AOP - Marketing Your Christian School

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The marketing staff of Alpha Omega Publications offers some insight into how to develop a plan to better market your Christian School.

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AOP - Marketing Your Christian School

  1. 1. Marketing For Christian Schools Free Webinar Series Starting With the Basics Who Am I and Where Do I Want to Go? Tim Carlson, Marketing Director
  2. 2. What is Marketing? Marketing is the process of getting and keeping customers Why Does It Matter? You want to increase enrollment and improve student retention How Does It Work Best? The most effective marketing is accomplished by presenting a clear VALUE proposition through a compelling message or story to a closely targeted audience
  3. 3. You Have a Challenge <ul><li>People Need to Know </li></ul><ul><ul><li>Who You Are </li></ul></ul><ul><ul><li>Why You Exist </li></ul></ul><ul><ul><li>What You Stand For </li></ul></ul><ul><ul><li>What You Have To Offer </li></ul></ul><ul><ul><li>Why Choosing You is the Best Choice </li></ul></ul>You Need a Plan
  4. 4. <ul><li>A goal without a plan is just a wish. </li></ul><ul><ul><li>Antoine de Saint-Exupery French writer (1900 - 1944) </li></ul></ul><ul><li>He who fails to plan is planning to fail. </li></ul><ul><ul><li>Winston Churchill Prime Minister, United Kingdom </li></ul></ul>Planning is C-R-I-T-I-C-A-L Where there is no vision the people perish Proverbs 29:18 (KJV)
  5. 5. Creating Your Plan <ul><li>Six Key Ideas to Address </li></ul><ul><ul><li>Vision </li></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>Core Values </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategies </li></ul></ul><ul><ul><li>Action Items </li></ul></ul>
  6. 6. Your Vision <ul><li>How will your Christian School make a difference? </li></ul><ul><ul><li>to your students </li></ul></ul><ul><ul><li>to your community </li></ul></ul><ul><ul><li>to your world </li></ul></ul>Your Scripture Is there a passage of Scripture that helps define you or is your “call to action”?
  7. 7. Sears To be the preferred and most trusted resource for the products and services that enhance home and family life Alpha Omega Publications Changing education for the glory of God Heinz To be the world’s premier food company, offering nutritious, superior tasting food to people everywhere Chevron To be the global energy company most admired for its people, partnership and performance
  8. 8. Your Mission Why does your Christian School exist? What do you want to accomplish? What opportunities or needs can you effectively address?
  9. 9. Aflac To combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers. CVS We will be the easiest pharmacy retailer for customers to use ADM To unlock the potential of nature to improve the quality of life Alpha Omega Publications Educate, inspire and change lives Darden Restaurants To nourish and delight everyone we serve
  10. 10. Your Core Values (“Guiding Principles”) What are the principles that guide your Christian School? What matters most? What things are non-negotiable? What attitudes and behaviors are directing your efforts?
  11. 11. Johnson & Johnson We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all the others that use our products and services. Walmart Everyday low prices Google Don’t be evil – Great just isn’t good enough Alpha Omega Publications To promote academic excellence and Christian values, our mission and vision will continue to guide our company, our employees and our decisions for the future
  12. 12. Your Objectives What are you going to accomplish? How will you measure success? VERB + NOUN + DATE = Objective
  13. 13. Objectives? Increase enrollment by 15% - by 8/31/12 Launch redesigned school website – 4/30/12 Develop community outreach program – 7/1/12 Increase donor base by 10% - 12/31/12 VERB + NOUN + DATE = Objective
  14. 14. Your Strategies What will make your Christian School successful? How will your Christian School be built? Strategy , a word of military origin, refers to a plan of action designed to achieve a particular goal. (en.wikipedia.org)
  15. 15. Your Action Plans What specific actions will you take to achieve objectives? What is on your “to do” list?
  16. 16. Action Plans Examples Email marketing Print advertising Church presentations Community projects Website SEO Direct mail recruitment Fund raising events scheduled
  17. 17. What’s Next? <ul><li>Decide to DO IT ! </li></ul><ul><li>Assemble a team </li></ul><ul><li>Prayerfully consider </li></ul><ul><li>Write it down </li></ul><ul><li>Communicate message to stakeholders </li></ul><ul><li>Monitor results </li></ul><ul><li>Review and revise </li></ul>
  18. 18. To Do’s Get started tomorrow (or later today) Be concise Show leadership Be positive (“We will . . “) Be realistic Think BIG (Faith) To Don’ts Procrastinate Over think Be too committee-ish Over reach Limit God
  19. 20. Coming Up – Webinars (all FREE) January 18th 2012  @ 12:00PM CST Topic: How to be a Successful Teacher in an Online/ Virtual Environment February 7th 2012  @ 12:00PM CST Topic: Marketing Your Christian School – Cost Effective (Free or Nearly Free) Marketing Tips Everyone Can Do March 15th @ 12:00PM CST Topic: Making the Mastery Learning Approach Reach Various Learning Styles April 11th 2012 @ 12:00PM CST Topic: Marketing Your Christian School – Fun in the Sun – Using Summertime to Set You Apart May 16th 2012 @ 12:00PM CST Topic: Reaching Out of the Box – Including Family & Community in Christian Education
  20. 21. Thanks For Your Time Let Us Know How We Can Help! Please fill out the survey – so we can better serve you. Tim Carlson, Marketing Director - [email_address]

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