Review these slides from our Product & Resources Overview to learn about our Enrollment Marketing solution. This targeted marketing program is designed to boost community awareness, increase website traffic, retain current students, and ultimately increase enrollment numbers.

1. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
PRODUCT
OVERVIEW:
ENROLLMENT
MARKETING
SERVICES

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
Deep experience in technology
– Apple
– AT&T & Intel
– Microsoft
Social media for business rule-breaker
Ed-Tech marketing and leadership
strategies:
– K12.com
– Dreambox Learning
– NWEA
Adjunct professor at PSU – PR Strategies
Janet Johnson
Chief Growth Officer,
Charter School CapitalABOUT
ME

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Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
•
ABOUT US • Charter School Capital helps schools access,
leverage, and sustain the resources charter
schools need to thrive, allowing them to focus
on what matters most – educating students.
 In the past 10 years, we have:
o Served more than 1,000,000 students
and their families
o Supported more than 600 charter schools
o Invested $2B in helping charter schools
better serve their communities
 Facilities financing arm supports charter
leaders with long-term leases
o 42 schools across the country
o Tenant improvements and energy
services
 Mission-driven employees with headquarters
in Portland, OR
COMPANY OVERVIEW

4. Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
Building Enrollment Marketing Buzz

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LET’S START EARLY FOR BEST SUCCESS

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Students Enrolled
Students Engaged
Students Aware
ENROLLMENT MARKETING SERVICES: THE FUNNEL
• Website / Mobile Search
• PR / Media
• PPC / SEO / Local Search
• Social Media
• Email
• Current students / parents
outreach and engagement
Engagement Phase
• Local events for prospective
students / families
• Enrollment paperwork and process
Conversion Phase
(Local / Last Mile)
 Because schools tend to have
strong grass-roots approaches,
they’re strengths are often in the
“Close Phase”
 We bring our expertise to
Awareness and Engagement Phase
activities:
o Storytelling
o Expertise in digital marketing
o Strong technology background
o Scale and speed
OUR FOCUS

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BUILDING BRAND: DEVELOP YOUR SCHOOL’S STORIES

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ENROLLMENT STRATEGIES & TACTICS: AWARENESS
Awareness
Engagement
Conversion
Loyalty
web search paid

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Awareness
Engagement
Conversion
Loyalty
web
email
search paid
social
ENROLLMENT STRATEGIES & TACTICS: ENGAGEMENT

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Awareness
Engagement
Conversion
Loyalty
web
email
search paid
social
events
ENROLLMENT STRATEGIES & TACTICS: CONVERSION

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Awareness
Engagement
Conversion
Loyalty
web
email
search paid
social
events
reviews, referrals
ENROLLMENT STRATEGIES & TACTICS: LOYALTY

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SAMPLE SCHOOL RESULTS – 2019 FLORIDA CLIENT

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SAMPLE SCHOOL RESULTS – 2019 FLORIDA CLIENT

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TYPICAL ENROLLMENT ACTIVITIES: THE “MENU”
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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
Enrollment Strategy and Objectives
• Develop Three Story Arcs
• Create Mood Boards for Story Arcs
• Create Brand Strategy for Enrollment Marketing
– Design and Color Specs
– New Template Story Boards
• Set up Digital Marketing Calendar forEnrollment
Season
Website Updates
• Support New Calls to Action, Enrollment Flow
• Content for Enrollment Marketing
• Ensure Website is Plugin Ready
• Add Spanish-Language Support
• Add Three Landing Pages
Search Engine Optimization (SEO)
• Yoast Plugin Installation and Implementation
• XML Site Map Development
• Structured Content
• Alt-Tags / Meta-Tags / Meta Descriptions
Paid Advertising (Five Months)
• Online Advertising
• Search Engine Marketing (SEM)
• Directory Advertising
Social Media Management (Five Months)
• Social Media Strategy
• Daily Posts for Parental / Influencer Engagement
• Weekly Paid Posts - Social Media Advertising
Directory Listings (Five Months)
• Get School Listed on School- and Community-
Centric Sites
• Generate Parental Support - Ratings
Local Search Rankings (Five Months)
• Get School Listed in Google’s Local Search
Results Box
• Manage Star Ratings for School
Email Marketing (Five Months)
• Email Strategy and Calendar
• Setup Email Services Platform (ESP)
– Branded Template
– Email
• Current Student Families’ Word-of-Mouth
• Monthly Updates to Drive Awareness / Ratings /
Engagement
Creative / Design Services
• Brochures
• Lawn Signs
• Postcards
• Enrollment Materials - Update As Needed
Project Management (Five Months)
• Weekly Team Meetings
• Weekly Reports

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Copyright © 2019 Charter School Capital, Inc. All Rights Reserved.
ENROLLMENT
MARKETING
 Charter School Capital’s Enrollment Marketing
Program staffed by highly experienced team:
 Decades of enrollment marketing experience for
public charter schools
 Focused on results for each school
THE DETAILS
Janet , Ashley and Ben are spearheading Charter School
Capital’s enrollment marketing services
Janet Johnson Ben Scandlen
PAY-FOR-PERFORMANCE OPTIONS:
Schools can opt to pay either per application or
per newly-enrolled students that Charter School
Capital sources and retains during enrollment
marketing efforts.
Ashley MacQuarrie

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ADDITIONAL PRODUCTS
 Facilities Financing
 Working Capital
 Energy Services, Healthy Buildings
 Enrollment Marketing

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THANK YOU!
Email: jjohnson@charterschoolcapital.org