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Developing a Parent Ambassador ProgramSeptember 13, 2016
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
Developing a Parent Ambassador Program:
A strong Parent Ambassador group will increase enrollment at schools by harnessing the power of parents to influence
their friends, families, and neighbors.
TODAY’S WEBINAR
DEVELOPING YOUR PROGRAM
3 Steps to Develop a Parent Ambassador Program:
1. Communicate
2. Kick-Off Session: Roles and Responsibilities
3. Follow Up
Parent Ambassador Program Guide and sample documents: bit.ly/ParentAmbassadorProgram
Page 5
Key Benefits Program Content
A Parent Ambassador Program:
• Is proven to help schools with their recruitment and
retention efforts.
• Prepares parents to be part of the school’s enrollment
marketing team.
• Sends them out into the community to invite, connect,
and build relationships with parents of prospective
students with a simple set of compelling messages
about the school.
• Tracks the progress of the parents that the Parent
Ambassadors touch.
Communication
• Communicating the Parent Ambassador program will
be critical to its success. You’ll want to have the best
possible attendance for your “kick-off” session.
Training
• The marketing director or principal works with a lead
parent to put together an impactful 1 to 1½ hour
training.
Follow-up
• Identify, address, and overcome challenges in
collective efforts.
PROGRAM OBJECTIVES
COMMUNICATE
1. Find a Lead Parent What makes for a good Lead Parent?
Involved and positive about the school
Connected with school families and the community
Solid relationship with parents and teachers
Strong work ethic and willing to take initiative
Comfortable talking to families
COMMUNICATE
2. Identify your “All Stars”What makes for a good Parent Ambassador?
Positive about the school (may already be involved or not)
Connected with neighborhood or specific group (consider one per grade level, specific neighborhood etc.)
Strong work ethic
Comfortable talking to families
New families/Pre-K families
COMMUNICATE
3. Make personal invitations
CALL families who will be your “All Stars”
SEND letter or flyer to everyone
COMMUNICATE
Sample Flyer:
Why it is a good invitation…
Top 5 reasons to join
Clearly articulates job
Makes it fun!
COMMUNICATE
4. Survey parents Consider an “Interest
Survey” to gauge parents’ talents and availability.
Find the “right” parents
Steps to a Successful Session:
1. Provide an overview of the Parent Ambassador Program.
2. Be specific in how your Parent Ambassadors can help. 3. Instruct parents as to which messages to deliver.
4. Invite Parents to share their ideas and suggestions.
5. Set follow up procedures and the next meeting date.
KICK-OFF SESSION
IN ADVANCE OF THE MEETING PICK 2-3 OF THESE THAT WILL WORK BEST FOR YOUR SCHOOL AND GIVE YOUR PARENTS SPECIFIC ROLES AND RESPONSIBILITIES AROUND THESE
ROLES AND RESPONSIBILITIES FOR PARENT AMBASSADORS
MASS PRESENCE
OUTREACH TO OTHER PARISHES
ADMISSIONS EVENTS AMBASSADOR
RELIGIOUS EDUCATION OUTREACH
PERSONAL CONTACTS
OFFICE HOURS
COMMUNITY CANVASSING
LOCAL OFFICIALS OUTREACH
MENTORS
DIGITAL MARKETING
MOMS (DADS/PARENTS) AND TOTS – NEW!
ROLES AND RESPONSIBILITIES
20
PARENT AMBASSADOR CALENDAR
MASS PRESENCE Speak at Mass
Set up information tables after mass
Host events aimed at parish families with young children
Submit bulletin entries
Collect information from Baptismal lists for outreach
Serve as liaison between school and church
Connect with leaders of parish ministries
Pages 13-16
ROLES AND RESPONSIBILITIES
ROLES AND RESPONSIBILITIES
OUTREACH TO OTHER PARISHES (without schools)
These suggestions can work for Catholic and non-Catholic churches:
Introduce yourself and share some background information about your school.
Ask pastor if he knows any families with children who might be interested in a Catholic education.
Request permission for Parent Ambassadors to speak at Masses or set up information tables after services.
ROLES AND RESPONSIBILITIES
OUTREACH TO OTHER PARISHES Appoint one parent as your local parish liaison and ask that parent
ensure coverage on a regular basis.
Consider hosting an open house for local pastors or stopping by their rectory with breakfast or lunch as an appreciation for their time.
Pages 17-19
ROLES AND RESPONSIBILITIES
ADMISSIONS EVENTS AMBASSADORParent Ambassadors can:
• Create materials
• Promote the event
• Follow up after the event
Before the event, Parent Ambassadors can:
• Invite friends and family
• Canvass the neighborhood with posters
• Hand out flyers
• Post details to their Facebook pages, Twitter Page 20-23
ROLES AND RESPONSIBILITIES
ADMISSIONS EVENTS AMBASSADOR
Let’s talk about your events…
• Is your calendar set?
• What types of events are you hosting?
• What is most successful?
• What changes could you make?
ROLES AND RESPONSIBILITIES
RELIGIOUS EDUCATION OUTREACH
Parent Ambassadors can:
• Call RE families to invite them to upcoming school/parish events• Host events specifically aimed at RE families• Write testimonial letter to be used in RE outreach
Pages 24-28
ROLES AND RESPONSIBILITIES
PERSONAL CONTACTS Use own personal networks to identify prospective students and their families (i.e. work, neighborhood, community, church, groups, etc.) and think about:
• Where do parents and children gather?
• Who has children in grades K-8, who are Catholic or non-Catholic and who attend another school, including transfer students and children in junior high school?
• Who has newborns to four year olds and who are Catholic or non-Catholic?
• Who has children in religious education classes and who are 3 to 5 years old?
• What extracurricular activities do we participate in with children?
Page 12
OFFICE SUPPORT
Parent Ambassadors can help behind the scenes:
• Assist with mailings• Participate in follow up calls• Give school tours• Answer the phone for prospective families• Prepare marketing materials
Page 29-32
ROLES AND RESPONSIBILITIES
ROLES AND RESPONSIBILITIES
COMMUNITY CANVASSINGParent Ambassadors can:
• Visit several locations in the area that attract families and children where
they could access information about the school: parks, libraries, day care
centers, community organizations, real estate offices, local businesses
(including Starbucks or McDonald’s community boards), etc.
• Distribute flyers, brochures, lawn signs, door hangers, etc.
• Participate and have a presence in community events
(e.g. Fourth of July, Labor Day, educational fairs, etc.)
Pages 33-36
ROLES AND RESPONSIBILITIES
OUTREACH TO OFFICIALS
Parent Ambassadors can:
• Make calls to local officials• Ensure local officials know about school’s value• Invite officials to events• Keep officials apprised of school happenings• Build relationships and develop support
ROLES AND RESPONSIBILITIES
FROM AMBASSADORS TO… MENTORSParents can:
• Reach out to new families before the year starts and answer potential questions
• Host a new family welcome event at the school
• Meet in advance of the school year for children to meet and parents to get acquainted
• Serve as communication liaison between school office and families
• Function as “parking lot” monitors- if they hear gossip on the parking lot, they can bring it to a school leader
• Act as “Room” parents
Pages 37-38
ROLES AND RESPONSIBILITIES
DIGITAL MARKETING SUPPORT
Parents can:
• Take photos• Monitor review sites• Be online ambassadors• Forward newsletter and invitations
MOM AND TOT PROGRAM
• Logistics
• Marketing
• Investing in the families
• Events
• School• Adult
ROLES AND RESPONSIBILITIES
FOLLOW-UP AND INCENTIVES• T-Shirts and special paraphernalia for parents
• Service hours
• Bulletin board/space for tracking Parent Ambassador success
• Parent Ambassador Newsletter
• Parent Ambassador appreciation luncheon/dinner
• Parent Ambassador Mass
• Follow-Up Emails
• Discussion Board
• Follow-Up Calls to Parent Ambassadors
Page 42
CREATE A TIMELINE
35
Page 44
QUESTIONS?
Month Topic Date
September Developing a Parent Ambassador Program Tuesday,September 13
November Hosting a Great Open House Tuesday, November 15
December Preparing for Catholic Schools Week and Retention Events
Tuesday,December 13
January Communications and Media Tuesday, January 17
March Early Childhood Marketing Tuesday, March 14
April Marketing in a Changing Neighborhood Tuesday, April 18
May Summer Marketing Strategies Tuesday, May 16
WEBINARS: 12pm - 1pm
Month Topic Date
October Next Level Web Strategies Wednesday, October 19
February Developing Your 2017‐18 Marketing Plan Wednesday, February 15
WORKSHOPS: 9am - 1pm at Archbishop Quigley Center
Thank you!
