1. This PowerPoint includes slides from two related presentation sessions: Parents: One Relationship, Many Roles Parents: Systems That Work

2. DATE GOES HERE ARIAL 16 BOLD One Relationship Many Roles March 9, 2015 Andy Brommel Director, Communications Consulting Campbell & Company Parents:

3. Independent school parents are the most passionate and powerful, complicated and challenging stakeholder group in the nonprofit sector.

4. Systems Thinking: What stories are you telling yourself about the situation that are holding you back?

6. They are your enrollment strategy.

7. Dynamics

8. What parents mean to you… ParentsDonors AudienceAmbassadors

9. How parents see themselves… ParentsCustomers MembersPartners

10. Parents are always parents first. Parents

11. There’s only one relationship… …but there are many roles.

12. The relationship is asymmetrical… …and your side is tricky. Parent Teachers Admin Staff Advance ment

13. They decide which conversation you’re having. It’s up to you to recognize it.

14. Their investment is total… …and so are their expectations.

15. They’ll tell you what they want and value… …but you have to ask.

16. 1.Supports the Jewish development that the parents desire for their child 2.Academically prepares the child for high school or college 3.Responds to parent concerns about the child or school What do parents want? Survey says:

17. 1.I have a clear understanding of our school's philosophy 2.School fosters care and commitment for Judaism in my son/daughter 3.School promotes a love of Israel in my child How do they judge your school’s Jewish development?

18. 1.Graduates have access to multiple attractive academic options 2.School develops my child's critical thinking skills (analysis, synthesis, and evaluation). 3.Transition between divisions. How do they judge your academic preparation?

19. They want and expect to be heard... …but you must be ready to listen and act.

20. The loudest voices are not always representative… …but you have to address them actively all the same.

21. They want and expect information… …but it’s not always what they’re really asking for.

22. Your best case scenario is to hear your words and ideas in their voices.

23. Systems Thinking: What stories are you telling yourself about the situation that are holding you back?

24. Is there anything more valuable you could do this year than strengthen your parent relationships?

25. Thank you. Andy Brommel apb@campbellcompany.com 312-896-8874

26. DATE GOES HERE ARIAL 16 BOLD Systems That Work March 9, 2015 Andy Brommel Director, Communications Consulting Campbell & Company Parents:

27. Is there anything more valuable you could do this year than strengthen your parent relationships?

28. Know your parents. Parents Who Push Success-Driven Parents Special Kids’ Parents Character-Building Parents Public School Proponents 2011 NAIS Parent Motivations Survey

29. 1.Supports the Jewish development that the parents desire for their child 2.Academically prepares the child for high school or college 3.Responds to parent concerns about the child or school What do parents want? Survey says:

30. Know your parents. Current parent surveys Enrollment market research Brand perception research Donor research Do your own research

31. Build it together.

32. The loudest voices are not always representative… …but you have to address them actively all the same.

33. Make sure you have a friend in the meeting, ready to speak up.

34. Don’t let the loudest voice define the whole conversation.

35. Offer limited, good choices.

36. You can’t say no, but you can always provide alternatives.

37. Engage them as members and partners ParentsCustomers MembersPartners

38. Your best case scenario is to hear your words and ideas in their voices.

39. What are your key messages for parents?

40. Say something interesting.

41. Speak their language. That means actual human language. “The endowment is our foundation for sustainable excellence, innovation and leadership for the future” “The endowment is the most important investment we can make in our school today.”

42. Know your voice. What 3 words describe your voice? Professional Friendly Strong Familial Authoritative Warm Bold Inspiring Lofty Down to earth Scholastic Spiritual

43. They want and expect information… …but it’s not always what they’re really asking for.

44. Bring the info. High-Level Message Supporting Rationale Details, Plans, FAQs

45. Bring the info. High-Level Message Supporting Rationale Details, Plans, FAQs Building the new Student Center is the smartest way to strengthen every aspect of our school. Top Five Benefits of the New Student Center Why is this a higher priority than a new performing arts center? Who is the architect? Why does it cost so much? When will construction begin? Will construction interfere with classes? Will it increase operating costs? Will we have to raise tuition to operate it? How will you manage the construction dust?

46. 1.Supports the Jewish development that the parents desire for their child 2.Academically prepares the child for high school or college 3.Responds to parent concerns about the child or school What do parents want? Survey says:

47. 1.I have a clear understanding of our school's philosophy 2.School fosters care and commitment for Judaism in my son/daughter 3.School promotes a love of Israel in my child How do they judge your school’s Jewish development?

48. 1.Graduates have access to multiple attractive academic options 2.School develops my child's critical thinking skills (analysis, synthesis, and evaluation). 3.Transition between divisions. How do they judge your academic preparation?

49. Use your head.

50. Listen.

51. Thank you. Andy Brommel apb@campbellcompany.com 312-896-8874