peace through music in the spirit of john paul chicago 2012ocs.archchicago.org/portals/23/amen...
TRANSCRIPT
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Summer MarketingMay 16, 2017
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Sharing what works from outside experts
and internal success stories
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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
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The (OCS Resource) Portal: bit.ly/OCSResourcePortal
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• Kurt Lewis, Enrollment Marketing Director, Enrollment Marketing Manager, Vicariate [email protected]
• Juana Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and [email protected]
• Felicia Horton, Enrollment Marketing Manager, Vicariates 3 and [email protected]
• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariate [email protected]
Meet Your…
Enrollment Marketing Team
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Send us your newsworthy stories:
• Anne Maselli: Director, [email protected]
• Yasmin Quiroz: Marketing Assistant, [email protected]
Meet Your…
Communications and Marketing Team
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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
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OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your job… but where do you start?
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Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
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NEW Enrollment Management Framework
Recruit
Retain
Refer
Repeat
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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.
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Summer MarketingMay 16, 2017
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Webinar discussion includes:
• Year-end Planning
• Customer Service
• School Marketing
• Parish Outreach
• Parent Outreach
• Community Outreach
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Summer Marketing
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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
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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
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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
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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
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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
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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
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• 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
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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
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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
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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
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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
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• 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
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• 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
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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
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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
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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
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QUESTIONS?
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• Kurt Lewis, Enrollment Marketing Director, Enrollment Marketing Manager, Vicariate [email protected]
• Juana Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and [email protected]
• Felicia Horton, Enrollment Marketing Manager, Vicariates 3 and [email protected]
• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariate [email protected]
Meet Your…
Enrollment Marketing Team
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Thank you!