Branding: Creating & Nurturing Your Image

Branding: Creating & Nurturing Your Image
4/7/10 Marketing the Catholic Schools of the Diocese of Youngstown presented by Richard Hahn President, Keynote Media Group, LLC

4/7/10

4/7/10 Exal Corporation Gasser Chair Company Brilex Industries, Inc TEGG Corporation Commercial Metal Forming Valley Electrical Consolidated, Inc. Evets Oil & Gas Construction Services Commercial & Industrial

4/7/10 YMCA of Youngstown Humility of Mary Health Partners OH WOW! The Roger & Gloria Jones Children’s Center for Science & Technology Help Hotline Crisis Center, Inc. United Way of Youngstown and the Mahoning Valley Big Reach Center of Hope Mill Creek MetroParks WYSU-FM Inspiring Minds Fairhaven Mahoning County Land Bank Nonprofit/Social Service

4/7/10 Eastern Ohio P-16 Partnership for Education Ursuline High School Youngstown City Schools Austintown Schools Boardman Schools Portage County Educational Service Center Choffin Career & Technical Center Education

Marketing the Catholic Schools of the Diocese of Youngstown
Branding: Creating & Nurturing Your Image 4/7/10 Marketing the Catholic Schools of the Diocese of Youngstown

Central Support for Local Capacity
Branding: Creating & Nurturing Your Image 4/7/10 Central Support for Local Capacity

Thinking Beyond Catholic Schools Week
Branding: Creating & Nurturing Your Image 4/7/10 Thinking Beyond Catholic Schools Week

4/7/10 DOY will create a master marketing plan detailing strategies that will: Develop a ‘parent-brand’ marketing concept for DOY schools as a whole; Provide individual schools with general strategies and concepts to implement.

4/7/10 DOY will provide marketing consultation with each school requesting such Suggestions will be made on how a school can best implement strategies set forth in the master marketing plan to overcome issues that may be unique to it.

4/7/10 SWOT

4/7/10 SWOT Strengths • Education rooted in Christian principles; • A tradition of educational excellence; • High-profile high schools; • Scores above national average on state achievement tests, ACT and SAT; • 95% of high school graduates attend college.

4/7/10 SWOT Weaknesses • Inconsistency in marketing; • Failure to consistently prove value; • Inadequate web presence; • Customer relations.

4/7/10 SWOT Opportunities • New governance model; • Centralized support for increased capacity; • Create an implementable marketing plan; • Better engage ‘brand ambassadors;’ • Build upon the concept of cura personalis.

4/7/10 SWOT Threats • Economic climate; • Charter and online schools; • Improved public schools; • Failure to engage in a new ‘culture of engagement.’

For the DOY strategy to succeed …
Branding: Creating & Nurturing Your Image 4/7/10 For the DOY strategy to succeed …

4/7/10 Each school in the Diocese of Youngstown must understand that it is in the business of providing a valued service (education) to customers (students/families).

4/7/10 Each school must continually communicate that it values and promotes: • A welcoming environment • The teachings and traditions of the Catholic Church • Creative and diverse teaching styles • Academic excellence • Service to others • Embracing the whole child (cura personalis)

4/7/10 Each school must have an implementable marketing strategy in place through which it can: Deliver a clear message Express its mission and vision Prove value Connect with families emotionally Motivate families Build loyalty Create brand ambassadors Increase chances of success

4/7/10 Administrators and staff must change the culture so that they are focused on delivering the best customer experience possible.

4/7/10 Each school must systematically prove value to customers. 1. Families of current students: RETENTION! “Was our Catholic School experience good enough to re-enroll my child?” 2. Families of students not enrolled: NEW SALES! “Why should I consider enrolling my child in a Catholic School?”

4/7/10 The stakeholders in an organization who have direct contact with customers and the community must be encouraged to spread the word about the value of Catholic Education. These are the DOY Schools’ Brand Ambassadors Boards Presidents Principals Teachers Secretaries/Staff Pastors Parents

4/7/10 DOY Schools must embrace basic principles of marketing. • Product What are we selling? • Plan Goals and strategies? • Pitch What is our sales message and method? •Personality Are our people passionate about our mission and delivering a high level of service before, during and after the sale?

4/7/10 The product. • Catholic identity • Focus on faith, hope, love and community • Strong academics and programs • A great environment – safe and kind • Education as an investment in your child • Tuition assistance availability • Commitment to technology • High student achievement/standardized test scores • Open to all denominations • High graduation rate amongst high school seniors • Inclusive of students with differing needs • Diversity

4/7/10 The plan. √ Message √ Goals and objectives √ Strategies √ Implementation procedures √ Responsibilities √ Timeline √ Budget √ Measurement of success

4/7/10 The pitch. √ The message √ Disseminate that message Word of mouth Website Brand ambassadors Sales letters Public relations Paid advertising

4/7/10 Personality. √ Staff engagement and buy-in √ First impressions: Phone procedures/New family visits √ Follow-up with prospects √ Pastor involvement √ School events √ Community participation √ Improved teacher-parent communications

4/7/10 Moving Forward.

4/7/10 1. Create an implementable marketing plan that focuses primarily on communicating to target customers what makes a Catholic School the best choice for their children’s education. Message, goals, strategies, creative, implementation, responsibilities, budget, timeline.

4/7/10 Key strategies that will be included in the master marketing plan document: Consistent messages and marketing materials Strong website Teacher/family engagement Parent ‘brand ambassador’ program “Point-of-sale” protocols for key staff News releases to the media Incentive programs Social media Paid advertising Partnerships/sponsorships

4/7/10 2. Create the Parent Brand of the DOY Schools and implement the strategies needed to support that brand: Print materials and templates Testimonial-based promotional video DOY Schools Website

4/7/10 3. Meet with individual boards and schools to determine how they can best implement strategies called for in the master marketing plan.

4/7/10 Branding: Creating & Nurturing Your Image

4/7/10 Thank You.

Branding: Creating & Nurturing Your Image

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