This document provides strategies for finding new students, enrolling students, and keeping students enrolled in Lutheran early childhood programs. It emphasizes the importance of having an updated website that provides information for both current and prospective families. When prospective families visit the school, it is important to make a good impression by being prepared, showing them around, and learning about what they are looking for in a school. After students enroll, schools should work to integrate them into the school community. Marketing should target the local community through low-cost methods like social media, articles, and clothing with the school name.

1. S T R A T E G I E S A N D T E C H N I Q U E S T O …
F I N D N E W S T U D E N T S
G E T S T U D E N T S T O E N R O L L
K E E P S T U D E N T S E N R O L L E D !
D R E W D . G E R D E S
E A R L Y C H I L D H O O D D I R E C T O R
M E S S I A H L U T H E R A N S C H O O L
W E L D O N S P R I N G , M I S S O U R I
© 2 0 1 5 D R E W G E R D E S
Admissions & Marketing For
Lutheran EC Programs

2. TO THINK DIFFERENTLY?
TO DO THINGS DIFFERENTLY?
TO MAKE CHANGES?
TO TAKE POSITIVE RISKS?
Are You Ready?

3. Just a Tad Bit Different…

4. What Some Might Remember

5. And Now…Today

6. What Happened In The Past 10 Years
 Smaller families
 Decline of rural
population
 Economics
 Tuition
 Congregations
 No loyalty (or less of it)
 Technology
 Lack of trained teachers
 Culture…society…
 New schools
 Public schools
 Competition
 Expect higher quality
and value
 Lutheran Schools have
almost had to “reinvent”
themselves
 Early Childhood

7. Families of Today

8. Children of Today

9. A Few Obstacles
Not everyone knows who “the Lutherans” are.
Some think that we are a private school and cost too
much money, so they won’t even take a first look.
The church-at-large may have a negative impression in
the community.
$$$$$ Money $$$$$

10. A Few Good Things
Lutherans are known for education.
Our teachers are awesome.
We have something special to offer…
The Gospel Message!
We have a culture of happiness – a family-like feeling.

11. So…How Do We Connect With Them?
 “Word of mouth
advertising”
 Be careful here…
 Positive vs. Negative
 Unfortunately, unhappy
parents will tell more
people than happy ones.
 Provide exactly what they
need…to tell others…

12. Website, Website, Website
What do you typically do?
When you want to check
the weather?
Book a flight on an airline?
Reserve a library book?
Check a vacation spot?
See what the current movie
listing is?
Lutheran schools must
fully utilize their website in
order to remain current
and competitive in the
culture of today.

13. You Are Probably Asking…
But…exactly what should we
be posting on our school
website?
This goes for both Early
Childhood Centers and
Elementary Schools!

14. What Works For Us…
Remember…
Each school is different, and
things will work differently in
different locations,
demographics, etc.

15. Your Website…
Your website should aim to reach two populations:
1. Current Families
2. Prospective Families
Provide families with the info they need to function
with their current enrollment status.
Provide prospective families with the information they
need to make a decision about attending.

16. About Your Website…
First of all, where do you typically go for information?
Remember – think about all the information we obtain
from the Internet.
We are a digital, electronic culture!
If your website can’t capture their attention, nothing
else you do likely will.

17. Best Ammo…Fuel…THE BEST
I feel your website is your best tool in reaching into the
community and getting your name out.
Facebook…a big YES!!!
Put items on your website that make a prospective
family think…”I want my kids to do that, too!”
Info and sales pitches…

18. So…In Saying
Websites MUST BE UPDATED EACH WEEK!!!!!
I recommend each teacher/classroom have a specific
“page” on the website.
Add a few pictures, but be careful…
Make sure your information is current and correct.
People are highly unlikely to return to an outdated site.

19. Make It Easy…
 Make it easy for a
prospective family to
contact you.
 If you have an Admission
Director – put that
contact person first!
 Families prefer to touch
bases with just one
person…
 Links, links, links!
 But…verbal contact
trumps electronic contact
any day!

20. Calling In… Emailing…
Have your phone number
listed often on the website.
Call and schedule a
personal campus tour and
visit.
“When would you be able
to stop in so I can meet
with you?”
Answer general
questions, but always ask
them to schedule a
personal visit.
Verbal trumphs
Electronic
We want them to SEE!
Give Them Details on the Process…

21. Give Them Details on the Process…
On your website, detail how the Admission Process
happens.
Give them steps to follow.
Always include a personal visit as mandatory.
You need to make sure your school is a good match for
the family, and vise versa…

22. The Point Person
It’s best to stick with one
person.
Keep information accurate.
Personal touch – get to
know the family –
especially the child!
All phone calls go to this
person.
Phone contact
Campus tours
Mail
Website
Email communications
Congregation

23. The Visit!
Think about the businesses, shopping stores, and
restaurants you typically visit.
What do you like about them? Why do you do your
business there? What turns you away from going there
again?
We need to have this “mindset”, too, related to families
visiting our school.

24. The Visit…
Let teachers know! Let everyone know!
Walk the building…
Make sure the family knows where to enter the
building…and be waiting for them!!!!
Have all your papers ready!

25. What To See…
Be aware of their interests,
who is along…
Grade-level knowledge
Stop by “prized
possessions” and “super
teachers”
See what it is the family is
looking for – are you the
right match?
Remember to PROUDLY
talk about the Gospel
Message!
It’s what we are here for
FIRST!

26. It’s All About THEM!!!
The “people” business
Personalize each family visit.
Ask what they are looking for
in a school.
Ask what they expect from a
school or teacher?
Why are they desiring a
change?

27. But…Make Sure You Tell About YOU!!!
Costs/tuition
Financial Aid &
Scholarships
Any other fees
Expectations of students
and families

28. They Have Enrolled!
Send a note of thanks as
well as a small gift to
welcome them to the
school family.
Car window clings
T-shirts
Keep them posted on
school happenings and
events!
Encourage each new
enrolled family to tell
someone about your
school.
They are energized and
excited to attend.

29. Post-Enrollment
Include then in your school
family ASAP.
Invite them to events and
activities where they can
meet and connect with
someone.
Advocate Family
Don’t just let the summer go
by without touching bases!
Regularly touch bases early in
the school year.
Train
teachers…IMPORTANT!!!
Survey
Ask, “how are you enjoying
being a part of our school
family?”
Encourage other families to
get in touch with newer ones.

30. A Word on Marketing…
How you market your school depends on how many
empty seats you have in the classrooms.
If you have many empty seats, you can be a bit more
flexible and open.
If you have few open seats, you need to be cautious.
Think about your target audience

31. What is Marketing?
What do you think?
My definition…
Knowing your product and producing a positive image
of your school (the product) within the community.
Getting the word out…
Helping families find you…

32. Internal External
Working with current
families
You want to keep them!
Good families refer other
good families.
Helping prospective
families find you
Luring them in…
Capturing their attention…
Letting them know what
you offer…
Two Types of Marketing

33. What Should I Use?
Depending on the availability of open seats…
Mailers and paid newspaper advertisements
Newspaper articles
Social Media – Facebook & Twitter; Blogs
Internet and Website – I can’s stress this enough!

34. Things Drew Prefers Not To Use…
Paid marketing mailings – but again, it depends…
Paid newspaper advertisements
Brochures

35. Things Drew Likes To Use – And Why…
T-shirts and other school clothing items
Vehicle Window Clings
Pens, cards
Yard signs
Email – Constant Contact

36. In Closing…
Think about who you are and what you want to
accomplish.
What is your ultimate goal?
Remember…many of these things can be done for little
or no cost!
Relationships, relationships, relationships!

37. Contact Information:
Feel free to contact me if you have any questions or
ideas.
Drew Gerdes
Early Childhood Director
Messiah Lutheran School
Weldon Spring, Missouri
Email: dgerdes@messiahnetwork.org