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Enrollment Management Office of Catholic Schools Maria Ippolito Director of School Marketing and Communications
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MORE KIDS IN GREAT CATHOLIC SCHOOLS
Validation of quality- goal set by our super intendent SMP-
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Great Catholic Schools – The ‘Customer Experience’
Where GREAT exists, the stage is set for successful enrollment marketing. Catholic Identity In order for marketing to work – we need to have a great product- what makes a great product- engaged families, environment, instruction, leadership, - once we have a great school
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We are here for you! A few services that we provide- value prop, customer service, presentations on various EM topics, parent ambassador,
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The OCS Marketing Team KK Cleland Juana Sanchez Graber Maria Ippolito
Yasmin Quiroz Resources take a look
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More Kids… The Portal A collection of resources and best practices surrounding the enrollment management framework. Resources take a look
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Archdiocesan Marketing Enrollment Network
More Kids… Archdiocesan Marketing Enrollment Network Sharing what works from outside experts and internal success stories We find growth areas, and leverage them out to other schools. We talk growth, reframe the discussion Principals pay attention to their colleagues, and learn from each other.
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Monthly Enrollment Marketing Calendar and Newsletter
More Kids… Monthly Enrollment Marketing Calendar and Newsletter Keeping you up to date on: Current topics Helpful hints Spotlight on success stories Reminders Monthly newsletter- please take a look at it- focus on relevant topics throughout the year
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AMEN Monthly Webinars More Kids… All webinars are from 12:00- 1:00 CST
Topic Webinar Date August Bootcamp Recap August 19 September Setting a Calendar September 16 October AMEN Workshop at Quigley October 8 November Early Childhood Value Prop November 18 December Online Customer Service/Start Prepping CSW December 16 January AMEN Workshop at Quigley- January 14 February Retention February 17 March Parent Ambassadors March 17 April Social Media April 21 May Websites and Summer Strategies May 19 This year we added a webinar component to the newsletters to delve more deeply into topics All webinars are from 12:00- 1:00 CST
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Enrollment Management Framework, Plan and Teams
More Kids… Enrollment Management Framework, Plan and Teams Marketing Building interest in enrolling in the schools New Family Sales Getting new families to enroll Retention Sales Getting existing families to re-enroll framework Enrollment Management Teams comprised of teachers, parents, leaders, marketing staff, parishioners
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ENROLLMENT MANAGEMENT FRAMEWORK
Academic Product, Service Delivery, Environment, and Programs Marketing i.e., Building interest in enrolling in the schools Define Target Audience Define / Refine Compelling Value Proposition Communicate with Parents & Community Create & Execute Retention Strategy Determine Pricing Strategy New Family Sales i.e., Getting new families to enroll Call Handling & Registration Procedure Lead Follow-Up Procedure Objection Handling Financial Aid Retention Sales i.e., Getting existing families to re-enroll Ongoing Communications to School Families Enlist Students in Retention Strategy Enlist Faculty in Retention Strategy Financial Aid Objection Handling Assessment i.e., How did our plans and activities work? Did we meet our goals?
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i.e., Building interest in enrolling in the schools
“CATHOLIC AND SAFE” ISN’T ENOUGH ANY MORE; MAY NEED TO MARKET BEYOND JUST THE PARISH Marketing “Why should I spend my money to send my child to your school?” i.e., Building interest in enrolling in the schools Define Target Audience Who are we trying to attract? What do they want? How do we target our RE/CCD families? Is our Parish enough? Other Parishes without schools? What about non-Catholics? What’s our admission policy? Define / Refine Compelling Value Proposition Why would our target market choose to enroll? What differentiates our school, what are our proof points? What’s our pricing strategy? How do we most effectively make our case (text, images, video, pulpit, etc.)? Who is most effective? What’s actual today and what’s aspirational? What do our best advocates say? Our worst critics? Communicate with Parents & Community How can we most effectively reach our targets? When? How does our web site play into the strategy? What other marketing deliverables do we need? What role do teachers, parents, etc. play? How can we get everyone to stay on message with our value proposition? Determine Pricing Strategy What is our target market’s ability to pay? What is the willingness to pay for our product? How do we handle tuition assistance? How do we incent new families and retention? Create & Execute Retention Strategy In reality this requires many of the same actions as described above, but directed at existing parents Need to continually reinforce why they made the right decision and are receiving value Teachers play a big role in retention
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i.e., Getting new families to enroll
FAMILIES ARE CUSTOMERS – WE NEED TO TREAT THEM THAT WAY “Will I enroll my child?” We spend so much energy on marketing; can we really count on making a one-call close? New Family Sales i.e., Getting new families to enroll Collect prospective family information Ensure that we stay on message with value proposition Ensure that we have a call to action (e.g., visit) Ensure that family has clear and supportive way to progress through registration process Call Handling & Registration Procedure Families need to hear multiple times that they are wanted – from multiple people – Principal, teacher, other family member, potentially another student Follow-up communications need to be purposeful – 1st call says X, 2nd call says Y, etc. Ideally, follow up occurs within 1 day Every inquiry is a relationship building opportunity, not just a phone call Lead Follow-Up Procedure What objections do we expect to receive and how should we handle them? Ensure that communicators have a good answer that’s consistent with the value proposition How do we answer the tuition question in such a way as to get to the next conversation? Objection Handling Follows from our tuition strategy We need an objective, confidential process We need to communicate to families that we will work with them – the alternative is that they assume that we’re unaffordable Every family should be treated individually, based on their individual circumstances Financial Aid
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i.e., Getting existing families to re-enroll
IF WE CAN’T RE-ENROLL EXISTING FAMILIES AT A HIGH RATE, WHY WOULD NEW FAMILIES ENROLL AT ALL? Retention Sales “Was our experience good enough to re-enroll my child?” i.e., Getting existing families to re-enroll Families need to hear multiple times about all the good things going on Every communication is a chance to reinforce the value of Catholic education and your school Ongoing Communications to School Families Families respond to what their children want Students can have a very important role in parents’ decisions to return or not Vibrant schools have students excited to return each day Enlist Students in Retention Strategy Enlist Faculty in Retention Strategy Faculty also plays an important role – in general and with regard to retention at specific grades School leadership needs to enlist staff in the retention effort to both act as early warning systems and to take specific actions Similar to objection handling for new families, with two important differences Some objections may be family-specific based on the specific experience of that family Some objections may require a degree of specificity and frankness appropriate as family knows the “dirt” Requires leadership to know family situations Objection Handling Similar to financial aid for new families Knowledge of family situations gives schools an opportunity to be proactive … being proactive can significantly and positively impact the relationship Financial Aid
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i.e., How did our plans and activities work? Did we meet our goals?
AS WITH ANY OTHER KEY PRIORITY, WE MUST ASSESS THE IMPACT OF OUR ACTIONS & IMPROVE OVER TIME Assessment i.e., How did our plans and activities work? Did we meet our goals? Marketing New Family Sales Retention Sales Lead count, leads by source, etc. Survey results, focus groups, etc. Positive “buzz” in the community Number of new families enrolled Lead conversion rate, i.e., % of leads enrolling Follow-on interviews with enrolling & non-enrolling families Retention rate for existing families Exit interviews with enrolling & non-enrolling families
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Enrollment Management Planning Template and Rubric
More Kids… Enrollment Management Planning Template and Rubric framework
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Who Manages Enrollment?
Your school’s EM Team YOU Principal Pastor Faculty Member(s) Parent(s) Receptionist Board/Committee? Staff – Marketing/Admissions?
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Enrollment Management Teams
More Kids… Enrollment Management Teams framework
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Parent Ambassador Program
Started in 2010 to provide structure to “word of mouth marketing” Revised in 2012 to meet the needs of our schools Approximately 75 schools have implemented a Parent Ambassador program with proven enrollment growth We found that many parents were choosing catholic schools because they were referred by a friend- word of mouth most powerful tool. How can we lend structure and support to these efforts. PA was born. Initially very open ended and let principals/parents determine how to structure program. We found that most wanted a road map so developed version 2.0 and launched in fall of proven growth in schools that are implementing PA programs
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Integrated Communications
Keep parents informed. . . Keep them engaged. . . Keep them “scripted” Constant messaging centered around the unique value proposition Key Audiences: Prospective Families, Current Parents, Alumni and Friends
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How do you personally keep your students’ parents informed
How do you personally keep your students’ parents informed? Is the school’s value proposition integrated?
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Website and Electronic Media
Integral today– must be accurate and complete Articulation of mission and programs Admissions process Schedules School news Forms Faculty s/contact/blogs/webpages Photos and videos Fundraising
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Welcome Letter Take time to write a letter of introduction to your school families. Elements of a good letter include: Brief introduction Background and philosophy Keep it “warm” and engaging Avoid language parents won’t understand Consider hosting an event Add important dates Please submit sample welcome letter by July 21
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Websites More Kids… Questions to consider: Who can help you maintain?
Who currently has access? How often is it updated? Does it reflect most up to date school information? Who is your target audience? And how do you balance information for audiences? framework
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Enrollment Tracking http://bit.ly/EnrollmentTracking2014
More Kids… 10 Year 5 Year Enrollment Tracking framework
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More Kids… Websites Elements of a Good Website (from a marketing perspective): Engaging photos Clean layout\easy to navigate Up to date- tuition, teachers etc. Tabs for current families and prospects “Contact Us” page with ability to take info Admissions Tab Evidence of vibrant school community School Video Mobile Accessible Google optimized framework
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Questions?
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THANK YOU. Please contact me with any questions. mippolito@archchicago
THANK YOU! Please contact me with any questions.
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