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Word of Mouth Marketing
Pinterest grew to 11.7 MILLION users in just two years!
92% of consumers trust recommendations from friends
and family more than any other form of marketing.
• Positive word of mouth (WOM) is more credible than negative WOM
• Parent ambassadors help to maintain and grow school enrollment
• Parents trust other parents “peer recommendations”
• Parent ambassadors are cost effective
• Parent ambassadors help increase/stabilize enrollment
4
Why Parent Ambassadors are important
Key Benefits
• Helps 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.
Parent Ambassador Program
Content
IN ADVANCE OF THE
INITAL 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
Roles & Responsibilities
Getting Started
1. Find “Lead Parent(s)”
2. Identify “All Stars”
3. Invite members
4. Host a kick-off meeting
1. Find “Lead Parent(s)”
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 familiesAsk faculty and
staff for
recommendations!
2. Identify “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 Don’t forget to ask
faculty and
staff for
suggestions!
3. Invite members
Personally Ask
“Lead Parent(s)” and “All Stars”SEND letter or flyer
to all parents with
kick-off meeting information
Keys to a Successful Session:
Provide an overview of the Parent Ambassador Program
Be specific in how your Parent Ambassadors can help
Instruct parents as to which messages to deliver
Invite parents to share their ideas and suggestions
Set follow up procedures and the next meeting date
4. Host a kick-off meeting
Community
Outreach
Parent Ambassador
Program Lead(s)
Parish
Outreach
Lead
Marketing
Director/Principal
Admission
Events
Lead
Example Program Hierarchy
No Parent Ambassador Program? No problem - parents can still help with market your school!
How do you get volunteers?
Survey Families / Review Parent Employment
Match Parent Interest/Career with Opportunities
Personally Ask to Participate
Bring a Friend
13
Recruit Volunteers
Social Media
• Like/share social media posts
• Write reviews on Greatschools, PrivateSchools, Yelp, etc.
Prospective family marketing
• Phone calls
o Invitation to an Open House/School Event
o After Tour or school event
o Registration Reminder
• Input prospective student contact information into database from
interest cards
New school family retention
• Phone calls
o Welcome to the school
o Following up on the beginning of the school year
14
Volunteer From Home Examples
Community Canvassing
Mass Presence
Admission Events (open house)
Retention Events (family nights, registration night, etc.)
Community Events (open to community at large – garage sale, farmers market,
Fall Fest, etc.)
15
Large Scale Volunteer Examples
16
Thanking Volunteers
A volunteer who feels appreciated and useful will continue to support your school. Thank them often!
Tips:
• Show them how their work impacts the school
• Tailor gratitude to the individual
o Public expression at an event or via social media
o Quieter display via a note or phone call
• Gifts are appreciated but not necessary
Handwritten thank you note
Social media posts
Dedicated space in school newsletter
VIP Parking
Special celebratory mass
Student made crafts
Sweet treats
Flowers
School spirit gear
17
Thanking Volunteers – Gift Ideas
FREE
Our Mission
St. Ethelreda is a Christian School Community, committed
in traditional Catholic values, welcomes a diverse
enrollment, educates the whole person, prepares students
for a lifetime of learning, leadership, and service and offers
a safe and affordable education.
St. Ethelreda Objectives
To accomplish the mission, our objectives are:
To make known to each student the person and message of Jesus Christ and to develop an understanding of His Church.
To provide all students with opportunities to develop moral and spiritual values, ethical standards of conduct, and the basic integrity they'll carry throughout life.
To develop in all students a respect for themselves and for the rights of others.
To enable students to acquire basic life skills.
To help each student develop the power to think constructively, to solve problems, to reason independently, and to accept responsibility for self-evaluation and continuing self-instruction.
To grow into a Christian faith community in which our faculty, student, and parents work together, respect themselves and each other, and show a real concern for others in the spirit of Christ's teaching.
Principal’s MessageDear St. Ethelreda Family and Perspective Parents,
We finished the 2016-17 school years with much success. A new science program was
implemented in grades 3 through 8 and an after school Science Club for students in 4th
through 8th grade was formed. We expanded our fine arts program by adding art and
music to our curriculum. We upgraded our infrastructure giving technology access to all
student in every subject throughout the day. Our NWEA MAP and ACT Aspire test scores
continue to show student growth. The Family Game Night, Parent Workshop, Salute to
Famous Chicago African Americans, Spring Concert, Family Math Game Night, Super
Heroes and Princess for the Day events were well attended and enjoyed by all. Our eighth
graders will attend the following Catholic High Schools in the fall: Leo, Marist, DeLaSalle,
Josephinum Academy and Mother McAuley. And, for the third year, we have the largest
enrollment on the south side of Big Shoulders Schools.
To help with marketing of our school, the Parent Ambassador group was formed in the
spring. Their responsibility is to spread the good news about St. Ethelreda throughout and
beyond the community, They will attend local events, visit churches, block club parties,
shopping malls and wherever people are gathered. Look for them in their bright yellow
Parent Ambassador tee shirts this summer.
Thank you to the staff, parents, willing workers and alumni who help to keep St. Ethelreda
successful over the years. It is because of you that we strive and continue to survive. St.
Ethelreda exemplifies the proverb, “It takes a village to raise a child.” Feel free to stop by
and see us at anytime.
What To Expect
Students ranging from pre-school to 8th grade.
A family caring environment that will nurture, encourage and
develop your child.
Improve knowledge of the Christian faith.
Well rounded students educationally and socially.
Access to computers and technology.
Foreign language classes.
Cultivation of math and reading skills from the first day of
class.
St. Ethelreda Offers
Math, Science & Technology Program
Before / After Care
Safe Environment
Extra-Curricular Activities
Preschool for All Program – Full Day
Tuition Assistance
Child Care Initiative
High school readiness
Discover The Difference ! Our Students Grow Into Scholars - Our accredited program exceeds Illinois State
Standards in accordance with standardized Test scores that consistently rise year to year. The longer a student stays at St. Ethelreda, the better the student’s scores are over time.
Our Students Graduate - 100% of our students graduate and most go on to selective high schools. Our grads attend St. Rita, Mother McAuley, Leo, De La Salle, Mt. Carmel, St. Ignatius, Queen of Peace, and other top high schools
Focus on STEM - Science, Technology, Engineering, & Math – Your child’s curriculum includes access to our computer lab and Study Island, an online educational aid. Since 2007, our Lego Robotics program has won awards in competition for three consecutive years, including a winning robot design. Our curriculum also includes project based learning as well as problem based learning in order to develop our students as critical thinkers and problem solvers.
Benedictine University Partners – Our partnership with Benedictine University provides a wealth of academic opportunities and resources exclusive to St. Ethelreda School. One unique program includes an in-class college educational experience to inspire junior high students to pursue a higher education. A four year scholarship is available for St. Ethelreda graduates who attend a Catholic high school, maintain a 3.0 GPA and enter Benedictine University as an Education major.
Festivals and BoothsPrincipal sat at the 2016 festival giving away free dollar store toys with a big sign “FREE TOYS” for kids to come to the table with their parents and sign up if they were interested in our school. That list was used as a marketing and enrollment tool. Out of the list of interested families we gained 70% of the families for preschool. We also gained their siblings.
Families and Friend
Networking2016 – Our goal was to fill preschool. We asked our friends and families to talk about the new preschool by calling, talking to families in the neighborhood and leveraging face book friend and family pages. We had a phone tree of families we knew and asked them to talk about an affordable school with a whole day preschool. We asked families to reach out to their friends and neighbors.
Canvas of the
NeighborhoodMary Janowski and a group of parents from the neighborhood posted flyers to all local businesses and around preschool areas.
Registration PartyWe held three day straight registration party from 8AM to 6PM. Families came and had
light refreshments in the church hall while we gave them the registration forms and
checklists to complete. We had the registrar, secretary and principal registering families
the week before school started. By the third day we had maximum capacity in the
preschool. We had originally 12 students for fourth grade and ended with twenty two.
Leveraged FacebookWe used local community pages as our way to continue to market last school year. We had word of mouth families who would respond to families who were new to the area or not happy with their current school.
What did we say…Do you remember the Andy Griffith show? A tiny little town where everyone knew everyone and felt safe. We at Sacred Heart School are a mini suburbia. We all know one another and we look out for our families and students. Our students go to the best high schools. We are BP/Amoco Science Award Winners 6 out of 200 schools who competed. We also have an amazing preschool program with a 15 year veteran teacher who has four boys herself. She is the new version of Mr. Rogers. The principal even has her daughter at the school. It is a great place to be!
Teacher’s Message…This is a wonderful place to teach. We have small class size so we can help every student that walks through our doors. We know every child by their name. We have great opportunities which allow us to make sure the students all have the best education. We have a new writing program, hands on math and science program and our students end up at the best high schools and come back to tell us they went to Cornell University, Harvard or a top 10 university. We are so proud of our students. This is a wonderful place to be.
Principal’s Message Welcome to Sacred Heart School. Our school is over 100 year old and will be around for another 100. We offer a suburban small town feel in the big city. We offer brand new math, science and literacy curriculum. Our students are in charge of their learning and the teachers are their coaches. What is wonderful about this curriculum is that we offer your child a chance to become an innovator in their area of choice. (The principal pulls out pictures of alumni to discuss their careers from Astronaut Matjevic, Vrdolyak sons, and our second grade teacher. The principal also discusses the most recent graduating class.) We have students who have recently been accepted to a boarding school in Boston, Mother McCauley and Mt. Carmel. They are all in honors classes and come back to thank us for preparing them well. Meetings always had a follow up date and time.
Thoughts to mention…• We use the same messaging everywhere we go.
• All newsletters, meetings and face book posts start with gratitude, any success we had and showcase all our support.
• We always welcome parent volunteers to come and attend events with us especially new families who can attest to how they are welcomed as new families.
• We have flyers on hand to pass out because you never know when interest may pop up … grocery store conversation, shopping, festival or a friend who is not happy with their current school.
• We have strong ties to the Alderwoman’s Office and we ask her to attend our events and post them to her page.
• We also work with the local Chamber of Commerce to put on events at the school to bring in community members to talk about our place. We give them the same message we give our parents.
Marketing Strategic Plan
2017-2018• We expanded the number of parades we attend.
• We are focused on finding families who can afford our school by expanding our radius. We are targeting areas without a private school nearby.
• We found this plan brought in 25 new students this school year.
• We are also working on developing our alumni to create bragging rights for banners in the neighborhood and target areas.
• We are developing a new website which will connect the school, church and alumni together.
• Keeping our students and parents engaged in events has also helped by asking families to bring a parishioner, friend or neighbor to our community events to continue to spread the word.
Your families want to serve!
• What keeps families from volunteering?
• What do our volunteers want to do?
• What are our volunteers capable of doing?
• What does our school actually need?
• How can volunteers help drive your marketing plan?
45
Creative Volunteer Opportunities
What keeps families from volunteering?
• They don’t know that they can
• They weren’t asked
• They don’t have time
• They haven’t completed Virtus and a background check
• It isn’t required
46
Creative Volunteer Opportunities
What do our volunteers want to do?
Basically, a lot more than we realize
• Our families are deeply invested – spiritually, emotionally, and financially – in our schools
• They want to make sure the school is as healthy and vibrant as it can be
• They are willing to do a wide variety of tasks
• Many have grown accustomed to not being asked or to a select group of volunteers stepping up for every event and opportunity
47
Creative Volunteer Opportunities
What are our volunteers capable of doing?
Again, a lot more than we realize.
• Take a look at your registration sheets
• Find out what parents and guardians do for a living
• Ask them to use their talents to help the school
• BONUS: Ask their companies to help the school
48
Creative Volunteer Opportunities
What does our school actually need?
• The basic volunteer needs families are used to, like lunchroom volunteers, field trip chaperones, etc.
• Assistance in classrooms and other school-wide needs (ask teachers and principals about this)
• Help with a wide variety of marketing and development activities
49
Creative Volunteer Opportunities
How can volunteers help drive your marketing plan?
• Take a look at your marketing plan and find every task that does not absolutely have to be done by a marketer, principal, or staff member
• Those tasks can definitely be done by a Parent Ambassador group, a board marketing committee, or individual volunteers IF you ask the right people
50
Creative Volunteer Opportunities
Marketing tasks for any volunteer:
• Scanning archival photos
• Preparing mailings and materials
• Neighborhood canvassing
• Community events
• Open house and retention events
• Create “Hallway Media” displays such as returning students, legacy families, alumni celebrations, sports victories, etc.
51
Creative Volunteer Opportunities
No Virtus or Background Check Required
Marketing tasks for specialized volunteers:
• Posting on Social Media
• Website design and management
• Translating materials and website
• Tours, prospect management, and follow-up
• Graphic design for materials and website
• Photography and videography, especially editing
• Printing and delivery
• Speaking at Mass
52
Creative Volunteer Opportunities
No Virtus or Background Check Required
Table Discussion: 20 Minutes
1. What are some creative opportunities you have offered to volunteers?
2. What has been your most successful volunteer opportunity? And your least?
3. What opportunities jumped into your mind during this presentation? Are there specific parents you might contact after today’s workshop?
4. What are the items on the sample marketing plan with which parent volunteers could assist? Could any be done without requiring Virtus and background check?
53
Creative Volunteer Opportunities
People will forget what you said.People will forget what you did.
But, people will never forget how you made them feel.
– Maya Angelou
55
It is how you…
• Treat callers to the school office or answer an email.
• Welcome prospective families when they come for an admissions tour.
• Make something easier because we thoughtfully anticipated a need or concern.
• Affirm and commend people regularly and consistently.
• Word of mouth… News travels fast …
56
Customer Service … Brand… Retention
Manage the Brand!
> You might say that a “brand” is an institution’s image -- it’s how you are
known and identified
> A school’s brand personality is shaped by the perceptions of the audience
> It’s how a teacher works with his/her students, it’s how a parent is welcomed
for an admissions visit, it’s how a student is coached or how a family is thanked
for their generosity. . . everything a school does reflects on the brand
> Your brand is best summarized in your school’s value proposition
Customer Service … Brand… Retention
Your brand is best summarized in your school’s value proposition
> Why should I spend my money to send my child to your
school?
> Public school is free. . .
> And, do I trust that your school is truly better than the other
choices I have?
What are parents looking for?
> You might say that a “brand” is an
institution’s image -- it’s how you are
known and identified.
> A school’s brand personality is
shaped by the perceptions of the
audience.
> It’s how you work with your
students, how a parent is welcomed
for an admissions visit, how a student
is coached or how a family is thanked
for their generosity. . . everything a
school does reflects on the brand.
What is your school brand?
Customer Service … Brand… Retention
> Parents
represent your
brand
“Team Members”
“Crew Members”
“Cast Members”
Everyone is part of the “sales force”
> Administration & Pastor
> Faculty
> Staff
> Board
> PARENTS
Customer Service … Brand… Retention
What’s Driving Retention? . . . Everything!
> Excellence in Academic Experience and Student Services Programs
> Integrated Marketing Communications Plan
> Parent Education and Engagement
> Internal Culture, Operations, Protocol and Policies
Customer Service … Brand… Retention
Goal: Exceptional academic and student life programs
> If there is a perception that the academics are not strong, enrollment is vulnerable. . . . because there are other choices
> Parents also want students to have unique and valuable opportunities beyond the classroom (under one, easy roof)
Academic Program & Student Services
GOAL: Engage!
> Provide opportunities for parents to contribute their time or be present.
> Recognize and thank parents for their support and involvement (annual report).
> Parent communication/conferences
> Help parents be better parents! Offer parent education and programming.
Parent Education and Engagement
GOAL: Can we make school logistics easier? Better?
> Help families feel welcome and make it easy to “join the family”
> Consider a parent’s perspective in creating policies and procedures
• Bilingual forms
• Pick-up and drop-off routine
• Convenient times to meet
> Ask for feedback via parent satisfaction
survey.
> Ensure current office technology is
supporting school appropriately.
Culture, Operations, Policies & Protocol
Begins at RECRUITMENT:
> Experience begins when they leave their homes,
stuck in traffic , then they park, then they walk in the
building. . . How’s the day been so far?
> Directional signage in place?
> Is environment welcoming and are offices,
hallways and classrooms clean, organized and well
cared for?
> Let them feel the spirit and “fit” the minute they
walk in the door – who is on the front line?
> Track process of inquiries.
> Contact families and thank them – professionally
and in a timely manner.
Customer Service … Brand… Retention
RE-ENROLLMENT for current
families
> It’s a year-long relationship – build
the case consistently, constantly!
> Clear communication about
deadlines, tuition increases, availability
and process for financial aid
> Reminders or calls with a personal
touch
> Exit interviews when a family
decides to leave
> “Look ahead” nights to set
expectations for next year
Customer Service … Brand… Retention
First, remember schools are built on relationships. Be:
> Welcoming
> Authentic
> Realistic
Does everyone have the customer service/retention lens?
> Faculty
> Staff
> Board
> Parishioners
> Pastors
> Parents
Engage parents in the “customer experience”
71
Secret Shopper Checklist
“Be memorable for all the right reasons!
> Don’t be memorable as the school with the crummy
website or the admissions staff person who didn’t return
your call or the one who didn’t effectively tell its story!
> Be memorable because you took every contact as an
opportunity to draw me in with more and more
information about the character, culture quality and
differentiating factors of your school.
> Be deliberate in creating a total experience consisting
of a lot of little experiences that all lead me to the
decision to apply to your school.
> And don’t take the little things for granted! A name on
a welcome sign as you arrive for a personal tour, a
small memento of the campus tour, a hand-written
thank you note sent through the mail after various
interaction points all make the entirety of the experience
positive and memorable for all the right reasons.”
https://www.enrollmentcatalyst.com/2016/04/05/secret-advice-from-a-private-school-secret-shopper/
http://inservice.ascd.org/can-a-secret-shopper-help-your-school/
• Kurt Lewis, Director of Enrollment Marketing,
Marketing and Enrollment Manager, Vicariate 1
• Noreen Walton-Valle,
Marketing and Enrollment Manager, Vicariate 2
• Juana Graber, Associate Director for Hispanic Outreach
Marketing and Enrollment Manager, Vicariates 4 and 5
• Maura Daly,
Marketing and Enrollment Manager, Vicariates 3 and 6
• Felicia Horton
Marketing and Enrollment Manager, Turnaround Schools
Thank you!