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Summer MarketingMay 16, 2017

Sharing what works from outside experts

and internal success stories

Keeping you up to date on:

• Current topics

• Helpful hints

• Spotlight on

success stories

• Reminders

Enrollment Management Newsletter

Subscribe to the monthly

newsletter to stay in the loop:

bit.ly/EM-Newsletter

The (OCS Resource) Portal: bit.ly/OCSResourcePortal

• Kurt Lewis, Enrollment Marketing Director, Enrollment Marketing Manager, Vicariate 1klewis@archchicago.org

• Juana Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and 5jgraber@archchicago.org

• Felicia Horton, Enrollment Marketing Manager, Vicariates 3 and 6fhorton@archchicago.org

• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariate 2nwalton@archchicago.org

Meet Your…

Enrollment Marketing Team

Send us your newsworthy stories:

• Anne Maselli: Director, amaselli@archchicago.org

• Yasmin Quiroz: Marketing Assistant, yquiroz@archchicago.org

Meet Your…

Communications and Marketing Team

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

OUR GOAL

MORE KIDS IN GREAT CATHOLIC SCHOOLS

This is ultimately your job… but where do you start?

Marketing

Building interest inenrolling in the schools

New Family Sales

Getting newfamilies to enroll

Retention Sales

Getting existingfamilies to re-enroll

Enrollment Management Framework

NEW Enrollment Management Framework

Recruit

Retain

Refer

Repeat

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.

Summer MarketingMay 16, 2017

Webinar discussion includes:

• Year-end Planning

• Customer Service

• School Marketing

• Parish Outreach

• Parent Outreach

• Community Outreach

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Summer Marketing

Continue Your Spring Marketing Plan• If you haven’t already, please check out our webinar on

Developing Your Marketing Plan

• Summer is a great time to go through the OCS Portal

Before the End of the Year

Marketing Plan Template: http://bit.ly/2lOkJGv

Marketing Plan Template with Goals: http://bit.ly/2lOsEU8

Retention• Lock in as many returning families as possible

• Think of parents as differentiated learners: What are the different ways we can reach them?

• Use your all-call system, mass email service, and good old fashioned direct outreach to ensure families are registered

• If you offer a referral incentive, remind families of this as often as possible

• Provide families the materials they need to make referrals

Before the End of the Year

Don’t forget the Dads!

• Thank the Dad via email, website, Facebook, bulletin Father’s Day weekend

• If time allows how the students make something similar to Mother’s Day

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Before the End of the Year

Before the End of the Year

Graduation

• Celebrate Alumni

• Invite graduating seniors back to school in the Spring

• Send a card to your newly graduates at the beginning of the school wishing them luck in high school

Engage your Parent Ambassadors• Make sure your parents are ready to assist the school

throughout the summer

• Try to establish a calendar of when your key parents will be out of town

• Encourage parents to complete service hours during the summer before school begins

Before the End of the Year

As often as possible, the school should be open

• Ideally a staff member will be on site to welcome prospective families and give tours

• When possible, stagger staff vacation time

• Many schools keep limited summer hours such as Monday through Thursday, 9am to 3pm

• Update voicemail and door signage to reflect these hours and how you can be reached during off hours

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Summertime Customer Service

• Check voicemail and interest form submissions daily

• Update the church bulletin and website as needed

• The OCS expects that schools will not close for extended periods during the summer

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Summertime Customer Service

Early Summer

• Call all current families that have not re-registered for FY18

• Call prospective families that have not registered for FY18

• Host summer programs/camps

• Plan an event for new families

• Post regularly on social media

• Consider online advertising

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Summer Marketing Tasks

School Tours

• Overall look of school should be clean and lively

• Consider keeping one classroom set up

• Enlist parents who can assist with tours

• Work on curb appeal

• Plant flowers, add a new coat of paint

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Summer Marketing Tasks

Mass Presence

• The bulletin should have information about the school and enrollment weekly

• Announcements should be made at mass weekly

• Encourage your Pastor to speak about the school regularly

• Alumni, Parent, Student speak at Masses 2 times a month

• Booth at the back of church with school information 1 time a month

Outreach to other Parishes

• Are there any Churches nearby without a school?

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Parish Outreach

Baptism Outreach

• Send card & school information to the children who have been baptized the last five years

• Continue to send cards three to four times throughout the school year

Religious Education Outreach

• Establish a relationship with the DRE

• Schedule events with the school children & RE children throughout the year

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Parish Outreach

• Parent referrals

• Serve as ambassador families

• Assist with making phone calls

• Share Facebook post

• Write reviews: Greatschools.org, Yelp.com, PrivateSchools.org, Facebook, Google, Bing

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Working with Current Parents

• Have parents research and create a list of activities around the community

• Train parents to give tours and serve at information tables at summer events

• Enlist parents to canvass the community

• Work with them towelcome incoming families

• New family event

• Classroom buddies

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Working with Current Parents

Opportunities for Exposure

• Canvass neighborhood

• Establish Relationships with Daycares

• Farmer’s Market

• Movies in the Park

• Street Festivals

• Parades

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Community Outreach

Community Events

• Be visible

• Be memorable

• Be sincere

• Be active

• Draw families to you:

• Face paint

• Balloon animals

• Games

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Community Outreach

Preparing for Next Year

• Create your marketing plan and calendar for FY18

• Update all marketing materials

• Website

• Social media

• Print materials and translations

• Banners and posters

Please visit the OCS Portal and contactyour Marketing Enrollment Manager forsupport, ideas, and resources throughoutthe summer

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Summer Marketing Tasks

QUESTIONS?

• Kurt Lewis, Enrollment Marketing Director, Enrollment Marketing Manager, Vicariate 1klewis@archchicago.org

• Juana Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and 5jgraber@archchicago.org

• Felicia Horton, Enrollment Marketing Manager, Vicariates 3 and 6fhorton@archchicago.org

• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariate 2nwalton@archchicago.org

Meet Your…

Enrollment Marketing Team

Thank you!