The Catholic Schools of The Diocese of Youngstown

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

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

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

4/7/10 Each school in The Diocese of Youngstown is in the business of providing a valued service to customers.

4/7/10 To be successful each school must continually communicate its brand values to existing customers, potential customers, staff members and the community as a whole.

4/7/10 A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another

4/7/10 The most important factor in building and maintaining brand value are people: The individuals in an organization who have direct contact with customers. You are the brand.

4/7/10 As administrators and staff we must change the culture so that we are focused on delivering the best customer experience possible. You are all brand ambassadors.

4/7/10 Branding is about getting prospects to see you as the only one that provides a solution to their problem.

4/7/10 Marketing is the action or business of promoting or selling a brand, product or service.

4/7/10 A marketing strategy is a process that allows an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

4/7/10 In order to survive, each Catholic School must have an implementable marketing strategy in place through which it can effectively communicate its brand values to customers.

How do we increase enrollment?
Branding: Creating & Nurturing Your Image 4/7/10 How do we increase enrollment?

4/7/10 DOY Schools must: Deliver a clear message Prove value Connect families emotionally Motivate families Build loyalty Create brand ambassadors

4/7/10 DOY Schools must embrace the four basic principles of marketing. • Product What are we selling? • Plan How will we reach our goals? • 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 DOY Schools must systematically prove value to our 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 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. • Create the message • Disseminate that message Word of mouth Website Parent ambassadors Sales letters Public relations

4/7/10 Personality. • Staff engagement and buy-in • First impressions Phone procedures New family visits • Follow-up with prospects • Pastor involvement • School and community events • Improved and more frequent teacher contact with parents

What are the first steps that DOY Schools must take?
Branding: Creating & Nurturing Your Image 4/7/10 What are the first steps that DOY Schools must take?

4/7/10 1. Create an implementable marketing plan that focuses primarily on communicating to target customers what makes your school the best choice for their children’s education.

4/7/10 2. Ensure that the entire staff understand that they have a responsibility to be your school’s “brand ambassadors.”

4/7/10 3. Concentrate on retention first. Systematically ‘sell’ to families that are already on board. Nota bene: It costs significantly less to keep a customer than it does to attract a new one.

4/7/10 4. Create, launch and maintain a website that is commensurate with the quality of education your school provides.

4/7/10 A few words about websites … • Your website is most often the initial point of contact with a customer and your first and only opportunity to make a positive impression. • The quality of your website must be equal to or greater than the brand image you wish to portray. • Your website should inform current families and encourage new families to contact you by phone or to learn more or schedule a tour.

4/7/10 Key strategies to be considered … Marketing plan New website Social media News releases to the media Parent ‘brand-ambassador’ program “Point-of-sale” training of key staff Student incentive programs Parent incentive programs Teacher incentive programs Advertising in community newspapers Partnerships/sponsorships

4/7/10 What will Keynote Media Group do for your school? Provide 2 hours in-person consultation. Submit a general overview of your immediate marketing issues and suggest strategies.

4/7/10 Richard Hahn Keynote Media Group, LLC 201 East Commerce Street, Suite 199 Youngstown, OH

4/7/10 Thank You.

The Catholic Schools of The Diocese of Youngstown

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