This PowerPoint includes slides from two related presentation sessions: Parents: One Relationship,...

This PowerPoint includes slides from two related presentation sessions:

Parents: One Relationship, Many Roles

Parents: Systems That Work

DATE GOES HERE ARIAL 16 BOLD

One RelationshipMany Roles

March 9, 2015

Andy BrommelDirector, Communications ConsultingCampbell & Company

Parents:

Independent school parents are the mostpassionate and powerful, complicated and challenging stakeholder groupin the nonprofit sector.

Systems Thinking:What stories are you telling yourself about the situation that are holding you back?

They are your enrollment strategy.

Dynamics

What parents mean to you…

Parents Donors

Audience Ambassadors

How parents see themselves…

Parents Customers

Members Partners

Parents are always parents first.

Parents

There’s only one relationship…

…but there are many roles.

The relationship is asymmetrical…

…and your side is tricky.

Parent

Teachers

Admin

Staff

Advancement

They decide which conversation you’re having.

It’s up to you to recognize it.

Their investment is total…

…and so are their expectations.

They’ll tell you what they want and value…

…but youhave to ask.

1. Supports the Jewish development that the parents desire for their child

2. Academically prepares the child for high school or college

3. Responds to parent concerns about the child or school

What do parents want?Survey says:

1. I have a clear understanding of our school's philosophy

2. School fosters care and commitment for Judaism in my son/daughter

3. School promotes a love of Israel in my child

How do they judge your school’s Jewish development?

1. Graduates have access to multiple attractive academic options

2. School develops my child's critical thinking skills (analysis, synthesis, and evaluation).

3. Transition between divisions.

How do they judge your academic preparation?

They want and expect to be heard...

…but you must be ready to listen and act.

The loudest voices are not always representative…

…but you have to address them actively

all the same.

They want and expect information…

…but it’s not always what they’re really

asking for.

Your best case scenario is to hear your words and ideas in their voices.

Systems Thinking:What stories are you telling yourself about the situation that are holding you back?

Is there anything more valuable you could do this year than strengthen your parent relationships?

Thank you.

Andy Brommelapb@campbellcompany.com

312-896-8874

DATE GOES HERE ARIAL 16 BOLD

Systems That Work

March 9, 2015

Andy BrommelDirector, Communications ConsultingCampbell & Company

Parents:

Is there anything more valuable you could do this year than strengthen your parent relationships?

Know your parents.

Parents Who PushSuccess-Driven ParentsSpecial Kids’ ParentsCharacter-Building ParentsPublic School Proponents

2011 NAIS Parent Motivations Survey

1. Supports the Jewish development that the parents desire for their child

2. Academically prepares the child for high school or college

3. Responds to parent concerns about the child or school

What do parents want?Survey says:

Know your parents.

Current parent surveysEnrollment market researchBrand perception researchDonor research

Do your own research

Build it together.

The loudest voices are not always representative…

…but you have to address them actively

all the same.

Make sure you have a friend in the meeting, ready to speak up.

Don’t let the loudest voice define the whole conversation.

Offer limited, good choices.

You can’t say no, but you can always provide alternatives.

Engage them as members and partners

Parents Customers

Members Partners

Your best case scenario is to hear your words and ideas in their voices.

What are yourkey messages for parents?

Say something interesting.

Speak their language.That means actual human language.“The endowment is our foundation for sustainable excellence, innovation and leadership for the future”

“The endowment is the most

important investment we

can make in our school today.”

Know your voice.What 3 words describe your voice?ProfessionalFriendlyStrongFamilialAuthoritativeWarm

BoldInspiringLoftyDown to earthScholasticSpiritual

They want and expect information…

…but it’s not always what they’re really

asking for.

Bring the info.

High-Level Message

Supporting Rationale

Details, Plans, FAQs

Bring the info.

High-Level Message

Supporting Rationale

Details, Plans, FAQs

Building the new Student Center is the smartest way to strengthen every aspect

of our school.

Top Five Benefits of the New Student Center

Why is this a higher priority than a new performing arts center? Who is the architect? Why does it cost so much? When will construction begin? Will construction interfere with classes? Will it increase operating costs? Will we have to raise tuition to operate it? How will you manage the construction dust?

1. Supports the Jewish development that the parents desire for their child

2. Academically prepares the child for high school or college

3. Responds to parent concerns about the child or school

What do parents want?Survey says:

1. I have a clear understanding of our school's philosophy

2. School fosters care and commitment for Judaism in my son/daughter

3. School promotes a love of Israel in my child

How do they judge your school’s Jewish development?

1. Graduates have access to multiple attractive academic options

2. School develops my child's critical thinking skills (analysis, synthesis, and evaluation).

3. Transition between divisions.

How do they judge your academic preparation?

Use your head.

Listen.

Thank you.

Andy Brommelapb@campbellcompany.com

312-896-8874