indiana department of education charter school marketing · 11/13/18 @12:00 operations: utilizing...
TRANSCRIPT
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INDIANA DEPARTMENT OF EDUCATIONCHARTER SCHOOL MARKETING
Understanding your environment and your customer
December 11, 2018
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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
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ABOUT BRIGHT MINDS MARKETING AND NICK LEROY
• Bright Minds Marketingo Boutique marketing firm specializing in helping schools improve their
student enrollment.
o Over 60 clients in 9 states
• Nick LeRoy, founder and principal consultanto 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
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REVIEW OF OUR LAST LESSONS
Session 1
• The importance of enrollment to your school
• Changing student landscape and the Indiana charter school sector
• The enrollment funnel and the 4 pillars of enrollment marketing
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THE 4 COMPONENTS TO A STRONG ENROLLMENT SYSTEM
Operations: Know your self, your environment, your competition, and your customer.
Create messages that resonate with her and have ways to deliver those messages
1. Attracting
prospects
2. Identifying
those prospects
3. Nurturing those
prospects
Come to a
recruiting event
Marketing
1. Positive experience at every recruitment event
2. Closing the deal / enroll
3. Create a positive onboarding experience
Enrolling students
Recruitment
1. Listening to your
constituents
2. Measuring your
constituent’s
satisfaction
3. Improving based
upon their
feedback
Retaining students
Retention
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REVIEW OF OUR LAST LESSONS
Session 2
• Your key data points:
• 5-year enrollment trends
• 5-year retention trends
• Student locations
• Student sources
• Closure rate
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KEY DATA METRICS
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STUDENT SOURCES
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UNDERSTANDING YOUR ENVIRONMENT AND YOUR CUSTOMER
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ENVIRONMENT
• What is your area and what are the demographic trends?
• Who are your competitors?
• How do you compare?
• Who are potential partners or feeders
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• Are the population trends favorable or unfavorable to your school?
UNDERSTANDING YOUR ENVIRONMENTStudent numbers
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INDIANAPOLIS IS PROJECTED TO SEE A POPULATION INCREASE OF HS AGED STUDENTS
Indianapolis Population Projections - Indianapolis-Carmel-Anderson, IN Metro Area
Year 0-4 5 - 9 10-14 15-192010 135,781 137,048 136,146 131,228
2015 142,050 141,236 141,247 135,405
2020 149,379 146,698 144,805 139,990
2025 155,569 153,636 149,854 143,211
2030 159,174 159,633 156,638 148,129
2035 161,862 163,090 162,600 154,869
2040 164,532 165,651 166,041 160,770
2045 167,898 168,216 168,579 164,053
2050 171,718 171,572 171,128 166,542
This region includes the following counties: Boone County, IN; Brown County, IN; Hamilton County, IN; Hancock County, IN; Hendricks County, IN; Johnson County, IN; Madison County, IN; Marion County, IN; Morgan County, IN; Putnam County, IN; Shelby County, IN
Source: Stats Indiana
http://www.stats.indiana.edu/pop_proj/
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THE GARY REGION WILL SEE A POPULATION DECLINE IN SCHOOL AGED CHILDREN
Gary / Region Population Projections - Total
Year 0-4 5 - 192015 42,127 142,912
2020 41,725 134,498
2025 45,163 132,053
2030 44,459 134,774
2035 43,534 139,239
2040 42,210 141,302
2045 41,932 138,281
2050 42,532 135,640
Source: Stats Indiana
http://www.stats.indiana.edu/pop_proj/
This region includes the following counties: Jasper County, IN; Lake County, IN; Newton County, IN; Porter County, IN
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• What are the ethnicities of your area?
• Are you providing an experience that resonates with them and their culture?
CENSUS DATA CAN HELP YOU UNDERSTAND THE ETHNIC MAKE UP OF YOUR AREAwww.census.gov/quickfacts
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WHAT ARE THE CHOICE TRENDS IN YOUR AREA?Indianapolis Public Schools
24164, 46%
1526, 3%22893, 44%
3763, 7%
26656, 51%
IPS Mobility
Residents who stayed in a public district school Transfers in (includes innovation schools)
Transfers out (includes innovation schools) Choice scholarships
IDOE Mobility Report, 2018-2019
https://www.doe.in.gov/accountability/find-school-and-corporation-data-reports
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WHAT ARE THE CHOICE TRENDS IN YOUR AREA?Gary Public School System
4578, 38%
0, 0%6835, 57%
578, 5%
7413, 62%
Total Students
Residents who stayed in the public school system New transfers in Transfer to other public (charter) schools Choice Scholarships
IDOE Mobility Report, 2018-2019
https://www.doe.in.gov/accountability/find-school-and-corporation-data-reports
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HOW DO YOU IDENTIFY THE COMPETITION
• Parents in Indiana have several choices on where to send their childreno Public District, Public Charter, Private, Homeschool, Virtual
• How many competitive choices do your parents have?o How does your school compare from external quality measurements?
• Does your school offer something unique to parents?
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GREATSCHOOLS.ORG
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GREATSCHOOLS.ORG
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GREATSCHOOLS.ORG
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CHART OUT YOUR COMPETITIVE SCHOOLS
School name School address City State Zip Grade configuration
Type (Public, Charter, Private)
Main Street
Academy
123 Main
Street
Indianapolis IN 46205 K-8 Charter
Public
School
450 Oak
Street
Indianapolis IN 46222 K-8 Public
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GOOGLE MAPS
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GOOGLE MAPS
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GOOGLE MAPS
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COMPETITIVE MAP
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IDOE COMPASSA wealth of information about other schools in your area
• Enrollment and enrollment trends
• State Accountability score
• Academic results
• Graduation rates
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HOW DOES YOUR SCHOOL COMPARE TO THE OTHER CHOICES THAT PARENTS HAVE?
• Quantitative academic measureso ISTEP, State Grade, I-
Read, Graduation rates
• How well are you performing against the competition?
• Do you have a compelling academic story?
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School Status Grades served
Impact to client
Carpe
Diem
Closing 9-12 High – 2% of students
came from Carpe
Diem
Nexus
Academy
Closing 9-12 High
Indiana
College
Prep
Closing K-8 Low
Hoosier
Academy
Virtual
Closing K-12 High – 3% of students
came from Virtual
schools
Tindley
Middle
Schools
Consolidating 6-8 Low
School Status Grades Served
Impact to client
Vanguard Collegiate Opening fall of 2018
5 – 8 High – Could be a feeder opportunity
Urban Act (Washington Irving #14)
Restart K-8 Medium – no students come from this school – but could
become a feeder
Northwest High School Becoming a dedicated jr.
high
7-8 High – could be a strong feeder opportunity
Arlington High School Becoming a dedicated jr.
high
7-8 High – could be a strong feeder opportunity
Purdue PT 2nd campus Approved to start
9-12 High
Paramount Community Heights
Opening fall of 2018
K-4 Low
Matchbox learning (Wendell Philips #63)
Restart K-2 Low
Allegiant Prep Opening fall of 2018
K-1 Low
CHANGING COMPETITIVE ENVIRONMENT
What changes are happening in your environment?
Schools closing or consolidating Schools opening, restarting or changing
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WHAT MAKES YOU DIFFERENT AND UNIQUE?
• “Brands have four strategic choices: they can be better, different, cheaper or not around for very long.”
Graham Robertson
Marketing professor University of Chicago
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WHO ARE YOU?
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MORE SCHOOLS ARE STARTING TO DIFFERENTIATE THEMSELVES
Result of a mature marketplace
• More and more schools are beginning to “specialize” and create innovative school models
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Private
1. Park Tudor
2. Brebeuf Jesuit
4. International School
6. University High School
7. Guerin High School
9. Cathedral High School
12. Heritage Christian School
14. MTI School of Knowledge
Public
3. Carmel High School
5. Zionsville High School
8. Hamilton Southeastern High School
10. Fishers High School
11. Brownsburg High School
13. Westfield High School
15. Center Grove High School
COMPETITIVE STEM SCHOOLS IN INDIANAPOLIS
Niche.com rankings of the “2019 Best STEM High Schools in Indianapolis”
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WHAT IS YOUR POINT OF DIFFERENTIATION?
• If you asked a parent – would they say the same thing?
• If you asked a teacher or a student – would they agree with you?
• How do parents know about what makes you different?
• Is it experiential or can you market it?
• Is this appealing to a large enough segment?
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FEEDERS
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GREATSCHOOLS.ORG
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• What schools around me could send students to my school?
• Understanding your feeders and leveraging them is critical for developing pipelines to your school
FEEDER MAPS
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RANKING YOUR FEEDERSPre-school example
Name Address City Zip Type Distance
(1-4 pts)
Early Learning
Center
Public 0.5 miles
Susie’s in-
home day
care
Private 3.0 miles
Happy kids'
daycare
Church 1.0 miles
ABC
Preschool
Private 2 miles
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RANKING QUALITY OF PRESCHOOLS
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LISTING OF PREK IN ZIP 46205 BY PTQ RANKING
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RANKING YOUR FEEDERSPre-school example
Name PTQ Ranking
(1-4 pts.)
Type Distance
(1-4 pts)
Relationship
(1-4 pts.)
# of kids in
2017-2018
Score
Early
Learning
Center
4 Public 0.5 miles Strong 3 12
Susie’s in-
home day
care
1 Private 3.0 miles None 0 3
Happy kids'
daycare
2 Church 1.0 miles Weak 2 6
ABC
Preschool
3 Private 2 miles Medium 2 8
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K-8 school working with preschools
• Kindergarten readiness check
• Support for graduation parties
• Reading parties from your 8th
graders
• Extending your curriculum to their school
• Professional development of their faculty
High School working with K-8 schools
• Free admittance to sporting events
• Hosting specific performances for their kids
• Buddy programs
• Joint service projects
• Summer camp opportunities
• Sharing resources
• Tutoring services by your students
HOW DO YOU ENGAGE OTHER SCHOOLS TO BECOME FEEDERS?Relationships are built on shared benefits
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UNDERSTANDING YOUR ENVIRONMENT: COMPETITIVE MAPPINGTools for competitive mapping
• School Addresses
o www.greatschools.org
o Lists all the competitive schools based upon geography (distances from your school)
• Department of Educationo https://compass.doe.in.gov/dashboard/overview.aspx
o Provides a quantitative look at performance of competitive schools
• Authorizer websites
o ICSB - https://www.in.gov/icsb/2375.htm
o Mayor’s office - http://oei.indy.gov/charter-applicants/
o BSU - https://www.bsu.edu/academics/collegesanddepartments/teachers-college/centers-schools-and-offices/charter-schools/start-a-charter-school
• Mapping software
o https://www.google.com/mymaps
o www.mapline.com
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WHAT DID WE LEARN IN OUR ENVIRONMENTAL MAPPING
• The size and strength of competition in your area
• How your school matches up against the competition
• The importance of differentiating your school from others
• How to identify and engage your feeder opportunities
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UNDERSTANDING YOUR CUSTOMER
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YOUR CUSTOMER
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CUSTOMER PERSONAS
• Customer personas represent a fictional potential customer
• They are designed to allow the organization to tailor their marketing to the appropriate “Target Segment”
• Customers share demographics, beliefs and motivations. By identifying these commonalities – we can better market against our target customer’s needs
• You should strive for between 3 – 4 customer segments
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A FEW KEY CUSTOMER DEMOGRAPHICS TO BE AWARE OF:
• The majority of America reads at a 6th grade level
• More web traffic is on a mobile device than a desk top computer
• Women consume more social media than men
• Facebook is the number one social media platform
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HOW DO YOU DEVELOP A CUSTOMER PERSONA
• Demographic data
• Customer surveys
• Individual parent interviews, focus groups
• Anecdotal knowledge
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BUILDING A CUSTOMER PERSONA
1. Name
2. Demographics1. Age, Race, Education, zip code, HH income
3. Goals and needs1. What is she looking for?
4. Barriers to choosing your school
5. How to reach her?
6. Are there ways to influence her?
7. Day in the life
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• Though this school pulls from 28 zip codes, most students reside close to the Binford corridor
• 5 zip codes make up 87.7% of all students:
o 46220: 31.7%
o 46256: 25.4%
o 46250: 10.4%
o 46236: 10.4%
o 46226: 9.8%
STUDENT LOCATIONS
Example map
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Goals and needs
1. Education?1. That results in X
2. Activities1. That allow for y
3. Environment?1. That provides what benefit
Barriers to choosing your school
1. Awareness?
2. Transportation / Distance?
3. Mistaken belief about your school?
IDENTIFY THEIR GOALS AND NEEDS (WHAT YOU PROVIDE) AND WHAT ARE THEIR BARRIERS (REASONS WHY THEY AREN’T CHOOSING YOU)
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Communication channels
1. Traditional media
2. Online information
3. Radio
4. Community groups
5. Etc.
Influencers
1. Guidance counselor at current school
2. Pastor
3. Friends and other family members
4. Etc.
IDENTIFY HOW TO COMMUNICATE TO HER AND INFLUENCE HER
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DISENGAGED DAVE (STUDENT)
Demographics
• Age 15 – 19
• Behind on credits
• Has attendance or behavior issues at his high
school
• Does not show an interest in a typical HS
curriculum / environment
Goals / Needs
• An educational experience that is more
tailored and individual to what he finds
interesting and engaging.
• To escape a bad situation at previous school
• To satisfy parental desire / court ordered /
societal expectation
• Complete HS requirements
• Learn skills for the future / Job training
Barriers to choosing “client school”
• Doesn’t want to continue to attend school / Wants to drop out
• Doesn’t want to change schools• Doesn’t know about “client school”• Transportation to local campus• Faith based education
How to reach him
• Current school system (Primary)• Digital advertising• Traditional advertising• Social / Affinity groups• Current Students
• Former Students
Influencers
• Parent• Current school system• Social / Affinity groups• Court system• Current Students• Former Students
Goals
1. He is aware of
“client school”
2. He believes that
“client school” will
provide him the
opportunity to
accomplish his
goals
3. He believes that
“client school” is a
better fit for him
and embraces the
approach of the
school
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DAY IN THE LIFE
• Dave doesn’t enjoy school. He doesn’t like the teachers and doesn’t feel that the education that he is getting is relevant to him. He often skips school to hang out with his buddies and is increasingly using drugs and alcohol.
• Though he doesn’t like school, he knows he needs to complete his high school diploma if he is going to have a shot at a decent job. Not necessarily college, but something with his hands since Dave likes tinkering with things
• Dave spends a lot of time on social media and is an avid gamer. Dave is currently on parole for a petty larceny charge.
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PERSONAS CAN BE FOR STUDENT TYPES
•An environment where she can be an individual and focus on completing her school work
•A social environment where she is not bullied and feels respected
Social Sally
• Individualizedacademic environment
•A personalized relationship with a teacher to reinforce the progress that she is capable of making
Academic Amy
• Individualizedacademic attention to allow Mike to leverage his strengths and address his weaknesses
•An environment where he is not singled out or made to feel inferior due to his medical issue
Medical Mike
•Flexible academic environment but with more structure than an online only environment
•A supportive peer group of students like her
Life Lisa
•An individualizededucational environment that is more intimate than the larger public high schools
•More structure and accountable than online systems
Alternative Andy
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OR PERSONAS CAN BE FOR PARENTS
“Satisfied” “Wants More” “Working Mom” “Different”
“Complacent” “Tiger Mom”
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WHAT DO WE LEARN IN CUSTOMER PERSONA CREATION
• Who is our customer?
o Where does she live?• Is your marketing directed to that area?
o What is she looking for in a school?• Are you telling her that?
o What are her barriers to attending your school?• Are you addressing those?
o Where does she get her information?• Are you present there?
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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
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CONTACT US FOLLOW US
THANK YOU!!!
Facebook.com/brightmindsmarketing
@brightmindsmktg
531 W. 83rd Place, Indy, IN 46260
317-361-5255