Reframing Recruitment as Marketing: Building Connections with Prospective High School Music Students,Families,and Administrators

Abstract

The transition from middle school to high school can be a particularly challenging time for music program retention. However, when music teachers view this process through the lens of marketing, it may be possible to develop a more holistic and comprehensive approach toward student enrollment. Marketing strategies related to perception, targeting, salience, and the “rule of seven” are all adaptable to music program membership efforts. These tools can help music teachers more effectively tailor messages and attract prospective students.