Winter Marketing Tune-Up
Meet Your… Enrollment Marketing Team • Kurt Lewis , Director of Enrollment Marketing klewis@archchicago.org • Noreen Walton-Valle, Marketing and Enrollment Manager, Vicariates 1 and 2 nwalton@archchicago.org • Juana Graber , Associate Director for Hispanic Outreach Marketing and Enrollment Manager, Vicariates 4 and 5 jgraber@archchicago.org • Maura Daly, Marketing and Enrollment Manager, Vicariates 3 and 6 mdaly@archchicago.org • Felicia Horton Marketing and Enrollment Manager, Turnaround Schools fhorton@archchicago.org
Meet Your… Communications and Marketing Team Send us your newsworthy stories: • Anne Maselli: Director, amaselli@archchicago.org • Yasmin Quiroz: Marketing Assistant, yquiroz@archchicago.org
Enrollment Marketing Services The OCS Enrollment Marketing Team is happy to provide the following services to your school: Comprehensive Enrollment Management Diagnostic Development of Enrollment Marketing Management Plan Ongoing support for your Enrollment Management/Marketing Team Consultations or presentations on Enrollment Management topics: Training and support for Parent Ambassadors Customer Service training and support for your Faculty and Staff Strategies to improve Retention
NEW Enrollment Management Framework Recruit Repeat Retain Refer
NEW Enrollment Management Framework Example: St. Anonymous School • St. Anonymous has 230 students this year. • 30 students are graduating, leaving 200 to be retained. • If the school retains 90%, that is 180 students coming back. • They will need 50 students to repeat this year’s enrollment. • 20 students will fill their Pre-K program, leaving 30 to find. • If just 10% of their roughly 130 families refer a student, they will have found 13 more students. • Only 17 more students will have to be recruited.
The OCS Resource Portal: bit.ly/OCSResourcePortal
Enrollment Management Newsletter Keeping you up to date on: • Current topics • Helpful hints • Spotlight on success stories • Reminders • Tips from fellow marketers Subscribe to the monthly newsletter to stay in the loop: bit.ly/EM-Newsletter
Keys to Success Remember your marketing PITCH - Pride - Constantly remind people – including yourself – what an amazing place this is. - Intentionality - Move from “All Are Welcome” to “All Are Invited” - Teamwork - Delegation is the only way to make your plan happen. - Creativity - Just like students, every parent is different . - Honesty - Talk about what a blessing this role is for you. Your enthusiasm is infectious !
Tax Credit Scholarship Program
Tax Credit Scholarship Program Four Critical Sources of Prospective Students • Incumbent families who qualify for the scholarship • Any family who has left your school for financial reasons • Any family who showed interest in your school but did not register • Religious Education/CCD families Find any way you can to reach out to these four groups! • Conduct TCS marketing in tandem with your marketing plan • Do not soften your admissions standards • Parent referral incentives are more important than ever
Preparing for Registration
Preparing for Registration Schools should be prepared to begin registering students on January 1st Remember: A student is not “Registered” until forms are completed and registration fee is paid. Mind Your Ps and Fs • Payment • Paperwork • Forms • Fees • Financial Aid…which has its own Fs
Fall Administrative Tasks Payment and Fees • Setting Tuition and Fees • Contact your SFM to begin the tuition setting process • Update your tuition sheets • Update your website with the new tuition and fees • Consider drafting language that supports your tuition and explains the value of the education you provide
Fall Administrative Tasks Paperwork and Forms • Update all registration forms and admissions paperwork • Update the website as needed with the latest forms • Ensure that your school has an online interest form
Fall Administrative Tasks The Four F’s of Financial Aid • FACTS • Any family applying for aid should be entered into FACTS • Floor • Ensure that you have set a minimum amount that every family will pay • Financial Aid Committee • Typically a group of three to five including the principal and pastor but no school parents • Financial Aid Reward • Offer appropriate financial aid but ensure that norms such as a tuition contract are followed
Hiring a Marketer
Hiring a Marketer The OCS considers hiring a Marketing Manager to be best practice - Look at the Staffing Models sheet for ideas on filling this role - Look at the sample position descriptions for full-time and part- time marketing professionals - Contact your MEM for assistance in posting and hiring for the position - MEMs can help train and mentor on-site marketers
Developing Your Marketing Plan
Completing the Marketing Diagnostic Download the Marketing Diagnostic from the OCS Resource Portal - The diagnostic provides a clear look at your marketing practices - Focus on the areas with the lowest scores - Use the diagnostic to guide your Marketing Plan
Creating a 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
Setting Your Recruitment Goal Determining the number of students you need to recruit to reach your goal: - Start with the number of students currently enrolled Subtract the number who will be graduating from 8 th grade - - The resulting number is your potential pool of students to retain - Subtract 10% from that number to adjust for the families who may move or leave - The resulting number is your Adjusted Potential Retention (APR) - Subtract your APR from your enrollment goal - The resulting number is the number of students you need to recruit From here you can look at the number of Pre-K seats available and figure out roughly how many students you would need to recruit in K-8.
The Marketing Plan Template 1 Key Components: 2 1. Enrollment trend 3 data 4 2. Owner 3. Deadline 5 4. Status 5. Categories
Category 1: Retention Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Category 2: Parent Ambassadors and Referrals Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Category 3: Website and Social Media Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Category 4: Parish Outreach Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Category 5: Communications, Customer Service, and Follow-up Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Category 6: Community Outreach Marketing Plan Template: http://bit.ly/2lOkJGv Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
Planning for Retention
Planning for Retention View the Developing a Retention Plan webinar - 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?
Why Do Families Leave? Most common reasons families site for leaving • Moving out of city/state • Could no longer afford tuition • Academic offerings not strong enough • Extracurricular offerings not strong enough • Conflict with faculty or staff member • Conflict with another student or family • Transferring to a magnet or charter school (lottery) • Felt they were not getting value for their tuition How many of these can be remedied by more proactive communication?
Why Do Families Leave? Most common reasons families site for leaving • Moving out of city/state • Could no longer afford tuition • Academic offerings not strong enough • Extracurricular offerings not strong enough • Conflict with faculty or staff member • Conflict with another student or family • Transferring to a magnet or charter school (lottery) • Felt they were not getting value for their tuition Communicating with families early and often will make it easy for them to decide to stay if at all possible.
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