christian brothers services · 2017-05-24 · 2016 fall webinar series september 29, 2016 catholic...

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© 2016 Christian Brothers Services, Romeoville, IL. All Rights Reserved.No part of this presentation may be reproduced, stored in a retrieval system, or

transmitted by any means without the written permission of Christian Brothers Services.

Christian Brothers Services2016 Fall Webinar Series

September 29, 2016

Catholic School Managementa division of Christian Brothers Services

2016 FALL WEBINAR SERIES

Effective Communication –An Essential Responsibility

for School Leaders

Opening PrayerOpening PrayerCreator God, through your worldand people that surround us, we

pray that we may grow more awarethis day of your life giving presence.Open our minds and hearts to apply

the knowledge from today’s webinar for the good of all.

We ask these things in Jesus’ Name.Amen

Creator God, through your worldand people that surround us, we

pray that we may grow more awarethis day of your life giving presence.Open our minds and hearts to apply

the knowledge from today’s webinar for the good of all.

We ask these things in Jesus’ Name.Amen

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2016 FALL WEBINAR SERIES

Effective Communication –An Essential Responsibility for School Leaders

Maria RiberaPresident

Catholic School Management

A 40 year commitment to helping Catholic schools succeed

Effective CommunicationAn essential responsibility for school leaders


Why Communicate?

INFORM

INSPIRE

MOTIVATE

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Why Communicate?

INFORM• General, “need to know” information• Stay current and up to date

INSPIRE• Values and benefits of Catholic education• Justification of the Purchase Decision

MOTIVATE• Opinion Influencers and Recommenders• Ambassadors


Marketing is the process ofresearching, analyzing, planning,

implementing, and controllingcarefully formulated programs

designed to bring aboutvoluntary exchange relationships

with specifically targeted audiences.

Marketing DefinedResearch

Adapted from Kotler/Fox, Strategic Marketing For Educational Institutions. (Englewood Cliffs: Prentice-Hall, Inc., 1995).


Marketing Mantra

The consistent delivery ofthe right message,

to the right person,in the right way,

at the right time.

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THE RIGHT MESSAGEMarketing mantra


IMAGE

ENROLLMENT RESOURCES

Catholic SchoolsCan Be Marketed for:


IMAGE

ENROLLMENT RESOURCES

Understanding Enrollment

Parents ChooseCatholic Schools for:•Perception of better academic quality;•Religious values;•Safety, structure, discipline;•Value added: Activities and leadership opportunities.

Research

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The Right Message

• Test scores;• Honor roll;• Student-Teacher ratio;• Graduation and high school

acceptances;• Integration of technology;• Classroom settings;

• Daily schedule;• Faculty training and

accomplishments;• Scholastic competition and

awards;• Curricular highlights;• Special academic programs.

Better academic quality:


The Right Message

• Faith integration/Catholic identity throughout;

• Religious curriculum;• Opportunities for worship;• Role of the Pastor and other

religious;

• Service expectations;• Masses;• Sacramental preparation;• Prayer services.

Religious values:


The Right Message

• Environment of respect;• Classroom management;• Student mentoring;• Rules and expectations for

behavior;• Safety procedures on

campus;• Internet/Cyber safety;

• Before and after school programs;

• Counseling and advising program;

• Crisis and emergency response protocols;

• Transportation;• Parent involvement.

Safety, structure, and discipline:

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The Right Message

• Extra-curricular activities;• Athletics;• Gospel-based athletic

programs;• Co-curricular activities;• Clubs;

• Student government;• Service learning;• Student leadership;• Field trips;• Travel opportunities;• Contests and competitions.

Value-Added:


Sample Messaging

• We start our day as a family sharing prayer and community at Morning Prayer Service.

• Parish priests visit classrooms and attend school functions.

• Students participate in Mass as altar servers, lectors, and prepare and present special school Masses or religious celebrations by grade-levels.

• Each grade level sponsors a service project.

• We embrace diversity by promoting our monthly values-and-virtues program.

FAITH INFUSED WITH LEARNING


Using Messaging

ONE MESSAGE

MANY OUTLETS

• VERBAL– When speaking to

school and community groups

• PRINT– Recruitment materials– Newsletters

• ELECTRONIC– Email or website– Social media

• With photos & videos!

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THE RIGHT PERSONMarketing mantra


The Right Person

Business/civic leaders

Catholics in the greater community

Parents of alumni

Alumni

Grandparents

Parents ofcurrent students

School Board

Faculty/staff

School students

Internal Constituents

External Constituents

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The Right Person

Generation Birth Year Range

GI Generation 1909-28 (Ages 88-107)

Silent Generation 1929-45 (Ages 71-87)

Baby Boomers 1946-64 (Ages 52-70)

Generation X 1965-82 (Ages 34-51)

Generation Y* 1983-01 (Ages 15-33)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

45,000,000 living

70,000,000 living

62,000,000 births

75,000,000 births

Research


Know your audience

Research

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THE RIGHT TIMEMarketing mantra


Ju

l

Au

g

Se

p

Oc

t

No

v

De

c

Ja

n

Fe

b

Ma

r

Ap

r

Ma

y

Ju

n

Students

Faculty/Staff

School Board

Parents

Grandparents

Alumni

Alumni Parents

Parishioners

Prospects/Feeders

Business/Civic

Media

The Right Time:Communication Matrix


W – weeklyM – monthlyQ – quarterlyA – annuallyN – as needed

Students

Faculty/S

taff

School B

oard

Parents

Grandparents

Alum

ni

Alum

ni Parents

Parishioners

Feeder P

rograms

Prospective

Parents/S

tudents

Business/C

ivic Leaders

Media

Quarterly Newsletter Q Q Q Q Q Q Q Q Q Q Q

Annual Report A A A A A A A A A A A

“Good News" Press Releases M M M M M M

Principal's News Notes W W W W

Annual Fund Appeal A A A A A A A A

Recruitment DVD

Recruitment Brochure

Recruitment Postcards N N N N N N

State of School Message A A A A A

Student Honor Roll Q Q Q Q Q Q

School Board News N N N N N N N

Guides and Handbooks A A

SOCIAL MEDIA W W W W W W W W W W W W

Totals

Communication Matrix: Sample

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Communication Plan

1. What will be produced (principal’s newsletter, annual report, press releases, recruitment brochure, etc.)

2. Why it is being produced (inform, educate, promote, cultivate, and/or solicit)

3. When it will be produced (weekly, monthly, quarterly, annually, etc.)

4. How it will be distributed (postal mail, email, via website)

5. Who is responsible for the writing, layout, design, and publication (principal, enrollment/development director, volunteer, etc.)

A written communication plan should detail:


THE RIGHT WAYMarketing mantra

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You won’t know, if you don’t ask

Survey• How?• When?• What?


NON-NEGOTIABLESCommunication


Principal’s News Notes

Frequency:

At least monthly (in addition to weekly/monthly “need to know” info)

Length:

Usually 2 to 4 pages

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Quarterly Newsletters

Frequency:

Quarterly, four

times per year.

Length:

A

minimum of 4

pages, but

possibly 8-12

pages.


Annual Report

Frequency: Once a year following the close of thefiscal year (usually distributed beforeSeptember 15). Mail to all those whoprovided gifts of time, talent, andfinancial resources during the pastfiscal year.

Length: Can be an insert, but usually 4 to 12pages of basic text and photos plusdonor recognition pages.


Frequency: At least twice aYear as a half-yearand full-yearsummary

Length: Usually 2 to 4pages;Impactful whenpresented via TownHall meeting

State of the School Message

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Basic Calendar

AUGUST SEPTEMBER OCTOBER NOVEMBER

Principal’s NewsAnnual Report

Principal’s News Principal’s NewsState of the School

Principal’s NewsQuarterly News

DECEMBER JANUARY FEBRUARY MARCH

Principal’s News Principal’s News Principal’s News Principal’s NewsQuarterly News

APRIL MAY JUNE JULY

Principal’s News(State of the School)

Principal’s News Principal’s NewsQuarterly News

Principal’s News


Justification of the Purchase Decision

• More dollars are paid for the purchase;• When the purchase decision is close to one’s

heart (emotional ties).

The Value Proposition

“Is this the best place for my childgiven the money I am spending?”

Research


Justification of the Purchase Decision

HOLIDAYS AND CELEBRATIONS

• Thanksgiving• Christmas, Lent, Easter

CATHOLIC SCHOOLS WEEK

• Values and benefits of Catholic education• Re-registration: Profile of the Graduate

SUMMER

• Plans and improvements• New faculty and staff

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Other Ideas…

• Introduce New Families

• Thanks for Referrals

• Summer or Holiday Successes


Open House Press Release


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Annual Testing


Annual Survey


Celebrate Graduates

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Advanced Calendar

AUGUST SEPTEMBER OCTOBER NOVEMBER

Principal’s NewsAnnual ReportJOPD- New faculty/staff

Principal’s NewsWelcome Back-New Families/Referrals

Principal’s NewsState of the SchoolTesting?

Principal’s NewsQuarterly NewsJOPD- Thanksgiving

DECEMBER JANUARY FEBRUARY MARCH

Principal’s NewsJOPD- Christmas

Principal’s NewsNeighborhood News Press ReleaseCSW

Principal’s News- Tuition News- Parent Survey

Principal’s NewsQuarterly NewsJOPD- Grad @ Grad

APRIL MAY JUNE JULY

Principal’s News(State of the School)JOPD- G@G

Principal’s NewsTesting?Graduate Profiles/Graduate News

Principal’s NewsQuarterly News

Principal’s NewsJOPD- Summer Plans


Year-Round Communication

•Inform•Inspire•Motivate

Message

•Who•What•How & when

Audience•In person•In print•Online

Plan

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More Information?

Q&A

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For Questions Regarding Effective Communication or Catholic School Management

Contact:

Maria Ribera [email protected]

203.421.5169

For the link to the handouts from today’s webinar email:

[email protected]

To sign up for any of our fall webinars:

cbservices.org/educationalresources.php

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© 2016 Christian Brothers Services, Romeoville, IL. All Rights Reserved.No part of this presentation may be reproduced, stored in a retrieval system, or

transmitted by any means without the written permission of Christian Brothers Services.

christian brothers services · 2017-05-24 · 2016 fall webinar series september 29, 2016 catholic...

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