Summer Marketing May 16, 2017
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 [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
Send us your newsworthy stories:
• Anne Maselli: Director, [email protected]
• Yasmin Quiroz: Marketing Assistant, [email protected]
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 [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
Thank you!