Strategic Enablers: Actions to Facilitate Ongoing Improvement
Marketing & Branding
Recently, the Board’s Marketing and Branding Committee conducted brand focus groups to help clarify how to position the school. The Committee then embarked on a website redesign to bring the new positioning to life.
The goal of the website is twofold:
To attract new prospects through visual storytelling techniques; and
To allow current parents and families to interact efficiently with the school (e.g., forms, payments, etc.)
The website allows users to move around the site seamlessly and have a positive experience on the site.
Moving forward, the following goals will enable further prioritization of our marketing/branding approach
Develop a robust marketing plan for the school with a dedicated marketing budget and in alignment with school plans for communications, fundraising, etc.
Hold focus groups for Heschel branding and messaging
Apply consistent messaging to Heschel communications and social media platforms
Plan for a prospect acquisition campaign to bring the new positioning to life (print, digital and social)
Drive traffic to Heschel marketing vehicles
Continue to build on new website – including enhancing mobile experience
Further activate Heschel’s marketing plan
Develop additional tactics to bolster branding
Address leveraging education and Jewish blogs as marketing tools for the school