Presentation on theme: "Enrollment Management Office of Catholic Schools Maria Ippolito firstname.lastname@example.org Director of School Marketing and Communications."— Presentation transcript:
1 Enrollment Management Office of Catholic Schools Maria Ippolito Director of School Marketing and Communications
2 MORE KIDS IN GREAT CATHOLIC SCHOOLS Validation of quality- goal set by our super intendent SMP-
3 Great Catholic Schools – The ‘Customer Experience’ Where GREAT exists, the stage is set for successful enrollment marketing.Catholic IdentityIn order for marketing to work – we need to have a great product- what makes a great product- engaged families, environment, instruction, leadership, - once we have a great school
4 We are here for you! A few services that we provide- value prop, customer service, presentations on various EM topics, parent ambassador,
5 The OCS Marketing Team KK Cleland Juana Sanchez Graber Maria Ippolito Yasmin QuirozResources take a look
6 More Kids…The PortalA collection of resources and best practices surrounding the enrollment management framework.Resources take a look
7 Archdiocesan Marketing Enrollment Network More Kids…Archdiocesan Marketing Enrollment NetworkSharing what works from outside experts and internal success storiesWe find growth areas, and leverage them out to other schools.We talk growth, reframe the discussionPrincipals pay attention to their colleagues, and learn from each other.
8 Monthly Enrollment Marketing Calendar and Newsletter More Kids…Monthly Enrollment Marketing Calendar and NewsletterKeeping you up to date on:Current topicsHelpful hintsSpotlight on success storiesRemindersMonthly newsletter- please take a look at it- focus on relevant topics throughout the year
9 AMEN Monthly Webinars More Kids… All webinars are from 12:00- 1:00 CST TopicWebinar DateAugustBootcamp RecapAugust 19SeptemberSetting a CalendarSeptember 16OctoberAMEN Workshop at Quigley October 8NovemberEarly Childhood Value PropNovember 18DecemberOnline Customer Service/Start Prepping CSWDecember 16JanuaryAMEN Workshop at Quigley- January 14FebruaryRetentionFebruary 17MarchParent AmbassadorsMarch 17AprilSocial MediaApril 21MayWebsites and Summer StrategiesMay 19This year we added a webinar component to the newsletters to delve more deeply into topicsAll webinars are from 12:00- 1:00 CST
10 Enrollment Management Framework, Plan and Teams More Kids…Enrollment Management Framework, Plan and TeamsMarketingBuilding interest in enrolling in the schoolsNew Family SalesGetting new families to enrollRetention SalesGetting existing families to re-enrollframeworkEnrollment Management Teams comprised of teachers, parents, leaders, marketing staff, parishioners
11 ENROLLMENT MANAGEMENT FRAMEWORK Academic Product, Service Delivery, Environment, and ProgramsMarketingi.e., Building interest in enrolling in the schoolsDefine Target AudienceDefine / Refine Compelling Value PropositionCommunicate with Parents & CommunityCreate & Execute Retention StrategyDetermine Pricing StrategyNew Family Salesi.e., Getting new families to enrollCall Handling & Registration ProcedureLead Follow-Up ProcedureObjection HandlingFinancial AidRetention Salesi.e., Getting existing families to re-enrollOngoing Communications to School FamiliesEnlist Students in Retention StrategyEnlist Faculty in Retention StrategyFinancial AidObjection HandlingAssessmenti.e., How did our plans and activities work? Did we meet our goals?
12 i.e., Building interest in enrolling in the schools “CATHOLIC AND SAFE” ISN’T ENOUGH ANY MORE; MAY NEED TO MARKET BEYOND JUST THE PARISHMarketing“Why should I spend my money to send my child to your school?”i.e., Building interest in enrolling in the schoolsDefine Target AudienceWho are we trying to attract? What do they want?How do we target our RE/CCD families?Is our Parish enough? Other Parishes without schools?What about non-Catholics?What’s our admission policy?Define / Refine Compelling Value PropositionWhy would our target market choose to enroll?What differentiates our school, what are our proof points?What’s our pricing strategy?How do we most effectively make our case (text, images, video, pulpit, etc.)? Who is most effective?What’s actual today and what’s aspirational?What do our best advocates say? Our worst critics?Communicate with Parents & CommunityHow can we most effectively reach our targets? When?How does our web site play into the strategy?What other marketing deliverables do we need?What role do teachers, parents, etc. play?How can we get everyone to stay on message with our value proposition?Determine Pricing StrategyWhat is our target market’s ability to pay?What is the willingness to pay for our product?How do we handle tuition assistance?How do we incent new families and retention?Create & Execute Retention StrategyIn reality this requires many of the same actions as described above, but directed at existing parentsNeed to continually reinforce why they made the right decision and are receiving valueTeachers play a big role in retention
13 i.e., Getting new families to enroll FAMILIES ARE CUSTOMERS – WE NEED TO TREAT THEM THAT WAY“Will I enroll my child?”We spend so much energy on marketing; can we really count on making a one-call close?New Family Salesi.e., Getting new families to enrollCollect prospective family informationEnsure that we stay on message with value propositionEnsure that we have a call to action (e.g., visit)Ensure that family has clear and supportive way to progress through registration processCall Handling & Registration ProcedureFamilies need to hear multiple times that they are wanted – from multiple people – Principal, teacher, other family member, potentially another studentFollow-up communications need to be purposeful – 1st call says X, 2nd call says Y, etc.Ideally, follow up occurs within 1 dayEvery inquiry is a relationship building opportunity, not just a phone callLead Follow-Up ProcedureWhat objections do we expect to receive and how should we handle them?Ensure that communicators have a good answer that’s consistent with the value propositionHow do we answer the tuition question in such a way as to get to the next conversation?Objection HandlingFollows from our tuition strategyWe need an objective, confidential processWe need to communicate to families that we will work with them – the alternative is that they assume that we’re unaffordableEvery family should be treated individually, based on their individual circumstancesFinancial Aid
14 i.e., Getting existing families to re-enroll IF WE CAN’T RE-ENROLL EXISTING FAMILIES AT A HIGH RATE,WHY WOULD NEW FAMILIES ENROLL AT ALL?Retention Sales“Was our experience good enough to re-enroll my child?”i.e., Getting existing families to re-enrollFamilies need to hear multiple times about all the good things going onEvery communication is a chance to reinforce the value of Catholic education and your schoolOngoing Communications to School FamiliesFamilies respond to what their children wantStudents can have a very important role in parents’ decisions to return or notVibrant schools have students excited to return each dayEnlist Students in Retention StrategyEnlist Faculty in Retention StrategyFaculty also plays an important role – in general and with regard to retention at specific gradesSchool leadership needs to enlist staff in the retention effort to both act as early warning systems and to take specific actionsSimilar to objection handling for new families, with two important differencesSome objections may be family-specific based on the specific experience of that familySome objections may require a degree of specificity and frankness appropriate as family knows the “dirt”Requires leadership to know family situationsObjection HandlingSimilar to financial aid for new familiesKnowledge of family situations gives schools an opportunity to be proactive … being proactive can significantly and positively impact the relationshipFinancial Aid
15 i.e., How did our plans and activities work? Did we meet our goals? AS WITH ANY OTHER KEY PRIORITY, WE MUST ASSESS THE IMPACT OF OUR ACTIONS & IMPROVE OVER TIMEAssessmenti.e., How did our plans and activities work? Did we meet our goals?MarketingNew Family SalesRetention SalesLead count, leads by source, etc.Survey results, focus groups, etc.Positive “buzz” in the communityNumber of new families enrolledLead conversion rate, i.e., % of leads enrollingFollow-on interviews with enrolling & non-enrolling familiesRetention rate for existing familiesExit interviews with enrolling & non-enrolling families
16 Enrollment Management Planning Template and Rubric More Kids…Enrollment Management Planning Template and Rubricframework
17 Who Manages Enrollment? Your school’s EM TeamYOUPrincipalPastorFaculty Member(s)Parent(s)ReceptionistBoard/Committee?Staff – Marketing/Admissions?
18 Enrollment Management Teams More Kids…Enrollment Management Teamsframework
19 Parent Ambassador Program Started in 2010 to provide structure to “word of mouth marketing”Revised in 2012 to meet the needs of our schoolsApproximately 75 schools have implemented a Parent Ambassador program with proven enrollment growthWe found that many parents were choosing catholic schools because they were referred by a friend- word of mouth most powerful tool. How can we lend structure and support to these efforts. PA was born. Initially very open ended and let principals/parents determine how to structure program. We found that most wanted a road map so developed version 2.0 and launched in fall of proven growth in schools that are implementing PA programs
20 Integrated Communications Keep parents informed. . . Keep them engaged. . . Keep them “scripted”Constant messaging centered around the unique value propositionKey Audiences: Prospective Families, Current Parents, Alumni and Friends
21 How do you personally keep your students’ parents informed How do you personally keep your students’ parents informed? Is the school’s value proposition integrated?
22 Website and Electronic Media Integral today– must be accurate and completeArticulation of mission and programsAdmissions processSchedulesSchool newsFormsFaculty s/contact/blogs/webpagesPhotos and videosFundraising
23 Welcome LetterTake time to write a letter of introduction to your school families. Elements of a good letter include:Brief introductionBackground and philosophyKeep it “warm” and engagingAvoid language parents won’t understandConsider hosting an eventAdd important datesPlease submit sample welcome letter by July 21
24 Websites More Kids… Questions to consider: Who can help you maintain? Who currently has access?How often is it updated?Does it reflect most up to date school information?Who is your target audience? And how do you balance information for audiences?framework
25 Enrollment Tracking http://bit.ly/EnrollmentTracking2014 More Kids…10 Year5 YearEnrollment Trackingframework
26 More Kids…WebsitesElements of a Good Website (from a marketing perspective):Engaging photosClean layout\easy to navigateUp to date- tuition, teachers etc.Tabs for current families and prospects“Contact Us” page with ability to take infoAdmissions TabEvidence of vibrant school communitySchool VideoMobile AccessibleGoogle optimizedframework