CHARTER SCHOOL MARKETING Understanding your environment and your - PowerPoint PPT Presentation

INDIANA DEPARTMENT OF EDUCATION CHARTER SCHOOL MARKETING Understanding your environment and your customer December 11, 2018 1

OUR SERIES Date Topic 10/16/18 @ 12:00 Introduction: Understanding the foundations of enrollment marketing 11/13/18 @12:00 Operations: Utilizing Data to Shape and Inform your Enrollment Marketing 12/11/18 @ 12:00 Operations: Your environment and your customer 1/8/19 @ 12:00 Marketing: Inbound marketing and building your culture of marketing 2/12/19 @ 12:00 Marketing: Lead nurturing and social media 3/12/19 @ 12:00 Recruitment: The school tour 4/9/19 @ 12:00 Retention: From first to last day 5/14/19 @ 12:00 Retention: Surveys and communication at your school 2

ABOUT BRIGHT MINDS MARKETING AND NICK LEROY • Bright Minds Marketing o Boutique marketing firm specializing in helping schools improve their student enrollment. o Over 60 clients in 9 states • Nick LeRoy, founder and principal consultant o 2 years as ED of the Indiana Charter School Board o 15 years as a global marketing executive with Eli Lilly & Co. o MBA (with honors) from Emory University 3

REVIEW OF OUR LAST LESSONS Session 1 • The importance of enrollment to your school • Changing student landscape and the Indiana charter school sector • The enrollment funnel and the 4 pillars of enrollment marketing 4

THE 4 COMPONENTS TO A STRONG ENROLLMENT SYSTEM Marketing Recruitment Retention 1. Positive 1. Listening to your 1. Attracting experience at constituents prospects every recruitment event 2. Measuring your 2. Identifying constituent’s 2. Closing the deal / those prospects satisfaction enroll 3. Nurturing those 3. Improving based 3. Create a positive prospects onboarding upon their experience feedback Come to a recruiting event Enrolling students Retaining students Operations: Know your self, your environment, your competition, and your customer. Create messages that resonate with her and have ways to deliver those messages 5

REVIEW OF OUR LAST LESSONS Session 2 • Your key data points: • 5-year enrollment trends • 5-year retention trends • Student locations • Student sources • Closure rate 6

KEY DATA METRICS 7

STUDENT SOURCES 8

UNDERSTANDING YOUR ENVIRONMENT AND YOUR CUSTOMER 9

ENVIRONMENT What is your area and what are the demographic trends? • Who are your competitors? • How do you compare? • Who are potential partners or feeders • 10

UNDERSTANDING YOUR ENVIRONMENT Student numbers • Are the population trends favorable or unfavorable to your school? 11

INDIANAPOLIS IS PROJECTED TO SEE A POPULATION INCREASE OF HS AGED STUDENTS Indianapolis Population Projections - Indianapolis-Carmel-Anderson, IN Metro Area Year 0-4 5 - 9 10-14 15-19 2010 135,781 137,048 136,146 131,228 2015 142,050 141,236 141,247 135,405 2020 149,379 146,698 144,805 139,990 2025 155,569 153,636 149,854 143,211 2030 159,174 159,633 156,638 148,129 2035 161,862 163,090 162,600 154,869 2040 164,532 165,651 166,041 160,770 2045 167,898 168,216 168,579 164,053 2050 171,718 171,572 171,128 166,542 This region includes the following counties: Boone County, IN; Brown County, IN; Hamilton Source: Stats Indiana County, IN; Hancock County, IN; Hendricks County, IN; Johnson County, IN; Madison County, IN; Marion County, IN; Morgan County, IN; Putnam County, IN; Shelby County, IN http://www.stats.indiana.edu/pop_proj/ 12

THE GARY REGION WILL SEE A POPULATION DECLINE IN SCHOOL AGED CHILDREN Gary / Region Population Projections - Total Year 0-4 5 - 19 2015 42,127 142,912 2020 41,725 134,498 2025 45,163 132,053 2030 44,459 134,774 2035 43,534 139,239 2040 42,210 141,302 2045 41,932 138,281 2050 42,532 135,640 This region includes the following counties: Jasper County, IN; Lake County, IN; Newton County, IN; Porter County, IN Source: Stats Indiana http://www.stats.indiana.edu/pop_proj/ 13

CENSUS DATA CAN HELP YOU UNDERSTAND THE ETHNIC MAKE UP OF YOUR AREA www.census.gov/quickfacts • What are the ethnicities of your area? • Are you providing an experience that resonates with them and their culture? 14

WHAT ARE THE CHOICE TRENDS IN YOUR AREA? Indianapolis Public Schools IPS Mobility 1526, 3% 22893, 44% 26656, 51% 24164, 46% 3763, 7% Residents who stayed in a public district school Transfers in (includes innovation schools) Transfers out (includes innovation schools) Choice scholarships IDOE Mobility Report, 2018-2019 https://www.doe.in.gov/accountability/find-school-and-corporation-data-reports 15

WHAT ARE THE CHOICE TRENDS IN YOUR AREA? Gary Public School System Total Students 0, 0% 6835, 57% 7413, 62% 4578, 38% 578, 5% Residents who stayed in the public school system New transfers in Transfer to other public (charter) schools Choice Scholarships IDOE Mobility Report, 2018-2019 https://www.doe.in.gov/accountability/find-school-and-corporation-data-reports 16

HOW DO YOU IDENTIFY THE COMPETITION • Parents in Indiana have several choices on where to send their children o Public District, Public Charter, Private, Homeschool, Virtual • How many competitive choices do your parents have? o How does your school compare from external quality measurements? • Does your school offer something unique to parents? 17

GREATSCHOOLS.ORG 18

GREATSCHOOLS.ORG 19

GREATSCHOOLS.ORG 20

CHART OUT YOUR COMPETITIVE SCHOOLS School name School address City State Zip Grade Type (Public, configuration Charter, Private) Main Street 123 Main Indianapolis IN 46205 K-8 Charter Academy Street Public 450 Oak Indianapolis IN 46222 K-8 Public School Street 21

GOOGLE MAPS 22

GOOGLE MAPS 23

GOOGLE MAPS 24

COMPETITIVE MAP 25

IDOE COMPASS A wealth of information about other schools in your area • Enrollment and enrollment trends • State Accountability score • Academic results • Graduation rates 26

HOW DOES YOUR SCHOOL COMPARE TO THE OTHER CHOICES THAT PARENTS HAVE? • Quantitative academic measures o ISTEP, State Grade, I- Read, Graduation rates • How well are you performing against the competition? • Do you have a compelling academic story? 27

CHANGING COMPETITIVE ENVIRONMENT What changes are happening in your environment? Schools opening, restarting or changing Schools closing or consolidating School Status Grades Impact to client School Status Grades Impact to client Served served Vanguard Collegiate Opening fall of 5 – 8 High – Could be a feeder Carpe Closing 9-12 High – 2% of students 2018 opportunity Diem came from Carpe Diem Urban Act (Washington Restart K-8 Medium – no students come Irving #14) from this school – but could Nexus Closing 9-12 High become a feeder Academy Indiana Closing K-8 Low Northwest High School Becoming a 7-8 High – could be a strong College dedicated jr. feeder opportunity Prep high Arlington High School Becoming a 7-8 High – could be a strong Hoosier Closing K-12 High – 3% of students dedicated jr. feeder opportunity Academy came from Virtual high Virtual schools Purdue PT 2 nd campus Approved to 9-12 High Tindley Consolidating 6-8 Low start Middle Schools Paramount Community Opening fall of K-4 Low Heights 2018 Matchbox learning Restart K-2 Low (Wendell Philips #63) 28 Allegiant Prep Opening fall of K-1 Low 2018

WHAT MAKES YOU DIFFERENT AND UNIQUE? • “Brands have four strategic choices: they can be better, different, cheaper or not around for very long.” Graham Robertson Marketing professor University of Chicago 29

WHO ARE YOU? 30

MORE SCHOOLS ARE STARTING TO DIFFERENTIATE THEMSELVES Result of a mature marketplace • More and more schools are beginning to “specialize” and create innovative school models 31

COMPETITIVE STEM SCHOOLS IN INDIANAPOLIS Niche.com rankings of the “2019 Best STEM High Schools in Indianapolis” Private Public 1. Park Tudor 3. Carmel High School 2. Brebeuf Jesuit 5. Zionsville High School 4. International School 8. Hamilton Southeastern High School 6. University High School 10. Fishers High School 7. Guerin High School 11. Brownsburg High School 9. Cathedral High School 13. Westfield High School 12. Heritage Christian School 15. Center Grove High School 14. MTI School of Knowledge 32

WHAT IS YOUR POINT OF DIFFERENTIATION? • If you asked a parent – would they say the same thing? • If you asked a teacher or a student – would they agree with you? • How do parents know about what makes you different? • Is it experiential or can you market it? • Is this appealing to a large enough segment? 33

FEEDERS 34

GREATSCHOOLS.ORG 35

FEEDER MAPS • What schools around me could send students to my school? • Understanding your feeders and leveraging them is critical for developing pipelines to your school 36

RANKING YOUR FEEDERS Pre-school example Name Address City Zip Type Distance (1-4 pts) Early Learning Public 0.5 miles Center Susie’s in - Private 3.0 miles home day care Happy kids' Church 1.0 miles daycare ABC Private 2 miles Preschool 37

RANKING QUALITY OF PRESCHOOLS 38

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LISTING OF PREK IN ZIP 46205 BY PTQ RANKING 40