Marketing Presentation Schools

Building and managing reputation in New Zealand schools

Tue 22 August 2017 11:00 am - 11:40 am

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Dr Stephen Holmes

The reputation of a school constitutes its most valuable asset – hence nothing is more important than evaluating the key drivers to build, manage and evaluate the reputation of your school. Yet there is a genuine lack of robust evidence that identifies the most effective approaches to build reputation in schools, particularly for those with an international focus. Reputation requires a wider frame and perspective that seeks to aligns what a schools says with what it does – well beyond just marketing.

Key areas covered in this session include:

  • What is reputation? What does it mean to teachers, parents and students?
  • The need for formal reputation management in New Zealand schools.
  • Components of a ‘good’ reputation (credentials, communications, future ambition).
  • A robust framework to develop and manage reputation in school settings.
  • Internal and external strategies schools can use to build reputation (including word of mouth) locally and internationally.
  • Key metrics to measure (monitor) reputation for international schools.


Learn how reputation management can be a strategic and planned activity in your school and identify practical techniques to build word of mouth and third party referral.