diocese of buffalo regional marketing forum for catholic education april 24 & 25 2006

Diocese of Buffalo

Regional Marketing Forum for Catholic Education

April 24 & 25 2006

Sponsored by

The International Education Foundation

Forum Agenda6:00pm - Welcome and Overview - David Kersten

6:10pm - Strengthening the Schools - Dwight Hatcher

6:45pm - Break

6:55pm - Enrollment Marketing & Sales - Peter O’Connell

7:30pm - Advertising & Creative Resources - Dan Mecca

7:45pm - Question & Answer

8:00pm - Conclusion

Strengthening the SchoolsBusiness Planning for Schools

Presented by the Dwight Hatcher - Catholic School Development Program

Funded by

International Education Foundation and

The Foundation of the Roman Catholic Diocese of Buffalo

The Business Plan

Goal

• Create school-specific, consensus-based, five-year business plan

Objectives

• Identify three to five, five-year, school-specific objectives for enrollment management, marketing, facilities, fundraising, and financial management

• Devise action plans to implement objectives

The Business Plan

1. Planning Committee - pastor(s), principal, three to six staff, and six to ten constituents (parents, alumni, community leaders, etc.)

2. “Brainstorm” goals/objectives for:a. marketingb. enrollment managementc. fundraisingd. facilitiese. financial management

3. Meet again to evaluate ideas; select three to five feasible objectives for each topic for the school

The Business Plan - Enrollment Management

• Capacity by grade: realistic assessment - history, faculty, and facility

• Criteria for Admission: who gets in - priority

• Financial Aid: who receives priority and aid renewal

• Retention: proactive versus reactive

The Business Plan - Marketing

• Increase awareness and promote quality of the education• Sell the Visit: most effective sales tool - close the deal - who? how?• Features versus Benefits: e.g. test results, mastery, high schools• Financial Aid: a marketing tool; application and award timing.• Timing: calendar (admissions “season”); annual assessment

The Business Plan - Facilities

• Assess Current Facility: current condition and program needs

• Wish List versus Needs List: priority

• Signage: visitors and passersby - wayfinding and presence

The Business Plan - Fundraising

• Assess Current Program: fundraisers, events, etc. - net income

• Audit Special Events: fundraising vs. friend raising - choose one!

• Gift Income: annual, capital, and planned

• Stewardship: saying “Thank you” - donors, parish, et al.

The Business Plan - Financial Management

• Cost per Student: total cost (including plant and depreciation)

• Tuition Models: current, cost-based/need-based, stewardship

• Budget Projection/Review: 5-year projection/monthly review

• Tuition Management services: consider then choose

Sponsored by

The International Education Foundation

10-Minute Break

6:55pm - Next Program

Catholic SchoolsMarketing & Sales

Presented by Peter O’Connell

Catholic Schools Marketing and SalesLet’s Start with Marketing

How Can We Tie In to Better Market Our Schools?

The Big Question…

Tie Into Key Diocesan-Wide Events

September / October Push for the next year

Catholic Schools Week

Other special Diocesan-wide school events

Note: Diocesan Timing is different everywhere

Timing is Key

Diocesan Marketing Committee

A Resource You Can Tap Into

Use Tools Created for Diocesan Campaign

Use Suppliers That Offer Value

Parent Guilds/Home School Assoc.

Parents w/ Sales & Mktg Backgrounds

Parents with Vendor Contacts

Help is Out There

FAST, EASY & SOMETIMES FREE MARKETING TOOLS FOR CATHOLIC SCHOOLS

Marketing Steps

Partnership With The Church

• Have a Consistent, Executable Plan• Same Place Each Week – Top Right Hand Corner is your

“School Corner”• Highlighted with a Boarder to Draw the Eye In• Include SCHOOL Web Address Right Above the “School

Corner” & find a second spot too !

• Advertise in Open Bulletin Ad Space

• Work out NO / LOW Charge for that space

Parish Bulletins

BY THE PRIEST• Great Credibility with Prospective Parents

BY THE PARENTS     • Greater Credibility with Prospective Parents

BY THE STUDENTS• Greatest Credibility with Prospective Parents

FEATURE THEM ALL, YEAR ROUND

Pulpit Talk

• Table Top Display

• Manned after Church EVERY WEEK

• Have information to hand out

• Make sure they are up to par• Correctly Spell-Checkeded• Up to Date Results• Use Central Themes – Local and Diocesan

• Especially important when tied to Pulpit Talk

School Display in the Church

• Put your Website on it – ALWAYS !!!

School & Parish Road Signage

• At least two per year• Timed w/Diocesan Enrollment Media Flights

• April/May & September / October• Mandatory for all staff vs. “Ambassadors”• Develop a checklist :

• A Spotless Building – shiny floors, etc• Rooms bright with students work• Exude an Organized but Flexible, atmosphere, attitude, staff, &

overall building• Discipline we teach is “self-discipline”• Highlight differences from competition

• Children who can lead tours are preferred !

Open House

• Immediately update your school’s section if available on your diocesan web site

• Create your own website• Establish links to your Church(es), likely web site partners

& others• Policy for pictures of kids• Policy for using names – partial, full, initials, etc• BE SURE IT’S FRESH !!!

Web Site

• Gather “quotable” comments that you can put into your marketing vehicles• Posters, Direct Mail, Brochures, Billboards, Radio ads,

Bulletins, Enrollment Drives• Get them from:

• Students• High Schools• Alumni• Parents

Testimonials

All Hands on Deck

Marketing Committees• Create a group from marketing oriented people

• Advertising, Consumer Brands, Communications, Design

Parental Resources• Connect with students parents who can offer

discounts or free services to help their school

Finance Personnel • Make marketing a line-item in your budgets

All Hands on Deck !!!

Teachers Role in School Marketing

• Stress the importance of their understanding and participation in the process

• Ask them to prepare a 30 second or 60 second commercial that they could offer to someone about their school’s unique qualities

All Hands on Deck !!!

Teachers Role in School Marketing

• Ask them to be able to discuss their class lesson plans to a prospective parent

• Insist that they rehearse it and help them to make it feel natural (we aren’t asking them to be sales people, but we do want them to be credible, enthusiastic supporters of their schools)

All Hands on Deck !!!

TELL & SELL YOUR STORY

Consistently use words that create a

Positive Emotional Connection

between you and your consumer

Marketing is a Tool!

Let’s Move On To Sales 101 aka…

… Filling Every Seat

Filling Every Seat

• Marketing has been a big focus of Diocesan Efforts (as you all know)

• Developing the “brand” of Catholic Education

• Diocesan-wide marketing efforts like direct mail, internet, radio, newspaper and bus signs

• Research

• We’ve completed another round of research at the school level

• “What happens when a prospective parent calls a school to inquiry about enrollment?

• Every Western New York Catholic Elementary School and High School

Filling Every Seat

• Area private schools, other religious schools and charter schools

• Was the call handled professionally, were questions asked of the caller, was information sent out in a timely manner?

Filling Every Seat

We’re getting good but we’ve got to get better:

– We’re becoming better marketers

– We’ve got to become much better sellers

Tonight, we’re going to give you the tools to succeed!

Filling Every Seat

Brief survey results based on 77 calls (made during the day and at night)

• 95% were rated as knowledgeable by the caller

• 98% said materials would be sent

• 57% sent requested materials within 2 days or less

Filling Every Seat

More survey results:

• 29% of the school personnel answering the inquiry identified themselves to the caller

• 53% of the school personnel asked questions of the caller

• 15% sold the benefits of the school

Filling Every Seat

More survey results:

• 15% encouraged a face to face meeting

• 37% offered to send materials before asked

• 13% offered to maker a follow up call

• 71% said “Thank You” for the inquiry

Filling Every Seat

More survey results:

• 2 schools didn’t even answer the phone

• 18% took 3 or more days to send the materials

• 30% of schools still had not sent materials out a week after the inquiry

Filling Every Seat

• These are critical mis-steps

• These are also easy fixes but require dedicated practice and adherence by all key personnel

• Key personnel are your schools’ “first responders” and can be the “go/no-go” breaking point for a prospective parent

Filling Every Seat

You have one major objective:

Get the family to take a tour of your school!

Filling Every Seat

It all starts with the telephone.

Filling Every Seat

• Who answers the phone at your school?– Have you ever listened to how they handle

calls?– Have you ever called anonymously?

Filling Every Seat

• Who handles the enrollment calls at your school?– Have you ever listened to how they handle calls?– Have you ever called anonymously?

Filling Every Seat

• Answer the phone in three rings or less

• Have an actual person answer the phone as much as possible

Filling Every Seat

• If you must have an automated attendant system–Test it frequently to make sure calls are going to the right extension, especially the “night” call

– Ensure a clear and pleasant greeting in on each extension

– Drive home with your staff the critical importance of timely follow up of calls

• EVERYBODY ANSWERS THE PHONE WITH A SMILE….OR ELSE!!!

Filling Every Seat

• Answer the phone by identifying yourself

– “Hello, this is Peter O’Connell. How can I help you?

• Secure contact information

–Name, address, phone, email (Confirm!)

Filling Every Seat

• LISTEN, LISTEN, LISTEN!

– To everything they say, take notes, let them finish speaking

–Then restate what they requesting as a way of confirming their needs

Filling Every Seat

• Key information you want to obtain during the first call:

– Are they long time residents or new to the area?

– When do they want to enroll?

– How many children do they have?

– What are their ages?

– For older children, where did they previously attend school (is there a history with Catholic Education)?

Filling Every Seat

• MORE Key information you want to obtain during the first call:

– What do they know about your school?

• Note: THIS is a key question that will give you a variety of follow up options….listen closely to the answer and be prepared to respond as directly as possible to all of their points

– You have a sales opportunity now…use it!

Filling Every Seat

Your School’s Features and Benefits:• A feature is what your school offers enrolling families

– Some features may be similar to other schools, some features may be unique…have a list ready and tailor your response to the likes/wants/needs of the caller

• Ex: The school’s computer room is a feature of the school.

Filling Every Seat

Your School’s Features and Benefits:

• A benefit expounds on how the feature improves the education/school experience for the student/family

– It’s the “what’s in it for me” follow up to a feature that adds clarity and value for the caller / parent

Filling Every Seat

Your School’s Features and Benefits:

• The school’s computer room is a feature of the school.

• Our students benefit from using our technology because teachers integrate its use into their lesson plans so our students expand their learning opportunities in their subject matter while also ensuring a strong comfort level with evolving technology.

Filling Every Seat

Your School’s Features and Benefits:

• What are your school’s features and benefits?

• What are the questions you get asked the most often by prospective parents?

• How well prepared are you to answer with features AND benefits?

Filling Every Seat

Your School’s Features and Benefits:

Take Time to Make a List:

• What are the features your school offers?

• What benefits do those features offer students / families?

Filling Every Seat

You have one major objective:Get the family to take a tour of your school!

– Get them comfortable on the phone– Answer their questions– Send marketing collateral within 24 hours of the call– Follow –up on the phone until you speak to a person or until you get a “no”– And most importantly, get them to tour your school!

Filling Every Seat

Enrollment is a process of numbersFor purpose of example:• Total number of prospective students available to attend schools in your region in a year 100% Minus number of students likely to attend non-Catholic schools -50% Minus number of students likely to attend other Catholic schools -25%

25%Example Result: 25% of the total prospective student pool in a given year would be available to go to your school…but that doesn’t mean they WILL go to your school. How will you make sure they DO go to your school?

Filling Every Seat

Sponsored by

The International Education Foundation

Advertising & Creative Resources

Presented by Dan Mecca

Catholic Education Advertising will occur at 2 levels:

• Market-wide branding and awareness campaign covering all

counties in the Diocese of Buffalo

• Local community, school-specific efforts to drive inquiries

Catholic Education - Market-wide Campaign

• Radio

• Outdoor - billboards and transit

• Television

• Cinema

• Print / Newspaper

Catholic Education - Market-wide

• Call to action - Web site - wnycatholicschools.org

• Create central point of entry for prospects

Catholic Education - Target Audience

• Kindergarten is the key

• Moms

• Aged 25-44

• Pre-K - K aged kids

Catholic Education - Target Audience

• Kindergarten is the key

• Moms

• Aged 25-44

• Pre-K - K aged kids

Catholic Education

The Start of Something Great.

The Start of Something Great - Campaign Elements

• School Specific Strategic Market Analysis

• School Specific Marketing Plan - activity, timing & budgeting

• Marketing Tools - Brochures, Posters, Print ads, Bulletin announcements, Post cards, Presentations

The Start of Something Great

Creative Examples

Brochure

Open House Poster

Bulletin Announcement

Newspaper Advertisement

Sponsored by

The International Education Foundation

Question & Answer

Thank You.

The International Education Foundation