Measurement: The Key to Charter School Marketing

by Brian L. Carpenter, PhD

The marketing challenge at your school might not be what you think—especially if you think that money alone is the answer. At a minimum, the board and executive of a charter school should know precisely how many students come and go, when they come and go, and if possible, why they left and where they enrolled afterward.

With crucial data in hand, charter school leaders can evaluate their results and devise a plan to attract new students, win back others, and dissuade yet others from leaving. In a word, measurement is the key to marketing.

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