Larry D. Lauer

This week I met with a group of boarding school advancement professionals to discuss integrated marketing. I had been looking forward to it because I have become acutely aware of how these schools are facing some of the same competitive and global forces that are facing universities.  Indeed, we all are a part of the same education industry, and greater connection and collaboration between us no doubt will benefit everyone.

These schools come in many types and sizes–smaller, with few staff and other resources, and larger with more of each. Universities come in many varieties as well.  So my presentation premise was that I could cover virtually the same material I do with universities, and that these independent school professionals would be able to adapt  the basic concepts  to  each of their specific situations.

I presented basic ideas about the importance of a clear brand identity, and the need to clarify competitive advantage. I talked about why specific markets must be targeted using each one’s preferred media.  We then discussed how using multiple tactics simultaneously would “converge” on each market target and cut through mass media clutter.  We explored how group process can be used to get supporters inside and out “on the same message page,” and why leaders at all levels must “walk-the-talk” to inspire word-of-mouth support and establish a positive image.

Reflecting on my premise, as well as on my meeting this week, I must say that I believe more than ever that most any kind of organization will find that an integrated approach to marketing is the most effective  pathway they can choose to long-term, sustained institutional advancement.