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Enrollment Management - PowerPoint Presentation

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Enrollment Management - PPT Presentation

Office of Catholic Schools Maria Ippolito mippolitoarchchicagoorg Director of School Marketing and Communications MORE KIDS IN GREAT CATHOLIC SCHOOLS Great Catholic Schools The Customer Experience ID: 163571

retention families enrollment marketing families retention marketing enrollment family school strategy schools enroll kids

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Slide1

Enrollment Management

Office of Catholic Schools

Maria

Ippolito

mippolito@archchicago.org

Director of School Marketing and CommunicationsSlide2

MORE KIDS IN

GREAT CATHOLIC SCHOOLSSlide3

Great Catholic Schools – The ‘Customer Experience’

Catholic Identity

Where

GREAT

exists,

the stage

is set for successful enrollment

marketing.Slide4
Slide5

The OCS Marketing Team

KK ClelandJuana Sanchez GraberMaria Ippolito

Yasmin QuirozSlide6

The Portal

A collection of resources and best practices surrounding the enrollment management framework.http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment.aspx

More Kids…Slide7

Archdiocesan M

arketing Enrollment Network

More Kids…

Sharing what works from outside experts

and internal success storiesSlide8

Monthly Enrollment MarketingCalendar and Newsletter

Keeping you up to date on:Current topicsHelpful hints

Spotlight on success storiesReminders

http://bit.ly/pastnewslettersOCS

More Kids…Slide9

AMEN Monthly Webinars

Month

TopicWebinar DateAugust

Bootcamp

Recap

August 19

September

Setting a CalendarSeptember 16

OctoberAMEN Workshop at Quigley October 8November

Early

Childhood Value Prop

November 18

December

Online

Customer Service/Start Prepping CSW

December 16

January

AMEN Workshop at Quigley-

January 14

February

Retention

February 17

March

Parent Ambassadors

March 17

April

Social Media

April 21

May

Websites

and Summer Strategies

May 19

More Kids…

All webinars are from 12:00- 1:00 CSTSlide10

Marketing

Building

interest in

enrolling in the schools

New Family Sales

Getting

new

families to enroll

Retention Sales

Getting

existing

families to re-enroll

Enrollment Management

Framework, Plan and Teams

Enrollment Management Teams

comprised of teachers, parents, leaders, marketing staff, parishioners

More Kids…Slide11

ENROLLMENT MANAGEMENT FRAMEWORK

Marketing

i.e., Building interest in

enrolling in the schools

Define Target Audience

Define / Refine Compelling Value Proposition

Communicate with Parents & Community

Create & Execute Retention Strategy

Determine Pricing Strategy

New Family Sales

i.e., Getting new

families to enroll

Call Handling & Registration Procedure

Lead Follow-Up Procedure

Objection Handling

Financial Aid

Retention Sales

i.e., Getting existing

families to re-enroll

Ongoing

Communications

to School Families

Enlist Students

in Retention

Strategy

Enlist Faculty

in Retention

Strategy

Financial Aid

Objection Handling

Assessment

i.e., How did our plans and activities work? Did we meet our goals?

Academic Product, Service Delivery, Environment, and ProgramsSlide12

Marketing

i.e., Building interest in

enrolling in the schools

“Why should I spend

my money

to send

my child

to

your school

?”

Define / Refine Compelling Value Proposition

Why would our target market choose to enroll?

What differentiates our school, what are our proof points?

What’s our pricing strategy?

How do we most effectively make our case

(text, images, video, pulpit, etc.)? Who is most effective?

What’s actual today and what’s aspirational?

What do our best advocates say? Our worst critics?

Define Target Audience

Who are we trying to attract? What do they want?

How do we target our RE/CCD families?

Is our Parish enough? Other Parishes without schools?

What about non-Catholics?

What’s our admission policy?

Communicate with Parents & Community

How can we most effectively reach our targets? When?

How does our web site play into the strategy?

What other marketing deliverables do we need?

What role do teachers, parents, etc. play?

How can we get everyone to stay on message with our value proposition?

Create & Execute Retention Strategy

In reality this requires many of the same actions as

described above, but directed at

existing

parents

Need to continually reinforce why they made the

right decision and are receiving value

Teachers play a

big

role in retention

Determine Pricing Strategy

What is our target market’s ability to pay?

What is the willingness to pay for our product?

How do we handle tuition assistance?

How do we incent new families and retention?

“CATHOLIC AND SAFE” ISN’T ENOUGH ANY MORE;

MAY NEED TO MARKET BEYOND JUST THE PARISHSlide13

“Will I enroll my child?”

We spend so much energy on marketing; can

we really count on making a one-call close?

New Family Sales

i.e., Getting new

families to enroll

Collect prospective family information

Ensure that we stay on message with value proposition

Ensure that we have a call to action (e.g., visit)

Ensure that family has clear and supportive way to

progress through registration process

Call Handling & Registration Procedure

Families need to hear multiple times that they are

wanted – from multiple people – Principal, teacher,

other family member, potentially another student

Follow-up communications need to be purposeful –

1

st

call says X, 2

nd

call says Y, etc.

Ideally, follow up occurs within 1 day

Every inquiry is a relationship building opportunity,

not just a phone call

Lead Follow-Up Procedure

What objections do we expect to receive and

how should we handle them?

Ensure that communicators have a good answer that’s consistent with the value proposition

How do we answer the tuition question in such

a way as to get to the next conversation?

Objection Handling

Follows from our tuition strategy

We need an objective, confidential process

We need to communicate to families that we will work with them – the alternative is that they assume that we’re unaffordable

Every family should be treated individually,

based on their individual circumstances

Financial Aid

FAMILIES ARE CUSTOMERS – WE NEED TO TREAT THEM THAT WAYSlide14

“Was our experience good enough to

re

-enroll my child?”

Retention Sales

i.e., Getting existing

families to re-enroll

Families need to hear multiple times about all the good things going on

Every communication is a chance to reinforce the value of Catholic education and your school

Ongoing

Communications

to School Families

Families respond to what their children want

Students can have a very important role in parents’ decisions to return or not

Vibrant schools have students excited to return each day

Enlist Students

in Retention

Strategy

Similar to objection handling for new families, with two important differences

Some objections may be family-specific based on the specific experience of that family

Some objections may require a degree of specificity and frankness appropriate as family knows the “dirt”

Requires leadership to know family situations

Objection Handling

Similar to financial aid for new families

Knowledge of family situations gives schools an opportunity to be proactive … being proactive can significantly and positively impact the relationship

Financial Aid

Enlist Faculty

in Retention

Strategy

Faculty also plays an important role – in general and with regard to retention at specific grades

School leadership needs to enlist staff in the retention effort to both act as early warning systems and to take specific actions

IF WE CAN’T RE-ENROLL EXISTING FAMILIES AT A HIGH RATE,

WHY WOULD NEW FAMILIES ENROLL AT ALL?Slide15

AS WITH ANY OTHER KEY PRIORITY, WE MUST ASSESS

THE IMPACT OF OUR ACTIONS & IMPROVE OVER TIME

Assessment

i.e., How did our plans and activities work? Did we meet our goals?

Retention Sales

New Family Sales

Marketing

Lead count, leads by source, etc.

Survey results, focus groups, etc.

Positive “buzz” in the community

Number of new families enrolled

Lead conversion rate, i.e.,

% of leads enrolling

Follow-on interviews with enrolling & non-enrolling families

Retention rate for existing families

Exit interviews with enrolling &

non-enrolling familiesSlide16

Enrollment Management

Planning Template and Rubric

More Kids…Slide17

Who Manages Enrollment?Your school’s EM Team

YOUPrincipalPastorFaculty Member(s)

Parent(s)ReceptionistBoard/Committee?Staff – Marketing/Admissions?Slide18

Enrollment Management Teams

More Kids…Slide19

Parent Ambassador Program

Started in 2010 to provide structure to “word of mouth marketing”

Revised in 2012 to meet the needs of our schools

Approximately 75 schools have implemented a Parent Ambassador program with proven enrollment growth

http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment/ParentAmbassadors.aspx

Slide20

Integrated CommunicationsKeep parents informed. . . Keep them engaged. . . Keep them “scripted”

Constant messaging centered around the unique value propositionKey Audiences: Prospective Families, Current Parents, Alumni and FriendsSlide21

How do you personally keep your students’ parents informed? Is the school’s value proposition integrated?Slide22

Website and Electronic Media

Integral today– must be accurate and completeArticulation of mission and programsAdmissions processSchedules

School newsFormsFaculty e-mails/contact/blogs/webpagesPhotos

and videos

FundraisingSlide23

Welcome LetterTake time to write a letter of introduction to your school families. Elements of a good letter include:

Brief introductionBackground and philosophy

Keep it “warm” and engagingAvoid language parents won’t understandConsider hosting an eventAdd important dates

Please submit sample welcome letter by July 21Slide24

Websites

More Kids…

Questions to consider:

Who can help you maintain?

Who currently has access?

How often is it updated?

Does it reflect most up to date school information?

Who is your target audience? And how do you balance information for audiences?Slide25

10 Year

5 Year

Enrollment Tracking

http://bit.ly/EnrollmentTracking2014

More Kids…Slide26

Websites

More Kids…

Elements of a Good Website

(from a marketing perspective)

:

Engaging photos

Clean layout\easy to navigate

Up to date- tuition, teachers etc.

Tabs for current families and prospects

“Contact Us” page with ability to take info

Admissions Tab

Evidence of vibrant school community

School Video

Mobile Accessible

Google optimizedSlide27

Questions?Slide28

THANK YOU!

Please contact me with any questions.mippolito@archchicago.org