Parent Ambassadors March 17, 2015

AMEN Webinar Series

Let’s take a look at…..

Largest diocesan school system in the United States 244 schools serving 84,000 students in Chicago, Cook and Lake Counties

ONE GOAL:

MORE KIDS IN GREAT CATHOLIC SCHOOLS

Defining…Great Catholic Schools

> Where GREAT exists,

stage is set for successful

enrollment marketing…

GOAL

Leave today’s webinar with a clear understanding of PA program and tools to start one in your own school

http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment/ParentAmbassadors.aspx

PARENT AMBASSADOR GUIDEBOOK

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

PARENT AMBASSADOR GUIDEBOOK

A Parent Ambassador Program:

• Is proven to help schools with their recruitment effort.

• Organizes parents of current students and prepares them to be part of the school’s recruitment team.

• Sends them out into the community to invite, connect, and build relationships with parents of prospective students.

• Tracks the progress of the parents that Parent Ambassadors touch.

PARENT AMBASSADOR VERSION 2.0

3 Steps to Develop a Parent Ambassador Program:

1. Communicate 2. Kick Off Session 3. Follow Up

YOUR PROGRAM

Find a Lead Parent

What makes a good Lead Parent? Involved and positive about the school Connected with school families and the community Solid relationship with parents and teachers Strong work ethic Comfortable talking to families

STEP 1: COMMUNICATE

Identify your “All Stars” What makes a good Parent Ambassador? Positive about the school (may already be involved or not)

Connected with neighborhood or specific group (consider one per grade

level, specific neighborhood etc.)

Strong work ethic Comfortable talking to families New families/Pre-K families

STEP 1: COMMUNICATE

Best practices: - CALL families who will be your “All Stars”

- Send letter or flyer to everyone

STEP 1: COMMUNICATE

Page 8: Sample Flyer

Why it is a good invitation: Top 5 reasons to join Clearly articulates job

Makes it fun!

What it needs: Branding- school logo Reinforcement of school

value prop

STEP 1: COMMUNICATE

Consider an “Interest Survey” to gauge

parents’ talents and availability.

Find the “right” parents

STEP 1: COMMUNICATE

Steps to Successful Session:

1. Provide an overview of the Parent Ambassador Program.

2. Be specific in how your Parent Ambassadors can help.

3. Instruct parents as to which messages to deliver.

4. Invite Parents to share their ideas and suggestions.

5. Set follow up procedures and the next meeting date.

STEP 2: KICK OFF SESSION

Step 2- Kick Off Your Parent Ambassador Program

MASS PRESENCE OUTREACH TO OTHER PARISHES ADMISSIONS EVENTS AMBASSADOR RELIGIOUS EDUCATION OUTREACH PERSONAL CONTACTS OFFICE HOURS COMMUNITY CANVASSING LOCAL OFFICIALS OUTREACH MENTORS

DIGITAL AMBASSADORS- NEW

IN ADVANCE OF THE MEETING PICK 2-3 OF THESE THAT WILL WORK BEST FOR YOUR SCHOOL.

STEP 2: KICK OFF SESSION

MASS PRESENCE

Parent Ambassadors can: Speak at Mass Set up info tables after mass Host events aimed at parish families with young children Submit bulletin entries Collect information from Baptismal lists for outreach Serve as liaison between school and church

STEP 2: KICK OFF SESSION

OUTREACH TO OTHER PARISHES Here are some step by step instructions for Parish outreach (this same approach can work for Non-Catholic church leaders as well): Introduce yourself and share some background information about your school. Ask him if he knows any families with children who might be interested in a

Catholic education. Request permission for Parent Ambassadors to speak at Masses or set up

information tables after Mass. Appoint one parent as your local parish liaison and ask that parent ensure

coverage on a regular basis. Consider hosting an open house for local pastors or stopping by their rectory with

breakfast or lunch as an appreciation for their time.

STEP 2: KICK OFF SESSION

ADMISSIONS EVENTS AMBASSADOR Parent Ambassadors can: Create materials Promote the event Follow up after the event Before the event, Parent Ambassadors can: Invite friends and family Canvass the neighborhood with posters Hand out flyers Post details to their Facebook pages, Twitter

STEP 2: KICK OFF SESSION

ADMISSIONS EVENTS AMBASSADOR Let’s talk about your events… • Is your calendar set? • What types of events are you hosting? • What is most successful? • What changes could you make?

STEP 2: KICK OFF SESSION

Parent Ambassadors can: Call RE families to invite them to upcoming

school/parish events Host events specifically aimed at RE

families Write testimonial letter to be used in RE

outreach

RELIGIOUS EDUCATION OUTREACH

STEP 2: KICK OFF SESSION

PERSONAL CONTACTS Use own personal networks to identify prospective students and their families (i.e. work, neighborhood, community, church, groups, etc.) and think about: Where do parents and children gather? Who has children in grades K-8, who are Catholic or non-Catholic and who

attend another school, including transfer students and children in junior high school?

Who has newborns to four year olds and who are Catholic or non-Catholic?

Who has children in religious education classes and who are 3 to 5 years old?

What extracurricular activities do we participate in with children?

STEP 2: KICK OFF SESSION

OFFICE SUPPORT

Parent Ambassadors can help behind the scenes: - Assist with mailings - Participate in follow up calls - Give school tours - Answer the phone for prospective families - Prepare marketing materials

STEP 2: KICK OFF SESSION

COMMUNITY CANVASSING Parent Ambassadors can: Visit several locations in the area that attract families and children

where they could access information about the school: parks, libraries, day care centers, community organizations, real estate offices, local businesses (including Starbucks or McDonald’s community boards), etc.

Distribute flyers, brochures, lawn signs, door hangers, etc. Participate and have a presence in community events (e.g. Fourth

of July, Labor Day, educational fairs, etc.)

STEP 2: KICK OFF SESSION

OUTREACH TO OFFICIALS Parent Ambassadors can: Make calls to local officials Ensure local officials know about school’s value Invite officials to events Keep officials apprised of school happenings Build relationships and develop support

STEP 2: KICK OFF SESSION

FROM AMBASSADORS TO… MENTORS

Parents can: Reach out to new families before the year starts and answer

potential questions Host a new family welcome event at the school Meet in advance of the school year for children to meet and

parents to get acquainted Serve as communication liaison between school office and families Function as “parking lot” monitors- if they hear gossip on the

parking lot, they can bring it to a school leader Act as “Room” parents

STEP 2: KICK OFF SESSION

DIGITAL MARKETING SUPPORT Parents can:

Take photos Monitor review sites Be online ambassador Forward newsletter and invitations

Anyone currently trying this approach?

STEP 2: KICK OFF SESSION

T-Shirts and special paraphernalia for parents Bulletin board/space for tracking Parent Ambassador success Parent Ambassador Newsletter Parent Ambassador appreciation luncheon/dinner Parent Ambassador Mass Follow Up Emails Discussion Board Follow Up Calls to Parent Ambassadors

STEP 3: FOLLOW UP

In February, we conducted a survey of schools with Parent Ambassadors. 35 schools responded. Here is a snapshot of results:

SURVEY RESULTS

Successful Initiatives: Quick Glance Lead Tours Plan Admissions Events Organize Family Fun Activities Parent Night Out and Social Events Volunteer to Help at Events Attend Neighborhood Functions Host Playdates at the Park Welcoming New Families Breakfast School Tours

QUESTIONS COMMENTS CONCERNS

A collection of resources and best practices surrounding the enrollment management framework.

The (OCS Resource) Portal: http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment.aspx

Archdiocesan Marketing Enrollment Network

AMEN

Sharing what works from outside experts

and internal success stories

Monthly Enrollment Management Newsletter

Keeping you up to date on: • Current topics

• Helpful hints

• Spotlight on success stories

• Reminders

Subscribe to the monthly Newsletter to stay in the loop: http://bit.ly/EM-Newsletter

Enrollment Management Calendar

Keeping you on track with:

• Monthly suggestions

• A yearlong plan

• Ideas and tips

Find the calendar here: http://bit.ly/14-15EMcalendar

AMEN Monthly Opportunities

All webinars are from 12:00- 1:00 CST

Month Topic Date

August Bootcamp Recap August 19

September Setting a Calendar September 16

October AMEN Workshop at Quigley October 8

November Early Childhood Value Prop November 25

December Online Customer Service?/Prepping for CSW December 16

January AMEN Workshop at Quigley January 14

February Retention February 17

March Parent Ambassadors March 17

April Social Media April 21

May Websites and Summer Strategies May 19

UPCOMING WEBINARS

March 25: English as a New Language (ENL)/English Language Learners (ELL)

Classroom Strategies for Educators

April 21: Social Media

April 29: Latino Parent Ambassador Strategies

NCEA PRESENTATION: Parent Ambassadors

Wednesday, April 8 from 11:00 a.m. - 12:15 p.m.

in room W103-A

Thank you!

PARENT AMBASSADOR VERSION 2.0