misf presentation feb 7 2013
TRANSCRIPT
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Boutique Marketing Agency
• Marketing Strategy,
• Graphic Design, Printing, Mailing, Fulfillment,
• Website Creation, Video and 360 Tours,
• Social Media Strategy and Placement.
My help cometh from the Lord, which made heaven and earth.Psalm 121
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• All Saints School, MN
• Benedictine University, Lisle
• Catholic Education Foundation, Joliet
• Our Lady of Ransom, Niles
• Pax Christi Church, Rochester, MN
• St. Casimir School, Wells, MN
• St. Dennis Church and School, Lockport
• St. Joan of Arc Church and School, Lisle
• St. John the Baptist, Winfield
• St. Mary of the Angels, Chicago
• St. Mary Magdalene, Joliet
• St. Mary Nativity, Joliet
• St. Patrick Church, Lemont
• St. Procopius Abbey, Lisle
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121 Creative Communications Client
St Dennis 2011-current
Enrollment 186 - 241
0
50
100
150
200
250
300
St Dennis
St Dennis
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121 Creative Communications Client
St John Baptist 2009-2011*
Enrollment 197-249
050
100150200250300
St John Baptist
St John Baptist
*2011: Principal Julie Tobin leaves St John the Baptist.
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121 Creative Communications Client
St Mary Nativity 2009-2011*
Enrollment 101-199
0
50
100
150
200
250
St Mary Nativity
St Mary Nativity
*Pastor Fr. Chris Groh is reassigned toSt. Mary Magdalene.
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“The task of the leader is to
get his people from where
they are to where they have
not been.”
Henry Kissinger
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BRANDING
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A name becomes a brand
when people develop
an emotional connection.
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BRAND
“A name becomes a brand when
people link it to other things.”
Tim Calkins, The Kellogg School of Management
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WHAT IS A BRAND?
Most Important Long-Term Asset
• Reputation
• Association
• Perception
• Loyalty
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WHY BUILD A STRONG BRAND?
3 most important reasons:
• To differentiate
• To create loyalty
• To develop immediate associations
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WHAT DOES YOUR BRAND STAND FOR?
SURVEY RESULTS
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Market your
uniqueness
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Sets your school apart (list only key words from the
survey)
Unique Quality (list only key words from the survey)
Culture (list only key words from the survey)
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CREATE MESSAGE
•Be unique
•Be relevant
•Be honest
•Be simple
•Be real
Consumers tune out mass messaging and blanket communications.
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Integrate all marketing elements
Establish a single, focused
message
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Integrate all marketing elements.
Establish a single, focused message.
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LEADERSHIP DEFINES SCHOOLS F.A.B.
• F – Features of your school
Curricular / Co-curricular
• A – Advantages of your school
Key messages / unique qualities
• B – Benefits to your students
Make it personal
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F – Features
• Your story
• Curricular/Co-curricular offerings
• Teachers credentials
• Physical plant / athletic fields
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A – Advantages
• School well respected
• Varied educational opportunities
• Teachers are tried and true among young and new
• Students engaged during the day
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B – Benefits
• Full enrollment
• $$ for co-curricular programs
• Students focused on educational foundation along with new methodology
• Critical thinking and learning environment
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DEVELOP MESSAGE INTO A PLAN
Four “C’s” of Marketing
Cost (investment, budget for marketing)
Customer (demographic)
Communication (delivery of your message)
Competition (messages/slogans/ads)
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COST:
What is the primary goal?
Secondary goal?
What existing resources can be re-purposed?
What new resources will you need to forecast/budget?
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Data / Research
• One on One interviews
• Meetings with leadership
• Demographic data analysis
• Community research
• Prospects
• Current parents
• Alumni
CUSTOMER:
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Advertisements
E-news campaigns
Flyers
Mailings
Mobile Websites
Publicity
Social media
Targeted media
Website
COMMUNICATE:
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Landing Page
Church & School
Website
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THE QR CODE
http://qrcode.kaywa.com/
http://www.the-qrcode-generator.com/
http://www.qrstuff.com/
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Hillcrest Academy
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Public
Private
COMPETITION:
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Define
Set
CraftBuild
Implement
MeasureBuild
your
roadmap!
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BRANDING CAMPAIGN
Create | design brand
• Include logo, tagline, key messages
• Represent the parish and school mission
• Easily recognizable
• Speaks to parents, parishioners, students, community
• Visible, wearable
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AWARENESS CAMPAIGN
• Date and event specific
• Included Marketing Collateral, Media Advertising,
Print, Personal Outreach
• Targeted specific audience
• Invited multiple constituents to get involved
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AWARENESS CAMPAIGN
Examples:
• Chamber of Commerce
• Participation in the local parade
• Ads in local papers and radio
• Letters to current parents /alumni with referral card and brochure
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Social Media
Effectively sharing your message
• E-blasts
• Website
• Mobile Website
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LAUNCH YOUR PLAN!
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THANKS!
Q&A