MAKE CAP ANDKEEP MAKING CAP

ROGER BROSSMER

PRINCIPAL

DOWNEY ADULT SCHOOL

The PROBLEM

Over 3 year span Downey Adult School lost close to $1,000,000

I took over as Principal and in September was projected 400 ADA short of a 2200 cap.

“Necessity is the mother of invention”

Current Outlook

Morale at an all time high After spending close to $400,000 per year, for

the last 3 years on marketing, campus improvements and staff development we have added $500,000 to our reserve each year.

Average 75 ADA over cap each year $140,000 from AB23 reallocation

How did we turn it around?

Create a product people want and package in a way that will attract them.

Run Efficiently – Not all about cap

We took a series of steps…….and we are still

taking steps….

LUCK!

Relationship with a Marketing company formed at Chamber meeting

Recruited the teacher with Marketing background

Found LERN

What did we do first?

Formed a Marketing committee– Chose carefully– Scheduled regular meetings

STORMFORCE

A Marketing company that sells promotional items – but offers consulting as well

Guiding force for DAS – Promotions Galore!

Always good for new ideas– Ex. Candy Jars

Customers not Students

Customer Service– “People vote with their feet”– Train your front office staff

Look at your front office – is it inviting? Enrollment procedures – customer friendly

– Online / Pre-Registration

SOME THINGS WE DID

Started Branding– Changed the name (see logo Below)– New Logo– Slogan(s)

LERN – WHAT WE GOT FROM THEM

Brochure critique Web site critique Attended annual conference

– Enthusiasm

Monthly ideas for Marketing committee Workshops Pricing

LERN – CONT’D

Retention-centric ideas– New classes– Demographics– Timing of mailings– “We miss you” mailings

Surveys Target marketing

BROCHURE

Revamped entire brochure (three times so far)– Front cover– Inside cover– Table of Contents– Class listings– Back cover

Used professionals for layouts– Castle Pacific

WEB SITE

Total Remodel– Kept to new branding– Hired competent company for design and housing –

Volatile Studios– Update regularly– Had LERN critique

PUBLIC AIRWAVES

Cable – Used our own people– hyperlink

PSA’s – Marketing committee wrote them– Still doing them (part of our calendar)

SIGNAGE

We had the ugliest sign in schooldom Banners

– On the busiest corner– New logo

New electronic sign for main entrance Classrooms, Office On order – new electronic sign for busy street

Print Media

Press Releases Adds in local papers

– Downey Patriot– PennySaver– Working World Magazine

FACITLITIES

High-tech classrooms– Latest computers and software– Digital Presenters – SmartBoards

General campus beautification Nice furniture Student facilities

DIRECT MARKETING

Target Marketing– Brochures to past participants– Postcards with coupons– Phone dialer

E-mail blasts– Not the first time– LERN-recommended company

LET’S NOT FORGET THE TEACHERS

How do you have good teachers?– Fire all and only hire the ones you want– Train the ones you have

Support new teachers– Mentor Program

PROGRAMS

What do people need?– Ask them– Put programs together to fit the needs– Labor Market Data – WIB, EDD

DAS– Five week courses– Advisory Groups

WHERE ARE WE NOW?PLANNING!

Marketing plan

Still improving the inside

Still improving the outside

Strategic planning– To sustain our growth

BOTTOM LINE

Activity begets activity– Don’t rest on your laurels

Image is everything– You are the leader – if you believe it, everyone else

will– Perception is reality – from the staff to the students– Be prepared to spend money!

Vendor Contact Info

StormForce (Marketing, Product)– Matt Knox – See handout Castle Pacific (Print) – Paul Natalie – See handout LERN – See handout

Preferred Impressions (Signs) – Chris Tassos – 714-745-1904 www.preferredimpressions.com

Volatile Studios (Web, Flash) – Ortenzio Moraca 562-424-2744 www.volatilestudios.com

Quiel Bros. Signs (Digital Signs) – Kelly Quirarte – 909-885-4476 www.quielsigns.com

ACSA Tri-Region Meeting

Regions 14, 15, & 16 March 30th from 9:00 – 2:00 pm The Reef in Long Beach by Queen Mary See flyer for more details

THANK YOU