[PPT] - Winter Marketing Tune-Up Meet Your Enrollment Marketing Team Kurt PowerPoint Presentation

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Winter Marketing Tune-Up

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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

Meet Your… Enrollment Marketing Team

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Send us your newsworthy stories:

Anne Maselli: Director, amaselli@archchicago.org
Yasmin Quiroz: Marketing Assistant, yquiroz@archchicago.org

Meet Your… Communications and Marketing Team

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Enrollment Marketing Services

The OCS Enrollment Marketing Team is happy to provide the following services to your school:

Comprehensive Enrollment Management Diagnostic
Development of Enrollment Marketing Management Plan
Ongoing support for your Enrollment Management/Marketing Team
Consultations or presentations on Enrollment Management topics:
Training and support for Parent Ambassadors
Customer Service training and support for your Faculty and Staff
Strategies to improve Retention

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NEW Enrollment Management Framework

Recruit Retain Refer Repeat

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NEW Enrollment Management Framework

Example: St. Anonymous School

St. Anonymous has 230 students this year.
30 students are graduating, leaving 200 to be retained.
If the school retains 90%, that is 180 students coming back.
They will need 50 students to repeat this year’s enrollment.
20 students will fill their Pre-K program, leaving 30 to find.
If just 10% of their roughly 130 families refer a student, they

will have found 13 more students.

Only 17 more students will have to be recruited.

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The OCS Resource Portal: bit.ly/OCSResourcePortal

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Keeping you up to date on:

Current topics
Helpful hints
Spotlight on

success stories

Reminders
Tips from fellow marketers

Enrollment Management Newsletter

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

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Keys to Success

Remember your marketing PITCH

Pride
Constantly remind people – including yourself – what an amazing place this is.
Intentionality
Move from “All Are Welcome” to “All Are Invited”
Teamwork
Delegation is the only way to make your plan happen.
Creativity
Just like students, every parent is different.
Honesty
Talk about what a blessing this role is for you. Your enthusiasm is infectious!

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Tax Credit Scholarship Program

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Four Critical Sources of Prospective Students

Incumbent families who qualify for the scholarship
Any family who has left your school for financial reasons
Any family who showed interest in your school but did not register
Religious Education/CCD families

Find any way you can to reach out to these four groups!

Conduct TCS marketing in tandem with your marketing plan
Do not soften your admissions standards
Parent referral incentives are more important than ever

Tax Credit Scholarship Program

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Preparing for Registration

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Schools should be prepared to begin registering students on January 1st Remember: A student is not “Registered” until forms are completed and registration fee is paid. Mind Your Ps and Fs

Payment
Paperwork
Forms
Fees
Financial Aid…which has its own Fs

Preparing for Registration

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Payment and Fees

Setting Tuition and Fees
Contact your SFM to begin the tuition setting process
Update your tuition sheets
Update your website with the new tuition and fees
Consider drafting language that supports your tuition and

explains the value of the education you provide

Fall Administrative Tasks

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Paperwork and Forms

Update all registration forms

and admissions paperwork

Update the website as needed

with the latest forms

Ensure that your school has an
nline interest form

Fall Administrative Tasks

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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

Fall Administrative Tasks

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Hiring a Marketer

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Hiring a Marketer

The OCS considers hiring a Marketing Manager to be best practice

Look at the Staffing Models sheet for ideas on filling this role
Look at the sample position descriptions for full-time and part-

time marketing professionals

Contact your MEM for assistance in posting and hiring for the

position

MEMs can help train and mentor on-site marketers

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Developing Your Marketing Plan

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Completing the Marketing Diagnostic

Download the Marketing Diagnostic from the OCS Resource Portal

The diagnostic provides a clear look at your marketing practices
Focus on the areas with the lowest scores
Use the diagnostic to guide your Marketing Plan

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Creating a 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

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Setting Your Recruitment Goal

Determining the number of students you need to recruit to reach your goal:

Start with the number of students currently enrolled
Subtract the number who will be graduating from 8th grade
The resulting number is your potential pool of students to retain
Subtract 10% from that number to adjust for the families who may move or leave
The resulting number is your Adjusted Potential Retention (APR)
Subtract your APR from your enrollment goal
The resulting number is the number of students you need to recruit

From here you can look at the number of Pre-K seats available and figure out roughly how many students you would need to recruit in K-8.

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The Marketing Plan Template

4 2

1 5

3

Key Components:

1. Enrollment trend

data

2. Owner
3. Deadline
4. Status
5. Categories

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Category 1: Retention