Customer Service and Brand Management April 19, 2016 Presented by: Kurt Lewis Felicia R. Horton Lisa Rieger
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Customer Service and Brand Management April 19, 2016
Presented by:
Kurt Lewis
Felicia R. Horton
Lisa Rieger
Felicia R. Horton Vicariates III and VI
Noreen Walton-Valle
Vicariate II
Introducing our Newest Marketing Team Members!
Parent Ambassador
Leveraging parent power to fuel your enrollment management plan
October 20, 2015
Our Goal. . .
More kids…
…in great Catholic Schools
Update on FY14 Results,
FY15 School Improvement Strategy
and Protocol Requirements
School Board
11 Sept 2014
Where GREAT exists, the stage is set for successful enrollment marketing.
Defining…Great Catholic Schools
You might say that a “brand” is an institution’s image -- it’s how you are known and identified;
A school’s brand personality is shaped by the perceptions of the
audience;
It’s how you work with your students, how a parent is welcomed
for an admissions visit, how a student is coached or how a family
is thanked for their generosity. . . everything a school does
reflects on the brand;
What is your school brand?
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So, what is your school’s brand?
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Your brand is best
summarized in your
school’s value proposition
This is your starting place: What are the distinguishing aspects,
programs or dynamics that set your school apart -- that gives you
your unique identity and “reason for being”? Catholic and safe are
no longer sufficient.
The value proposition articulates why your school is worthy of a
family’s investment -- it justifies your school’s presence and cost.
Your value proposition should be stated in terms that are relevant to
your target audience (typically a parent -- and most often a mom).
Avoid “academic” lingo without giving proper context.
Your value proposition is your story! Tell it!
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Value Proposition. . .
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Value Proposition. . .
Partnering with parents to raise
children who are Faith-filled,
Focused and Achieving.
Office of Catholic Schools
Value Proposition
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Value Proposition. . .
Faith • Family • Academics
Value Proposition Framework
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Value Proposition. . . r
To help with the value proposition, you first must know what parents are looking for?
Why should I spend my money to send my
child to your school?
Public school is free. . .
And, do I trust that your school is truly better
than the other choices I have?
Name something that happened in your
class/office recently that exemplifies
your school’s unique value proposition.
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Value Proposition. . .
• A dynamic, fully engaged teacher is better than 50 billboard ads.
John Cooper, National Enrollment Management Consultant
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Value Proposition. . .
The connection between value proposition, customer service and retention. . .
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Value Proposition. . .
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All school staff
members
need to know
who their
customers are!
Customer Service: Who is the customer?
“The quality of an
organization is
gauged by the
satisfaction of
engaged
customers”,
Said Dr. Sally Wade,
director of the
Florida Partnership
for Family
Involvement in
Education
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Dr. Wade also discusses five dimensions of customer care:
o reliability
o responsiveness
o to feel valued
o empathy
o competency
o Read more:
http://www.educationworld.com/a_admin/admin/admin430.shtml#
sthash.lyD1NTCS.dpuf
Customer Service Care…
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Customer service is the way we. . .
• Smile at guests when they enter the building.
• Main office staff introducing themselves to people who are waiting,
and estimating the length of their wait.
•Treat callers to the school office or answer an email.
• Welcome prospective families when they come for an admissions
tour. Service should be family-friendly oriented.
• Make something easier because we thoughtfully anticipated a
need/concern.
• Affirm and commend people regularly and consistently.
• Main office atmosphere should be warm and inviting.
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A commitment to
customer Service is a
commitment to retention
But it requires “buy in” from all
the grown-ups!
Everyone is part of the “sales
force” •Administration & Pastor
•Faculty
•Staff
•Board
Customer Service…
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Main office staff are at the HEART of
the school’s enrollment
management operation. John Cooper,
National Enrollment Management Consultant
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To help make a good impression, some school
administration staff read the following books and article
• “Raving Fans: A Revolutionary Approach to Customer
Service” by Ken Blanchard, Sheldon Bowles.
• “From Good Schools to Great Schools: What Their
Principals Do Well” by Susan Penny Gray
• “Schools Offering Service With A Smile” article from
Education World:
http://www.educationworld.com/a_admin/admin/admi
n430.shtml
Customer Services resource
recommendations:
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What’s Driving Retention? . . . Everything!
Excellence in Academic Experience
and Student Services Programs
Integrated Marketing Communications
Plan
Parent Education and Engagement
Internal Culture, Operations, Protocol
and Policies
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Goal: Exceptional academic and student life programs
If there is a perception that the
academics are not strong, enrollment is vulnerable. . . .
because there are other choices
Parents also want students to
have unique and valuable
opportunities beyond the
classroom (under one, easy roof)
Academic Program & Student Services
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Key Audiences:
Prospective Families,
Current Parents, Alumni
and Friends
Keep parents informed. .
. Keep them engaged. .
. Keep them “scripted”
Constant messaging
centered around the
unique value proposition
Integrated Communications
Name something that happened in your class this week that exemplifies the unique value
proposition of your school? How do you personally keep your students’ parents informed?
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Parent Education & Engagement
Goal: ENGAGE!
Provide opportunities for parents to
contribute their time or be present.
Recognize and thank parents for
their support and involvement
(annual report).
Parent
communication/conferences
Help parents be better parents!
Offer parent education and
programming.
What are 3 examples of your school engaging families in unique ways?
Can you list three parent education programs that would be great for your community?
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Goal: Can we make school logistics easier?
Better?
Help families feel welcome and make it easy to “join
the family”
Consider a parent’s perspective in creating policies
and procedures
Bi-lingual forms
Pick up and drop off routine
Convenient times to meet
Ask for feedback via parent satisfaction survey.
Ensure current office technology is supporting
school appropriately.
Culture, Operations, Policies & protocol
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RECRUITMENT: Working with prospective families. . . They might be feeling overwhelmed.
Experience begins when they leave their homes, stuck
in traffic , then they park, then they walk in the building.
. . How’s the day been so far?
Directional signage in place?
Is environment welcoming and are offices, hallways
and classrooms clean, organized and well cared for?
Let them feel the spirit and “fit” the minute they walk in
the door – who is on the front line?
Track process of inquiries.
Contact families and thank them – professionally and in
a timely manner.
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RETENTION: Re-enrollment for current families
It’s a year-long relationship – build the
case consistently, constantly!
Clear communication about deadlines,
tuition increases, availability and process
for financial aid
Reminders or calls with a personal touch
Exit interviews when a family decides to
leave
“Look ahead” nights to set expectations
for next year
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First, remember schools are built on
relationships
Welcoming
Authentic
Be realistic
Does everyone have the customer
service/retention lens?
Faculty
Staff
Board
Parishioners
Pastors
What is my role in all of this?
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Litmus Test…
Ask Yourself:
Is the decision I am
about to make or the action I
am about to take going to…
Build the Brand?
Eliminate an obstacle?
Deepen a relationship – build trust?
Enhance the experience for a parent or student?
Advance the mission?
By: Lisa Rieger
The Importance of Collecting Prospective Family Data
Many times an interested family will call your school directly – what a gift!
It is so important that whoever answers that call be armed with an effective CRM tool at their fingertips!
Track the source
Ask how they found out about your school?
• Was it your website, Facebook page, ad in the newspaper, or simply word of mouth?
This will give you insight as to where potential families are finding you and what they are looking at before they even contact you.
Respond Immediately
Touch back with an introductory letter about your school that will give that parent enough information about your school to help them make a decision. Keep track of when you do…
Invite the family to come on a school tour, to an upcoming event, or even to your school Masses.
Nurture Your Prospective Families
Once you’ve sent your intro letter…
• Make a follow up call inside of a week
• Ask if they have any questions or concerns and document them, so that you can respond again.
• If they have agreed to come for a tour or event, send a postcard follow up with the date and time. Tell them you’re excited to have them at your school!
• Send a “thank you” note once they have visited and invite them to register.
Tag! You’re It!
Tag your records with important information that you want to track
• Name of their previous school
• Name of their child, their age and grade
• Concerns that they have
• Why are they looking for a new school
• How interested are they in your school
Treat New Families Like Current Families
Welcome them to join your school family
Invite them to peruse your website and social media pages
Invite them to review your school calendar and join you at an event of their choice
Have them meet your principal and teachers that their child might have in your school
Ask how they would like to be contacted – email, text, phone
Thank you!
Any questions? Feel free to call on me!
Lisa Rieger
Director of Marketing & Development
708.386.5286 x 102
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Show joy in
all that you do!
Office of Catholic Schools
Chicago, IL
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Questions?
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Thank you!
Office of Catholic Schools
Chicago, IL
Kurt Lewis [email protected]
Felicia R. Horton [email protected]
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