Andrews Academy Marketing Department Presents The Recruitment, Retention, and Public Relations Program By Bradley W. Sheppard Executive Director of Marketing Academy Operating Board April 15, 1997

Historical Background The provision of the finest possible quality Christian education to the children of faculty, staff, and University students as well as to selected youth of the community. The provision of the finest possible quality Christian education to the children of faculty, staff, and University students as well as to selected youth of the community. The modeling of responsible educational innovation and research to accompany the professional training of educators in a field setting. The modeling of responsible educational innovation and research to accompany the professional training of educators in a field setting.

Topic of Discussion Recruitment Recruitment Retention Retention Public Relations Public Relations

Purpose of the Department SDA academies cannot assume that Adventist elementary students will automatically enroll in an academy upon graduation SDA academies cannot assume that Adventist elementary students will automatically enroll in an academy upon graduation Students currently enrolled in SDA academies and their parents need to be nurtured and treated as loyal customers Students currently enrolled in SDA academies and their parents need to be nurtured and treated as loyal customers SDA academies must promote a positive image to their publics SDA academies must promote a positive image to their publics AA, having rendered these factors valid, has developed a comprehensive marketing RRPR program under the leadership of the Executive Director of Marketing AA, having rendered these factors valid, has developed a comprehensive marketing RRPR program under the leadership of the Executive Director of Marketing

Definitions Recruitment: the act of motivating potential students to enroll in the institution Recruitment: the act of motivating potential students to enroll in the institution Retention: the act of creating such a nurturing environment that current students will choose to remain enrolled in the institution until graduation Retention: the act of creating such a nurturing environment that current students will choose to remain enrolled in the institution until graduation Public Relations: the act of projecting a positive image of the institution to its constituencies and the community at large Public Relations: the act of projecting a positive image of the institution to its constituencies and the community at large

Personnel All administrators, faculty members, and support staff, as well as selected current students and other public agents are marketers for the academy. All administrators, faculty members, and support staff, as well as selected current students and other public agents are marketers for the academy. It is vital to the institution that each member be aware of his/her role in RRPR. It is vital to the institution that each member be aware of his/her role in RRPR.

Executive Director of Marketing Serves as leader and manager of Marketing Department Serves as leader and manager of Marketing Department

Marketing Manager Assists the Director with all marketing functions Assists the Director with all marketing functions

Principal Authorizes the Director to manage and lead Authorizes the Director to manage and lead Assists in promoting the institution’s program Assists in promoting the institution’s program

Vice-Principal Manages the application and admissions functions of the school Manages the application and admissions functions of the school Assists in promoting the institution’s program Assists in promoting the institution’s program

Director of Student Services Conducts career testing and academic counseling Conducts career testing and academic counseling Manages Student Services Department Manages Student Services Department

Marketing Agents Contact all names on the recruitment list Contact all names on the recruitment list

Faculty and Staff Serve on Recruitment Teams Serve on Recruitment Teams Act as primary Retention Agents Act as primary Retention Agents

Selected Current Students Promote School Spirit Promote School Spirit Serve on Recruitment Teams Serve on Recruitment Teams

Public Agents Andrews University Public Relations Office Andrews University Public Relations Office Administration, Faculty, & Staff of Feeder Institutions Administration, Faculty, & Staff of Feeder Institutions Andrews Academy Operating Board Andrews Academy Operating Board Pastors of Constituent Churches Pastors of Constituent Churches Alumni Alumni PPI PPI

Recruitment Activities Recruitment Teams Recruitment Teams 7 th & 8 th Grade Recreation Nights 7 th & 8 th Grade Recreation Nights Penny Arcade Penny Arcade Academy Adventure Academy Adventure

Recruitment Activities (cont.) Academy Day Academy Day School Visits School Visits Church Visits Church Visits Phone Interviews Phone Interviews

Recruitment Activities (cont.) Personal Interviews and Facility Tours Personal Interviews and Facility Tours Recruitment Packets Recruitment Packets Recruitment Lists Recruitment Lists Summer Recruitment Activities Summer Recruitment Activities

Recruitment Activities (cont.) Advertising Advertising Application Process Application Process Christian Outreach Christian Outreach Music Department Music Department RRPR Committee RRPR Committee Department of Student Services Department of Student Services

Retention Activities Faculty Training Faculty Training Penny Arcade Penny Arcade Principal’s Brunch Principal’s Brunch Awards Assembly Awards Assembly

Retention Activities (cont.) Summer Treat Summer Treat Theme, Banner, and Song Theme, Banner, and Song Principal’s Reception Principal’s Reception Orientation Orientation

Retention Activities (cont.) Hodge Podge Hodge Podge Shydepoke Shydepoke Vespers Vespers Class Activities Class Activities

Retention Activities (cont.) Student Association Activities Student Association Activities Tours Tours Birthday Parties Birthday Parties School Picnic School Picnic

Retention Activities (cont.) Track and Field Day Track and Field Day Principal’s Luncheon Principal’s Luncheon Friendship Festival Friendship Festival School Publications School Publications

Retention Activities (cont.) National Honor Society National Honor Society Sourcebook Sourcebook Assignment Book Assignment Book Educational Technology Educational Technology Sporting Events Sporting Events

Public Relations Activities Feast of Lights Feast of Lights Alumni Weekend Alumni Weekend Community Service Days Community Service Days Pioneer People and Church Bulletins Pioneer People and Church Bulletins

Public Relations Activities (cont.) Cooperation with AUPR Cooperation with AUPR Top Ten Top Ten Advertising Advertising Groups to Constituent Churches Groups to Constituent Churches

Public Relations Activities (cont.) Front Sign/Electronic Sign Front Sign/Electronic Sign Display Cases Display Cases Retiree’s Dinner Retiree’s Dinner Brochure Brochure

Public Relations Activities (cont.) Elementary Music Festival Elementary Music Festival Float Float Communication to Publics Communication to Publics Memorabilia Memorabilia Dinner for Feeder School Teachers Dinner for Feeder School Teachers

Weaknesses To The Program Inadequate Staffing Inadequate Staffing Over-worked Faculty Over-worked Faculty Financial Resources Financial Resources Bulk of Recruitment Held to Summer Months Bulk of Recruitment Held to Summer Months

Appeal To The Board Raise Money to Hire a Full-time Equivalent Marketing Staff Raise Money to Hire a Full-time Equivalent Marketing Staff Lighten Teacher Loads through School Reform Measures and/or Increased Staffing Lighten Teacher Loads through School Reform Measures and/or Increased Staffing Become Active Participants in the Marketing Program Become Active Participants in the Marketing Program

Conclusion Andrews Academy must continue to be an exemplary institution that provides the finest Christian education to the youth in the community and models responsible educational innovation. Andrews Academy must continue to be an exemplary institution that provides the finest Christian education to the youth in the community and models responsible educational innovation. The success of these goals is dependent on the successful marketing of the program to potential students, current students, parents, and the community at large. The success of these goals is dependent on the successful marketing of the program to potential students, current students, parents, and the community at large. Pleas participate in this endeavor. This may be your most important duty as a member of the board. Pleas participate in this endeavor. This may be your most important duty as a member of the board.