Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Declining Enrollment, Rick Newberry, AISAP 2013

67,882 views

Published on

Many schools have experienced a declining enrollment in recent years. This presentation highlights 12 strategies that several schools implemented to turn around their enrollment. This workshop was presented at the AISAP Summer Institute in July 2013 in Nashville.

Published in: Education, Business
3 Comments
47 Likes
Statistics
Notes
  • Njce! Thanks for sharing.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I will be conducting a risk management seminar on enrolment.. Thank you...this is a great help.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hi All, We are planning to start Hadoop online training batch on this week... If any one interested to attend the demo please register in our website... For this batch we are also provide everyday recorded sessions with Materials. For more information feel free to contact us : siva@keylabstraining.com. For Course Content and Recorded Demo Click Here : http://www.keylabstraining.com/hadoop-online-training-hyderabad-bangalore
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
67,882
On SlideShare
0
From Embeds
0
Number of Embeds
142
Actions
Shares
0
Downloads
4,205
Comments
3
Likes
47
Embeds 0
No embeds

No notes for slide

Marketing Your School in Troubled Times -- 12 Strategies to Turnaround a Declining Enrollment, Rick Newberry, AISAP 2013

  1. 1. OUR GOAL During this workshop we will discuss how several schools experienced an enrollment turnaround.
  2. 2. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 5
  3. 3. Enrollment Catalyst partners with schools to provide coaching for school leaders in their school’s enrollment management and marketing systems, strategies, and solutions needed to reach their goals.
  4. 4. WWW.ENROLLMENTCATALYST.COM/BLOG
  5. 5. School Growth Leadership Quality School Experience Vision Faculty and Staff Parent Satisfaction Reputation Location Price Competition Enrollment & Marketing Plan
  6. 6. CURRENT STATE OF THE SCHOOL MARKET Economic uncertainty Enrollment instability Parent entitlement, consumerism and disloyalty Increased competition Increased dependence on financial aid Increased focus on branding and marketing Strong schools are in demand
  7. 7. SOME MARKETING/ENROLLMENT OBSERVATIONS We lack marketing knowledge, training and expertise. We lack resources and staffing (and the commitment to make this a budget priority). We gripe about not getting our school published in the local newspaper when we can publish anything we want on the web. We place priority on traditional advertising strategies to reach our community and often neglect our most strategy—word of mouth through our parents!
  8. 8. SOME MARKETING/ENROLLMENT OBSERVATIONS We often take a shotgun approach to marketing. We have a plan for improving our school but don’t have a marketing and enrollment plan for growth. We are intrigued by social media and web-based strategies but don’t know how to use them effectively. We don’t tell our story very well.
  9. 9. School Growth Turnaround Stories
  10. 10. 1.  Committed, Personal and Visionary Leadership 2.  Develop and communicate your brand 3.  Set goals and analyze enrollment results 4.  Devote resources to staff and the team 5.  Launch a parent ambassadors program 6.  Consistently follow-up with inquiries 7.  Re-recruit your current families 8.  Implement a word of mouth campaign 9.  Focus your resources on your website 10.  Generate leads through online marketing strategies 11.  Tell your school’s story through social media 12.  Aggressive use of financial aid STRATEGIES FOR SUCCESS
  11. 11. “Enrollment rises or falls on leadership.” ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 17
  12. 12. BRANDING What is branding? “From a business point of view, branding in the marketplace is very similar to branding on the ranch. A branding program should be designed to differentiate your product [school] from all the other cattle [schools] on the range. Even if all the other cattle on the range look pretty much alike.” §  Al and Laura Reis, The 22 Immutable Laws of Branding
  13. 13. “The brand on the outside is only as strong as the brand on the inside.” – Karl Speak, President, Beyond Marketing Thought
  14. 14. BRAND DEVELOPMENT Develop a compelling visual brand for your school that includes the following: § Logomark § Typography § Color palette § Photography § Messaging
  15. 15. CONSISTENCY Consistent use of your school’s brand elements: § Logo § Tagline § Colors § Message
  16. 16. FOCUS ON TALKING ABOUT THEIR SCHOOL Most administrators haven’t considered this question as a key part of their marketing strategy. We need to begin asking the question: What do you want them to talk about?
  17. 17. OPTIMAL AND ANNUAL ENROLLMENT GOALS Determine/Define the optimal enrollment your school. Develop annual incremental goals to reach desired enrollment: § 2013 § 2014 § 2015
  18. 18. ENROLLMENT GOALS Develop specific enrollment goals for the following areas: § Total Enrollment § Retention § Admissions § Inquiries § Campus Visits § Applications § Deposits § New students
  19. 19. Provides a data snapshot overview of the re-enrollment of current families and enrollment of new families. ENROLLMENT DASHBOARD REPORT
  20. 20. STAFFING Increase staffing to increase the enrollment results. Key skills include: •  Passion •  Personal •  Initiative •  Communication
  21. 21. Direct administrative responsibilities for admissions § Director of Admissions/Enrollment § Head of School/Principal Additional involvement in admissions § Secretary/Receptionist § Administration § Faculty and Staff § Parents § Students THE ADMISSIONS TEAM
  22. 22. Develop, implement and manage the recruitment plan Strive to reach and exceed all of the goals Provide an outstanding campus visit experience and follow- up for all inquiries and applicants Increase awareness of the school through feeder schools, churches and other groups Encourage and facilitate the involvement of parents in the recruitment strategy Report weekly on the progress toward recruitment goals ESSENTIAL RESPONSIBILITIES
  23. 23. ROLE OF FACULTY AND STAFF Quality/excellence in their job Tell your school’s story Turn negative moments into positive moments Channel concerns to the administration Communication with parents Relationships with parents Create memorable moments Positive ambassadors for the school
  24. 24. PARENT AMBASSADORS Recruit a team of parent ambassadors to expand the reach of the enrollment office.
  25. 25. Passion for your school Credibility among their peers Connections at the school and in the community Opportunity to be involved RECOGNIZE THE RIGHT TALKERS
  26. 26. PARENT AMBASSADOR PROGRAM Recruit a team of parents to help you in your enrollment effort by: § Presenting tours of campus. § Hosting new family “desserts” in their homes. § Mentoring a new family throughout their first school year. § Follow-up for prospective parents. § Calling and/or writing personal notes to parents and welcoming them to your school. § Reaching out to churches and schools. § Posting online reviews.
  27. 27. New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group. USING YOUR NEW PARENTS
  28. 28. FOLLOW-UP Implement a 30-day follow-up plan for parent inquiries. This follow-up plan should include mailings, calls and emails that encourage the parent to apply/enroll at your school.
  29. 29. Step 1 – Make initial contact with inquiry Step 2 – Send information packet on school with personal letter (within 24 hours of inquiry). § Make sure the letter is personalized and well-written to sell your school. 30-DAY FOLLOW UP PLAN
  30. 30. Step 3 – Call one week later to discuss your school and encourage the parent to take the next step (seven days after inquiry date). § Phone call should focus on the following: § Make sure information was received in the mail. § Encourage the family to visit. § Use the time to better understand the parent’s needs and sell the parent on your school. § Send hand-written note immediately after call is made. 30-DAY FOLLOW UP PLAN
  31. 31. Step 4 – Send email or postcard with key message (15 days after inquiry date). Step 5 – Personal contact from a current parent (25 days after inquiry). § Use a parent ambassador from a similar grade level to contact the inquiry. Step 6 – Send email or postcard with key message (30 days after inquiry). 30-DAY FOLLOW UP PLAN
  32. 32. FOLLOW-UP AFTER 30 DAYS What should you do with your inquiries after your 30 day follow-up? § Email messages § Monthly contact with inquiries. § Send your school’s email newsletter.
  33. 33. RE-RECRUITMENT The strategy and process for recruiting your current families to continue enrollment in your school for the next year. Re-recruitment is the activity that leads to retention.
  34. 34. Parent Satisfaction Vision and leadership Retention statistics and reports Responsibility of re-recruitment Connections to community Customer service Identify at-risk students and families The re-enrollment process Focus on the transition grades Parent communication Internal marketing Parent feedback RE-RECRUITMENT STRATEGIES
  35. 35. FOCUS ON INTERNAL MARKETING When your parents are very satisfied with their experience at your school, they will be your greatest asset to reaching your community. Do everything you can to market your school internally to your parents.
  36. 36. RETENTION OF CURRENT FAMILIES Be proactive in working with current families to keep them enrolled at your school § Grade all of your families on their likelihood to return next year. § Meet with all families personally that are “on the fence” regarding their decision to re-enroll. § Host small group coffees and events for parents. § Implement “Next Year and Beyond” meetings for families to understand the next level. § Reach out personally to current families.
  37. 37. RE-ENROLLMENT CAMPAIGN Launch an internal marketing campaign that coincides with re-enrollment (Jan. and ongoing): § Re-enrollment package that communicates the value for the continued investment at your school. § Design banners that communicate the brand and tagline. § Personal phone calls to all families encouraging them to re-enroll. § Communicate key messages that reflect features and benefits of continuing at your school. § Develop bragging points and boast about the remarkability of your school.
  38. 38. PARENT FEEDBACK Survey your parents annually by conducting an overall parent satisfaction and perception survey. § Look for areas of dissatisfaction to improve the quality of the school. § Report findings from the survey back to parents. § Best time to survey parents is October/November and February. Conduct exit interviews when parents choose not to re- enroll at your school.
  39. 39. “This is the foundation of buzz: in order to get people talking about your product or service, you must provide a great experience.” •  Rosen, The Anatomy of Buzz Revisited WOM is Based on Experience
  40. 40. Strong Retention Parent Satisfaction Positive Word of Mouth POSITIVE WOM
  41. 41. 5 T’S OF WORD OF MOUTH MARKETING 1.  Talkers—who will tell their friends about you? 2.  Topics—what will they talk about? 3.  Tools—how can you help the message travel? 4.  Taking Part—how should you join the conversation? 5.  Tracking—what are people saying about you?
  42. 42. FLIER AND PACK OF CARDS SENT TO CURRENT PARENTS ABOUT WELCOME WEDNESDAY’S AT LAKELAND CHRISTIAN SCHOOL
  43. 43. WEBSITE Your school’s website should be the hub of news, activity, information and stories about your school. It is the most important marketing and communication’s tool for today’s school.
  44. 44. KEY ELEMENTS OF WEBSITE DESIGN Brand—It is important to convey a strong brand for your school—including your logo, colors, and tagline. Photos—Large, professional photos on the home page will draw the visitor to your school. Content—Dynamic content and a compelling message is important to keep users returning to your school’s website.
  45. 45. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013
  46. 46. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013
  47. 47. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013
  48. 48. How can you use a blog in your strategy? § Share student, faculty and alumni stories. § Share how your school is achieving its mission, § Provide educational expertise on important and timely issues. Benefits of blog: § Provides an additional website full of content on your school. § Regularly feeds into blog subscriber in-boxes § Increases SEO for your school. § Can feed back into your website and provide dynamic content. BLOG
  49. 49. WEB-BASED MARKETING STRATEGIES Hire a web company to guide in the search engine optimization process for your website. Launch a PPC campaign on Google AdWords. Launch a Facebook ad campaign using multiple ads to target several key messages (Everyday is an open house, messages, etc.). Parents, faculty and staff should write positive reviews on GreatSchools.com and Google. Launch a blog integrated on your website.
  50. 50. SEARCH ENGINE OPTIMIZATION SEO is the process of adjusting websites and pages to gain higher placement in search engine results. § Where does your school come up on a web search? Organic versus Paid § Organic – page titles and keywords in your website § Google’s AdWords – pay-per-click advertising for keywords.
  51. 51. It is critical for you to focus on search engine optimization as part of your marketing strategy. § Keyword research § Page titles § Page descriptions § Keyword-rich content § Dynamic content FOCUS ON SEO
  52. 52. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 79
  53. 53. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 80
  54. 54. School administrators most often focus on website design when launching a new site but fail to focus on the most important elements – SEO and content development. It is critical to focus on developing content that is: § Relevant § Keyword-rich § Dynamic § Compelling FOCUS ON CONTENT
  55. 55. Pay-Per-Click Ads § Google AdWords § Facebook Ads Online Reviews and Directory Sites § GreatSchools.com § PrivateSchoolReview.com § Yelp.com § Google+ ADDITIONAL STRATEGIES
  56. 56. Programs § Academics, Athletics, Arts, Service, Technology, Character People § Students, Parents, Leadership, Faculty, Staff, Coaches, Alumni Results YOU HAVE A STORY TO TELL
  57. 57. TELL YOUR STORY Tell the story of your school through students, alumni, parents, faculty and staff: § Motivate every faculty and staff member to share one story to the leadership § Focus on linking stories to the USP’s § Develop video vignettes that can be posted on the website, YouTube and Facebook § Lead story in every issue of your email newsletter § Stories on Facebook, website and blog § Create positive buzz about your school
  58. 58. TYPES OF STORIES Grads at other schools looking back on their experience at your school Faculty expressing their unique passion for teaching at your school. Students conveying what they like best about your school. Students answering the question, “What makes your school special to you?” Parent sharing why they chose your school for their child and the difference this decision has made.
  59. 59. FACEBOOK Facebook can be used to connect to alumni, parents and friends of your school. § Set up an alumni group for your school § Connect with alumni to keep in touch with them § Set up a fan page for your school § Provide regular updates on your fan page § Tell stories of your alumni and faculty § Encourage interaction among your fans § Enter into conversations with your fans
  60. 60. CAPTURE THE MOMENT When something happens in your classroom, on the field, or on stage that is communicates your school, you need to capture the moment.
  61. 61. The Power of One Post •  2,846 Likes •  139 Comments •  175 Shares •  22,139 People saw this post
  62. 62. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013
  63. 63. LEVERAGING FINANCIAL AID TO FILL SEATS With empty seats, the schools took an aggressive approach to discounting tuition to maximize enrollment. ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 95
  64. 64. Q & A ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 96
  65. 65. Rick Newberry, Ph.D. 9770 Indian Key Trail Seminole, FL 33776 727.647.0378 Rick.Newberry@EnrollmentCatalyst.com Blog: www.EnrollmentCatalyst.com/Blog Facebook.com/EnrollmentCatalyst @RickNewberry
  66. 66. P.O. BOX 709 BOSTON POST ROAD MADISON, CT 06443 WWW.AISAP.ORG 203.421.7051 ©ASSOCIATION OF INDEPENDENT SCHOOL ADMISSION PROFESSIONALS ANNUAL SUMMER INSTITUTE 2013 98

×