ADVENTIST CHRISTIAN ADVENTIST CHRISTIAN EDUCATION MARKETING ON EDUCATION MARKETING ON

A CONFERENCE LEVELA CONFERENCE LEVEL

Larry Blackmer,Larry Blackmer,Vice President, North American DivisionVice President, North American Division

No More Prizes For No More Prizes For Predicting Rain;Predicting Rain;

Prizes only for building arks.Prizes only for building arks.

Looking for other right answersLooking for other right answers

• Other ideas, Other ideas, resources, resources, blueprints, and ways blueprints, and ways for building arks.for building arks.

• Looking at the same Looking at the same thing differently.thing differently.

The Challenge of ChangeThe Challenge of Change

““The challenge of change is to make The challenge of change is to make something new that is built on the values something new that is built on the values of the old, to take a long look at what is at of the old, to take a long look at what is at the core of our lives and churches, and to the core of our lives and churches, and to do something better and more Christlike, do something better and more Christlike, clearer and more refreshing and vibrant. clearer and more refreshing and vibrant. We cannot run from the future, so let’s get We cannot run from the future, so let’s get specific now about change and what we specific now about change and what we need to do to make a difference.”need to do to make a difference.”

North American North American DivisionDivision

North American North American DivisionDivision

966 Schools966 Schools 123 Academies123 Academies 164 Jr. 164 Jr. AcademiesAcademies 679 Elementary679 Elementary

60,542 60,542 StudentsStudents 45,198 K-845,198 K-8 15,344 9-15,344 9-1212

5,077 Teachers5,077 Teachers

General ConferenceGeneral ConferenceGeneral ConferenceGeneral Conference

5,404 Schools5,404 Schools5,404 Schools5,404 Schools

906,755 906,755 StudentsStudents906,755 906,755 StudentsStudents 45,614 Teachers45,614 Teachers45,614 Teachers45,614 Teachers

What is marketing?What is marketing?

RelationshipsRelationships

RelationshipsRelationships

RelationshipsRelationships

Marketing StrategiesMarketing Strategies

Finding other right answers Finding other right answers

for doing something differentfor doing something different

while building a plan for successwhile building a plan for success

Doing the _______thing, over Doing the _______thing, over and over again, and expecting and over again, and expecting __________ results!__________ results!

Definition of Stupidity:

What is marketing?What is marketing?

RelationshipsRelationships

RelationshipsRelationships

RelationshipsRelationships

PracticesPractices

Establishing a list of Establishing a list of potential students potential students and making contact and making contact with those families with those families not sending their not sending their children to your children to your school.school.

Ben Smith

Joe Black

Susan Hitchcock

Frank Jones

Mary Sterns

PracticesPractices

HomeHome

VisitationsVisitations

PracticesPractices

Church Church AppearancesAppearances

PracticesPractices

Utilization of Utilization of marketing marketing materials materials and methodsand methods

What is marketing?What is marketing?

RelationshipsRelationships

RelationshipsRelationships

RelationshipsRelationships

A Good IdeaA Good Idea

Establish and Establish and nurture a nurture a working working relationship with relationship with your pastor that your pastor that includes includes consistent consistent communicationcommunication

What is marketing?What is marketing?

RelationshipsRelationships

RelationshipsRelationships

RelationshipsRelationships

PastorsPastors•Be involved in the schoolBe involved in the school•These are your students/parishioners These are your students/parishioners •Three opportunities for ministryThree opportunities for ministry

•StudentsStudents•StaffStaff•ParentsParents

•Evangelism is more than a series of Evangelism is more than a series of meetingsmeetings

• Five assumptions– Jesus really is coming again soon– Between now and then EVERYONE would be happier if

they were a converted Seventh-day Adventist– All teachers are youth pastors– The work of the church and the school are the same –

personal relationship with Jesus– The school is an important part of the church– Every student is either a missionary or a mission field,

either a soul winner or in need of having their soul won– We have each group of students for a short time

• Have a plan

Working the PlanWorking the Plan The week after school is out, gather your list of names The week after school is out, gather your list of names

of families who did not sent students to your school.of families who did not sent students to your school.

SendSend letters to SDA & non-member families who made letters to SDA & non-member families who made inquiry about your school during the school yearinquiry about your school during the school year

Follow up with a phone call to those families who Follow up with a phone call to those families who received lettersreceived letters

Develop a visitation list from your phone callsDevelop a visitation list from your phone calls

Visit homes/families with the pastor – close with prayerVisit homes/families with the pastor – close with prayer

Visit current students if/when in the areaVisit current students if/when in the area

Send the families visited a thank you card for their Send the families visited a thank you card for their timetime

A follow-up phone call to those undecidedA follow-up phone call to those undecided

Explore all optionsExplore all options Visiting community churchesVisiting community churches Quality radio adsQuality radio ads Newspaper adsNewspaper ads Yellow pages adsYellow pages ads Signage and bannersSignage and banners Memorandum Of Understanding with Memorandum Of Understanding with

Home School familiesHome School families Newsletters/posters/photos in church(es)Newsletters/posters/photos in church(es) Regular communication with non-Regular communication with non-

attendeesattendees Invitations to school programs, etc.Invitations to school programs, etc.

Staff InvolvementStaff Involvement

Staff should have membership and Staff should have membership and attend the church(es) that directly attend the church(es) that directly support the school in which they servesupport the school in which they serve

Staff should attend school functions at Staff should attend school functions at all costsall costs

Staff could send cards before school Staff could send cards before school starts to “make a connection” with starts to “make a connection” with incoming studentsincoming students

What does the plan do?What does the plan do?

Restores confidence in the school Restores confidence in the school programprogram

Establishes a partnership with the pastor(s) Establishes a partnership with the pastor(s) who are the most important factor in getting who are the most important factor in getting students to your schoolstudents to your school

Establishes relationships with families Establishes relationships with families visitedvisited

The Lord does bless our effortsThe Lord does bless our efforts

Have You Heard This?Have You Heard This?

““You are the best You are the best kept secret kept secret around!”around!”

Brag!Brag!

Test ScoresTest ScoresCertificated TeachersCertificated Teachers

Coordinated CurriculumCoordinated CurriculumPart of a world-wide educational systemPart of a world-wide educational system

Alumni give back significant serviceAlumni give back significant serviceOver 80% go on to collegeOver 80% go on to college

Spiritual/Safe learning environmentSpiritual/Safe learning environmentSpiritually Safe learning environmentSpiritually Safe learning environment

CognitiveGenesisCognitiveGenesis

MarketingMarketing

Socially AcceptableSocially Acceptable““Professional” way to bragProfessional” way to bragTakes coordinated effortTakes coordinated effort

Program is what consumers “Feel” it Program is what consumers “Feel” it isis

We still suffer remnenants of We still suffer remnenants of ““we’re here, they’ll come”we’re here, they’ll come”Take us to the “next level”Take us to the “next level”

““Cutting edge” schoolsCutting edge” schoolsWaiting listsWaiting lists

MARKETING ON A CONFERENCE MARKETING ON A CONFERENCE LEVELLEVEL

BenefitsBenefits of Marketing as a Conference: of Marketing as a Conference:

Marketing an Adventist Christian Marketing an Adventist Christian Education Education SystemSystem

a. set level of excellencea. set level of excellence b. economies of scaleb. economies of scale

c. whole greater than the sum c. whole greater than the sum of the individual parts of the individual parts d. raise level of importanced. raise level of importance

MARKETING ON A CONFERENCE LEVELMARKETING ON A CONFERENCE LEVEL

Administrative Challenges:Administrative Challenges:

1. We have two separate systems that need 1. We have two separate systems that need to be put back togetherto be put back together

- Churches and schools function separate- Churches and schools function separate - President: of churches & schools,- President: of churches & schools,

pastors and teacherspastors and teachers - Deliberate contact w/ schools & teachers- Deliberate contact w/ schools & teachers

- Both needed for healthy growth- Both needed for healthy growth

MARKETING ON A CONFERENCE MARKETING ON A CONFERENCE LEVELLEVEL

2. Society has changed the way they think 2. Society has changed the way they think about purchasing a productabout purchasing a product

- people today want more choices- people today want more choices - people today demand more - people today demand more customer service customer service - people today want not just a - people today want not just a product/service but an experience product/service but an experience - people want best quality that their - people want best quality that their money can buy money can buy

Don’t confuse me with the facts…….Don’t confuse me with the facts…….

MARKETING ON A CONFERENCE LEVELMARKETING ON A CONFERENCE LEVEL

3. Demographics3. Demographics4. Old School Thinking4. Old School Thinking5. Finances are stretched5. Finances are stretched6. Facilities are oldest in Conference6. Facilities are oldest in Conference7. Members less committed to Adventist Christian 7. Members less committed to Adventist Christian

EducationEducation8. Mindset that our schools will not survive till the 8. Mindset that our schools will not survive till the

end of timeend of time9. Mindset that we cannot grow a church and a 9. Mindset that we cannot grow a church and a

school at the same timeschool at the same time10. Mindset that being good is enough10. Mindset that being good is enough

Remember!

• Good is the enemy of Great!!!!

• Good is not enough!

• We are representing Christ!

Ontario Conference Education Ontario Conference Education VisionVision

““We envision in the next five years that we will We envision in the next five years that we will improve the perception, attitude, and ownership improve the perception, attitude, and ownership of Adventist education in the Ontario Conference of Adventist education in the Ontario Conference as we ignite in our membership a passion for as we ignite in our membership a passion for children and youth. We will all work together—children and youth. We will all work together—as pastors, teachers, and members—to produce as pastors, teachers, and members—to produce excellence in spirituality, academics, funding, excellence in spirituality, academics, funding, facilities, location, and marketing. facilities, location, and marketing. We envision We envision our schools becoming a bridge, not a moat, our schools becoming a bridge, not a moat, to the world.”to the world.”

Supporting the VisionSupporting the Vision

►►NAD Marketing Seminar - NAD Marketing Seminar - Fund 2 individuals Fund 2 individuals from each school communityfrom each school community

►►Create “Think Tank” brainstorming Create “Think Tank” brainstorming groupgroup

►►Board of Education Planning Board of Education Planning

►►Initial planning - begin with Initial planning - begin with educational brochure and DVDeducational brochure and DVD

RationaleRationale

Set out to purposefully change a Set out to purposefully change a mindsetmindset

Be more intentional of Informing and Be more intentional of Informing and educating the constituencyeducating the constituency

Make very public the vision, mission Make very public the vision, mission and goals of Ontario Conference and goals of Ontario Conference

educationeducation Set in motion a 3-5 year process for Set in motion a 3-5 year process for

positive long term resultspositive long term results

Results? Results? Another conferenceAnother conference

First year of big push – First year of big push – Approximately a 2½% Increase in Approximately a 2½% Increase in enrollmentenrollmentSecond year a 1½% decreaseSecond year a 1½% decrease Third year 3 % increaseThird year 3 % increaseTransitioning Mindset – As a man Transitioning Mindset – As a man thinks in his heart, so is he.thinks in his heart, so is he. Planting new schoolsPlanting new schools

Our Goal?Our Goal?

Change a mindset and Change a mindset and increase enrollment increase enrollment

through education and through education and marketingmarketing

IF…IF…If Adventist education is as important to us as If Adventist education is as important to us as

we state, then we must:we state, then we must:

Continue looking for other right answers for Continue looking for other right answers for doing something different while we continue doing something different while we continue

to build a plan for successto build a plan for success

It will be a focus of MAJOR collaborative It will be a focus of MAJOR collaborative efforts between the church-school-conferenceefforts between the church-school-conference

We must Keep on keepin’ on!We must Keep on keepin’ on!