MARKETING AND RECRUITMENT STRATEGY FOR STUART HALL SCHOOL LARKIN WILSON CATHERINE ACOMB DAVID STERNLICHT Washington and Lee Student Consulting
Stuart Hall School Background Co-ed PK-12 college preparatory school, boarding for girls 8-12 Comprised of Hunter McGuire Lower School in Verona, Middle and Upper School campus in Staunton Students typically drawn from 25 mile radius of nearby towns
Why SHS contacted WLSC Given cost of private education and current economic conditions, Stuart Hall School enrollment is declining SHS has no strategic marketing plan, specific model for new student recruitment Need help developing strategic marketing plan for day students
Original Objectives Develop a strategic marketing plan for day students at SHS Assist in developing targeted marketing materials Implement these strategies to increase overall enrollment of day students
Project Timeline Delivered original Letter of Engagement, mid- September, 2009 Visited SHS campus in Staunton, early November, 2009 Observed several discrepancies in the recruiting process and marketing strategy Enrollment decreased 13.5% from 333 to 288 students Changed our plan for final deliverables (also impacted by shortened project period too) Delivered written report of marketing and networking suggestions, mid-December, 2009
Issues identified Online presence is weak and website difficult to navigate Lack of community-based relationships and low local enrollment Lack of communication with parents and not enough understanding of their motivation to enroll in SHS 50-70% of campus tours translate into applications for enrollment
Recommendations Given 1. Increase the exposure and promotion of SHS through various internet-based resources Revamp website Utilize social networking sites: Facebook, Twitter, Youtube Increase online communication: parent s, newsletters, subscribe to Edline Engage in online advertising- Newsleader.com
Recommendations-cont’d. 2. Develop relationships with neighboring businesses to augment local marketing Referral incentives (tuition credits) Co-sponsoring community events Placing brochures and application information in local offices (doctors, realtors etc)
Recommendations-cont’d. 3. Gather parent feedback to better understand motivations for enrolling and opinions regarding current operations Hold parent focus groups Conduct opinion surveys
Follow-up Delivered final report with suggestions Forwarded to the board of governors SHS reports that some of our recommendations are currently being acted upon, considering implementation of other suggestions Available for further consultation should they contact WLSC again
Questions?