creating vibrant catholic schools: marketing planning, execution & evaluation
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Creating Vibrant Catholic Schools: Marketing Planning, Execution & Evaluation. Goals for Today. Solid understanding of the marketing process Tools to develop and implement the right marketing strategy for your school. What is Marketing?. What is Marketing. Marketing is a Process - PowerPoint PPT PresentationTRANSCRIPT
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Creating Vibrant Catholic Schools:Marketing Planning,
Execution & Evaluation
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Creating Vibrant Catholic Schools
Goals for Today
• Solid understanding of the marketing process• Tools to develop and
implement the right marketing strategy for your school
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Creating Vibrant Catholic Schools
What is Marketing?
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Creating Vibrant Catholic Schools
What is Marketing
• Marketing is a Process• Marketing should Educate and
Inform• Marketing is about Efficiency
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Creating Vibrant Catholic Schools
4-Step Process
1. Research2. Plan3. Execute4. Evaluate
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Creating Vibrant Catholic Schools
4-Step Process
1. Research2. Plan3. Execute4. Evaluate
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Creating Vibrant Catholic Schools
Developing a Marketing Plan
• Product – Programs & Services• Pricing – Tuition Strategy• “Placement” – Location &
Transportation• Promotion – Communications
4 Areas of Marketing:
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Creating Vibrant Catholic Schools
Developing a Marketing Plan
• Unique Characteristics• Differentiate• Preference• Sustainable• Your School’s Brand
Programs & Services
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Creating Vibrant Catholic Schools
Developing a Marketing Plan
• Do you know what other providers are charging?• Are you educating about
financial aid options?
• Your School’s Brand
Tuition Strategy:
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Creating Vibrant Catholic Schools
Developing a Marketing Plan
• How convenient is your location?• How far are families willing to
travel?
• Your School’s Brand
Location & Transportation
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Creating Vibrant Catholic Schools
Developing a Marketing Plan
• Advertising (print, outdoor, internet, etc,) direct mail, brochures, newsletters, web sites, eNewsletters, DVDs, events and open houses, public relations and social media…and more.
Promotion & Communications:
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Creating Vibrant Catholic Schools
4-Step Process
1. Research2. Plan3. Execute4. Evaluate
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• General Marketing• Target Marketing• Recruitment• Application• Acceptance• Enrollment• Retention
Enrollment Management Funnel:
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Advertising – Internet (Google, Facebook, etc.), print, outdoor• Event/Open House Marketing –
Posters or flyers throughout your target area• Signage – school sign, lawn signs
General Marketing: Awareness
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Advertising – radio and outdoor campaign during January• Print advertising – Business First
Guide to WNY Schools• Internet advertising• Template for individual school print
ads and media information
Diocesan Support
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• School Communications – • On-line: website, social media• Traditional: brochures, folder, flyer,
postcards, letterhead, business cards, slides
• Address, phone number, website URL
Target Marketing: Affinity
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Communicate to target audiences – • Parish bulletins• Direct mail – parents of 2-4 year olds• Cards – parents of baptized children• Information packets in community
Target Marketing: Affinity
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Communicate to target audiences – • Alumni events and communications• Alumni/student talks at Masses• Alumni profiles in local media• Presence at community family events
Target Marketing: Affinity
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Template for open house flyers• Template for post card• Use of Catholic Schools star
logo
Diocesan Support
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Invitations – • Open Houses/Catholic School Week events• School Tours - scripts• Shadow, sibling, experience kindergarten
events• Special Masses for Pre-K, K families
Recruitment: Relationship
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Referral programs and incentives• Parent Ambassadors• Follow up – calls, thank you
notes, Christmas/Easter cards, school newsletter/enewsletter
Recruitment: Relationship
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Invitations• Follow up• Parent ambassadors
Application: Interest
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Integrate into school community – • Acceptance letter – parents and child• Enrollment package – timelines• Parent ambassadors
Acceptance: Welcome
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Integrate into school community – • Picnic for new families• Parent ambassadors• School newsletter, emails, web passwords, etc.• Financial aid applications, assistance• New student orientation
Enrollment: Commitment
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Integrate into school community – • School newsletters, emails, other communications• Christmas and Easter cards• Social events• Mentoring programs• Tuition assistance, modified payment plans,
scholarships
Retention: Fulfillment
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
• Continue to integrate into school community• Identify reasons for attrition and
develop strategies
Retention: Fulfillment
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Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Graduation:
A lifetime relationship
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Creating Vibrant Catholic Schools
4-Step Process
1. Research2. Plan3. Execute4. Evaluate
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Creating Vibrant Catholic Schools
Evaluating Your Marketing Plan
• Determine assessment method for each program element• Establish benchmark measurements• Measure efforts• Evaluate and refine strategy
Audit and Analyze – Useful Metrics:
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Creating Vibrant Catholic Schools
Evaluating Your Marketing Plan
• Phone inquiries (source)• Web hits• Leads from wnycatholicschools.org• Event attendance• Response rates• Applications
Some Useful Metrics
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Creating Vibrant Catholic Schools
What’s Next?
• Identify marketing resource for your school – part-time, intern• Find school’s advancement
binder• Commit necessary resources
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Creating Vibrant Catholic Schools
Thank You!
• Susan Lankes• Director of Marketing• Diocese of Buffalo• (716) 847-8384• [email protected]