MORE KIDS IN GREAT CATHOLIC SCHOOLS

1. Enrollment ManagementOffice of Catholic SchoolsMaria Ippolitomippolito@archchicago.orgDirector of School Marketing and Communications

2. MORE KIDS IN GREAT CATHOLIC SCHOOLS

3. Great Catholic Schools – The ‘Customer Experience’ Where GREAT exists, the stage is set for successful enrollment marketing. Catholic Identity

5. The OCS Marketing Team • KK Cleland • Juana Sanchez Graber • Maria Ippolito • Yasmin Quiroz

6. More Kids… The Portal • A collection of resources and best practices surrounding the enrollment management framework. • http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment.aspx

7. More Kids… Archdiocesan Marketing Enrollment Network Sharing what works from outside experts and internal success stories

8. More Kids… Monthly Enrollment MarketingCalendar and Newsletter Keeping you up to date on: • Current topics • Helpful hints • Spotlight on success stories • Reminders • http://bit.ly/pastnewslettersOCS

9. More Kids… AMEN Monthly Webinars All webinars are from 12:00- 1:00 CST

10. More Kids… Enrollment Management Framework, Plan and Teams Marketing New Family Sales Retention Sales Building interest inenrolling in the schools Getting newfamilies to enroll Getting existingfamilies to re-enroll Enrollment Management Teams comprised of teachers, parents, leaders, marketing staff, parishioners

11. ENROLLMENT MANAGEMENT FRAMEWORK Academic Product, Service Delivery, Environment, and Programs Marketing New Family Sales Retention Sales i.e., Building interest inenrolling in the schools i.e., Getting newfamilies to enroll i.e., Getting existingfamilies to re-enroll Define Target Audience Call Handling & Registration Procedure OngoingCommunicationsto School Families Define / Refine Compelling Value Proposition Lead Follow-Up Procedure Enlist Studentsin RetentionStrategy Communicate with Parents & Community Objection Handling Enlist Facultyin RetentionStrategy Determine Pricing Strategy Financial Aid Objection Handling Create & Execute Retention Strategy Financial Aid Assessment i.e., How did our plans and activities work? Did we meet our goals?

12. “CATHOLIC AND SAFE” ISN’T ENOUGH ANY MORE;MAY NEED TO MARKET BEYOND JUST THE PARISH Marketing “Why should I spend my moneyto send my child to your school?” i.e., Building interest inenrolling in the schools • Who are we trying to attract? What do they want? • How do we target our RE/CCD families? • Is our Parish enough? Other Parishes without schools? • What about non-Catholics? • What’s our admission policy? Define Target Audience • Why would our target market choose to enroll? • What differentiates our school, what are our proof points? • What’s our pricing strategy? • How do we most effectively make our case(text, images, video, pulpit, etc.)? Who is most effective? • What’s actual today and what’s aspirational? • What do our best advocates say? Our worst critics? Define / Refine Compelling Value Proposition • How can we most effectively reach our targets? When? • How does our web site play into the strategy? • What other marketing deliverables do we need? • What role do teachers, parents, etc. play? • How can we get everyone to stay on message with our value proposition? Communicate with Parents & Community Determine Pricing Strategy • What is our target market’s ability to pay? • What is the willingness to pay for our product? • How do we handle tuition assistance? • How do we incent new families and retention? • In reality this requires many of the same actions asdescribed above, but directed at existing parents • Need to continually reinforce why they made theright decision and are receiving value • Teachers play a big role in retention Create & Execute Retention Strategy

13. FAMILIES ARE CUSTOMERS – WE NEED TO TREAT THEM THAT WAY “Will I enroll my child?” We spend so much energy on marketing; canwe really count on making a one-call close? New Family Sales i.e., Getting newfamilies to enroll • Collect prospective family information • Ensure that we stay on message with value proposition • Ensure that we have a call to action (e.g., visit) • Ensure that family has clear and supportive way toprogress through registration process Call Handling & Registration Procedure • Families need to hear multiple times that they arewanted – from multiple people – Principal, teacher,other family member, potentially another student • Follow-up communications need to be purposeful – 1st call says X, 2nd call says Y, etc. • Ideally, follow up occurs within 1 day • Every inquiry is a relationship building opportunity,not just a phone call Lead Follow-Up Procedure • What objections do we expect to receive andhow should we handle them? • Ensure that communicators have a good answer that’s consistent with the value proposition • How do we answer the tuition question in sucha way as to get to the next conversation? Objection Handling • Follows from our tuition strategy • We need an objective, confidential process • We need to communicate to families that we will work with them – the alternative is that they assume that we’re unaffordable • Every family should be treated individually,based on their individual circumstances Financial Aid

14. IF WE CAN’T RE-ENROLL EXISTING FAMILIES AT A HIGH RATE, WHY WOULD NEW FAMILIES ENROLL AT ALL? Retention Sales “Was our experience good enough tore-enroll my child?” i.e., Getting existingfamilies to re-enroll • Families need to hear multiple times about all the good things going on • Every communication is a chance to reinforce the value of Catholic education and your school OngoingCommunicationsto School Families • Families respond to what their children want • Students can have a very important role in parents’ decisions to return or not • Vibrant schools have students excited to return each day Enlist Studentsin RetentionStrategy • Faculty also plays an important role – in general and with regard to retention at specific grades • School leadership needs to enlist staff in the retention effort to both act as early warning systems and to take specific actions Enlist Facultyin RetentionStrategy • Similar to objection handling for new families, with two important differences • Some objections may be family-specific based on the specific experience of that family • Some objections may require a degree of specificity and frankness appropriate as family knows the “dirt” • Requires leadership to know family situations Objection Handling • Similar to financial aid for new families • Knowledge of family situations gives schools an opportunity to be proactive … being proactive can significantly and positively impact the relationship Financial Aid

15. AS WITH ANY OTHER KEY PRIORITY, WE MUST ASSESSTHE IMPACT OF OUR ACTIONS & IMPROVE OVER TIME New Family Sales Marketing Retention Sales • Lead count, leads by source, etc. • Survey results, focus groups, etc. • Positive “buzz” in the community • Number of new families enrolled • Lead conversion rate, i.e., % of leads enrolling • Follow-on interviews with enrolling & non-enrolling families • Retention rate for existing families • Exit interviews with enrolling & non-enrolling families Assessment i.e., How did our plans and activities work? Did we meet our goals?

16. More Kids… Enrollment Management Planning Template and Rubric

17. Who Manages Enrollment? • Your school’s EM Team • YOU • Principal • Pastor • Faculty Member(s) • Parent(s) • Receptionist • Board/Committee? • Staff – Marketing/Admissions?

18. More Kids… Enrollment Management Teams

19. Parent Ambassador Program • Started in 2010 to provide structure to “word of mouth marketing” • Revised in 2012 to meet the needs of our schools • Approximately 75 schools have implemented a Parent Ambassador program with proven enrollment growth • http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment/ParentAmbassadors.aspx

20. Integrated Communications • Keep parents informed. . . Keep them engaged. . . Keep them “scripted” • Constant messaging centered around the unique value proposition • Key Audiences: Prospective Families, Current Parents, Alumni and Friends

21. How do you personally keep your students’ parents informed? Is the school’s value proposition integrated?

22. Website and Electronic Media Integral today– must be accurate and complete • Articulation of mission and programs • Admissions process • Schedules • School news • Forms • Faculty e-mails/contact/blogs/webpages • Photos and videos • Fundraising

23. Welcome Letter Take time to write a letter of introduction to your school families. Elements of a good letter include: • Brief introduction • Background and philosophy • Keep it “warm” and engaging • Avoid language parents won’t understand • Consider hosting an event • Add important dates • Please submit sample welcome letter by July 21

24. More Kids… Websites • Questions to consider: • Who can help you maintain? • Who currently has access? • How often is it updated? • Does it reflect most up to date school information? • Who is your target audience? And how do you balance information for audiences?

25. More Kids… • 10 Year • 5 Year • Enrollment Tracking http://bit.ly/EnrollmentTracking2014

26. More Kids… Websites • Elements of a Good Website (from a marketing perspective): • Engaging photos • Clean layout\easy to navigate • Up to date- tuition, teachers etc. • Tabs for current families and prospects • “Contact Us” page with ability to take info • Admissions Tab • Evidence of vibrant school community • School Video • Mobile Accessible • Google optimized

27. Questions?

28. THANK YOU!Please contact me with any questions.mippolito@archchicago.org