Creating Vibrant Catholic Schools: Marketing Planning, Execution & Evaluation

Creating Vibrant Catholic Schools Goals for Today Solid understanding of the marketing process Tools to develop and implement the right marketing strategy for your school

Creating Vibrant Catholic Schools What is Marketing?

Creating Vibrant Catholic Schools What is Marketing Marketing is a Process Marketing should Educate and Inform Marketing is about Efficiency

Creating Vibrant Catholic Schools 4-Step Process 1. Research 2. Plan 3. Execute 4. Evaluate

Creating Vibrant Catholic Schools 4-Step Process 1. Research 2. Plan 3. Execute 4. Evaluate

Creating Vibrant Catholic Schools Developing a Marketing Plan Product – Programs & Services Pricing – Tuition Strategy “Placement” – Location & Transportation Promotion – Communications 4 Areas of Marketing:

Creating Vibrant Catholic Schools Developing a Marketing Plan Unique Characteristics Differentiate Preference Sustainable Your School’s Brand Programs & Services

Creating Vibrant Catholic Schools Developing a Marketing Plan Do you know what other providers are charging? Are you educating about financial aid options? Your School’s Brand Tuition Strategy:

Creating Vibrant Catholic Schools Developing a Marketing Plan How convenient is your location? How far are families willing to travel? Your School’s Brand Location & Transportation

Creating Vibrant Catholic Schools Developing a Marketing Plan Advertising (print, outdoor, internet, etc,) direct mail, brochures, newsletters, web sites, eNewsletters, DVDs, events and open houses, public relations and social media…and more. Promotion & Communications:

Creating Vibrant Catholic Schools 4-Step Process 1. Research 2. Plan 3. Execute 4. Evaluate

Creating Vibrant Catholic Schools Executing Your Marketing Plan General Marketing Target Marketing Recruitment Application Acceptance Enrollment Retention Enrollment Management Funnel:

Creating Vibrant Catholic Schools Executing Your Marketing Plan Advertising – Internet (Google, Facebook, etc.), print, outdoor Event/Open House Marketing – Posters or flyers throughout your target area Signage – school sign, lawn signs General Marketing: Awareness

Creating Vibrant Catholic Schools Executing Your Marketing Plan Advertising – radio and outdoor campaign during January Print advertising – Business First Guide to WNY Schools Internet advertising Template for individual school print ads and media information Diocesan Support

Creating Vibrant Catholic Schools Executing Your Marketing Plan School Communications – On-line: website, social media Traditional: brochures, folder, flyer, postcards, letterhead, business cards, slides Address, phone number, website URL Target Marketing: Affinity

Creating Vibrant Catholic Schools Executing Your Marketing Plan Communicate to target audiences – Parish bulletins Direct mail – parents of 2-4 year olds Cards – parents of baptized children Information packets in community Target Marketing: Affinity

Creating Vibrant Catholic Schools Executing Your Marketing Plan Communicate to target audiences – Alumni events and communications Alumni/student talks at Masses Alumni profiles in local media Presence at community family events Target Marketing: Affinity

Creating Vibrant Catholic Schools Executing Your Marketing Plan Template for open house flyers Template for post card Use of Catholic Schools star logo Diocesan Support

Creating Vibrant Catholic Schools Executing Your Marketing Plan Invitations – Open Houses/Catholic School Week events School Tours - scripts Shadow, sibling, experience kindergarten events Special Masses for Pre-K, K families Recruitment: Relationship

Creating Vibrant Catholic Schools Executing Your Marketing Plan Referral programs and incentives Parent Ambassadors Follow up – calls, thank you notes, Christmas/Easter cards, school newsletter/enewsletter Recruitment: Relationship

Creating Vibrant Catholic Schools Executing Your Marketing Plan Invitations Follow up Parent ambassadors Application: Interest

Creating Vibrant Catholic Schools Executing Your Marketing Plan Integrate into school community – Acceptance letter – parents and child Enrollment package – timelines Parent ambassadors Acceptance: Welcome

Creating Vibrant Catholic Schools Executing Your Marketing Plan Integrate into school community – Picnic for new families Parent ambassadors School newsletter, s, web passwords, etc. Financial aid applications, assistance New student orientation Enrollment: Commitment

Creating Vibrant Catholic Schools Executing Your Marketing Plan Integrate into school community – School newsletters, s, other communications Christmas and Easter cards Social events Mentoring programs Tuition assistance, modified payment plans, scholarships Retention: Fulfillment

Creating Vibrant Catholic Schools Executing Your Marketing Plan Continue to integrate into school community Identify reasons for attrition and develop strategies Retention: Fulfillment

Creating Vibrant Catholic Schools Executing Your Marketing Plan Graduation: A lifetime relationship

Creating Vibrant Catholic Schools 4-Step Process 1. Research 2. Plan 3. Execute 4. Evaluate

Creating Vibrant Catholic Schools Evaluating Your Marketing Plan Determine assessment method for each program element Establish benchmark measurements Measure efforts Evaluate and refine strategy Audit and Analyze – Useful Metrics:

Creating Vibrant Catholic Schools Evaluating Your Marketing Plan Phone inquiries (source) Web hits Leads from wnycatholicschools.org Event attendance Response rates Applications Some Useful Metrics

Creating Vibrant Catholic Schools What’s Next? Identify marketing resource for your school – part-time, intern Find school’s advancement binder Commit necessary resources

Creating Vibrant Catholic Schools Thank You! Susan Lankes Director of Marketing Diocese of Buffalo (716)