School Marketing: Copywriting

This is the third article in a five-part series that details exactly what you need to market your school or university. As an institution of higher education, you undoubtedly recognize the power of the pen to persuade literary emotions. The same holds true in marketing: Excellent copywriting should play an integral role in your school marketing campaigns. The following details how to leverage the power of the pen to attract students, solicit donations from alumni and to market your school in general.

Four steps for writing winning school copy

1. Craft a powerful headline - Your headline should grab attention and set the mood of your marketing piece. It can be poignant, sly, boisterous or even introduce an offer so long as it makes the recipient want to read more.

2. Highlight your benefits - Features are attributes of your school; benefits are how those attributes help or otherwise make life better for the recipient. Make sure you follow up every feature with a specific benefit so nothing is unclear.

3. Develop an incredible offer/make a poignant point - When it comes to retail marketing, your offer is usually a discount. When it comes to school marketing, however, your offer is typically a better experience, a better education, more opportunities or lower cost. Capitalize on whatever it is that you do best.

4. Motivate with a call to action - Your prospective students and alumni might be highly intelligent, but you still want to leave them with a clear call to action that details exactly what they need to do next.

Example school postcard copy:

Multiple Choice Question: In Five Years, I Want To Be ... A. (a photo of a successful graduate obviously doing well) B. (a photo of a monkey sweeping) If you answered "A," let Fake University show you how to get there by coming to our Career Day from 1-3 p.m. June 5 at the Fake University Center. If you chose "B," do nothing. Application fees waived for all attendees! Reserve your spot today at the region's premier business school by visiting www.fakeuniversity.edu. Fake University No more monkey business