.

II. Understand the Needs of the Target Market

Here are the needs of the target market:

Providing the children with a top-notch general education at a prestigious school
Helping the children grow up in a social circle that has the potential of helping them advance professionally later in life,
Giving the children a social circle that has a similar culture and shares similar values,
Giving the children a social circle that is safe of violence, class disturbances, and dangerous influences, as much as possible,
Giving the children an academic environment that identifies each student�s strengths and weaknesses, and tailors a program that is best suited for them individually,
Giving the children an academic environment that will reinforce good values and good habits, as well as a sense of social refinement, and social skills that are the hallmark of successful upper middle class and upper class individuals,
Giving the children an academic environment that is likely to foster leadership qualities,
Giving the children a solid Jewish identity to ensure the continuity of family traditions and minimize future intermarriage,
Providing the parents with a social group that has a similar culture and shares similar values,
Providing the parents with a social circle that has the potential of helping them advance professionally.

III. Craft a Message that Is Properly Targeted

Not to over-simplify, but the message should be that the Jewish Day School offers a program that is academically equal to, or superior and more prestigious than virtually any private school, and also fosters a solid Jewish identity, along with superior personal qualities �- at a comparable price-point, with scholarships available to qualified students.

It�s also possible to choose a specific sub-segment, which could be either families who are sending their children to public school currently, in which case, the message would be to stress the benefits of sheltering the children more than public schools can, or to families currently sending their children to private schools, in which case the pitch would be an equivalent or superior academic program with some distinguishing academic offering, together with the Jewish identity and a sense of community.

In designing the message, avoid trendiness, and instead place an emphasis on stability and elegance. Think Harvard, for example.

All marketing materials should convey a feeling to the parents that they are being placed on a pedestal and highly valued as successful important people who have earned the school�s admiration and are now are being invited to join an equivalent group, based on merit, not impersonal mass-marketing.

IV. Determine the Media Outlets to Reach the Target Market

These will be all the usual outlets, like the local cable TV systems, Jewish newspapers, outdoor advertising, Temple distribution and membership lists, community centers, etc., as well as PR, and direct mailing.

V. Set a Budget for Marketing

TBD. But, keep in mind that the school will never be able to guarantee its long-term survival without having a solid base of students whose tuition and academic achievement will make the school sustainable without having to rely on unpredictable donations.

VI. Execute the Marketing Plan and Measure the Results

In general, there are two kinds of advertising: One that boosts branding, and the other seeks immediate results.

This campaign should be results-oriented, with clear benchmarks agreed with advertising outlets, and a clear system of results measurement needs to be in place before launching the campaign. If possible, ask the media outlet to guarantee the results, or offer repeat exposure at no extra cost. These days, media outlets are stressed, and advertisers demand �- and often receive �- deals that greatly favor the advertisers.

While all schools should offer student diversity, including a well-rounded student body that represents all walks of life, it is obvious that any organization that is offering a fee-based service must attract a sufficient financial base to guarantee the organization�s survival.