Steven Virgadamo, Vice President at Catholic School Management, Associate Director for the Alliance for catholic Education Program at the University of Notre Dame, adn Associate Superintendent for Leadership Formation at the Archdiocese of New York shares secrets to marketing a Catholic School. - Steve Virgadamo

1. MMaarrkkeettiinngg tthhee
CCaatthhoolliicc SScchhooooll ffoorr
IImmaaggee aanndd EEnnrroollllmmeenntt
RReesseeaarrcchh aanndd PPrraaggmmaattiicc AApppplliiccaattiioonnss

2. CCaatthhoolliicc SScchhoooollss:: 22001133--22001144
 66,,668855 CCaatthhoolliicc SScchhoooollss iinn tthhee UUnniitteedd SSttaatteess
55,,447722 EElleemmeennttaarryy aanndd MMiiddddllee SScchhoooollss
11,,221133 SSeeccoonnddaarryy SScchhoooollss
 2266 NNeeww SScchhoooollss OOppeenneedd
 114488 SScchhoooollss CClloosseedd oorr CCoonnssoolliiddaatteedd
 22,,116666 ((3333%%)) HHaavvee WWaaiitt LLiissttss

3. CCaatthhoolliicc SScchhoooollss:: 11998800--22001133
9,559
8,043
1,516
8,508
7,239
1,269
Number of Schools
8,114
6,886
1,228
6,685
5,472
1,213
10,000
7,500
5,000
2,500
0
'80-'81 '91-'92 '01-'02 '12-'13
RReesseeaarrcchh
Schools Elem/Middle Secondary 3-D Column 4

4. CCaatthhoolliicc SScchhoooollss:: 11998800--22001133
3,000,000
2,600,000
2,200,000
1,800,000
1,400,000
1,000,000
Enrollment Trends
'80-'81 '91-'92 '01-'02 '12-'13
RReesseeaarrcchh

5. CCaatthhoolliicc SScchhoooollss:: 22001122--22001133
RReesseeaarrcchh
 TToottaall EEnnrroollllmmeenntt 11,,441155,,224444
• MMiinnoorriittyy EEnnrroollllmmeenntt 1199..66%%
• ((1144..33%% LLaattiinnoo))
• NNoonn--CCaatthhoolliicc EEnnrroollllmmeenntt 1155..99%%

6. CCaatthhoolliicc SScchhoooollss:: 11998800--22000088
30.0%
20.0%
10.0%
0.0%
Minority Enrollment Trends RReesseeaarrcchh
'80-'81 '90-'91 '01-'02 '05-'06 '12-'13

7. CCaatthhoolliicc SScchhoooollss:: 11998800--22001133
20.0%
10.0%
0.0%
Non-Catholic Enrollment Trends RReesseeaarrcchh
'80-'81 '90-'91 '01-'02 '05-'06 '06-'07 '12 -'13

8. CCaatthhoolliicc SScchhoooollss:: 22001122--22001133
RReesseeaarrcchh
FFuullll--ttiimmee EEqquuiivvaalleenntt PPrrooffeessssiioonnaall SSttaaffff:: 116600,,007755
LLaaiittyy:: 9955..99%%
MMeenn 2200..99%%
WWoommeenn 7744..99%%
RReelliiggiioouuss//CClleerrggyy:: 44..11%%
SSiisstteerrss 33..00%%
BBrrootthheerrss <<11%%
CClleerrggyy <<11%%

9. AAnn HHiissttoorriiccaall PPeerrssppeeccttiivvee
11888844
11996644 11997722
Plenary Council of Baltimore 20% of Catholic Schools Close
““OOff tthhee eedduuccaattiioonnaall pprrooggrraammss aavvaaiillaabbllee ttoo tthhee CCaatthhoolliicc
ccoommmmuunniittyy,, CCaatthhoolliicc sscchhoooollss aaffffoorrdd tthhee ffuulllleesstt aanndd bbeesstt
ooppppoorrttuunniittyy ttoo rreeaalliizzee tthhee tthhrreeeeffoolldd ppuurrppoossee ooff CChhrriissttiiaann
eedduuccaattiioonn ......”” pppp 110011 TTTTJJDD

10. AAnn HHiissttoorriiccaall PPeerrssppeeccttiivvee
11998855
Kotler & Fox
Write Book
11999900’’ss 22001144
ACE
Today

11. PPaarraaddiiggmm SShhiifftt
FFrroomm
MMaannddaatteess && OObblliiggaattiioonnss
ttoo
OOppttiioonnss && CChhooiicceess

12. PPaarraaddiiggmm SShhiifftt
Parental Demand for Catholic Schools:
Exercising Their Options
NNeeeedd
FFoorr
MMaarrkkeettiinngg

13. MMaarrkkeettiinngg CCaatthhoolliicc SScchhoooollss
Product Quality Catholic Education
+ +
Price Good Business
+ Management
Place
+ +
Promotion Effective Marketing
= =
PPrrooffiitt PPuuppiillss,, PPeeooppllee && DDoollllaarrss
RReesseeaarrcchh

14. MMaarrkkeettiinngg iiss tthhee pprroocceessss ooff
rreesseeaarrcchhiinngg,, aannaallyyzziinngg,, ppllaannnniinngg,,
iimmpplleemmeennttiinngg,, aanndd ccoonnttrroolllliinngg
ccaarreeffuullllyy ffoorrmmuullaatteedd pprrooggrraammss
ddeessiiggnneedd ttoo bbrriinngg aabboouutt
vvoolluunnttaarryy eexxcchhaannggee rreellaattiioonnsshhiippss
wwiitthh ssppeecciiffiiccaallllyy ttaarrggeetteedd aauuddiieenncceess..
RReesseeaarrcchh
MMaarrkkeettiinngg DDeeffiinneedd

15. CCaatthhoolliicc SScchhoooollss
CCaann BBee MMaarrkkeetteedd ffoorr::
• Image;
• Enrollment;
• Financial Resources.
RReesseeaarrcchh

16. MMaarrkkeettiinngg CCoonnttrroollss
IMAGE
ENROLLMENT RESOURCES
RReesseeaarrcchh

17. UUnnddeerrssttaannddiinngg EEnnrroollllmmeenntt
RReesseeaarrcchh
PPaarreennttss CChhoooossee CCaatthhoolliicc SScchhoooollss ffoorr::
• Perception of better academic quality;
• Structure, safety, discipline;
• Religious values.

18. TThhee EEnnrroollllmmeenntt PPrroocceessss
RReesseeaarrcchh
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)

19. HHeeaalltthhyy EEnnrroollllmmeenntt CCyyccllee
Retentio
n
Admission
s
Recruitmen
t
Communication
RReesseeaarrcchh

20. AAttttrriittiioonn iinn tthhee EEnnrroollllmmeenntt CCyyccllee
Retentio
n
Admission
s
Dissatisfaction
Recruitmen
t
School Dismissa l
Academic/ Behaviora l
Financial
Moving
Friends, not happy, personal
Communication
RReesseeaarrcchh

21. JJuussttiiffiiccaattiioonn ooff tthhee
PPuurrcchhaassee DDeecciissiioonn
• More dollars are paid for the purchase;
• When the purchase decision is close to one’s heart
(emotional ties).
The Value Proposition
““IIss tthhiiss tthhee bbeesstt ppllaaccee ffoorr mmyy cchhiilldd
ggiivveenn tthhee mmoonneeyy II aamm ssppeennddiinngg??””
RReesseeaarrcchh

22. FFaaccttoorrss IInnfflluueenncciinngg
SSttuuddeenntt RReetteennttiioonn
RReesseeaarrcchh
1. Development of oonnee--ttoo--oonnee relationships;
2. Attending a school with ffrriieennddss;
3. Genuine sseennssee ooff bbeelloonnggiinngg;
4. PPeerrcceeppttiioonn ooff ssuucccceessss in the academic
program;
5. PPaarrttiicciippaattiioonn in co-curricular activities.

23. CChhaarraacctteerriissttiiccss ooff SScchhoooollss wwiitthh
HHiigghh RReetteennttiioonn RRaatteess
RReesseeaarrcchh
• Ensure a ggoooodd ffiitt between the student/family and the
school;
• Provide a hhiigghh--qquuaalliittyy academic and educational
experience;
• Have a ffaaccuullttyy//ssttaaffff who daily demonstrate a ccaarriinngg
aattttiittuuddee;
• Provide aaddeeqquuaattee ffiinnaanncciiaall aaiidd;
• Offer eexxtteennssiivvee ccoo--ccuurrrriiccuullaarr ooppppoorrttuunniittiieess to involve
students in campus life;

24. CChhaarraacctteerriissttiiccss ooff SScchhoooollss wwiitthh
HHiigghh RReetteennttiioonn RRaatteess (cont’d)
• Have a comprehensive and well-articulated ccoouunnsseelliinngg aanndd
aaddvviissiinngg pprrooggrraamm;
• Provide ccoommpprreehheennssiivvee ssuuppppoorrtt sseerrvviicceess;
• Identify and work with ““aatt rriisskk”” ssttuuddeennttss;
• Build connections and foster a sseennssee ooff bbeelloonnggiinngg;
• Provide a ““llooookk aahheeaadd”” for the year to come;
• Assess and wwoorrkk ttoo ffuullffiillll student and parent eexxppeeccttaattiioonnss;
• Never forget the rreellaattiioonnsshhiipp with the consumer by
ccoonnssiisstteennttllyy mmeeeettiinngg ssttuuddeenntt nneeeeddss.
RReesseeaarrcchh

25. MMiissssiioonn--DDrriivveenn MMaarrkkeettiinngg
IMPROVED
IMAGE, ENROLLMENT & RESOURCES
PROGRAMS, POLICIES & PROCEDURES
STRATEGIC PLANNING
PHILOSOPHY, VISION & GOALS
MISSION

26. MMaarrkkeettiinngg MMaannttrraa
The consistent delivery of
the rriigghhtt mmeessssaaggee,
to the rriigghhtt ppeerrssoonn,
in the rriigghhtt wwaayy,,
at the rriigghhtt ttiimmee..

27. TThhee RRiigghhtt PPeerrssoonn
Generation Birth Year Range
GI Generation 1909-28
(Ages 81-100)
45,000,000 living
Silent Generation 1929-45
(Ages 64-80)
Baby Boomers 1946-64
70,000,000 living
(Ages 45-63)
Generation X 1965-82
62,000,000 births
(Ages 27-44)
Generation Y* 1983-01
75,000,000 births
(Ages 8-26)
*Millennials or Echo Boomers
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php
RReesseeaarrcchh

28. TThhee RRiigghhtt PPeerrssoonn::
GGeenneerraattiioonnaall CChhaarraacctteerriissttiiccss
GGeenneerraattiioonnaall VVaalluueess
DDeeffiinniinngg EEvveennttss
WWhhoo WWee AArree
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

29. GGII//SSiilleenntt GGeenneerraattiioonn
GGeenneerraattiioonnaall VVaalluueess
Dedication and Sacrifice
Hard work
Patience
Respect for Authority
Duty before pleasure
Honor
DDeeddiiccaatteedd
LLooyyaall
PPrraaccttiiccaall
DDeeppeennddaabbllee
DDeeffiinniinngg EEvveennttss
Great Depression
The New Deal
Lindbergh’s Flight
Gone with the Wind
Pearl Harbor
WWII
Hiroshima
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

30. BBaabbyy BBoooommeerrss
GGeenneerraattiioonnaall VVaalluueess
Personal Gratification
Entitlement
Control
Work Ethic
No to Status Quo
Optimism
DDrriivveenn
TTrraannssffoorrmmaattiioonnaall
““SSeellff”” CCeenntteerreedd
DDeeffiinniinngg EEvveennttss
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 http://www.boomerproject.com/home.php

31. GGeenneerraattiioonn XX
GGeenneerraattiioonnaall VVaalluueess
Technosavvy
Think globally
Self-reliance
Diversity
Pragmatic
RRiisskk--ttaakkeerrss
SSkkeeppttiiccaall
IInnddeeppeennddeenntt
TTaasskk--ddrriivveenn
DDeeffiinniinngg EEvveennttss
Watergate
Single parents
Latchkey kids
MTV
AIDs
Computers
Challenger
Glasnost
Berlin Wall
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

32. GGeenneerraattiioonn YY
GGeenneerraattiioonnaall VVaalluueess
Confidence plus
Civic duty
Achievement
Street smarts
Multi-tasking on steroids
Fearless
OOppttiimmiissttiicc
CCoo--ddeeppeennddeenntt
TTeennaacciioouuss
DDeeffiinniinngg EEvveennttss
Internet chat
School violence
Over-involved parenting
Multi-culturalism
World Trade Center attacks
Gulf War
Iraq
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

33. TThhee RRiigghhtt PPeerrssoonn
Business/
civic leaders
Catholics in the
greater
community
Parents of
alumni
Alumni
Grandparent
s
Parents of
current
students
School
Board
Faculty/staff
School
students

34. TThhee RRiigghhtt PPeerrssoonn
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

35. TThhee RRiigghhtt PPeerrssoonn
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

36. TThhee RRiigghhtt PPeerrssoonn::
CChhooiiccee ooff aa PPrriivvaattee//CCaatthhoolliicc EElleemmeennttaarryy
SScchhooooll
• By time child is 33½ yyeeaarrss oolldd
• The child’s mmootthheerr 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.
RReesseeaarrcchh

37. • By the time a child is in ssiixxtthh ggrraaddee
• In majority of cases, tthhee cchhiilldd makes or
overwhelmingly influences the decision
• Influencers:
– Friends, peers;
– Parents (father);
– Elementary school teachers;
– Secondary school teachers;
– Programs/activities.
RReesseeaarrcchh
TThhee RRiigghhtt PPeerrssoonn::
CChhooiiccee ooff aa PPrriivvaattee//CCaatthhoolliicc SSeeccoonnddaarryy SScchhooooll

38. RReesseeaarrcchh
TThhee RRiigghhtt PPeerrssoonn
OOvveerrvviieeww ooff TTooddaayy’’ss FFaammiilliieess::
• 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 further removed from the Catholic Church.

39. MMaarrkkeettiinngg aa SSeerrvviiccee
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.

40. TThhee RRiigghhtt MMeessssaaggee
• 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:

41. TThhee RRiigghhtt MMeessssaaggee
• Faith integration/Catholic
identity throughout;
• Religious curriculum;
• Opportunities for worship;
• Role of the Pastor and other
religious;
• Service expectations;
• Masses;
• Sacramental preparation;
• Prayer services.
Religious values:

42. TThhee RRiigghhtt MMeessssaaggee
Safety, structure, and discipline:
• 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.

43. TThhee RRiigghhtt WWaayy
RReesseeaarrcchh Generational media preferences:
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 http://www.boomerproject.com/home.php

44. TThhee RRiigghhtt WWaayy
GGII//SSiilleenntt
Ages 64+
• Personal direct mail letters;
• Print (newspaper/magazine);
• TV;
• Face-to-face event
marketing.
BBaabbyy BBoooommeerrss
Ages 45-63
• Direct mail letters;
• Postcards;
• Print (newspaper/magazine);
• TV;
• Web supported.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

45. TThhee RRiigghhtt WWaayy
GGeenneerraattiioonn XX
Ages 27-44
• TV and radio;
• Movie trailers;
• Phone messages;
• Email marketing (not
texting).
GGeenneerraattiioonn YY
Ages 8-26
• Text messaging;
• Voicemail;
• Email;
• Internet sites.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

46. TThhee RRiigghhtt WWaayy:: GGeenneerraattiioonn XX//YY
RReesseeaarrcchh
MMaarrkkeettiinngg FFooccuuss::
• 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.

47. TThhee RRiigghhtt WWaayy:: GGeenneerraattiioonn XX//YY
RReesseeaarrcchh
MMaarrkkeettiinngg FFooccuuss::
• 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.

48. The RRiigghhtt TTiimmee:: CCoommmmuunniiccaattiioonn MMaattrriixx
W – weekly
M – monthly
Q – quarterly
A – annually
N – as needed
Students
Faculty/Staff
School Board
Parents
Grandparents
Alumni
Alumni Parents
Parishioners
Feeder Programs
Prospective Parents/Students
Business/Civic Leaders
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

49. TThhee RRiigghhtt MMiixx
KKeeyy CCoommppoonneennttss::
• 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
IInnffuusseedd wwiitthh::
 Happy children
 Unique aspects
 High quality
 True to mission
 Faith-filled
 Goal-oriented
 Strong community

50. CCoosstt--EEffffeeccttiivvee MMaarrkkeettiinngg
Build image and relationships:
via wwoorrdd ooff mmoouutthh,
via pprriinntt,
via WWeebb//eelleeccttrroonniicc,
via oonn--ssiittee eevveennttss..

51. SSppeecciiffiiccaallllyy
ttaarrggeetteedd aauuddiieenncceess
TThhee RRiigghhtt PPeerrssoonn
VVoolluunnttaarryy eexxcchhaannggee
rreellaattiioonnsshhiippss
IImmaaggee
EEnnrroollllmmeenntt
RReessoouurrcceess
RReesseeaarrcchh
MMaarrkkeettiinngg RReeccaapp
RReesseeaarrcchh
AAnnaallyyzzee
PPllaann
IImmpplleemmeenntt
CCoonnttrrooll
CCaarreeffuullllyy
ffoorrmmuullaatteedd
pprrooggrraammss
TThhee RRiigghhtt MMeessssaaggee
TThhee RRiigghhtt WWaayy
TThhee RRiigghhtt TTiimmee
SScchhooooll MMiissssiioonn
GGooaallss && MMiissssiioonn
FFuullffiilllleedd

52. ““KKnnooww”” HHoommeewwoorrkk
• 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.

53. MMaarrkkeettiinngg AAssssiiggnnmmeenntt
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.

54. SStteevveenn VViirrggaaddaammoo
FFoollllooww oonn TTwwiitttteerr @@ssvviirrggaaddaammoo
SSvviirrggaaddaa@@nndd..eedduu
220033--331144--44885500