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Marketing the Marketing the Catholic School for Catholic School for
Image and EnrollmentImage and Enrollment Research and Pragmatic ApplicationsResearch and Pragmatic Applications
Catholic Schools: 2013-2014Catholic Schools: 2013-2014
6,685 Catholic Schools in the United States6,685 Catholic Schools in the United States5,472 Elementary and Middle Schools5,472 Elementary and Middle Schools1,213 Secondary Schools1,213 Secondary Schools
26 New Schools Opened26 New Schools Opened 148 Schools Closed or Consolidated148 Schools Closed or Consolidated 2,166 (33%) Have Wait Lists2,166 (33%) Have Wait Lists
Catholic Schools: 1980-2013Catholic Schools: 1980-20139
,55
98,
043
1,5
16
8,5
08
7,23
91
,26
9
8,1
146,
88
61,
228 6,6
85
5,4
72
1,2
13
0
2,500
5,000
7,500
10,000
'80-'81 '91-'92 '01-'02 '12-'13
Number of Schools
Schools Elem/Middle Secondary 3-D Column 4
ResearchResearch
Catholic Schools: 1980-2013Catholic Schools: 1980-2013
1,000,000
1,400,000
1,800,000
2,200,000
2,600,000
3,000,000
'80-'81 '91-'92 '01-'02 '12-'13
Enrollment TrendsResearchResearch
Catholic Schools: 2012-2013Catholic Schools: 2012-2013
Total EnrollmentTotal Enrollment 1,415,2441,415,244
• Minority EnrollmentMinority Enrollment 19.6%19.6%
• (14.3% Latino)(14.3% Latino)
• Non-Catholic EnrollmentNon-Catholic Enrollment 15.9%15.9%
ResearchResearch
Catholic Schools: 1980-2008Catholic Schools: 1980-2008
0.0%
10.0%
20.0%
30.0%
'80-'81 '90-'91 '01-'02 '05-'06 '12-'13
Minority Enrollment Trends ResearchResearch
Catholic Schools: 1980-2013Catholic Schools: 1980-2013
0.0%
10.0%
20.0%
'80-'81 '90-'91 '01-'02 '05-'06 '06-'07 '12 -'13
Non-Catholic Enrollment Trends ResearchResearch
Catholic Schools: 2012-2013Catholic Schools: 2012-2013
Full-time Equivalent Professional Staff: 160,075Full-time Equivalent Professional Staff: 160,075
Laity:Laity: 95.9%95.9%MenMen 20.9%20.9%WomenWomen 74.9%74.9%
Religious/Clergy:Religious/Clergy: 4.1% 4.1%SistersSisters 3.0% 3.0%BrothersBrothers <1% <1%ClergyClergy <1% <1%
ResearchResearch
18841884
Plenary Council of Baltimore 20% of Catholic Schools Close
19641964 19721972
An Historical PerspectiveAn Historical Perspective
““Of the educational programs available to the Catholic Of the educational programs available to the Catholic community, Catholic schools afford the fullest and best community, Catholic schools afford the fullest and best opportunity to realize the threefold purpose of Christian opportunity to realize the threefold purpose of Christian education ...” education ...” pp 101 TTJDpp 101 TTJD
19851985
Kotler & Fox
Write Book
ACE
1990’s1990’s 20142014
Today
An Historical PerspectiveAn Historical Perspective
FromFrom
Mandates & ObligationsMandates & Obligations
toto
Options & ChoicesOptions & Choices
Paradigm ShiftParadigm Shift
Parental Demand for Catholic Schools: Exercising Their Options
NeedNeed
ForFor
MarketingMarketing
Paradigm ShiftParadigm Shift
Marketing Catholic SchoolsMarketing Catholic Schools
Product Quality Catholic Education + + Price Good Business + Management Place + +
Promotion Effective Marketing = = ProfitProfit Pupils, People & DollarsPupils, People & Dollars
ResearchResearch
Marketing is the process ofMarketing is the process ofresearching, analyzing, planning, researching, analyzing, planning,
implementing, and controllingimplementing, and controllingcarefully formulated programscarefully formulated programs
designed to bring aboutdesigned to bring aboutvoluntary exchange relationshipsvoluntary exchange relationships
with specifically targeted audiences.with specifically targeted audiences.
ResearchResearch
Marketing DefinedMarketing Defined
Catholic Schools Catholic Schools Can Be Marketed for:Can Be Marketed for:
• Image;
• Enrollment;
• Financial Resources.
ResearchResearch
Understanding EnrollmentUnderstanding Enrollment
ResearchResearch
• Perception of better academic quality;
• Structure, safety, discipline;
• Religious values.
Parents Choose Catholic Schools for:Parents Choose Catholic Schools for:
The Enrollment ProcessThe Enrollment Process
ResearchResearch
Communications & MarketingRecruitment
INTEREST (investigation/knowledge)INQUIRY (call/letter/event attendance)VISIT (tour/open house/shadow)
AdmissionsAPPLICATION (test/application/transcripts)ACCEPTANCE (committee/financial aid/letters/conditions)ENROLLMENT (forms/fees/course selection/orientation)
RetentionRE-ENROLLMENT (satisfaction surveys/communication)
Retention
Admissions
Recruitment
Communication
Healthy Enrollment CycleHealthy Enrollment Cycle
ResearchResearch
Attrition in the Enrollment CycleAttrition in the Enrollment Cycle
Retention
Admissions
Recruitment
School Dismissal Academic/ Behavioral
Dissatisfaction
Financial
Moving
Friends, not happy, personal
Communication
ResearchResearch
Justification of the Justification of the Purchase DecisionPurchase Decision
• More dollars are paid for the purchase;• When the purchase decision is close to one’s heart
(emotional ties).
The Value Proposition
““Is this the best place for my childIs this the best place for my childgiven the money I am spending?given the money I am spending?””
ResearchResearch
Factors Influencing Factors Influencing Student RetentionStudent Retention
1. Development of one-to-oneone-to-one relationships;
2. Attending a school with friendsfriends;
3. Genuine sense of belongingsense of belonging;
4. Perception of successPerception of success in the academic program;
5. ParticipationParticipation in co-curricular activities.
ResearchResearch
Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates
• Ensure a good fitgood fit between the student/family and the school;
• Provide a high-quality high-quality academic and educational experience;
• Have a faculty/stafffaculty/staff who daily demonstrate a caring caring attitudeattitude;
• Provide adequate financial aidadequate financial aid;
• Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve students in campus life;
ResearchResearch
Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates (cont’d)
• Have a comprehensive and well-articulated counseling and counseling and advising programadvising program;
• Provide comprehensive support servicescomprehensive support services;
• Identify and work with “at risk” students“at risk” students;
• Build connections and foster a sense of belonging sense of belonging;
• Provide a “look ahead”“look ahead” for the year to come;
• Assess and work to fulfillwork to fulfill student and parent expectationsexpectations;
• Never forget the relationshiprelationship with the consumer by consistently meeting student needsconsistently meeting student needs.
ResearchResearch
Mission-Driven MarketingMission-Driven Marketing
IMPROVEDIMAGE, ENROLLMENT & RESOURCES
PROGRAMS, POLICIES & PROCEDURES
STRATEGIC PLANNING
PHILOSOPHY, VISION & GOALS
MISSION
Marketing MantraMarketing Mantra
The consistent delivery of
the right messageright message,
to the right personright person,
in the right way,right way,
at the right time.right time.
The Right PersonThe Right Person
Generation Birth Year Range
GI Generation 1909-28 (Ages 81-100)
Silent Generation 1929-45 (Ages 64-80)
Baby Boomers 1946-64 (Ages 45-63)
Generation X 1965-82 (Ages 27-44)
Generation Y* 1983-01 (Ages 8-26)
*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
45,000,000 living
70,000,000 living
62,000,000 births
75,000,000 births
ResearchResearch
The Right Person:The Right Person: Generational CharacteristicsGenerational Characteristics
Generational ValuesGenerational Values
Who We AreWho We Are
Defining EventsDefining Events
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
GI/Silent GenerationGI/Silent Generation
Generational ValuesGenerational ValuesDedication and Sacrifice
Hard workPatience
Respect for AuthorityDuty before pleasure
Honor
DedicatedDedicatedLoyalLoyal
PracticalPracticalDependableDependable
Defining EventsDefining EventsGreat Depression
The New DealLindbergh’s Flight
Gone with the WindPearl Harbor
WWIIHiroshima
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
Baby BoomersBaby Boomers
Generational ValuesGenerational ValuesPersonal Gratification
EntitlementControl
Work EthicNo to Status Quo
Optimism
DrivenDrivenTransformationalTransformational““SelfSelf”” Centered Centered
Defining EventsDefining EventsBirth of TVProsperityCold War
Political AssassinationsWatergate
Rock ‘n RollGrowth of Suburbia
Women’s LibCivil Rights
Vietnam
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
Generation XGeneration X
Generational ValuesGenerational ValuesTechnosavvy
Think globallySelf-reliance
DiversityPragmatic
Risk-takersRisk-takersSkepticalSkeptical
IndependentIndependentTask-drivenTask-driven
Defining EventsDefining EventsWatergate
Single parentsLatchkey kids
MTVAIDs
ComputersChallengerGlasnost
Berlin Wall
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
Generation YGeneration Y
Generational ValuesGenerational ValuesConfidence plus
Civic dutyAchievementStreet smarts
Multi-tasking on steroidsFearless
OptimisticOptimisticCo-dependentCo-dependent
TenaciousTenacious
Defining EventsDefining EventsInternet chat
School violenceOver-involved parenting
Multi-culturalismWorld Trade Center attacks
Gulf WarIraq
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
The Right PersonThe Right Person
Business/civic leaders
Catholics in the greater community
Parents of alumni
Alumni
Grandparents
Parents ofcurrent students
School Board
Faculty/staff
School students
The Right PersonThe Right Person
Business/civic leaders
Catholics in the greater community
Parents of alumni
Alumni
Grandparents
Parents ofcurrent students
School Board
Faculty/staff
School students
Internal Constituents
External Constituents
The Right PersonThe Right Person
Internal constituents:• School students• Faculty/staff• School Board• Current school parents• Grandparents• Alumni• Former school parents• All donors
External constituents:• Prospective parents• Newly baptized/Godparents• Parishioners/Clergy• Feeder schools and parishes
– Catholic, public, private– Preschools, day cares, nursery
schools, park programs• Religious education
programs• Local nonprofits• Nursing homes• Business/civic leaders
The Right Person:The Right Person:Choice of a Private/Catholic Choice of a Private/Catholic ElementaryElementary
SchoolSchool
• By time child is 3½ years old3½ years old• The child’s mothermother is primary decision maker
• Influencers:– Mother’s friends, neighbors, other moms;– Mother’s mother, sisters, extended family;– Kindergarten, primary teachers if known;
– Nursery school teachers, day care providers.
ResearchResearch
• By the time a child is in sixth gradesixth grade• In majority of cases, the childthe child makes or
overwhelmingly influences the decision • Influencers:
– Friends, peers;– Parents (father);– Elementary school teachers;– Secondary school teachers;– Programs/activities.
ResearchResearch
The Right Person:The Right Person:Choice of a Private/Catholic Choice of a Private/Catholic SecondarySecondary School School
ResearchResearch
The Right PersonThe Right Person
Overview of TodayOverview of Today’s Families:’s Families:
• Exhibit non-traditional configurations;
• Have more preschool and extracurricular experience;
• Want fast and frequent response;
• Use and expect more technology;
• Expect personalized attention to unique child;
• Demand academics to be exceptional for all abilities;
• Are overcommitted with less free/volunteer time;
• Are further removed from the Catholic Church.
Marketing a ServiceMarketing a Service
Marketing isnot only concerned with
talking to the school’s publics…
More importantly,service marketing is concerned with
listening to those publics.
When you are marketing a service you are marketing a relationship.
The Right MessageThe Right Message
• Test scores;• Honor roll;• Student-Teacher ratio;• Graduation and high school
acceptances;• Integration of technology;• Classroom settings;
• Daily schedule;• Faculty training and
accomplishments;• Scholastic competition and
awards;• Curricular highlights;• Special academic programs.
Better academic quality:
The Right MessageThe Right Message
• Faith integration/Catholic identity throughout;
• Religious curriculum;• Opportunities for worship;• Role of the Pastor and other
religious;
• Service expectations;• Masses;• Sacramental preparation;• Prayer services.
Religious values:
The Right MessageThe Right Message
• Environment of respect;• Classroom management;• Student mentoring;• Rules and expectations for
behavior;• Safety procedures on
campus;• Before and after school
programs;
• Extensive co-curricular opportunities;
• Counseling and advising program;
• Transportation;• Parent involvement.
Safety, structure, and discipline:
The Right WayThe Right Way
GI/Silent Personal direct mail letters, print (Ages 64+) (newspaper/magazine), TV, face-to-face event marketing
Baby Boomers Direct mail letters, postcards, print (Ages 45-63) (newspaper/magazine), TV, web supported
Generation X TV and radio, movie trailers, phone messages, (Ages 27-44) email marketing (not texting)
Generation Y* Text messaging, voicemail, email, internet sites (Ages 8-26)
*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
ResearchResearchGenerational media preferences:
The Right WayThe Right Way
GI/SilentGI/SilentAges 64+
• Personal direct mail letters;• Print (newspaper/magazine);
• TV;
• Face-to-face event marketing.
Baby BoomersBaby BoomersAges 45-63
• Direct mail letters;• Postcards;
• Print (newspaper/magazine);
• TV;• Web supported.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
The Right WayThe Right Way
Generation XGeneration XAges 27-44
• TV and radio;• Movie trailers;
• Phone messages;
• Email marketing (not texting).
Generation YGeneration YAges 8-26
• Text messaging;• Voicemail;
• Email;
• Internet sites.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
ResearchResearch
The Right Way: The Right Way: Generation X/YGeneration X/Y
Marketing Focus:Marketing Focus:• Acquire address lists of parents with children under 2 years of age
within your community.• Build a relationship with first-time parents (mothers) as early as
possible. • Provide convenient opportunities for interaction with school teachers
and parents. • Provide clear examples and statistics on student and faculty
accomplishments from academic and spiritual perspectives. • Enlist Pre-K and Kindergarten parents to actively refer and recruit new
parents for enrollment.• Use technology both to establish and maintain a dialog with
Generation X parents.
ResearchResearch
The Right Way: The Right Way: Generation X/YGeneration X/Y
Marketing Focus:Marketing Focus:
• When your messages are relevant, the consumer welcomes an opportunity to engage.
• The legacy media channels deliver one content choice to millions of consumers.
• The born digital media networks deliver millions of content choices to one consumer.
• Word-of-mouth has always been one of the end benefits of good marketing.
W – weeklyM – monthlyQ – quarterlyA – annuallyN – as needed
Students
Facu
lty/Staff
Schoo
l Board
Pa
rents
Grandparents
Alu
mni
Alum
ni P
arents
Parish
ioners
Feed
er Program
s
Prosp
ective P
arents/Studen
ts
Business/C
ivic Leaders
Media
Quarterly Newsletter
Annual Report
“Good News" Press Releases
Principal's News Notes
Annual Fund Appeal
Recruitment DVD
Recruitment Brochure
Recruitment Postcards
State of School Message
Student Honor Roll
School Board News
Guides and Handbooks
Totals
The Right Time:The Right Time: Communication Matrix Communication Matrix
The Right MixThe Right Mix
Key Components:Key Components:• General School Information• Mission Statement • Leadership and Personnel• Strategic Goals• Needs of the School• Catholic Identity• Academic Excellence/Curriculum • Extracurricular Activities • Social Interaction• Safety, Structure, and Discipline • Home-School Communication • Parent Involvement
Infused with:Infused with:
Happy children Unique aspects High quality True to mission Faith-filled Goal-oriented Strong community
Cost-Effective MarketingCost-Effective Marketing
Build image and relationships:
via word of mouthword of mouth,
via printprint,
via Web/electronicWeb/electronic,
via on-site events.on-site events.
Specifically Specifically targeted audiencestargeted audiences
The Right PersonThe Right Person
Voluntary exchange Voluntary exchange relationshipsrelationships
ImageImageEnrollmentEnrollmentResourcesResources
ResearchResearch
Marketing RecapMarketing Recap
ResearchResearch
AnalyzeAnalyze
PlanPlan
ImplementImplement
ControlControl
Carefully Carefully formulated formulated programsprograms
The Right MessageThe Right Message
The Right WayThe Right Way
The Right TimeThe Right Time
School MissionSchool MissionGoals & Mission Goals & Mission
FulfilledFulfilled
““Know” HomeworkKnow” Homework
• Know your school, especially what makes it unique and sets it apart from others;
• Know your prospects, especially what they need and want; and
• Demonstrate how your school provides more than what your prospects need and want.
Marketing AssignmentMarketing Assignment
1. What is your school’s mission?
2. What makes your school unique?
3. What is your message in key areas (academic/religious/structure & discipline)?
4. Who do you need to market the school more effectively?
5. Discuss potential marketing goals and three marketing strategies for implementation this year.
Steven VirgadamoSteven VirgadamoFollow on Twitter @svirgadamo Follow on Twitter @svirgadamo
[email protected]@nd.edu 203-314-4850203-314-4850