Parent Ambassadors Marketing March 31, 2016 Kurt Lewis Director of Enrollment Marketing Archdiocese of Chicago Office of Catholic Schools 4/6/2016 March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
PARENT AMBASSADOR PROGRAM • Started in 2010 to provide structure to “word of mouth marketing” • Revised in 2012 to meet the needs of our schools • Approximately 75 schools have implemented a Parent Ambassador program with proven enrollment growth March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
Discussion on Retention Retention is vital to your school’s enrollment, far more important than recruitment. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
Discussion on Retention What keeps parents in our schools? March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
Best defense against attrition is… • Students who are engaged feel connected to their school Happy families • They come home feeling happy and their happiness spreads to their family • What a parent wants is to feel: • That their child is happy in their school. • That their child is prepared for the next chapter. • That their investment – both financially and emotionally – is well worth it. Retention March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
TOP TIP: The “Nothing” Problem • When a student comes home and asked what she did in school today, the most common answer is, “nothing.” Over time, this answer can make parents forget the value of the service you provide. All of your retention efforts should remind parents that they are getting much, much more than “nothing.” Retention March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
Solving the Nothing Problem Social Media • The best way to combat this problem is to make sure parents know what is happening in your school. Social media is an excellent way to show rather than tell all of the exciting things that are going on. Don’t forget: the more mundane the post, the better. • Side note : Also consider Throwback Thursday and teacher birthday posts. Retention March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
Solving the Nothing Problem The Two Minute Drill • Teachers take a few minutes at the end of each school day to review with students what they learned today, what went well or not so well, and what they are looking forward to tomorrow. Retention March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
PARENT AMBASSADOR PROGRAM A Parent Ambassador Program: • Is proven to help schools with their recruitment effort. • Organizes parents of current students and prepares them to be part of the school’s recruitment team. • Sends them out into the community to invite, connect, and build relationships with parents of prospective students. • Tracks the progress of the parents that Parent Ambassadors touch. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
PARENT AMBASSADOR GUIDEBOOK http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment/ParentAmbassadors.aspx March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
YOUR PROGRAM 3 Steps to Develop a Parent Ambassador Program: 1. Communicate 2. Kick Off Session 3. Follow Up March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 1: COMMUNICATE Identify your “All Stars” What makes a good Parent Ambassador? • Positive about the school • Connected with neighborhood or specific group (consider one per grade level, specific neighborhood, etc.) • Strong work ethic • Comfortable talking to families • New families/Pre-K families March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 1: COMMUNICATE Find a Lead Parent What makes a good Lead Parent ? • Involved and positive about the school • Connected with school families and the community • Solid relationship with parents and teachers • Strong work ethic • Comfortable talking to families March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
TOP TIP: Find Your Linda • Our schools are filled with parents who are looking for opportunities to help. Among those parents, there are some true gems who can be counted on for anything. Enlist these parents early and check in with them often. They will be a great barometer of your program’s success. Ambassadors March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 1: COMMUNICATE Best Practices • Hand-pick and CALL families who will be your “All Stars” • Send letter or flyer to everyone March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
WORKSHEET Who are your All-Star Parents? March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 1: COMMUNICATE Sample Flyer Why it is a good invitation: Top 5 reasons to join Clearly articulates job Makes it fun! What it needs: Branding- school logo Reinforcement of school value proposition March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 1: COMMUNICATE • Consider an “Interest Survey” to gauge parents’ talents and availability. • Find the “right” parents. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION Steps to Successful Session: 1. Provide an overview of the Parent Ambassador Program. 2. Be specific in how your Parent Ambassadors can help. 3. Instruct parents as to which messages to deliver. 4. Invite Parents to share their ideas and suggestions. 5. Set follow up procedures and the next meeting date. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION PARENT AMBASSADOR Roles and Responsibilities MASS PRESENCE OUTREACH TO OTHER PARISHES IN ADVANCE OF THE ADMISSIONS EVENTS AMBASSADOR MEETING PICK 2-3 OF THESE RELIGIOUS EDUCATION OUTREACH THAT WILL WORK BEST FOR YOUR SCHOOL. PERSONAL CONTACTS OFFICE HOURS COMMUNITY CANVASSING MENTORS LOCAL OFFICIALS OUTREACH DIGITAL MARKETING SUPPORT March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION MASS PRESENCE Parent Ambassadors can: • Speak at Mass • Set up info tables after mass • Host events aimed at parish families with young children • Submit bulletin entries • Collect information from Baptismal lists for outreach • Serve as liaison between school and church March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION OUTREACH TO OTHER PARISHES (This same approach can work for Non-Catholic church leaders) • Introduce yourself and share some background information about your school. • Ask church staff if they know any families with children who might be interested in a Catholic education. • Request permission for Parent Ambassadors to speak at Masses or set up information tables after Mass. • Appoint one parent as your local parish liaison and ask that parent ensure coverage on a regular basis. • Consider hosting an open house for local pastors or stopping by their rectory with breakfast or lunch as an appreciation for their time. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION ADMISSIONS EVENTS AMBASSADOR Parent Ambassadors can: • Create materials • Promote the event • Follow up after the event Before the event, Parent Ambassadors can: • Invite friends and family • Canvass the neighborhood with posters • Hand out flyers • Post details to personal social media sites: Facebook, Twitter, etc. March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION ADMISSIONS EVENTS AMBASSADOR Let’s talk about your events… • Is your calendar set? • What types of events are you hosting? • What is most successful? • What changes could you make? March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
STEP 2: KICK-OFF SESSION PERSONAL CONTACTS Use own personal networks to identify prospective students and their families (i.e. work, neighborhood, community, church, groups, etc.) and think about: • Where do parents and children gather? • Who has children in grades K-8, who are Catholic or non-Catholic and who attend another school, including transfer students and children in junior high school? • Who has newborns to four year olds and who are Catholic or non- Catholic? • Who has children in religious education classes and who are 3 to 5 years old? • What extracurricular activities do we participate in with children? March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
TOP TIP: Referral Incentives • A great way to show your commitment to families and reward their commitment to you (as well as greatly increase enrollment) is to offer a referral incentive. Families may receive a tuition credit – typically $100 to $500 – for every family they successfully refer to your school. Ambassadors March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016
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