Andrews AcademyAndrews AcademyMarketing DepartmentMarketing Department

Presents ThePresents TheRecruitment, Retention, and Public Relations ProgramRecruitment, Retention, and Public Relations Program

ByByBradley W. SheppardBradley W. Sheppard

Executive Director of MarketingExecutive Director of Marketing

Academy Operating BoardAcademy Operating BoardApril 15, 1997April 15, 1997

Historical BackgroundHistorical Background

The provision of the finest possible The provision of the finest possible quality Christian education to the quality Christian education to the children of faculty, staff, and children of faculty, staff, and University students as well as to University students as well as to selected youth of the community.selected youth of the community.

The modeling of responsible The modeling of responsible educational innovation and research educational innovation and research to accompany the professional to accompany the professional training of educators in a field training of educators in a field setting.setting.

Topic of DiscussionTopic of Discussion

RecruitmentRecruitment RetentionRetention Public RelationsPublic Relations

Purpose of the DepartmentPurpose of the Department

SDA academies cannot assume that SDA academies cannot assume that Adventist elementary students will Adventist elementary students will automatically enroll in an academy upon automatically enroll in an academy upon graduationgraduation

Students currently enrolled in SDA Students currently enrolled in SDA academies and their parents need to be academies and their parents need to be nurtured and treated as loyal customersnurtured and treated as loyal customers

SDA academies must promote a positive SDA academies must promote a positive image to their publicsimage to their publics

AA, having rendered these factors valid, AA, having rendered these factors valid, has developed a comprehensive has developed a comprehensive marketing RRPR program under the marketing RRPR program under the leadership of the Executive Director of leadership of the Executive Director of MarketingMarketing

DefinitionsDefinitions

RecruitmentRecruitment: the act of motivating : the act of motivating potential students to enroll in the potential students to enroll in the institutioninstitution

RetentionRetention: the act of creating such : the act of creating such a nurturing environment that current a nurturing environment that current students will choose to remain students will choose to remain enrolled in the institution until enrolled in the institution until graduationgraduation

Public RelationsPublic Relations: the act of : the act of projecting a positive image of the projecting a positive image of the institution to its constituencies and institution to its constituencies and the community at largethe community at large

PersonnelPersonnel All administrators, faculty members, and All administrators, faculty members, and

support staff, as well as selected current support staff, as well as selected current students and other public agents are students and other public agents are marketers for the academy. marketers for the academy.

It is vital to the institution that each member It is vital to the institution that each member be aware of his/her role in RRPR.be aware of his/her role in RRPR.

Executive Director of Executive Director of MarketingMarketing Serves as leader and manager of Serves as leader and manager of

Marketing DepartmentMarketing Department

Marketing ManagerMarketing Manager

Assists the Director with all Assists the Director with all marketing functionsmarketing functions

PrincipalPrincipal

Authorizes the Authorizes the Director to Director to manage and manage and leadlead

Assists in Assists in promoting the promoting the institution’s institution’s programprogram

Vice-PrincipalVice-Principal

Manages the Manages the application and application and admissions admissions functions of the functions of the schoolschool

Assists in Assists in promoting the promoting the institution’s institution’s programprogram

Director of Student ServicesDirector of Student Services

Conducts career testing and Conducts career testing and academic counselingacademic counseling

Manages Student Services Manages Student Services DepartmentDepartment

Marketing AgentsMarketing Agents

Contact all names on the recruitment Contact all names on the recruitment list list

Faculty and StaffFaculty and Staff

Serve on Serve on Recruitment Recruitment TeamsTeams

Act as primary Act as primary Retention Retention AgentsAgents

Selected Current StudentsSelected Current Students

Promote School Promote School SpiritSpirit

Serve on Serve on Recruitment Recruitment TeamsTeams

Public AgentsPublic Agents

Andrews University Public Andrews University Public Relations OfficeRelations Office

Administration, Faculty, & Staff Administration, Faculty, & Staff of Feeder Institutionsof Feeder Institutions

Andrews Academy Operating Andrews Academy Operating BoardBoard

Pastors of Constituent ChurchesPastors of Constituent Churches AlumniAlumni PPIPPI

Recruitment ActivitiesRecruitment Activities

Recruitment Recruitment TeamsTeams

77thth & 8 & 8thth Grade Grade Recreation Recreation NightsNights

Penny ArcadePenny Arcade Academy Academy

AdventureAdventure

Recruitment Activities (cont.)Recruitment Activities (cont.)

Academy DayAcademy Day School VisitsSchool Visits Church VisitsChurch Visits Phone Phone

InterviewsInterviews

Recruitment Activities (cont.)Recruitment Activities (cont.)

Personal Personal Interviews and Interviews and Facility ToursFacility Tours

Recruitment Recruitment PacketsPackets

Recruitment Recruitment ListsLists

Summer Summer Recruitment Recruitment ActivitiesActivities

Recruitment Activities (cont.)Recruitment Activities (cont.)

AdvertisingAdvertising Application Application

ProcessProcess Christian OutreachChristian Outreach Music DepartmentMusic Department RRPR CommitteeRRPR Committee Department of Department of

Student ServicesStudent Services

Retention ActivitiesRetention Activities

Faculty TrainingFaculty Training Penny ArcadePenny Arcade Principal’s Principal’s

BrunchBrunch Awards Awards

AssemblyAssembly

Retention Activities (cont.)Retention Activities (cont.)

Summer TreatSummer Treat Theme, Banner, Theme, Banner,

and Songand Song Principal’s Principal’s

ReceptionReception OrientationOrientation

Retention Activities (cont.)Retention Activities (cont.)

Hodge PodgeHodge Podge ShydepokeShydepoke VespersVespers Class ActivitiesClass Activities

Retention Activities (cont.)Retention Activities (cont.)

Student Association ActivitiesStudent Association Activities ToursTours Birthday PartiesBirthday Parties School PicnicSchool Picnic

Retention Activities (cont.)Retention Activities (cont.)

Track and Field Track and Field DayDay

Principal’s Principal’s LuncheonLuncheon

Friendship Friendship FestivalFestival

School School PublicationsPublications

Retention Activities (cont.)Retention Activities (cont.)

National Honor SocietyNational Honor Society SourcebookSourcebook Assignment BookAssignment Book Educational TechnologyEducational Technology Sporting EventsSporting Events

Public Relations ActivitiesPublic Relations Activities

Feast of LightsFeast of Lights Alumni Alumni

WeekendWeekend Community Community

Service DaysService Days Pioneer People Pioneer People

and Church and Church BulletinsBulletins

Public Relations Activities Public Relations Activities (cont.)(cont.)

Cooperation Cooperation with AUPRwith AUPR

Top TenTop Ten AdvertisingAdvertising Groups to Groups to

Constituent Constituent ChurchesChurches

Public Relations Activities Public Relations Activities (cont.)(cont.)

Front Front Sign/Electronic Sign/Electronic SignSign

Display CasesDisplay Cases Retiree’s DinnerRetiree’s Dinner BrochureBrochure

Public Relations Activities Public Relations Activities (cont.)(cont.)

Elementary Music FestivalElementary Music Festival FloatFloat Communication to PublicsCommunication to Publics MemorabiliaMemorabilia Dinner for Feeder School TeachersDinner for Feeder School Teachers

Weaknesses To The ProgramWeaknesses To The Program

Inadequate Inadequate StaffingStaffing

Over-worked Over-worked FacultyFaculty

Financial Financial ResourcesResources

Bulk of Bulk of Recruitment Recruitment Held to Summer Held to Summer MonthsMonths

Appeal To The BoardAppeal To The Board

Raise Money to Hire a Full-time Raise Money to Hire a Full-time Equivalent Marketing StaffEquivalent Marketing Staff

Lighten Teacher Loads through Lighten Teacher Loads through School Reform Measures and/or School Reform Measures and/or Increased StaffingIncreased Staffing

Become Active Participants in Become Active Participants in the Marketing Programthe Marketing Program

ConclusionConclusion Andrews Academy must continue to Andrews Academy must continue to

be an exemplary institution that be an exemplary institution that provides the finest Christian provides the finest Christian education to the youth in the education to the youth in the community and models responsible community and models responsible educational innovation. educational innovation.

The success of these goals is The success of these goals is dependent on the successful dependent on the successful marketing of the program to potential marketing of the program to potential students, current students, parents, students, current students, parents, and the community at large. and the community at large.

Pleas participate in this endeavor. Pleas participate in this endeavor. This may be your most important This may be your most important duty as a member of the board.duty as a member of the board.