(2) Promoting the location of the school (benefits of the surroundings such as the fact that the school is located on a large piece of wooded property, or is on a scenic mountain top, or contains lovely old buildings);
(3) Promoting the price of the school (how the price relates not only to what the school offers but to other schools in the area);
(4) Promoting the people that work at the school (e.g., all teachers hold Master's or doctorate degrees); and
(5) Promoting the processes which the school uses in terms of its instructional focus (e.g., the school utilizes the Montessori method, or it uses cooperative learning methods, or it offers a religious education, and so forth).
Picciano (1994) has noted that the technology offered by private elementary schools can also be a large part of selling the school to customers. Increasingly, computers and related technologies are becoming part of the American way of life and, according to Picciano, many parents feel that the earlier the child becomes computer literate is important. Thus, elementary schools that offer computer learning are attractive to parents.
Moreover, many parents who send their children to private schools not only desire that their children learn computers but they want them to learn on state-of-the-art equipment. Therefore, schools should, in their promotional plans, emphasize this aspect of their educational offerings.
An interesting point made by Picciano (1994) concerns the notion that a large part of marketing is communication with the surrounding community and its potential customers. Picciano points out that if schools utilize and network with local suppliers of technology, they can use their communications with these companies as part of building good communication with the community in general and promoting the school.
Another aspect of communicating with the outside community concerning the selling features of the school can be...