Ambassadors for Christfiles.constantcontact.com/8b29e0e6001/49531431-e77... · Marketing & Communications Coordinator. Marketing 101. Review •Multiple touches •What appeals to

Ambassadors for ChristINVOLVING STUDENTS AND PARENTS

ON YOUR ADMISSIONS TEAM

Presenters

Donna Laughlin• Wife and mom

• Seamstress

• Antique collector

• Former teacher

• Former Californian

• Principal

Megan Popp• Black coffee drinker

• Mom and wife

• Loves to eat,

laugh, and talk

• Former media buyer

• Admissions

Lori St. Vincent• Wife and mom

• Running and

Tai Chi

• Painting and

antiquing

• Church and School

Marketing & Communications

Coordinator

Marketing 101

Review• Multiple touches

• What appeals to prospective families?

• Importance of brand consistency

• Recruiting is everyone’s job

The Market

Millennials1981-2000

75 million

Gen X1965-1980

51 million

Baby Boomers1946-1964

80 million

ParentsGrandparents

Millennials

https://www.youtube.com/watch?v=tUKPzD6pBZs

Communication• Expect 24-hour turn around

• First choices are social media, text, email,

and voice mail

• In person, only if the message is very

important

• Create word pictures; use verbs

• Polite, positive,

respectful, motivational,

ELECTRONIC

What Does This Mean?• Be authentic and transparent

• Make community an end in itself

• Concentrate on email, social media,

apps, and phone

communication

• Dump the clichés

Analysis• Require transparency, authenticity, and

respect

• Multi-taskers with high

expectations

• Do not have a faith tradition

• Appreciate the personal

touch

• Tech savvy and technology

oriented

Generation X

https://www.youtube.com/watch?v=WnccgOkSAnc

Communication• Use straight talk, present facts

• Use email as number one tool

• Use informal communication style

• Talk in short sound bytes

• Share info immediately and often

• Avoid buzz words and jargon

• Tie message to results

• Blunt, direct

• Immediate

• Redundancy

Analysis• Expect to be understood

• Want to see data; results

• No romancing them in

recruiting

• Want value added

information

• Very selective and focused

on own and child’s needs

• Very loyal once they are satisfied

What Does This Mean?• Share test scores

• Share high school placement history

• Partner with them; invite their participation

• Redundancy in communication (print,

social media, email blast)

• Don’t sugar coat

• Authenticity

• Less susceptible to peer opinions;

want proof of word-of-mouth

Baby Boomers

https://www.youtube.com/watch?v=7yn3vWQbgEI

https://www.youtube.com/watch?v=7yn3vWQbgEI

Communication• Establish a friendly rapport; like to get personal

• Diplomatic, speak in open, direct style

• Use body language to communicate

• Present options (flexibility); get consensus

• Oftentimes are supporting the tuition

commitment; not parents, but still constituents

• Avoid manipulative/controlling language

• Like the personal touch…

casual conversation

• Enjoy reading, don’t mind

long copy

What Does This Mean?• We created the “Participation

Awards” for our [Millennial] children

• Very involved in children’s and

grandchildren’s lives

• We’re watching…and talking!

Involving Parents

What is a Parent Ambassador?• Provide firsthand word-of-mouth within

their unique communities

• Expand reach of social media posts

• Introduce families to the

school

• Strategically volunteer

at events

• Share print materials

• Provide feedback

Who Should Represent You?• Create a list of potential candidates,

remembering that they will share what

is important to them

– Utilize teacher and admin

feedback

– Variety of grade levels

– Variety of home addresses

– Variety of church homes

– Variety of generations

Parent Ambassadors• Their agenda must be the same as ours

• Represent different experiences at our

school

• Ask for their feedback

• Float test balloons with

them

• Meet with them during

the year

Utilization of Contacts• Social media: Facebook, Twitter,

Instagram

• Mom’s groups/pages

• Community groups/pages

Anti-Ambassadors

Anti-Ambassadors• Can still provide information via Parent

Feedback opportunities

• Rejection happens

• Keep the door open for

a return

• Utilize exit surveys

• Don’t engage directly;

“Truth will out.”

Involving Students

What They Do • Wear branded spirit wear

• Proficiency in math and writing

• Test scores

• Play a role in open

houses; greet,

hang coats,

escort guests

Who Are Your Students?• #PeekInside, #ImmanuelsOwn

campaigns

• Well mannered on field trips

• Sportsmanship at athletic

competitions

• Involvement

• Character

Your Students Sell Your School• Service projects

• BHS Coach

• Feedback from high school

principals

Involving Students in Events • High School Night

• Open Houses

Sing & Play• Free

• Appeals to young families who don’t or

can’t commit

• Creates word of mouth in the community

• Feeds the preschool

• Develops a strong base in

preschool for matriculation

into Kindergarten

Marketing

Facebook• Appeals to all generations

• Intentional and organic shares

• Posts on popular topics can provide even higher reach than boosted posts

• Reach x Frequency = Impressions

• Authenticity comes in at the impression level

• Hard Sell vs. Soft Sell

• Does the prospective parent feel what you are trying to convey?

https://www.facebook.com/Immanuelchurchandschool/videos/1740332946179280/


Social Media• Electronic word of mouth

• Best friend/worst enemy

• Tell the story of your school

• BE AUTHENTIC!

Social Media• Facebook and Twitter for Gen X and

Boomers

• Instagram, Snapchat, YouTube for Millennials

Social Media

Boomers & Gen X

Facebook and Twitter

Millennials

Instagram, Snapchat &

YouTube


Boomers


• Represent your church and school by telling stories with words and images; you are one organization


Boomers


• Represent your school by telling stories with words and images

• Coordinated social media campaigns


Boomers




• Planning and execution


Boomers





• Hootsuite and hashtags


Boomers






• Tagboard


Boomers






• Tagboard

• Future…

• Make an investment in consistent, professional looking marketing and communication pieces

• Print provides support to social media, provides talking points for Parent Ambassadors, and take-aways for visitors

• Pieces should look professional and have a consistent look and feel.

• Gen X and Millennial parents are well educated and expect quality and professionalism.

Print Media

Print Media Examples• Most recent print campaign


• Parent Ambassador packet



• Popcorn coupons



• Cards

• Popcorn coupons

• Cards



• Cards

• Popcorn coupons

• Open house and event dates for the

year

Branding• Consistent branding is key for

community recognition

• Consistent look and feel

• Rebranding needs to be

appropriately timed

• Brand Guide

• Mascot vs. logo

Event Marketing • Events provide opportunities

to create word of mouth

• Events provide opportunities

to demonstrate organizational

authenticity

• Provides opportunities to

invite to the next event

Examples• Sing and Play @ Chick-Fil-A

• Fun Fair 4 Kids

• McTeacher Night

• Half Day Program

• Back-to-School Community Picnic

• Community Leadership Breakfast



Why Strategic Partnerships?• Become authentic to customer base

by being who you are—walking the

talk

• Build presence in community

• Build relationships in the community

• The ultimate goal

Thank you so much!

Ambassadors for Christfiles.constantcontact.com/8b29e0e6001/49531431-e77... · Marketing & Communications Coordinator. Marketing 101. Review •Multiple touches •What appeals to

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