Hierarchy of School Marketing Needs Leadership Day - February 16, - - PowerPoint PPT Presentation

Hierarchy of School Marketing Needs

Leadership Day - February 16, 2018

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

Maslow’s Hierarchy of Needs

Marketing Support: Potential Staffing Models

Available at http://bit.ly/2sAyzUS

Staffing Models for Marketing, Development, and Enrollment Professionals

Role FT Director of Marketing and Development FT Director of Marketing PT Director of Marketing PT Marketing Assistant (Staff) PT Marketing Assistant (Parent) Parent Volunteer Parent Volunteer Group/ Ambassadors Board Committee College Intern Description Dual focus on marketing and fundraising, may also work for the parish. Focuses solely on marketing the school and retaining current families. May be shared between multiple school sites. Might be a staff member who is paid an additional stipend to complete this work, similar to a sports coach. This may mean an hourly role or stipend which could be correlated to the amount of their tuition, but cannot be a straight trade of tuition for work. This may mean an individual parent who is completing service hours or has a deep interest in volunteering regularly for the school. This may mean the Parent Ambassador group or individual parent(s) completing service hours for the school. Committee or sub- committee of the school board wherein not all members need be members of the school board. We do not currently have background on how this can be done

• r the laws around it,

but feel that this may be a very promising avenue. Compensation $40,000 to $50,000 $35,000 to $45,000 $18,000 to $22,000 $15-$20/hr $12-$15/hr Volunteer Volunteer Volunteer Internship Hours 40/wk 40/wk 20-30/wk 10-20/wk 10-20/wk Varies Varies Varies 5-10/wk Key Tasks FT Director of Marketing and Development FT Director of Marketing PT Director of Marketing PT Marketing Assistant (Staff) PT Marketing Assistant (Parent) Parent Volunteer Parent Volunteer Group/ Ambassadors Board Committee College Intern Managing a Marketing Plan X X X X X X X X X Managing Volunteers X X X X X X Website/Social Media X X X X X X X X Community Events X X X X X X X X X Canvassing Events X X X X X X X X X School Event Staff/Volunteer X X X X X X X X X Iquiry Follow-up X X X X X X X X School Tours X X X X X X X X Family Nights X X X X X X X Parent Ambassadors X X X X X Social Media Posts X X X X X X X X X Liase with Principal/Pastor X X X X X Creating a Marketing Plan X X X Newsletters/Publications X X X X X Liase with School/Parish Staff X X X X Messaging/Value Prop X X X X Data Management/Tracking X X X X Alumni Relations X X X Fundraising Events X X Major Gifts X X Annual Fund X X Grant Management X X Speaking at Mass X X X X Testimonials/Reviews X X X Mom and Tot Program X X

Marketing Support: Potential Staffing Models

Available at http://bit.ly/2sAyzUS

Role FT Director of Marketing and Development FT Director of Marketing PT Director of Marketing PT Marketing Assistant (Staff) PT Marketing Assistant (Parent) Description Dual focus on marketing and fundraising, may also work for the parish. Focuses solely on marketing the school and retaining current families. May be shared between multiple school sites. Might be a staff member who is paid an additional stipend to complete this work, similar to a sports coach. This may mean an hourly role or stipend which could be correlated to the amount of their tuition, but cannot be a straight trade of tuition for work. Compensation $40,000 to $50,000 $35,000 to $45,000 $18,000 to $22,000 $15-$20/hr $12-$15/hr Hours 40/wk 40/wk 20-30/wk 10-20/wk 10-20/wk Role Parent Volunteer Parent Volunteer Group/ Ambassadors Board Committee College Intern Description This may mean an individual parent who is completing service hours or has a deep interest in volunteering regularly for the school. This may mean the Parent Ambassador group or individual parent(s) completing service hours for the school. Committee or sub- committee of the school board wherein not all members need be members

• f the school board.

We do not currently have background on how this can be done or the laws around it, but feel that this may be a very promising avenue. Compensation Volunteer Volunteer Volunteer Internship Hours Varies Varies Varies 5-10/wk

Staffing Models for Marketing, Development, and Enrollment Professionals

Marketing Support: Hiring

Available on the OCS Resource Portal

The OCS can help you…

• Customize a position

description

• Post your position online
• Source candidates
• Vet and interview
• Train new hires
• Evaluate or review your

marketing staff

Maslow’s Hierarchy of Needs

Value Proposition

Download the Value Proposition Template from the OCS Resource Portal

• It is best to complete this process with a variety of stakeholders
• Parents have the greatest insights into the real value of your school
• Ask, “What is the change you have seen in your student since they have been at

this school?”

• Values = Value
• What we do is so much more than just an excellent education
• What kind of student do you want graduating from your school?

View the Branding Presentation

Value Proposition: What do you DO?

Value Proposition Planning Template

It is vital to find out what your school does better than any other. The answer may not match your mission…

• Core Value:
• Peacemaking, Service, Leadership, Global Citizenship
• Namesake:
• Frassati, Pope Francis, Joan of Arc, Nativity
• Mascot:
• Bulldogs, Eagles, Pride, Knights

Value Proposition: Virtues and Values

Value Proposition Planning Template

• Prudence
• Courage
• Temperance
• Justice
• Piety
• Fortitude
• Charity
• Diligence
• Patience
• Chastity
• Kindness
• Humility
• Faith
• Hope
• Love
• Respect
• Conservation
• Science
• Creativity
• Tenacity
• Service
• Innovation
• Leadership
• Gratitude

Maslow’s Hierarchy of Needs

Checklist here: https://goo.gl/aVfdOA

Content for School Websites

Printable .pdf version here: http://bit.ly/2BrS44T

View the Next Level Web Strategies presentation

The OCS can provide you a customized Google Form to add to your website.

Email Kurt Lewis to request

Online Interest Form

Website Workshopping

Take time to take a look at other schools’ websites.

• First, open the website checklist: https://goo.gl/aVfdOA
• This will allow you to evaluate the site as a marketer
• Second, ask yourself, “If I were a current parent at this

school, would this website meet my needs?”

• Third, ask yourself, “If I were a prospective parent, would I

send my kids to this school based on what I see on this site?”

Northside Catholic Academy: www.northsidecatholic.org/ (Edlio) Infant Jesus of Prague Parish: www.ijpparish.org/

• St. Mary of the Woods:

www.smowschool.org/ (Educational Networks) Pope Francis Global Academy: www.pfgacademy.org/

• St. Joseph Parish (Libertyville):

www.stjoseph-libertyville.org/ (eCatholic)

• St. Theresa School:

www.sttheresaschool.com/ (Edlio)

• St. Joseph School (Libertyville):

www.sjscatholic.org/ (Edlio) Frassati Catholic Academy: www.frassaticatholicacademy.org/ (Wix)

• St. Paul of the Cross School:

www.spc-school.net/ (Strategically Digital) Our Lady of Mount Carmel Academy: www.olmca.org/ (Educational Networks)

Website Workshopping

Example Sites

If you would like, please ask your peers to review your site and offer to do the same for

• them. Even a cursory look from a new set of eyes can be enormously helpful!

Social Media is a vital retention tool

Social Media

Which platforms would beneficial to your school?

• What social media

platforms need more interaction?

• What platforms do

prospective parents use when researching schools?

• What upcoming event

would you like your parents to attend?

Social Media Bingo

Social media is your most important retention tool

• Read the Facebook Advertising and Tips presentation
• Create a Social Media Editorial Calendar
• Top posts: teacher birthdays, technology, faith, community
• Every Thursday is Throwback Thursday!
• Consider a door decorating contest

Encourage parents to leave reviews on Greatschools.org, PrivateSchoolReveiw.com, Yelp.com, Facebook, and Google Places

Social Media and Online Reviews

Maslow’s Hierarchy of Needs

This is the ONE strategy that is working across the Archdiocese!

• Visit the Parent Ambassador page and download the Guidebook
• Watch the Parent Ambassadors webinar recording
• Create a Parent Ambassador Plan

Parent Ambassadors

• A Referral Incentive is the best way to encourage incumbent families to spread

the word about your school.

• Launch or revamp the Referral Program by announcing it via email, website,

social media, and phone messenger.

• Make it clear that the new family must stay until January for the referring family

to earn the credit.

• Make sure that families have the tools they need in order to refer their contacts

to your school.

Turning Retained Families into Referring Families

• Canva.com is a fantastic site for creating simple infographics that also make

great posters, flyers, and brochures.

Turning Retained Families into Referring Families

Example of a Referral Incentive launch:

• We are excited to announce that we are revamping our Referral Incentive

Program, which is an fantastic opportunity to share our wonderful school with new families! When you refer a new, full-time family that stays the entire school year, you will receive a $500 tuition credit! This one full month of

• tuition. Referrals help keep our school healthy and strong and bring even more

students into our St. Anonymous family. So please spread the word about our amazing school and community! Ask your friends, family, neighbors, and coworkers to contact our school to set up a tour. Remind them to mention your name!

Turning Retained Families into Referring Families

Most common reasons families site for leaving

• Moving out of city/state
• Could no longer afford tuition
• Academic offerings not strong enough
• Extracurricular offerings not strong enough
• Conflict with faculty or staff member
• Conflict with another student or family
• Transferring to a magnet or charter school (lottery)
• Felt they were not getting value for their tuition

How many of these can be remedied by more proactive communication?

Why Do Families Leave?

Most common reasons families site for leaving

• Moving out of city/state
• Could no longer afford tuition
• Academic offerings not strong enough
• Extracurricular offerings not strong enough
• Conflict with faculty or staff member
• Conflict with another student or family
• Transferring to a magnet or charter school (lottery)
• Felt they were not getting value for their tuition

Communicating with families early and often will make it easy for them to decide to stay if at all possible.

Why Do Families Leave?

TO-DO ITEM: Ask them!

• Make sure you are conducting Exit Interviews
• Also ask office staff, teachers, and other trusted parents
• Try to figure out how you can answer these objections
• Does the parent have a point? Does the school need to make

a change?

• Did we give the parent enough information to want to choose
• ur school?

Stay in touch with families who have left your school. Consider writing a note saying that you hope they are off to a great start this school year. Invite them to the Fall concert. Remind them that they are missed and will always have a home at your school.

Why Do Families Leave?

TO-DO ITEM: Ask them!

• Ask families who have been enrolled at your school

for more than a year, “What keeps you coming back?”

• Try to get a variety of grades and durations (families

who have been here two years or ten years)

• Look for common answers
• Figure out how to tell prospective families about

these answers

Why Do Families Stay?

Families need a lot of reminders to get their registration in early!

• NUT Cards
• Hallway display
• Classroom competition
• First to 100% response gets an ice cream

party!

• Schoolwide competition
• If the entire school hits 90% response by

April 1st, the principal gets a pie in the face!

Early Enrollment Incentives

Nut Card Template

Maslow’s Hierarchy of Needs

The Four F’s of Financial Aid

• FACTS
• Any family applying for aid should be entered into FACTS
• Floor
• Ensure that you have set a minimum amount that every

family will pay

• Financial Aid Committee
• Typically a group of three to five including the principal

and pastor but no school parents

• Financial Aid Reward
• Offer appropriate financial aid but ensure that norms

such as a tuition contract are followed

Financial Aid

• Pew cards are an incredibly effective way

to gather contact information from parishioners.

• Choose a high-traffic weekend

(particularly around the holidays) and line up parent or student speakers for all masses.

• As they speak, ask ushers to distribute

pew cards and pencils to all parishioners.

• You can download customizable pew

cards in English, Spanish, and Polish.

Outreach to Parishioners

• Kurt Lewis,

Director of Enrollment Marketing klewis@archchicago.org

• Noreen Walton-Valle,

Marketing and Enrollment Manager, Vicariates 1 and 2 nwalton@archchicago.org

• Juana Graber, Associate Director for Hispanic Outreach

Marketing and Enrollment Manager, Vicariates 4 and 5 jgraber@archchicago.org

• Maura Daly,

Marketing and Enrollment Manager, Vicariates 3 and 6 mdaly@archchicago.org

• Felicia Horton

Marketing and Enrollment Manager, Turnaround Schools fhorton@archchicago.org

Thank you!