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11.17.14 it all begins with the coffeemarketing the_catholic_school_for_image_and_enrollment-2013_sv


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Archdiocese of New York New Principal Professional Learningf Community - A Professional Development

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11.17.14 it all begins with the coffeemarketing the_catholic_school_for_image_and_enrollment-2013_sv

  1. 1. More Students in Great SchoolsMore Students in Great Schools It all begins with the Coffee
  2. 2. FromFrom Mandates & ObligationsMandates & Obligations toto Options & ChoicesOptions & Choices Paradigm ShiftParadigm Shift
  3. 3. Parental Demand for Catholic Schools: Exercising Their Options NeedNeed ForFor MarketingMarketing Paradigm ShiftParadigm Shift
  4. 4. Marketing Private SchoolsMarketing Private Schools Product Quality Education + + Price Good Business + Management Place + + Promotion Effective Marketing = = ProfitProfit Pupils, People & DollarsPupils, People & Dollars ResearchResearch
  5. 5. Marketing is the process ofMarketing is the process of researching, analyzing, planning,researching, analyzing, planning, implementing, and controllingimplementing, and controlling carefully formulated programscarefully formulated programs designed to bring aboutdesigned to bring about voluntary exchange relationshipsvoluntary exchange relationships with specifically targeted audiences.with specifically targeted audiences. ResearchResearch Marketing DefinedMarketing Defined
  6. 6. SchoolsSchools Can Be Marketed for:Can Be Marketed for: • Image; • Enrollment; • Financial Resources. ResearchResearch
  7. 7. Understanding EnrollmentUnderstanding Enrollment ResearchResearch • Perception of better academic quality; • Structure, safety, discipline; • Added value benefits • Religious values. Parents Choose Private Schools for:Parents Choose Private Schools for:
  8. 8. The Enrollment ProcessThe Enrollment Process ResearchResearch Communications & Marketing Recruitment INTEREST (investigation/knowledge) INQUIRY (call/letter/event attendance) VISIT (tour/open house/shadow) Admissions APPLICATION (test/application/transcripts) ACCEPTANCE (committee/financial aid/letters/conditions) ENROLLMENT (forms/fees/course selection/orientation) Retention RE-ENROLLMENT (satisfaction surveys/communication)
  9. 9. Retentio Admission s Recruitmen t Communication Healthy Enrollment CycleHealthy Enrollment Cycle ResearchResearch
  10. 10. Attrition in the Enrollment CycleAttrition in the Enrollment Cycle Retentio Admission s Recruitmen t School Dismissal Academic/ Behavioral Dissatisfaction Financial Moving Friends, not happy, personal Communication ResearchResearch
  11. 11. Justification of theJustification 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 child given the money I am spending?given the money I am spending?”” ResearchResearch
  12. 12. Factors InfluencingFactors 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
  13. 13. Characteristics of Schools withCharacteristics of Schools with High Retention RatesHigh Retention Rates • Ensure a good fitgood fit between the student/family and the school; • Provide a high-qualityhigh-quality academic and educational experience; • Have a faculty/stafffaculty/staff who daily demonstrate a caringcaring attitudeattitude; • Provide adequate financial aidadequate financial aid; • Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve students in campus life; ResearchResearch
  14. 14. Characteristics of Schools withCharacteristics of Schools with High Retention RatesHigh Retention Rates (cont’d) • Have a comprehensive and well-articulated counseling andcounseling 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 belongingsense 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
  16. 16. 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.
  17. 17. 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 45,000,000 living 70,000,000 living 62,000,000 births 75,000,000 births ResearchResearch
  18. 18. 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
  19. 19. GI/Silent GenerationGI/Silent Generation Generational ValuesGenerational Values Dedication and Sacrifice Hard work Patience Respect for Authority Duty before pleasure Honor DedicatedDedicated LoyalLoyal PracticalPractical DependableDependable Defining EventsDefining Events Great Depression The New Deal Lindbergh’s Flight Gone with the Wind Pearl Harbor WWII Hiroshima Source: National Center for Health Statistics via
  20. 20. Baby BoomersBaby Boomers Generational ValuesGenerational Values Personal Gratification Entitlement Control Work Ethic No to Status Quo Optimism DrivenDriven TransformationalTransformational ““SelfSelf”” CenteredCentered Defining EventsDefining Events Birth of TV Prosperity Cold War Political Assassinations Watergate Rock ‘n Roll Growth of Suburbia Women’s Lib Civil Rights Vietnam Source: National Center for Health Statistics via
  21. 21. Generation XGeneration X Generational ValuesGenerational Values Technosavvy Think globally Self-reliance Diversity Pragmatic Risk-takersRisk-takers SkepticalSkeptical IndependentIndependent Task-drivenTask-driven Defining EventsDefining Events Watergate Single parents Latchkey kids MTV AIDs Computers Challenger Glasnost Berlin Wall Source: National Center for Health Statistics via
  22. 22. Generation YGeneration Y Generational ValuesGenerational Values Confidence plus Civic duty Achievement Street smarts Multi-tasking on steroids Fearless OptimisticOptimistic Co-dependentCo-dependent TenaciousTenacious Defining EventsDefining Events Internet chat School violence Over-involved parenting Multi-culturalism World Trade Center attacks Gulf War Iraq Source: National Center for Health Statistics via
  23. 23. The Right PersonThe Right Person Business/ civic leaders Catholics in the greater community Parents of alumni Alumni Grandparent s Parents of current students School Board Faculty/staff School students
  24. 24. The Right PersonThe Right Person Business/ civic leaders Catholics in the greater community Parents of alumni Alumni Grandparent s Parents of current students School Board Faculty/staff School students Internal Constituents External Constituents
  25. 25. 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
  26. 26. The Right Person:The Right Person: Choice of a PrivateChoice of a Private 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
  27. 27. • 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 PrivateChoice of a Private SecondarySecondary SchoolSchool
  28. 28. 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 sometimes further removed from organized religion.
  29. 29. Marketing a ServiceMarketing a Service Marketing is not 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.
  30. 30. 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:
  31. 31. The Right MessageThe Right Message • Faith integration; • Religious curriculum; • Opportunities for worship/prayer; • Role of the clerg and other religious; • Service expectations; • Masses; • Sacramental preparation; • Prayer services. Religious values:
  32. 32. 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:
  33. 33. 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 ResearchResearch Generational media preferences:
  34. 34. The Right WayThe Right Way GI/SilentGI/Silent Ages 64+ • Personal direct mail letters; • Print (newspaper/magazine); • TV; • Face-to-face event marketing. Baby BoomersBaby Boomers Ages 45-63 • Direct mail letters; • Postcards; • Print (newspaper/magazine); • TV; • Web supported. Source: National Center for Health Statistics via
  35. 35. The Right WayThe Right Way Generation XGeneration X Ages 27-44 • TV and radio; • Movie trailers; • Phone messages; • Email marketing (not texting). Generation YGeneration Y Ages 8-26 • Text messaging; • Voicemail; • Email; • Internet sites. Source: National Center for Health Statistics via
  36. 36. 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.
  37. 37. 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.
  38. 38. W – weekly M – monthly Q – quarterly A – annually N – as needed Students Faculty/Staff SchoolBoard Parents Grandparents Alumni AlumniParents Parishioners FeederPrograms ProspectiveParents/Students Business/CivicLeaders 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 The Right Time:The Right Time: Communication MatrixCommunication Matrix
  39. 39. 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
  40. 40. 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.
  41. 41. SpecificallySpecifically targeted audiencestargeted audiences The Right PersonThe Right Person Voluntary exchangeVoluntary exchange relationshipsrelationships ImageImage EnrollmentEnrollment ResourcesResources ResearchResearch Marketing RecapMarketing Recap ResearchResearch AnalyzeAnalyze PlanPlan ImplementImplement ControlControl CarefullyCarefully formulatedformulated programsprograms The Right MessageThe Right Message The Right WayThe Right Way The Right TimeThe Right Time School MissionSchool Mission Goals & MissionGoals & Mission FulfilledFulfilled
  42. 42. ““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.
  43. 43. 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.
  44. 44. Steven VirgadamoSteven Virgadamo Follow on Twitter @svirgadamoFollow on Twitter @svirgadamo 203-314-4850203-314-4850