Article Source: https://metricmarketing.ca/perspectives/3-golden-rules-for-reporting-to-your-board/

As a private or independent school marketer, it’s important to help your board understand how well your marketing is performing—what’s working, what isn’t, and what opportunities are available that they should support. After all, research shows that school marketers who are supported by their boards and heads of school are more likely to receive a larger budget for their work.

In our 2021 State of Independent School Marketing Survey, when we asked school marketers what types of marketing data would be helpful to them to present to the board on a more regular basis, they answered as follows:

• Campaign ROI Reporting – 32%
• Admissions/CRM Reporting – 21%
• Comprehensive Campaign Insight Reporting – 20%
• Website Behaviors – 13%

In this article, we discuss three practical things you can do to ensure a successful board presentation—one that enables them to make sound decisions and feel confident in their choices (and yours), while helping you prove the value of your work, justify expenditures, and secure funding.

RULE 1: CONSIDER THE WHOLE STORY

The journey a parent takes from first becoming aware of your school, to enrollment, is long and well-researched. Your reporting should understand this journey and all of the different components that work together to drive a conversion.

Start by identifying the high-level objectives you set out to achieve, then break those down into the measurable goals you could track.

• Learn More: How To Create A Measurement Plan For Your School

For example, if your school has an objective of increasing enrollment, you’ll be measuring how many applications can reasonably be attributed to your marketing efforts—and all the steps a user took to get there. Work through your macro- and micro-conversions, identifying the actions a parent might take in their journey to apply at your school.

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