admissions & marketing for lutheran schools nac 2015
TRANSCRIPT
S T R A T E G I E S A N D T E C H N I Q U E S T O …
F I N D N E W S T U D E N T S
G E T S T U D E N T S T O E N R O L L
K E E P S T U D E N T S E N R O L L E D !
D R E W D . G E R D E S
E A R L Y C H I L D H O O D D I R E C T O R
M E S S I A H L U T H E R A N S C H O O L
W E L D O N S P R I N G , M I S S O U R I
© 2 0 1 5 D R E W G E R D E S
Admissions & Marketing For Lutheran EC Programs
TO THINK DIFFERENTLY?
TO DO THINGS DIFFERENTLY?
TO MAKE CHANGES?
TO TAKE POSITIVE RISKS?
Are You Ready?
Just a Tad Bit Different…
What Some Might Remember
And Now…Today
What Happened In The Past 10 Years
Smaller families
Decline of rural population
Economics
Tuition
Congregations
No loyalty (or less of it)
Technology
Lack of trained teachers
Culture…society…
New schools
Public schools
Competition
Expect higher quality and value
Lutheran Schools have almost had to “reinvent” themselves
Early Childhood
Families of Today
Children of Today
A Few Obstacles
Not everyone knows who “the Lutherans” are.
Some think that we are a private school and cost too much money, so they won’t even take a first look.
The church-at-large may have a negative impression in the community.
$$$$$ Money $$$$$
A Few Good Things
Lutherans are known for education.
Our teachers are awesome.
We have something special to offer…
The Gospel Message!
We have a culture of happiness – a family-like feeling.
So…How Do We Connect With Them?
“Word of mouth advertising”
Be careful here…
Positive vs. Negative
Unfortunately, unhappy parents will tell more people than happy ones.
Provide exactly what they need…to tell others…
Website, Website, Website
What do you typically do?
When you want to check the weather?
Book a flight on an airline?
Reserve a library book?
Check a vacation spot?
See what the current movie listing is?
Lutheran schools mustfully utilize their website in
order to remain current and competitive in the
culture of today.
You Are Probably Asking…
But…exactly what should we be posting on our school
website?
This goes for both Early Childhood Centers and
Elementary Schools!
What Works For Us…
Remember…
Each school is different, and things will work differently in
different locations, demographics, etc.
Your Website…
Your website should aim to reach two populations:
1. Current Families
2. Prospective Families
Provide families with the info they need to function with their current enrollment status.
Provide prospective families with the information they need to make a decision about attending.
About Your Website…
First of all, where do you typically go for information?
Remember – think about all the information we obtain from the Internet.
We are a digital, electronic culture!
If your website can’t capture their attention, nothing else you do likely will.
Best Ammo…Fuel…THE BEST
I feel your website is your best tool in reaching into the community and getting your name out.
Facebook…a big YES!!!
Put items on your website that make a prospective family think…”I want my kids to do that, too!”
Info and sales pitches…
So…In Saying
Websites MUST BE UPDATED EACH WEEK!!!!!
I recommend each teacher/classroom have a specific “page” on the website.
Add a few pictures, but be careful…
Make sure your information is current and correct.
People are highly unlikely to return to an outdated site.
Make It Easy…
Make it easy for a prospective family to contact you.
If you have an Admission Director – put that contact person first!
Families prefer to touch bases with just one person…
Links, links, links!
But…verbal contact trumps electronic contact any day!
Calling In… Emailing…
Have your phone number listed often on the website.
Call and schedule a personal campus tour and
visit.
“When would you be able to stop in so I can meet
with you?”
Answer general questions, but always ask
them to schedule a personal visit.
Verbal trumphsElectronic
We want them to SEE!
Give Them Details on the Process…
Give Them Details on the Process…
On your website, detail how the Admission Process happens.
Give them steps to follow.
Always include a personal visit as mandatory.
You need to make sure your school is a good match for the family, and vise versa…
The Point Person
It’s best to stick with one person.
Keep information accurate.
Personal touch – get to know the family –
especially the child!
All phone calls go to this person.
Phone contact
Campus tours
Website
Email communications
Congregation
The Visit!
Think about the businesses, shopping stores, and restaurants you typically visit.
What do you like about them? Why do you do your business there? What turns you away from going there
again?
We need to have this “mindset”, too, related to families visiting our school.
The Visit…
Let teachers know! Let everyone know!
Walk the building…
Make sure the family knows where to enter the building…and be waiting for them!!!!
Have all your papers ready!
What To See…
Be aware of their interests, who is along…
Grade-level knowledge
Stop by “prized possessions” and “super
teachers”
See what it is the family is looking for – are you the
right match?
Remember to PROUDLY talk about the Gospel
Message!
It’s what we are here for FIRST!
It’s All About THEM!!!
The “people” business
Personalize each family visit.
Ask what they are looking for in a school.
Ask what they expect from a school or teacher?
Why are they desiring a change?
But…Make Sure You Tell About YOU!!!
Costs/tuition
Financial Aid & Scholarships
Any other fees
Expectations of students and families
They Have Enrolled!
Send a note of thanks as well as a small gift to welcome them to the
school family.
Car window clings
T-shirts
Keep them posted on school happenings and
events!
Encourage each new enrolled family to tell someone about your
school.
They are energized and excited to attend.
Post-Enrollment
Include then in your school family ASAP.
Invite them to events and activities where they can meet and connect with
someone.
Advocate Family
Don’t just let the summer go by without touching bases!
Regularly touch bases early in the school year.
Train teachers…IMPORTANT!!!
Survey
Ask, “how are you enjoying being a part of our school
family?”
Encourage other families to get in touch with newer ones.
A Word on Marketing…
How you market your school depends on how many empty seats you have in the classrooms.
If you have many empty seats, you can be a bit more flexible and open.
If you have few open seats, you need to be cautious.
Think about your target audience
What is Marketing?
What do you think?
My definition…
Knowing your product and producing a positive image of your school (the product) within the community.
Getting the word out…
Helping families find you…
Internal External
Working with current families
You want to keep them!
Good families refer other good families.
Helping prospective families find you
Luring them in…
Capturing their attention…
Letting them know what you offer…
Two Types of Marketing
What Should I Use?
Depending on the availability of open seats…
Mailers and paid newspaper advertisements
Newspaper articles
Social Media – Facebook & Twitter; Blogs
Internet and Website – I can’s stress this enough!
Things Drew Prefers Not To Use…
Paid marketing mailings – but again, it depends…
Paid newspaper advertisements
Brochures
Things Drew Likes To Use – And Why…
T-shirts and other school clothing items
Vehicle Window Clings
Pens, cards
Yard signs
Email – Constant Contact
In Closing…
Think about who you are and what you want to accomplish.
What is your ultimate goal?
Remember…many of these things can be done for little or no cost!
Relationships, relationships, relationships!
Contact Information:
Feel free to contact me if you have any questions or ideas.
Drew Gerdes
Early Childhood Director
Messiah Lutheran School
Weldon Spring, Missouri
Email: [email protected]