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Early Childhood Marketing
Presented by:
Juana Sanchez Graber,
Enrollment Marketing Manager, Vicariates IV and V
Noreen Walton-Valle,
Enrollment Marketing Manager, Vicariate I and II
April 11, 2018
• Early childhood numbers have been consistently rising across the system
• Parents looking for affordable/excellent option for childcare – early childhood is entry level
• Retention is key
Catholic Early Childhood Education Marketing
3
Why is Early Childhood Education Important to Catholic Schools?
In the Archdiocese of Chicago Catholic School System, preschool and kindergarten account for 25% of the elementary school enrollment.
4
What is Early Childhood Education in a Catholic School?
• The preschool programs of the Archdiocese of Chicago Catholic schools serve children who are 3 and/or 4 years of age on or before September 1 of the current school year – no exceptions!
• Kindergarten
• Two-year old programs (e.g. drop-off programs) –must apply for DCFS Licensing
5
Why Catholic Early Childhood Education Makes a Difference
The Importance of Spiritual Development
• Faith permeates the whole school environment
• Young people involved in faith communities are more likely to feel supported, valued, and empowered than those not .
• Young people develop a sense of purpose, helping them understand that their actions are important.
6
Why Catholic Early Childhood Education Makes a Difference
Seamless Learning Continuum of a PreK-12 System
• Early childhood programs are valued as integral to the elementary school
• Principles and practices of high quality ECE are viewed as the foundation of the school community
• Early Childhood Education is advocated and celebrated
7
Why Catholic Early Childhood Education Makes a Difference
Program Quality Ensured
• Qualified Staff; Engage in professional development
• EC Program meets state requirements
• Curriculum is researched-based and aligned to early learning standards
• Assessment is integrated with curriculum, informs instructions and is communicated to families
• Program evaluation is conducted annually
8
Why Catholic Early Childhood Education Makes a Difference
Environment
• Developmentally Appropriate classroom and materials
• Safe, secure, clean
• Groups size & ratio requirements maintained
• Schedule provides a balance of activities
• Classroom well-managed; children well-supervised
• Children engaged, confident, comfortable
Why Catholic Early Childhood Education Makes a Difference
School is Part of a Community
• School builds relationships with parish, neighborhood and community organizations and agencies
• Families are connected with resources
• Children are taught, through service, that their school and neighborhood are communities for which they have responsibility
10
Why Catholic Early Childhood Education Makes a DifferenceWhy Catholic Early Childhood Education Makes a Difference
Family & School Partnership
• Parents are welcomed and supported
• Diversity, cultural & ethnic backgrounds and languages are accepted and fostered
• Communication with families is ongoing
• Opportunities for families to participate
12
Julie Ramski
Director of Early Childhood Education
Office of Catholic Schools
Archdiocese of Chicago
jramski@archchicago.org
312-534-3868
• Branding: Know, Meet and Beat the Competition
• Recruitment: Generate Leads
• Communication: Engage Pre-K and K Families
Early Childhood Marketing Best Practices
• Ask parents on your marketing team to call local early childhood centers - gather data regarding, hours, prices, programming, deliverables.
• Create analysis - What do these programs offer? How much do they charge?
• Honestly assess how your early childhood program compares with the competition - identify areas of strengths and weaknesses.
Know the Competition
Know the Competition (Know Thyself First)
15
Online and Social Media: Kidville.com
16
• Get to know leader of early childhood centers in your area and invite him/her to tour your school or attend some of your ongoing events.
• Be clear that you are not trying to “steal” their current families.
• Create materials that focus on 1st-8th grade programs to use at EC centers - much more likely to take materials if not seen as direct competition.
• Create partnership - How can you help them?
Meet the Competition
• Develop your own unique Value Proposition specifically about your EC programs
• Can you and your staff speak to what makes your EC program special?
• Put it in writing and consider creating a brochure specifically for EC
Beat the Competition
Early Childhood Curriculum Guide
• Ask your parish office to share names
and addresses of those who have been
baptized in the past 5 years and new
ones; create a database with their contact
info
• Send a birthday card each year to
children who have been baptized in your
parish
• Send baptism cards and gifts to the
newly baptized
• Find your neighborhood parent
organizations to partner for events – e.g.
NPN (Neighborhood Parent Network)
Generate Leads
21
Baptism (Prospective Student) Gifts
Baptismal Blessings from St. Joan of Arc School!saintjoanofarc.net/school
(847) 679-0660
• Playgroups are a great way for a family to
get to know your school - be sure to have EC
teachers visit the group and meet the parents
and kids e.g. Moms and Tots
• Open House specifically aimed at Pre-K/K
parents or invite to age-appropriate events
e.g. speaker on discipline, sneak peek at your
Pre-K curriculum
• Sponsor or partner with a local community
organization to host a family event
• Consider working parents – host events
after school, in the evenings, early mornings,
and on weekends, when working parents are
available but still want to do activities with
their children
Generate Leads
23
PreK STEAM Program
Early Childhood Open Houses
24
25
Parent – Tot Programs
Targeted Early Childhood Outreach
26
Map with clear directions and parking
Targeted Early Childhood Outreach
27
• Make parents feel welcome and appreciated from
the start of the school year - e.g. Host Muffins
with Moms, Donuts with Dads, Grandparents Day
• Invite parents to join committees, team, Parent
Ambassadors; be careful to invite, not overwhelm
• The more engaged the parent, more likely they
are to stay – make them feel welcomed, like they
are a part of your school’s “family”
• Personally invite parents to events and activities
– host a Kindergarten Registration Day
• Buddy system with “veteran” parents and new
Pre-K parents
• Host social activities for parents to get to know
one another
Engage Pre-K and K Families
Beyond the weekly newsletter…
• Email photos of first day before first day
ends so they see the kids they left weeping
2 hours ago having a great time. Weekly
photos taken in the classroom; ask parents
to share photos with friends and family.
• At least once – if not more – someone
should have a personal interaction with
parents outside of just a scheduled
parent/teacher conference.
• Periodic calls or notes from teachers
(1-4 per year) about a specific student’s
accomplishment; usually they just hear from
us when there’s a problem.
Maintain a High Level of Communication
30
Classroom News
31
Workshops for Prospective and Wildcats Only (S.T.E.A.M themed)
PreK and Beyond, Academic Strengths, Capture the
Moment, Teacher/Staff Spotlight Posts
Personal Touch when it comes to touring / following up
Queen of Martyrs
Colleen Carey, Marketing Director
Conduct competitive analysis and establish your Early Childhood value proposition
Plan summer activities that will appeal to families
Create Early Childhood Parent Ambassadors to help promote and market the school in the summer - they will be attending many community events, sports, BBQs and birthday parties
Start preparing for next school year’s activities, focusing on retention
It’s already April - What now?
• Are you aware of your current early childhood retention levels? If so,
what are they? Are they improving? Declining?
• What are the top reasons families leave after Pre-K /K? Is there
anything we can do to combat this?
• What are some of the ways that your Pre-K/K program goes above and
beyond to provide an outstanding customer service experience for your
parents?
• How does your school engage parents of Pre –K/K students?
• How are you communicating across grade levels? For example, do
parents of younger children know what’s happening in the Junior High?
• What are some ideas to improve communications within the school?
NEXT: Focus on Retention
THANK YOU!
Juana Sanchez Graber
jgraber@archchicago.org
Noreen Walton-Valle
nwalton@archchicago.org
• Kurt Lewis, Director of Enrollment Marketing klewis@archchicago.org
• Juana Sanchez Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and 5jgraber@archchicago.org
• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariates 1 and 2nwalton@archchicago.org
• Felicia Horton, Enrollment Marketing Manager, Turnaround Schoolsfhorton@archchicago.org
• Maura Daly, Enrollment Marketing Manager, Vicariates 3 and 6mdaly@archchicago.org
Meet Your…
Enrollment Marketing Team
35Source: Edelman
Send us your newsworthy stories:
• Anne Maselli: Director, amaselli@archchicago.org
• Yasmin Quiroz: Marketing Assistant,
schoolmarketing@archchicago.org
Communications and Marketing Team
36Source: Edelman
The (OCS Resource) Portal: bit.ly/OCSResourcePortal
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