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Washington and Lee Student Consulting

Washington and Lee Student Consulting. MARKETING AND RECRUITMENT STRATEGY FOR STUART HALL SCHOOL LARKIN WILSON CATHERINE ACOMB DAVID STERNLICHT. Stuart Hall School Background. Co-ed PK-12 college preparatory school, boarding for girls 8-12

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Washington and Lee Student Consulting

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  1. Washington and Lee Student Consulting MARKETING AND RECRUITMENT STRATEGY FOR STUART HALL SCHOOL LARKIN WILSON CATHERINE ACOMB DAVID STERNLICHT

  2. Stuart Hall School Background • Co-ed PK-12 college preparatory school, boarding for girls 8-12 • Comprised of Hunter McGuire Lower School in Verona, Middle and Upper School campus in Staunton • Students typically drawn from 25 mile radius of nearby towns

  3. Why SHS contacted WLSC • Given cost of private education and current economic conditions, Stuart Hall School enrollment is declining • SHS has no strategic marketing plan, specific model for new student recruitment • Need help developing strategic marketing plan for day students

  4. Original Objectives • Develop a strategic marketing plan for day students at SHS • Assist in developing targeted marketing materials • Implement these strategies to increase overall enrollment of day students

  5. Project Timeline • Delivered original Letter of Engagement, mid-September, 2009 • Visited SHS campus in Staunton, early November, 2009 • Observed several discrepancies in the recruiting process and marketing strategy • Enrollment decreased 13.5% from 333 to 288 students • Changed our plan for final deliverables (also impacted by shortened project period too) • Delivered written report of marketing and networking suggestions, mid-December, 2009

  6. Issues identified • Online presence is weak and website difficult to navigate • Lack of community-based relationships and low local enrollment • Lack of communication with parents and not enough understanding of their motivation to enroll in SHS • 50-70% of campus tours translate into applications for enrollment

  7. Recommendations Given • Increase the exposure and promotion of SHS through various internet-based resources • Revamp website • Utilize social networking sites: Facebook, Twitter, Youtube • Increase online communication: parent emails, newsletters, subscribe to Edline • Engage in online advertising- Newsleader.com

  8. Recommendations-cont’d. • Develop relationships with neighboring businesses to augment local marketing • Referral incentives (tuition credits) • Co-sponsoring community events • Placing brochures and application information in local offices (doctors, realtors etc)

  9. Recommendations-cont’d. • Gather parent feedback to better understand motivations for enrolling and opinions regarding current operations • Hold parent focus groups • Conduct opinion surveys

  10. Follow-up • Delivered final report with suggestions • Forwarded to the board of governors • SHS reports that some of our recommendations are currently being acted upon, considering implementation of other suggestions • Available for further consultation should they contact WLSC again

  11. Questions?

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