OLG Marketing Plan

Our Lady of Grace Catholic School

School Marketing Plan 2015

Prepared by: Ashley Davis Leadership: We need to establish a Marketing & Development Subcommittee to address the school’s marketing, branding and development needs. Below is a list of the lead stakeholders in marketing the school.

Name Alumni representative

Principal Pastor

Marketing Director Media/Technology representative

PTO representative Lower school parent representative

Teacher K-5 representative Upper school parent representative

Teacher 6-8 representative

Marketing Goals: The driving reason behind a school’s marketing plan.

1. Retention

2. Recruitment

3. Referrals


Target markets Who are your key constituencies that you can target your school’s message to? Who would be receptive to hearing your school’s story?

1. School Families

2. Parishioners

3. Alumni parents and grandparents

4. Upcoming school age families

5. Preschool families

6. Upcoming middle school families

7. Families new to the parish and area

8. Friends and family of current school families

Key Marketing Strategies What do you need to do to achieve your marketing goal(s) this year? Where will you focus your marketing efforts?

1. Inbound Marketing- Facebook, Twitter, Instagram, Pinterest, Blogging

2. Word of Mouth Marketing- Satisfaction, Quality, Passion, Loyalty (families that have a history at OLG), Customer Service, Trust in Leadership, Stories/Testimonials

3. Outbound- Printed material, Radio, Ads, Cold calls, Flyers, Direct Mail


Tactics, Calendar, Staffing, Assessment & Budget For each strategy identified, there is a plan of tactics, a timeline, a responsible party, an evaluation measure

Tactics for each strategy

What is needed to do to create and implement the key marketing strategies identified?

Marketing Calendar

When will each strategy and tactic be implemented?

Responsible Party

Who is responsible for tackling each tactic you’ve identified?

Evaluation/Assessment

How will to track your results?


Strategy 1: Facebook

Facebook When? Person responsible?

Evaluation measure?

1. Focus content on two categories retention and recruitment. 75% OLG content and 25% community content

Spring 2015

Marketing

Page likes, post likes, shares, & Facebook insights

2. Better quality photos, more photos, more video Spring 2015

Marketing, Staff, Principal


3. Schedule posts Spring 2015

Marketing


4. Ask Questions, Trivia, True/False, Thematic posts TBT – Alumni , Technology Thursday, Wisdom Wednesday

Spring 2015

Marketing


5 Create "Call to Actions" Ex. Share, Caption, Like Watch, Read, Vote

Spring 2015

Marketing



Strategy 2: Twitter

Twitter Page When? Person responsible?

Evaluation measure?

1. Reserve and personalize a Twitter ID for OLG Spring 2015

Marketing Followers, Retweets, analytics

2. Begin Following relevant accounts and create Twiiter lists (ex. Alumni)

Spring 2015


3. Link Twitter account to Hootsuite for tracking purposes Spring 2015


4. Begin to Tweet and schedule tweets (analyze days, times, and information looking for most RTs and engagement) Create "Call to Actions" Ex. Share, Caption, Like Watch, Read, Vote

Spring 2015


5. 75% OLG content and 25% community content OLG Content: sports scores, daily lunch menu, school delays, Photo of the day, upcoming PTO events, upcoming open houses, new books in the library, thank yous after field trips and guest speakers, Community Content:: Parish events, RT alumni successes, community events, service projects, RT trending topics, RT Catholic News Herald, RT Pope Francis, local school topics, relevant information for current and prospective families

Spring 2015

Marketing

Followers, Retweets, analytics


Strategy 3: Pinterest

Pinterest When? Person responsible?

Evaluation measure?

1. Reserve and personalize a Pinterest page for OLG Spring 2015

Marketing Pins, follows, website traffic, analytics

dashboard 2.Catergozie content for Pinterest page with relevant boards Summer

2015 Marketing, Marketing Committee, Faculty

Pins, follows, website traffic, analytics

dashboard

3. Begin to pin under boards and add OLG content Summer 2015

Marketing Pins, follows, website traffic, analytics

dashboard 4. Link Pinterest page to OLG website Summer

2015 Marketing Pins, follows, website

traffic, analytics

dashboard 5 25% OLG content and 75% community content OLG Content: Boards about academics, technology, teachers, news articles, school/campus photos, parish photos, summer camp, pre-k programs, preschool program, field trips, middle school trips, alumni, sports, service learning projects Community Content:: Boards about ipad apps, anti-bullying, Catholic Schools Week, allergy free snack ideas, activities for families, craft ideas about Catholicism, Stem, special needs, First Communion, blog articles, books for appropriate reading levels

Summer 2015

Marketing

Pins, follows, website traffic, analytics

dashboard


Strategy 4: Instagram

Instagram When? Person responsible?

Evaluation measure?

1 Reserve and personalize an Instagram page for OLG Spring 2015

Marketing Heart, follows, hashtags, website traffic, trending

2.Decide on campaign topic to include with hashtags Hashtags examples: #Weareolg #Olgstrong #Pantherpride #Olgstories2015 #65actsofkindness

Spring 2015

Marketing, Marketing Committee, Faculty Athletic director

Heart, follows, hashtags, website traffic, trending

3Begin to post and schedule posts to Instagram Summer 2015/ Campaign Fall 2015

Parents, Faculty, Staff To provide photos, and Marketing will post

Heart, follows, hashtags, website traffic, trending

4. Link to OLG website Summer 2015

Marketing Heart, follows, hashtags, website traffic, trending

5 Tie into school with Instagram view book and club at school Fall 2015 Marketing Yearbook Computers


Strategy 5: Blog

Blog When? Person responsible?

Evaluation measure?

1 Establish and title a school blog Spring 2015

Marketing, Principle

Website traffic, SEO

2 Decide if it will be from the viewpoint of principle or school community or both

Spring 2015


N/A

3 Brainstorm topics and contact guest bloggers, faculty, and alumni

Summer 2015


N/A

4Link Blog to OLG website Summer 2015



5 First post on blog Fall 2015



OLG Marketing Plan

Documents

Transcript of OLG Marketing Plan