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Making Your School Shine: Tips for Increasing Enrollment
The document outlines essential marketing strategies for schools, emphasizing the importance of understanding what potential students and their families seek. It describes conducting marketing audits to evaluate outreach effectiveness, utilizing various promotional materials, and leveraging the school's online presence. Retention of students and building community relationships through authentic engagement and referrals are also highlighted as critical components for successful enrollment marketing.
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Making Your School Shine: Tips for Increasing Enrollment
- 2. Agenda • • • • • • • • • • Marketing 101 What marketingsays 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
- 3. Marketing 101 Marketing isgetting people with a specific need to know, like and trust you.
- 4. Marketing 101 Marketing isthe 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…)
- 5. What does marketingsay 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
- 6. I want abillboard
- 7. I want abillboard
- 8. Perform a MarketingAudit • 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?
- 9. Marketing Audit • Considerall 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
- 10. Marketing Audit • Listento 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
- 11. Marketing Audit • • • • • Evaluate results Lookfor marketing disconnects Determine what needs to be done Create priorities, timeline Marketing plan
- 13. Recruiting Recruiting is seeking familiesto your school who will be: • • • • Great students Supportive families Great referral sources Generous donors
- 14. Retention • Customer Service •What sets you apart • Make them feel needed
- 15. Retention • Include themin your team • Spotlight their kids • Be authentic
- 16. Referrals • Always askfor a referral from your superstar parents • Most schools admit that referrals are by far the best source of new students • Train them. Teach them.
- 17. Why do parentschoose your school?
- 18. Why we choseJP2 Catholic School?
- 19. Enrollment Marketing • Thingsto do… – – – – – – – – Foundation pieces Website Open house Brochure Advertising Direct mail Church bulletins Make it easy!
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- 21. A picture speaksa 1,000 words…
- 22. Pictures Tell YourStory • 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
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- 28. www.yourschool.com • • • • • • THE most importantmarketing 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
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- 35. 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