Download - MAKE CAP AND KEEP MAKING CAP
MAKE CAP ANDKEEP MAKING CAP
ROGER BROSSMER
PRINCIPAL
DOWNEY ADULT SCHOOL
The PROBLEM
Over 3 year span Downey Adult School lost close to $1,000,000
I took over as Principal and in September was projected 400 ADA short of a 2200 cap.
“Necessity is the mother of invention”
Current Outlook
Morale at an all time high After spending close to $400,000 per year, for
the last 3 years on marketing, campus improvements and staff development we have added $500,000 to our reserve each year.
Average 75 ADA over cap each year $140,000 from AB23 reallocation
How did we turn it around?
Create a product people want and package in a way that will attract them.
Run Efficiently – Not all about cap
We took a series of steps…….and we are still
taking steps….
LUCK!
Relationship with a Marketing company formed at Chamber meeting
Recruited the teacher with Marketing background
Found LERN
What did we do first?
Formed a Marketing committee– Chose carefully– Scheduled regular meetings
STORMFORCE
A Marketing company that sells promotional items – but offers consulting as well
Guiding force for DAS – Promotions Galore!
Always good for new ideas– Ex. Candy Jars
Customers not Students
Customer Service– “People vote with their feet”– Train your front office staff
Look at your front office – is it inviting? Enrollment procedures – customer friendly
– Online / Pre-Registration
SOME THINGS WE DID
Started Branding– Changed the name (see logo Below)– New Logo– Slogan(s)
LERN – WHAT WE GOT FROM THEM
Brochure critique Web site critique Attended annual conference
– Enthusiasm
Monthly ideas for Marketing committee Workshops Pricing
LERN – CONT’D
Retention-centric ideas– New classes– Demographics– Timing of mailings– “We miss you” mailings
Surveys Target marketing
BROCHURE
Revamped entire brochure (three times so far)– Front cover– Inside cover– Table of Contents– Class listings– Back cover
Used professionals for layouts– Castle Pacific
WEB SITE
Total Remodel– Kept to new branding– Hired competent company for design and housing –
Volatile Studios– Update regularly– Had LERN critique
PUBLIC AIRWAVES
Cable – Used our own people– hyperlink
PSA’s – Marketing committee wrote them– Still doing them (part of our calendar)
SIGNAGE
We had the ugliest sign in schooldom Banners
– On the busiest corner– New logo
New electronic sign for main entrance Classrooms, Office On order – new electronic sign for busy street
Print Media
Press Releases Adds in local papers
– Downey Patriot– PennySaver– Working World Magazine
FACITLITIES
High-tech classrooms– Latest computers and software– Digital Presenters – SmartBoards
General campus beautification Nice furniture Student facilities
DIRECT MARKETING
Target Marketing– Brochures to past participants– Postcards with coupons– Phone dialer
E-mail blasts– Not the first time– LERN-recommended company
LET’S NOT FORGET THE TEACHERS
How do you have good teachers?– Fire all and only hire the ones you want– Train the ones you have
Support new teachers– Mentor Program
PROGRAMS
What do people need?– Ask them– Put programs together to fit the needs– Labor Market Data – WIB, EDD
DAS– Five week courses– Advisory Groups
WHERE ARE WE NOW?PLANNING!
Marketing plan
Still improving the inside
Still improving the outside
Strategic planning– To sustain our growth
BOTTOM LINE
Activity begets activity– Don’t rest on your laurels
Image is everything– You are the leader – if you believe it, everyone else
will– Perception is reality – from the staff to the students– Be prepared to spend money!
Vendor Contact Info
StormForce (Marketing, Product)– Matt Knox – See handout Castle Pacific (Print) – Paul Natalie – See handout LERN – See handout
Preferred Impressions (Signs) – Chris Tassos – 714-745-1904 www.preferredimpressions.com
Volatile Studios (Web, Flash) – Ortenzio Moraca 562-424-2744 www.volatilestudios.com
Quiel Bros. Signs (Digital Signs) – Kelly Quirarte – 909-885-4476 www.quielsigns.com
ACSA Tri-Region Meeting
Regions 14, 15, & 16 March 30th from 9:00 – 2:00 pm The Reef in Long Beach by Queen Mary See flyer for more details
THANK YOU