INDIANA DEPARTMENT OF EDUCATION CHARTER SCHOOL MARKETING Inbound Marketing and building a culture of marketing January 8 th , 2019 1
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 2
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 3
YOUR RESOURCES https://www.doe.in.gov/grants/school-marketing-and-webinars 4
ENVIRONMENT What have we learned through our environmental analysis 1. The structure of families in America is changing o Increasingly diverse population o “Non - traditional” households are increasing 2. General school age population is shrinking due to decreasing birth rates o Greater impact in the non-urban areas 3. Varying development of the concept of school choice o Do parents realize that they have a choice? 4. Competitive analysis o # of schools in your area are competing for the same students o Their academic ratings 5. Some potential sources of students (Other schools, churches, YMCA, Boys and Girls Club, etc.) 5
YOUR SCHOOL What have we learned through analyzing our data and our school? 1. Your metrics o Average enrollment numbers o Yield rate o Replacement rate 2. Your point of differentiation o What do we offer that is unique and compelling to get a family to enroll? 3. The challenges in your enrollment system o Marketing, Recruitment or Retention? 6
YOUR POTENTIAL CUSTOMER What do we know by creating a customer persona / conducting a customer analysis? 1. Where she lives Student location mapping gives you demographic information: HH Income, educational 1. level, ethnicity 2. Her goals and objectives for her child’s educational experience Don’t always assume it is just a state test score 1. 3. Her barriers about attending your school 4. Where she gets information 5. Who can potentially influence her 7
LEROY ACADEMY OF AWESOMENESS • K-8 school located in the Broadripple neighborhood of Indianapolis • STEM Focused school 8
COMPETITIVE SCHOOLS: ALL 46 Competitive Schools Source: Greatschools.org LeRoy Academy of Awesomeness Charter Public Private 9
LEROY ACADEMY OF AWESOMENESS K-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis Environment Population trends are favorable / Moderately competitive environment • Competition: There are 46 competitive schools. 25 public / 2 charter / 12 Private (Catholic) • Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum) • Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish School School has stable enrollment • Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades. • Retention at 90% • Yield rate is 75% • Focus is on enrolling more kindergarten students Customer Female aged 30 - 45 • Wants an alternative to IPS and Washington township (big classes and disruptive environment) • Likes STEM because she sees it as the jobs of the future • Mix of white, Black and Hispanic • Economically diverse : About 40% make over 100k / 60% make under 50K 10 • Gets her information online, from friends and in her neighborhood
ENROLLMENT TRENDS FOR LEROY ACADEMY OF AWESOMENESS Enrollment at LAA LAA Yield Rate 80 100% 60 72 70 91% 90% 65 70 62 50 50 49 49 80% 47 46 76% 60 54 71% 71% 70% 42 41 68% 40 40 39 50 60% 35 30 40 50% 40% 30 20 30% 20 11 10 20% 10 9 8 7 10 10% 0 0 0% 2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 2014-2015 2015-2016 2016-2017 2017-2018 2018-2019 Kindergarten Other Grades Total Open house Enrolled Yield rate 11
LEROY ACADEMY OF AWESOMENESS K-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis Environment Population trends are favorable / Moderately competitive environment • Competition: There are 46 competitive schools. 25 public / 2 charter / 12 Private (Catholic) • Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum) • Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish School School has stable enrollment • Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades. • Retention at 90% • Yield rate is 75% • Focus is on enrolling more kindergarten students Customer Female aged 30 - 45 • Wants an alternative to IPS and Washington township (big classes and disruptive environment) • Likes STEM because she sees it as the jobs of the future • Mix of white, Black and Hispanic • Economically diverse : About 40% make over 100k / 60% make under 50K 12 • Gets her information online, from friends and in her neighborhood
STUDENT LOCATIONS Most students reside in the Broadripple area Though LAA attracts students from 23 zip • codes, most students reside close to the school in the Broadripple / Binford corridor 4 zip codes make up 74% of all students: • 46220: 48% • 46250: 11% • 46240: 9% • 46256: 6% • Three public school districts make up 93% of • LAA’s student population Washington Township: 40% • IPS: 33% • Lawrence Township: 20% • LAA Students 13
CUSTOMER PERSONA Patty Parent Demographics: Where does she get Barriers to information? Lives in the two zip codes by • choosing us the school 46220, 46250 (IPS/ She uses social media – • Washington Township mainly Facebook and Associates degree • Instagram Doesn’t understand Married • • She relies on family and • Age: 30 - 45 • what a charter friends African American • school is Makes 100K • Not aware of our • school Goals and needs: Who can influence her? Lives in Washington • Wants an alternative to IPS Township so • and Washington Township Family and friends with older • unfamiliar with Enroll schools children Indy process Wants a safe environment • She is involved in a number • Lives more than 2 • for her children of community groups Looking for a technology • miles from our school oriented school to gain skills so transportation is an for the jobs of tomorrow 14 issue Wants a more personalized • educational environment
LEROY ACADEMY OF AWESOMENESS K-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis Environment Population trends are favorable / Moderately competitive environment • Competition: There are 42 competitive schools. 25 public / 2 charter / 12 Private (Catholic) • Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum) • Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish School School has stable enrollment • Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades. • Retention at 90% • Yield rate is 75% • Focus is on enrolling more kindergarten students Customer Female aged 30 - 45 • Wants an alternative to IPS and Washington township (big classes and disruptive environment) • Likes STEM because she sees it as the jobs of the future • Mix of white, Black and Hispanic • Economically diverse : About 40% make over 100k / 60% make under 50K 15 • Gets her information online, from friends and in her neighborhood
LEROY ACADEMY OF AWESOMENESS Our challenge: 1. Awareness is too low Though we close the deal in the recruitment phase, we are traditionally only getting 1. 68 people to come to our open houses Our school pulls from a lot of different schools, it seems like we have no consistent 2. feeder schools 2. Parents don’t seem to know us Many say that we are the best kept secret in town! 1. How do we get more parents to know about us and be interested enough in our school to take the next step? 16
MARKETING PLAN 6 steps to a strong marketing plan Thinking / Planning Doing 1. Understand your 4. Tell your story potential customer • Use the channels that your • What does she look like? customer uses • What motivates her? • Repeat your story multiple times • How do we reach her? and in multiple places. Ensure that it is consistent across channels 2. Establish your story • Drive engagement • Ensure that it resonates against 5. Get her to “buy” you! her needs • Wow her in her interactions with you 3. Set your goals and • Follow up and close the deal organizational structure 6. Keep her happy • What are you going to do and who She will tell her friends about you • is going to do it? 17
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