This presentation was given to the Archdiocese of Galveston Houston's Principal and Board Workshop on June 9, 2012. The purpose of the presentation was to show principals/board members what needs to be done from a marketing perspective to update a school's status to full.

2. 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
• Direct mail
• School brochures
• Resources
• Manuel Delgado

3. Marketing 101
Marketing is more than sales.
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. What does marketing say about your school?
• Everything!
• Good marketing helps to:
– Attract new students
– Reduce attrition
– Bond alumni and past parents
– Keep good teachers
– Raise funds
– Build your school’s image in the wider
community

5. I want a billboard

6. 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?

7. 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

8. 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

9. Marketing Audit
• Evaluate results
• Look for marketing disconnects
• Determine what needs to be done
• Create priorities, timeline
• Marketing plan

10. Marketing Harmony

11. Why do parents choose your school?

12. Why we chose JP2 Catholic School?

13. Enrollment Marketing
• Things to do…
– Foundation pieces
– Website
– Open house
– Brochure
– Advertising
– Direct mail
– Radio
– Church bulletins
– Make it easy!

14. Foundation Pieces

15. A picture speaks a 1,000 words…

16. Pictures Tell Your Story
• Emphasize: • Simple close-ups
– Faith • Unaware action shots
• Parent photographers
– Academics
• Stock photo files
– Athletics • “Pictures have legs!”
– Extracurricular • Talent waivers
activities
– Spirit
• Show diversity

17. FAITH

18. ACADEMICS

19. ATHLETICS

20. EXTRACURRICULAR ACTIVITIES

21. SPIRIT

22. www.yourschool.com
• THE most important marketing tool
• Targets internal and external audiences
• Keep it current, simple, clean
• Focus on recruitment and retention
• Publicize the website everywhere
• Track visitors
• Make it a top priority

23. Your Front Door

24. Enrollment on the Web

25. School Brochure

26. School Brochure

27. Direct Mail

28. The Awareness Campaign:
Promoting our Schools
Working in consultation with the CSO, the Awareness
Campaign for Catholic Schools, provides the public with a
look at our network of schools in print, television, radio & web
media that reflects a cohesive Catholic Identity.
Vehicles that serve the Campaign:
• The Catholic Heart Newsletter & advertisements
• Tools for Schools- development resource website
• The Choose Catholic Schools commercial & website

29. Additional Resources
• Fellow Catholic Schools – what works, what
doesn’t, best practices
• CHOOSECATHOLICSCHOOLS.org
– Tools4Schools
• 10 Commandments of Academic Branding
– academicbranding.com/ten

30. Targets