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Agenda
•
•
•
•
•
•
•
•
•
•

Marketing 101
What marketing says about your school
I want a billboard
Marketing Audit
Why do ...
Marketing 101

Marketing is getting
people with a specific need
to know, like and trust you.
Marketing 101

Marketing is the set of activities used to:

•
•
•
•

Get your potential customers’ attention
Motivate them...
What does marketing say about your school?
• Everything!
• Good marketing helps to:
–
–
–
–
–
–

Attract new students
Redu...
I want a billboard
I want a billboard
Perform a Marketing Audit
• Get an outside-in perspective of your school
• You’re too close to the situation – “can’t see
...
Marketing Audit
• Consider all of your prospective
parent/student touch points
• Spread out all marketing materials and
ex...
Marketing Audit
• Listen to what your constituents say about
their perception of your school and what
they like and don’t ...
Marketing Audit

•
•
•
•
•

Evaluate results
Look for marketing disconnects
Determine what needs to be done
Create priorit...
Recruiting
Recruiting is seeking
families to your school
who will be:
•
•
•
•

Great students
Supportive families
Great re...
Retention

• Customer Service
• What sets you apart
• Make them feel
needed
Retention

• Include them in
your team
• Spotlight their kids
• Be authentic
Referrals

• Always ask for a referral from your
superstar parents
• Most schools admit that referrals are by far
the best...
Why do parents choose your school?
Why we chose JP2 Catholic School?
Enrollment Marketing
• Things to do…
–
–
–
–
–
–
–
–

Foundation pieces
Website
Open house
Brochure
Advertising
Direct mai...
Foundation Pieces
A picture speaks a 1,000 words…
Pictures Tell Your Story
• Emphasize:
– Faith
– Academics
– Athletics
– Extracurricular
activities
– Spirit
• Show diversi...
FAITH
ACADEMICS
ATHLETICS
EXTRACURRICULAR ACTIVITIES
SPIRIT
www.yourschool.com
•
•
•
•
•
•

THE most important marketing tool
Targets internal and external audiences
Keep it current,...
Your Front Door
Enrollment on the Web
School Brochure
School Brochure
Additional Resources

• Facebook.com/makingschoolsshine
• Sign up for newsletter at
AcademicBranding.com
• 10 Commandments...
Making Your School Shine:  Tips for Increasing Enrollment
Making Your School Shine:  Tips for Increasing Enrollment
Making Your School Shine:  Tips for Increasing Enrollment
Making Your School Shine:  Tips for Increasing Enrollment
Making Your School Shine:  Tips for Increasing Enrollment
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Making Your School Shine: Tips for Increasing Enrollment

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Bullpen is a marketing agency based in Houston, Texas. We specialize in Academic Marketing for private schools. We figure out what makes your school unique, then help you stand out from the crowd. This is a presentation to help private schools shine by increasing enrollment.

Published in: Education
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Making Your School Shine: Tips for Increasing Enrollment

  1. 1. Agenda • • • • • • • • • • Marketing 101 What marketing says about your school I want a billboard Marketing Audit Why do parents choose your school? Enrollment Marketing Pictures role in marketing www.yourschool.com School brochures Resources
  2. 2. Marketing 101 Marketing is getting people with a specific need to know, like and trust you.
  3. 3. Marketing 101 Marketing is the set of activities used to: • • • • Get your potential customers’ attention Motivate them to buy Get them to actually buy Get them to buy again (and again…)
  4. 4. What does marketing say about your school? • Everything! • Good marketing helps to: – – – – – – Attract new students Reduce student attrition Bond alumni and past parents Keep good teachers Raise funds Build your school’s image in the wider community
  5. 5. I want a billboard
  6. 6. I want a billboard
  7. 7. Perform a Marketing Audit • Get an outside-in perspective of your school • You’re too close to the situation – “can’t see the forest for the trees” • Helps evaluate a school's efforts and budget • Assign a person or a team to perform the audit • What are your goals?
  8. 8. Marketing Audit • Consider all of your prospective parent/student touch points • Spread out all marketing materials and external communications on a table – – – – – – Brochure Advertisements Website Email communications Open house information Registration process
  9. 9. Marketing Audit • Listen to what your constituents say about their perception of your school and what they like and don’t like – and what they would like to see – – – – – Student leaders Parents Alumni Faculty and staff Prospective students • Walk around your campus with a camera • Look at what your competition is doing
  10. 10. Marketing Audit • • • • • Evaluate results Look for marketing disconnects Determine what needs to be done Create priorities, timeline Marketing plan
  11. 11. Recruiting Recruiting is seeking families to your school who will be: • • • • Great students Supportive families Great referral sources Generous donors
  12. 12. Retention • Customer Service • What sets you apart • Make them feel needed
  13. 13. Retention • Include them in your team • Spotlight their kids • Be authentic
  14. 14. Referrals • Always ask for a referral from your superstar parents • Most schools admit that referrals are by far the best source of new students • Train them. Teach them.
  15. 15. Why do parents choose your school?
  16. 16. Why we chose JP2 Catholic School?
  17. 17. Enrollment Marketing • Things to do… – – – – – – – – Foundation pieces Website Open house Brochure Advertising Direct mail Church bulletins Make it easy!
  18. 18. Foundation Pieces
  19. 19. A picture speaks a 1,000 words…
  20. 20. Pictures Tell Your Story • Emphasize: – Faith – Academics – Athletics – Extracurricular activities – Spirit • Show diversity • • • • • • Simple close-ups Unaware action shots Parent photographers Stock photo files “Pictures have legs!” Talent waivers
  21. 21. FAITH
  22. 22. ACADEMICS
  23. 23. ATHLETICS
  24. 24. EXTRACURRICULAR ACTIVITIES
  25. 25. SPIRIT
  26. 26. www.yourschool.com • • • • • • THE most important marketing tool Targets internal and external audiences Keep it current, simple, clean Focus on recruitment and retention Publicize web presence everywhere Make it a top priority
  27. 27. Your Front Door
  28. 28. Enrollment on the Web
  29. 29. School Brochure
  30. 30. School Brochure
  31. 31. Additional Resources • Facebook.com/makingschoolsshine • Sign up for newsletter at AcademicBranding.com • 10 Commandments of Academic Branding – academicbranding.com/ten • CHOOSECATHOLICSCHOOLS.org – Tools4Schools • Fellow Catholic Schools – what works, what doesn’t, best practices

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