Hierarchy of School Marketing Needs - archchicago.orgocs.archchicago.org/Portals/23/AMEN...
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Hierarchy of School Marketing Needs Leadership Day - February 16, 2018
Transcript of Hierarchy of School Marketing Needs - archchicago.orgocs.archchicago.org/Portals/23/AMEN...
Hierarchy of School Marketing NeedsLeadership 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 or 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 InternshipHours 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 XManaging Volunteers X X X X X XWebsite/Social Media X X X X X X X XCommunity Events X X X X X X X X XCanvassing Events X X X X X X X X XSchool Event Staff/Volunteer X X X X X X X X XIquiry Follow-up X X X X X X X XSchool Tours X X X X X X X XFamily Nights X X X X X X XParent Ambassadors X X X X XSocial Media Posts X X X X X X X X XLiase with Principal/Pastor X X X X XCreating a Marketing Plan X X XNewsletters/Publications X X X X XLiase with School/Parish Staff X X X XMessaging/Value Prop X X X XData Management/Tracking X X X XAlumni Relations X X XFundraising Events X XMajor Gifts X XAnnual Fund X XGrant Management X XSpeaking at Mass X X X XTestimonials/Reviews X X XMom 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/hrHours 40/wk 40/wk 20-30/wk 10-20/wk 10-20/wk
Role Parent VolunteerParent 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 of 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 InternshipHours 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 our 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
• Noreen Walton-Valle,
Marketing and Enrollment Manager, Vicariates 1 and 2
• Juana Graber, Associate Director for Hispanic Outreach
Marketing and Enrollment Manager, Vicariates 4 and 5
• Maura Daly,
Marketing and Enrollment Manager, Vicariates 3 and 6
• Felicia Horton
Marketing and Enrollment Manager, Turnaround Schools
Thank you!
