Julie Ann Kodmur from St. Helena, California writes:
“How do you get American writers and, of course, families, interested in Shawnigan Lake School, a Canadian boarding school?
“I’ve been doing publicity for the wonderful school where my step-son goes and now find that we need some fresh ideas. The school is frankly a cousin of Hogwarts—uniform Tudor architecture in all the buildings on campus which slope down to a lake, then bordered by a forest and a huge ‘great hall’ dining room with fireplaces. The faculty are not only very intelligent but enormously empathetic and caring.
“We’ve thought of having J.K. Rowling come to do a reading or present an award. We’ve thought of having the headmaster write some op-ed pieces for U.S. papers.
“We’re trying to ‘junket’ some writers up to the campus to shadow some students and go back to their U.S. papers and write up the experience. Do your Hounds have any fresh ideas for publicity?”
Seems to me you might wnat to keep alive your Harry Potter links and ride its coattails as long as you can.
Another might be to link to the attention boarding schools are getting in other parts of the world like middle east.
These are two major themes of interest about boarding schools that are in the news these days.
How as (will) your school changed or stay the same during (after) the Harry Potter craze?
The best selling Harry Potter school iN aMERICA
Harry Potter Renews Interest In Boarding Schools
HARRY POTTER Puts Spotlight On Boarding Schools
WILL BOARDING SCHOOLS FLOURISH AFTER THE SPOTLIGHT ON HARRY POTTER DIMS?
Unique Boarding School Rituals Crack The Harry Potter Code Of Success
What Are US Boarding Schools Teaching That Muslims Don’t Want Them To?
Why Boarding Schools Attract The Richest And Sometimes The Smartest?
Exchanges Between US And Middle East Boarding Schools Breaks Barriers Builds Trust
Why Homeschooling And Boarding Schools Are The New Politcal Weapons Of the 2008 Presidential Race?
Think about creating controversy or a challenge. Maybe try doing some type of challenge between some American Schools and Canadian Schools every year. Setup something similiar to the Calgary Stampede format. Every year a team from the schools would compete for a prize or trophy. Pick something that you are good at, you don’t want to look stupid or bad. The competion can get sponsors and tv coverage.
Lo and behold you said it yourself!
With all the Harry Potter-ness right now, “having your very own Hogwarts for a truly magical experience (wand not included…but also not necessary…)” is about the best PR you could get!
With that description, I’m considering boarding school for myself!
Best to all at Shawnigan Lake School
Having sent my son to a U.S. boarding school from Canada, I would have to say that options are more abundant in the States than in Canada. Before marketing to Americans, I would ask you a few questions:
– What’s your budget? Without an ample one, the American market is much larger and quite different. i.e costs much more to reach
– Have you exhausted your options in other provinces? There are bound to be plenty of private school families all across the country. They’re also easier to reach with coverage in the two national dailies – The National Post and Globe and Mail.
-Do you rent out your facility during the summer or have summer programming? It can be a great way to generate revenue while getting kids introduced to your campus.
As far as getting JK Rowling to your school, I hate to be pessimistic, but I wouldn’t hold my breath. Sorry.
I’d recommend going with what you have. Find your points of difference. What do you students love about your school? What do the parents like? In truth, you’re primary market is the parents after all. Develop your own special theme without Hogwarts – something unique with more longevity, then build on it.
I can offer more help, but hey, I’ve got a mortgage to pay off! 🙂
Good luck!
Now is the very best time of year to start pitching back-to-school trend stories.
What trends are your faculty and administrators seeing in the types of students who attend the school?
What’s different about the school now versus 20 years ago? What classes are most in demand? Does your school have innovative programs like mentoring?
How do boarding schools in the U.S. and Canada differ? Do you have many students from the U.S. there? If so, why?
Many top-tier media outlets like national newspapers in the U.S. have back-to-school editions. So pitch now.