Moreau CatholicMarketing Strategy

Objectives

• Strengthen Brand Identity

• Unify our message

• Grow Enrollment

• Improve Public Image

• Increase Community Support

• Improved Resources

Team Approach

Marketing Communications Committee- Terry Lee - Lauren Lek

- Tara Rolle - Chris Krisman

- Mike Aquino - Christine Kosmicki

- Peter Peabody - Susan Geiger

- Jim Patterson - Paul McKenna

- Kristin Delaney-Wiggins

Cindy Bath, Marketing ConsultantAlicia Martinez ‘09 and Amalia Martinez ’13

Marketing– Cornerstones

Our Right to Win

or Powerhouse

Who we talk to

What we are uniquely able to own

Our Image

Information Gathering

• Reviewed Past Marketing Data• Discussed strengths and weaknesses• Conducted Survey

- Faculty/Administration - Current Parents

- Alumni Parents - Board Members

- Alumni - Current Students

• Analyzed Admissions Data• Conducted Focus Groups

- Students - Parents

Analyzing Admissions Data

Reviewed Applied and Enrolled Data

- Last Three Years

- Type of School- Catholic

- Private, Non-Catholic Religious

- Private, Secular

- Public

- Location

• Enrollment Analysis

Focus Groups Rational

• Obtain a broad range of parent perspectives

• Utilize outside moderator to ensure neutrality, confidentiality, anonymity

Methodology

Three Focus Groups with 13 parents• Current Parents from Catholic Schools• Current Parents from Non-Catholic

Schools• Trier Rejectors

– Applied and accepted, chose another Catholic high school

Focus Group Discussion Guide• How did you first learn about Moreau? • Did you have any concerns choosing Moreau? What?• What other high schools did you consider for your child? Why?• Describe your ideal high school • How does Moreau compare to your ideal high school?• Overall how satisfied are you with Moreau as a school for your child?

– Extremely; very; somewhat; not at all satisfied • Why did you give it that rating?• What is it that you like about Moreau for your child?• What is the one thing that Moreau does better than any other school?• What is there that you do not like so well about Moreau for your child?• If you were going to describe Moreau to a friend how would you describe

it?• What, if any, improvements do you wish Moreau would make? • In your opinion, what are the barriers to Moreau attracting more students?

Current Parents - Strengths

• Parents become aware of Moreau through word of mouth (other parents; school presentation)

• Parents choose Moreau for 3 Pillars:1. Academics

2. To nurture the whole student: Sports; clubs; service

3. Morals; values; structure; discipline

• Teachers and Administration Superior

Current Parents – Strengths

• Laptops/technology is superior to other schools

• Moreau teaches excellent study habits

• Sports are a positive – inclusive– Not as competitive

• PowerSchool is a plus– All love this tool

– Love receiving weekly updates

• Saints and Scholars Program positive

Current Parents - Opportunities

• Communication of Faculty Experience

• More in-depth AP course offerings

• College Counseling – More student/parent involvement

• Improve communication of “how to’s”– General Moreau academic information

– Course Selection

– Make it easy for parents

Parent Findings - Ratings

7 6 5

Computers/technology 90% 10% 

Quality of Administrators 50% 50% 

Faith Formation of your child 50% 40% 

Preparing your child for college 40% 60% 

Safety and Security of Students 40% 20% 40%

Academics – Overall 30% 70% 

Technology is clearly Moreau’s strengthOur Right to Win – Our Powerhouse

Completely Satisfied (7) Not Satisfied at all (1)

Parent Findings

Academics and overall course offerings are viewed as positives

7 6 5

Quality of Teachers and Staff 30% 40% 30%English Curriculum 30% 60% 10%Math Curriculum 20% 50% 30%Foreign Language Curriculum 20% 60% 20%Elective Course Offerings 20% 60% 20%AP Course Offerings 20% 50% 30%Extra curricular activities 10% 60% 30%Quality of the facilities 10% 50% 40%Performing Arts Offerings 10% 80% 10%

Completely Satisfied (7) Not Satisfied at all (1)

Parent Findings

Parents cited several opportunity areas

6 5 4

Athletic program 70% 30% Science Curriculum 40% 60% Theology Curriculum 40% 40% 10%College Counseling Services 50% 10% 40%

Completely Satisfied (7) Not Satisfied at all (1)

Non Moreau Parents - Strengths

• Interested in Moreau for similar reasons as current parents: Academics, Nurturing, Morals

• Parents loved the personal touch. Felt like Moreau really CARES about your child.

• All parents were impressed with the laptop program– However, two parents chose schools without

laptop programs

• Infomercial increased general awareness

Non Moreau Parents - Opportunities

Two primary reasons for not choosing Moreau:• Lack of complete or accurate information

“I didn’t want my son to attend an open campus, I was concerned for his safety.”

• Feeling that Moreau was a “nurturing place,” but not a place for their children to excel

“Moreau is a good comfortable friend,” but “St. Francis would take my son higher, challenge him more.”

Non Moreau Parents - Opportunities

Lack of information on Marketing Materials• Lack of general awareness among other

parents

• Faculty experience, Alumni faculty

• Testing Results

• College Acceptance Information

• Open Campus/Safety Concerns

• Understanding of AP Courses

• Understanding of Alumni Involvement

Non Moreau Parents - Opportunities

• Lower level of communication during admissions process compared to other schools– Bellarmine communicated weekly with

reminders, key information

• Moreau appeared to have a lower focus on college acceptance and preparedness

Non Moreau Parents - Opportunities

Moreau is a “nurturing place”, but not a place to excel

“Students at St. Francis seemed to be higher achieving students. Students at Moreau were happy, but not over achievers.”

“Moreau was inviting, warm, family-oriented and smaller. Would have been a good fit for my older children who are introverts. Bishop O’Dowd felt peppy, almost like a rally – it was exciting!”

“I wasn’t going to send my child to a place where he wouldn’t get into a top 20 university”

Recommendations

• Continue to make analytical decisions – What can we UNIQUELY own and is our

RIGHT TO WIN?

• Unify the message and be consistent– Stay with strategy for at least five years

• Present facts and data in a clear and concise way

• Over communicate

• Target our messages

Targeting Efforts

• Increase efforts in high growth markets• Personalized targeted events• Focus on Parent to Parent Marketing

• Continue efforts in declining markets at current levels

Subtotals # Applications # Change % Change

Hayward 67 -41 -38%

Union City/Newark 71 19 +37%

Fremont 58 -4 -6%

San Leandro/Lorz 44 30 -14%

CV/Dublin/Pleas/Liv 21 8 +50%

Growth by Market 2013 - 2014

Targeting Efforts

While Catholic schools remain the largest source of students, other “types” of school are showing significant interest.– Further analysis of data indicates that location

of the school, rather than the type of school is driving growth or decline

Subtotals # Applications # Change % Change

Catholic 165 -43 -21%

Public 41 17 +71%

Private Non Religious 26 8 +44%

Other Religious 22 -7 -28%

Growth by Type of School 2013 - 2014

Four Cornerstones of Marketing

Technology Community:Educate the whole student

Growing/StrongMarkets

-Rigorous College Prep education

-Technology infused curriculum- STEM academics

Communication Strategy 2010-2015

• Purpose/Desired Action

• Target

• Leveragable Consumer Belief

• USP - Our Right to Win

• Support – Reason to Believe

• Communication Hierarchy

Communication Hierarchy

1. Moreau Catholic offers a rigorous college preparatory education that prepares its students to enter and be successful at top universities.

2. At Moreau Catholic, technology is infused across all curriculum. It is ubiquitous. We are leaders in interdisciplinary STEM academics.

3. At Moreau Catholic, we educate the whole student and place value on the important balance of academic, social and spiritual learning experiences.

Implementation

• Master Communication Calendar• Incorporate Communication Hierarchy

– On Course– The Vector– Admissions Materials– Website– Events/Interactions with Parents

• Frosh Orientation• Back to School Night• Open House

Implementation

• Increased communication with families from applied to accepted and accepted to enrolled

• Reinforce key messages to Freshman parents through a monthly enewsletter

• Increase parent to parent marketing– Utilize Parent Ambassadors– In-home receptions by target zip codes

• Leverage administrative powerhouse– Parent roundtables– Presentations in high-growth markets

Implementation

• Website– Demonstrate strength in technology through

an innovative website• Flash, video, web and podcasts, social networking

– Offer clear and concise information– Ensure consistency in messaging– Added Technology, College Bound, Faith and

Service and Arts to main tabs on site.– Utilize Google analytics

How you can help

• Be an Ambassador

– Be passionate

– Don’t wait for Parents to come to you

– Show your commitment

– Share your background, interests

– Dispel the myths about Moreau

• Be Consistent

– Consistent messages from all stakeholders

How you can help

• Be visible and engaged• Meet 3 new parents at each event• Wear your nametag• Engage in conversation

–Reinforce primary messages• Share your successes

• Student success• Innovative projects• Star students• Showcase use of technology

That’s a TON of Information!

Remember THREE things:

1.Three Key Messages1. Rigorous College Prep

2. Technology/STEM

3. Educating the Whole Student

1.Meet Three New Parents at Every Event

2.Share Three Success Stories

(Ok, that’s actually NINE things, but who’s counting?)

Questions?