“Let the Students Teach Us: Academy Recruitment”

MarketingMax Elsman

“Nonprofit Marketing Consulting Since 1984”

NAF Conference

Increase Value; Reduce Price“Value”: The perceived benefits of Academy enrollment. “Price”: The perceived drawbacks of Academy enrollment. When value exceeds price, students will enroll.“Perception” of an Academy often more important than reality in deciding whether to enroll.Emphasize how the Academy gives students and parents what they want, not what you think they need.

Marketing Is More Than Sales “Product” – The quality, features and services of your Academy make up its perceived “value.” The higher, the better. “Price” – Includes financial and “time and trouble” costs of enrolling and participating. The lower the better. “Place” – Focuses on “getting the product to the customer.” Academy location, neighborhood, ease of access, hours operation are all important. “Promotion” – The mix of personal selling, advertising, public relations and sales promotions that give the “biggest bang for the buck.”

Students Make Only One ChoiceStudents will make only one choice. Market your Academy to make its “value” clear and compelling.Students have other options:

The regular schoolMagnet/charter schoolsOther special schools and programsThe street

Marketing Every Day, Every WayRecruitment success ultimately depends more on day-to-day marketing than a single recruitment campaign. Your “brand identity” is shaped daily.

In every classIn every eventBy every teacherBy every student

Recruitment in a Nutshell

Identify Academy’s two main target audiences (students most in need and most likely to enroll, plus their parents/guardians)Research Academy’s “brand identity” among target audience (Awareness, perceived benefits and drawbacks)Identify one benefit that most powerfully stimulates desire and action (“Unique Selling Proposition”)Create a promotional campaign around the USPChoose media that communicate your message most efficiently and effectively.

Most in Need AND Most Likely

Most in

Need

Most Likely

to Enroll

Most in Need and

Most Likely to

Enroll

Two Separate EffortsEnrollment decision will be influenced by students’ friends, teachers, and parents/guardians.“Value” and “Price” are perceived very differently by teens and adults. At minimum, create two recruitment strategies: one for students, one for parents and guardians.

Academy “Brand Identity”“Identity” exists in the minds of students and parents. Your goal is to control it. Research what students and parents know and think about your Academy

Example: Mistaking a “hospitality” Academy for one focusing on hospital and medical careers.

Focus on perceived “value” and “price” of enrollmentTotality of perceptions=Your Academy’s “brand identity”

Your Brand Identity Now?A fun school that isn’t boring.A haven for social misfits and slackers.A “vocational” school for the non-college boundThe school that can best help you get a good job The school for “Brainiacs” who are already college-boundThe “White” or “Latino” or “Black” schoolThe “poor kids” schoolThe tight-knit “family style” schoolUnaware of the Academy

Is your current brand identity your desired brand identity?

“Selling Proposition”=Brand IDAsk: Which one aspect of perceived value is most likely to prompt students and parents to pursue Academy enrollment?Example: Many students say an Academy is like “family.” Most people are drawn to the idea of a warm loving family. Selling Proposition to students might be: “Join the Academy that accepts you for who you are and where you’ll always belong.”

USP Is Your Brand IdentityBuild entire recruitment effort around your own “Unique Selling Proposition.” It’s how you communicate your Brand Identity.

Start with a sentence: “Our Academy offers a warm, supportive, family like environment to teach a uniquely stimulating Travel and Tourism curriculum directly leading to higher education and steady, well-paying jobs”

Distill into a slogan: “Join our Family and See the World.”

“AIDA” in ActionAttention: “The ABC Academy: Where Paid Internships Today Pay Off Even Bigger Tomorrow”Interest: (More about USP, plus additional benefits)

Paid internships with local businesses make it easier to get into college and get good jobs later.Interesting curriculum focused on exciting world of Travel and TourismLike a family: Supportive; connected, loving; sharing; acceptingTeachers who really motivate and really care

“AIDA in Action” (Part 2)Desire: (It works for others; it will work for you)

Testimonials from successful Academy students, past and presentStatistical proof that the Academy enhances chances for success (Use NAF or local figures)

Action: Tell prospective enrollees exactly what to do and when to do it.

Recruitment Media Options“Repetition” is the key. Begin weeks in advance.Target students and parents separatelyStrive for multi-media approach (written, oral, electronic)Personalize as much as possiblePut students and staff with a “sparkle” on the front lines

Media OptionsSchool enrollment eventsBrochuresWebsitePostersPhone calls by students or teachersPersonal invitations by teachers (letter or oral)Recruitment contests among current students