5 questions to ask an agency to ensure a good fit with your school
So you’re thinking about working with a marketing agency to take your school’s marketing to the next level!
There are plenty of providers to choose from, and it’s likely they’ve all got a good track record of delivering specialised campaigns in the educator sector, but how do you know if they’re right for your school?
Here are some questions to consider:
Tell me about XYZ service. Be specific about what you want an agency to deliver for your school, then search for service providers who are experts in that deliverable. This could involve digital campaigns, social media planning and strategy, branding or print publications. Speak to the agency about that particular service, the jobs they’ve undertaken in the past and what they’ve learned from delivering this service to schools like yours.
Talk me through your work processes. Ask about the logistics of working with the agency. How much input will they expect from you? What are the opportunities for feedback on a project? Who will manage the timelines and how will important information be communicated? You should feel confident in the agency’s ability to communicate effectively, keep the project moving and maintain transparency across the project phases.
How will you help achieve our strategic goals? No project should be undertaken without a strategy at its core. Every magazine, social media post and newsletter should have a clear goal. Ask the agency how the project or solution they’re proposing will help you achieve your objectives and how the positioning (the branding, copy, design, setup) of that project will drive the audience to your goal.
What does success look like and how will it be measured? How are you and the agency going to measure the performance of a project? Digital marketing allows you to collect lots of metrics from audiences, but experienced agencies will know which are the most important when it comes to converting eyes to enrolments.
Who are your longest-running clients and what makes the relationship successful? Long-running clients who continue to bring projects back to an agency are satisfied with their work. These relationships speak to a high level of trust and collaboration. If the agency understands and values these clients, they should bring quality “soft skills” - like good communication, creativity, professionalism and enthusiasm - to your account, too.
