Hierarchy of School Marketing Needs Leadership Day - February 16, 2018
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs
Marketing Support: Potential Staffing Models Staffing Models for Marketing, Development, and Enrollment Professionals FT Director of Marketing and FT Director of PT Director of PT Marketing PT Marketing Parent Volunteer Role Development Marketing Marketing Assistant (Staff) Assistant (Parent) Parent Volunteer Group/ Ambassadors Board Committee College Intern Dual focus on Focuses solely on May be shared Might be a staff This may mean an This may mean an This may mean the Committee or sub- We do not currently marketing and marketing the school between multiple member who is paid hourly role or stipend individual parent who Parent Ambassador committee of the have background on fundraising, may also and retaining current school sites. an additional stipend which could be is completing service group or individual school board wherein how this can be done work for the parish. families. to complete this correlated to the hours or has a deep parent(s) completing not all members need or the laws around it, Description work, similar to a amount of their interest in service hours for the be members of the but feel that this may sports coach. tuition, but cannot be volunteering regularly school. school board. be a very promising a straight trade of for the school. avenue. tuition for work. Compensation $40,000 to $50,000 $35,000 to $45,000 $18,000 to $22,000 $15-$20/hr $12-$15/hr Volunteer Volunteer Volunteer Internship Hours 40/wk 40/wk 20-30/wk 10-20/wk 10-20/wk Varies Varies Varies 5-10/wk FT Director of Marketing and FT Director of PT Director of PT Marketing PT Marketing Parent Volunteer Key Tasks Development Marketing Marketing Assistant (Staff) Assistant (Parent) Parent Volunteer Group/ Ambassadors Board Committee College Intern Managing a Marketing Plan X X X X X X X X X Managing Volunteers X X X X X X Website/Social Media X X X X X X X X Community Events X X X X X X X X X Canvassing Events X X X X X X X X X School Event Staff/Volunteer X X X X X X X X X Iquiry Follow-up X X X X X X X X School Tours X X X X X X X X Family Nights X X X X X X X Parent Ambassadors X X X X X Social Media Posts X X X X X X X X X Liase with Principal/Pastor X X X X X Creating a Marketing Plan X X X Newsletters/Publications X X X X X Liase with School/Parish Staff X X X X Messaging/Value Prop X X X X Data Management/Tracking X X X X Alumni Relations X X X Fundraising Events X X Major Gifts X X Annual Fund X X Grant Management X X Speaking at Mass X X X X Testimonials/Reviews X X X Mom and Tot Program X X Available at http://bit.ly/2sAyzUS
Marketing Support: Potential Staffing Models Staffing Models for Marketing, Development, and Enrollment Professionals FT Director of Marketing and FT Director of PT Director of PT Marketing Assistant PT Marketing Assistant Role Development Marketing Marketing (Staff) (Parent) Dual focus on marketing Focuses solely on May be shared between Might be a staff This may mean an and fundraising, may marketing the school multiple school sites. member who is paid an hourly role or stipend also work for the parish. and retaining current additional stipend to which could be families. complete this work, correlated to the Description similar to a sports amount of their tuition, coach. but cannot be a straight trade of tuition for work. Compensation $40,000 to $50,000 $35,000 to $45,000 $18,000 to $22,000 $15-$20/hr $12-$15/hr Hours 40/wk 40/wk 20-30/wk 10-20/wk 10-20/wk Parent Volunteer Group/ Role Parent Volunteer Ambassadors Board Committee College Intern This may mean an individual This may mean the Parent Committee or sub- We do not currently have parent who is completing Ambassador group or committee of the school background on how this can service hours or has a deep individual parent(s) board wherein not all be done or the laws around interest in volunteering completing service hours for members need be members it, but feel that this may be a Description regularly for the school. the school. of the school board. very promising avenue. Compensation Volunteer Volunteer Volunteer Internship Hours Varies Varies Varies 5-10/wk Available at http://bit.ly/2sAyzUS
Marketing Support: Hiring The OCS can help you… • Customize a position description • Post your position online • Source candidates • Vet and interview • Train new hires • Evaluate or review your marketing staff Available on the OCS Resource Portal
Maslow’s Hierarchy of Needs
Value Proposition Download the Value Proposition Template from the OCS Resource Portal - It is best to complete this process with a variety of stakeholders - Parents have the greatest insights into the real value of your school - Ask, “What is the change you have seen in your student since they have been at this school?” - Values = Value - What we do is so much more than just an excellent education - What kind of student do you want graduating from your school? View the Branding Presentation
Value Proposition: What do you DO ? It is vital to find out what your school does better than any other. The answer may not match your mission… • Core Value: • Peacemaking, Service, Leadership, Global Citizenship • Namesake: • Frassati, Pope Francis, Joan of Arc, Nativity • Mascot: • Bulldogs, Eagles, Pride, Knights Value Proposition Planning Template
Value Proposition: Virtues and Values • Prudence • Patience • Conservation • Courage • Chastity • Science • Temperance • Kindness • Creativity • Justice • Humility • Tenacity • Piety • Faith • Service • Fortitude • Hope • Innovation • Charity • Love • Leadership • Diligence • Respect • Gratitude Value Proposition Planning Template
Maslow’s Hierarchy of Needs
Content for School Websites Checklist here: https://goo.gl/aVfdOA Printable .pdf version here: http://bit.ly/2BrS44T View the Next Level Web Strategies presentation
Online Interest Form The OCS can provide you a customized Google Form to add to your website. Email Kurt Lewis to request
Website Workshopping Take time to take a look at other schools’ websites. • First, open the website checklist: https://goo.gl/aVfdOA • This will allow you to evaluate the site as a marketer • Second , ask yourself, “If I were a current parent at this school, would this website meet my needs?” • Third , ask yourself, “If I were a prospective parent , would I send my kids to this school based on what I see on this site?”
Website Workshopping Example Sites Northside Catholic Academy: Infant Jesus of Prague Parish: www.northsidecatholic.org/ (Edlio) www.ijpparish.org/ St. Mary of the Woods: Pope Francis Global Academy: www.smowschool.org/ (Educational Networks) www.pfgacademy.org/ St. Joseph Parish (Libertyville): St. Theresa School: www.stjoseph-libertyville.org/ (eCatholic) www.sttheresaschool.com/ (Edlio) St. Joseph School (Libertyville): Frassati Catholic Academy: www.sjscatholic.org/ (Edlio) www.frassaticatholicacademy.org/ (Wix) St. Paul of the Cross School: Our Lady of Mount Carmel Academy: www.spc-school.net/ (Strategically Digital) www.olmca.org/ (Educational Networks) If you would like, please ask your peers to review your site and offer to do the same for them. Even a cursory look from a new set of eyes can be enormously helpful!
Social Media Social Media is a vital retention tool
Social Media Bingo Which platforms would beneficial to your school? - What social media platforms need more interaction? -What platforms do prospective parents use when researching schools? -What upcoming event would you like your parents to attend?
Social Media and Online Reviews Social media is your most important retention tool • Read the Facebook Advertising and Tips presentation • Create a Social Media Editorial Calendar • Top posts: teacher birthdays, technology, faith, community • Every Thursday is Throwback Thursday! • Consider a door decorating contest Encourage parents to leave reviews on Greatschools.org, PrivateSchoolReveiw.com, Yelp.com, Facebook, and Google Places
Maslow’s Hierarchy of Needs
Parent Ambassadors This is the ONE strategy that is working across the Archdiocese! • Visit the Parent Ambassador page and download the Guidebook • Watch the Parent Ambassadors webinar recording • Create a Parent Ambassador Plan
Turning Retained Families into Referring Families • A Referral Incentive is the best way to encourage incumbent families to spread the word about your school. • Launch or revamp the Referral Program by announcing it via email, website, social media, and phone messenger. • Make it clear that the new family must stay until January for the referring family to earn the credit. • Make sure that families have the tools they need in order to refer their contacts to your school.
Turning Retained Families into Referring Families • Canva.com is a fantastic site for creating simple infographics that also make great posters, flyers, and brochures.
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