Parent Ambassadors Marketing March 31, 2016 Kurt Lewis Director - - PowerPoint PPT Presentation

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

4/6/2016

Parent Ambassadors

Marketing

March 31, 2016 Kurt Lewis

Director of Enrollment Marketing Archdiocese of Chicago Office of Catholic Schools

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

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

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Discussion on Retention Retention is vital to your school’s enrollment, far more important than recruitment.

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Discussion on Retention What keeps parents in our schools?

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

• Students who are engaged feel connected

to their school

• They come home feeling happy and their

happiness spreads to their family

• What a parent wants is to feel:
• That their child is happy in their school.
• That their child is prepared for the next

chapter.

• That their investment – both financially

and emotionally – is well worth it.

Best defense against attrition is…

Happy families

Retention

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Retention

TOP TIP: The “Nothing” Problem

• When a student comes home and asked

what she did in school today, the most common answer is, “nothing.” Over time, this answer can make parents forget the value of the service you provide. All of your retention efforts should remind parents that they are getting much, much more than “nothing.”

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Retention

Solving the Nothing Problem Social Media

• The best way to combat this problem is to

make sure parents know what is happening in your school. Social media is an excellent way to show rather than tell all of the exciting things that are going on. Don’t forget: the more mundane the post, the better.

• Side note: Also consider Throwback

Thursday and teacher birthday posts.

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Solving the Nothing Problem The Two Minute Drill

• Teachers take a few minutes at the

end of each school day to review with students what they learned today, what went well or not so well, and what they are looking forward to tomorrow.

Retention

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

A Parent Ambassador Program:

• Is proven to help schools with their recruitment

effort.

• Organizes parents of current students and prepares

them to be part of the school’s recruitment team.

• Sends them out into the community to invite,

connect, and build relationships with parents of prospective students.

• Tracks the progress of the parents that Parent

Ambassadors touch.

PARENT AMBASSADOR PROGRAM

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016 http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment/ParentAmbassadors.aspx

PARENT AMBASSADOR GUIDEBOOK

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

3 Steps to Develop a Parent Ambassador Program:

1. Communicate 2. Kick Off Session 3. Follow Up

YOUR PROGRAM

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

What makes a good Parent Ambassador?

• Positive about the school
• Connected with neighborhood or specific group (consider one

per grade level, specific neighborhood, etc.)

• Strong work ethic
• Comfortable talking to families
• New families/Pre-K families

Identify your “All Stars”

STEP 1: COMMUNICATE

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Find a Lead Parent

What makes a good Lead Parent?

• Involved and positive about the school
• Connected with school families and the

community

• Solid relationship with parents and teachers
• Strong work ethic
• Comfortable talking to families

STEP 1: COMMUNICATE

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Ambassadors

TOP TIP: Find Your Linda

• Our schools are filled with parents who are

looking for opportunities to help. Among those parents, there are some true gems who can be counted on for anything. Enlist these parents early and check in with them often. They will be a great barometer of your program’s success.

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

• Hand-pick and CALL families who will be your

“All Stars”

• Send letter or flyer to everyone

Best Practices

STEP 1: COMMUNICATE

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Who are your All-Star Parents?

WORKSHEET

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Sample Flyer

Why it is a good invitation:

• Top 5 reasons to join
• Clearly articulates job
• Makes it fun!

What it needs:

• Branding- school logo
• Reinforcement of school

value proposition

STEP 1: COMMUNICATE

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

• Consider an

“Interest Survey” to gauge parents’ talents and availability.

• Find the “right”

parents. STEP 1: COMMUNICATE

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Steps to Successful Session:

• 1. Provide an overview of the Parent Ambassador Program.
• 2. Be specific in how your Parent Ambassadors can help.
• 3. Instruct parents as to which messages to deliver.
• 4. Invite Parents to share their ideas and suggestions.
• 5. Set follow up procedures and the next meeting date.

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

PARENT AMBASSADOR Roles and Responsibilities

 MASS PRESENCE  OUTREACH TO OTHER PARISHES  ADMISSIONS EVENTS AMBASSADOR  RELIGIOUS EDUCATION OUTREACH  PERSONAL CONTACTS  OFFICE HOURS  COMMUNITY CANVASSING  MENTORS  LOCAL OFFICIALS OUTREACH

 DIGITAL MARKETING SUPPORT

IN ADVANCE OF THE MEETING PICK 2-3 OF THESE THAT WILL WORK BEST FOR YOUR SCHOOL.

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

MASS PRESENCE

Parent Ambassadors can:

• Speak at Mass
• Set up info tables after mass
• Host events aimed at parish families with young children
• Submit bulletin entries
• Collect information from Baptismal lists for outreach
• Serve as liaison between school and church

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

OUTREACH TO OTHER PARISHES

(This same approach can work for Non-Catholic church leaders)

• Introduce yourself and share some background information about your school.
• Ask church staff if they know any families with children who might be

interested in a Catholic education.

• Request permission for Parent Ambassadors to speak at Masses or set up

information tables after Mass.

• Appoint one parent as your local parish liaison and ask that parent ensure

coverage on a regular basis.

• Consider hosting an open house for local pastors or stopping by their rectory

with breakfast or lunch as an appreciation for their time.

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

ADMISSIONS EVENTS AMBASSADOR

Parent Ambassadors can:

• Create materials
• Promote the event
• Follow up after the event

Before the event, Parent Ambassadors can:

• Invite friends and family
• Canvass the neighborhood with posters
• Hand out flyers
• Post details to personal social media sites:

Facebook, Twitter, etc.

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

ADMISSIONS EVENTS AMBASSADOR

Let’s talk about your events…

• Is your calendar set?
• What types of events are you hosting?
• What is most successful?
• What changes could you make?

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

PERSONAL CONTACTS

Use own personal networks to identify prospective students and their families (i.e. work, neighborhood, community, church, groups, etc.) and think about:

• Where do parents and children gather?
• Who has children in grades K-8, who are Catholic or non-Catholic and

who attend another school, including transfer students and children in junior high school?

• Who has newborns to four year olds and who are Catholic or non-

Catholic?

• Who has children in religious education classes and who are 3 to 5 years
• ld?
• What extracurricular activities do we participate in with children?

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Ambassadors

TOP TIP: Referral Incentives

• A great way to show your commitment to

families and reward their commitment to you (as well as greatly increase enrollment) is to offer a referral incentive. Families may receive a tuition credit – typically $100 to $500 – for every family they successfully refer to your school.

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

OFFICE SUPPORT

Parent Ambassadors can help behind the scenes:

• Assist with mailings
• Participate in follow up calls
• Give school tours
• Answer the phone for prospective families
• Prepare marketing materials

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

COMMUNITY CANVASSING

Parent Ambassadors can:

• Visit several locations in the area that attract families and

children where they could access information about the school: parks, libraries, day care centers, community organizations, real estate offices, local businesses (including Starbucks or McDonald’s community boards), etc.

• Distribute flyers, brochures, lawn signs, door hangers, etc.
• Participate and have a presence in community events

(e.g. Fourth of July, Labor Day, educational fairs, etc.)

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

FROM AMBASSADORS TO MENTORS

Parent Ambassadors can:

• Reach out to new families before the year starts and answer potential

questions

• Host a new family welcome event at the school
• Meet in advance of the school year for children to meet and parents to

get acquainted

• Serve as communication liaison between school office and families
• Function as “parking lot” monitors- if they hear gossip on the parking

lot, they can bring it to a school leader

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

OUTREACH TO LOCAL OFFICIALS

Parent Ambassadors can:

• Make calls to local officials
• Ensure local officials know

about school’s value

• Invite officials to events
• Keep officials apprised of school happenings
• Build relationships and develop support

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

DIGITAL MARKETING SUPPORT

Parents can:

• Take photos, scan pictures
• Post on social media
• Be an online ambassador
• Post reviews on Facebook, Yelp, Google,

GreatSchools, and Private School Review

• Forward newsletter and invitations
• Any ideas to share from your school?

STEP 2: KICK-OFF SESSION

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

• Follow-up Calls to Parent Ambassadors
• Follow-up Emails
• Parent Ambassador Newsletter
• Discussion Board
• Bulletin board/space for tracking

Parent Ambassador success … PLUS INCENTIVES

• Volunteer Hours
• Family Referral Program/Tuition Credit
• T-shirts and special paraphernalia for parents
• Parent Ambassador appreciation luncheon/dinner
• Parent Ambassador Mass

STEP 3: FOLLOW-UP

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Ambassadors

TOP TIP: Family Game Night

• Family nights are a great way to add value to

your parents’ experience. They not only encourage not only families to spend quality time together, they also bring together parents who might otherwise never meet. Game nights in particular require little effort and can pay big dividends.

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

• Lead Tours
• Plan Admissions Events
• Organize Family Fun Activities
• Parent Night Out and Social Events
• Volunteer to Help at Events
• Attend Neighborhood Functions
• Host Playdates at the Park
• Welcoming New Families Breakfast
• Any ideas from your school?

SUCCESSFUL INITIATIVES

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Create a Timeline

WORKSHEET

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

QUESTIONS

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Monthly Enrollment Management Newsletter

• Keeping you up to date on:
• Current topics
• Helpful hints
• Spotlight on

success stories

• Reminders

Subscribe to the monthly newsletter to stay in the loop: http://bit.ly/EM-Newsletter

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

The OCS Resource Portal

A collection of resources and best practices surrounding the enrollment management framework. www.ocs.archchicago.org/SchoolVitality/MarketingEnrollment.aspx

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Enrollment Management Calendar

Keeping you on track with:

• Monthly suggestions
• A yearlong plan
• Ideas and tips

Find the calendar here: http://bit.ly/1V9dsyG

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Tuesday, April 19

Your Families are Your Customers

Customer Service Across Your School

Tuesday, May 17th

Recruit ‘em and Keep ‘em

Developing an Early Childhood Marketing Plan

UPCOMING WEBINARS

March 31, 2016 NCEA Convention & Expo l San Diego, CA l March 29-31, 2016

Thank you!

Kurt Lewis: klewis@archchicago.org Juana Sánchez Graber: jgraber@archchicago.org