parent ambassadors and volunteersocs.archchicago.org/portals/23/2017-10-11 parents and...prospective...

Parent Ambassadors and VolunteersOctober 11, 2017

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Word of Mouth Marketing

Pinterest grew to 11.7 MILLION users in just two years!

92% of consumers trust recommendations from friends

and family more than any other form of marketing.

• Positive word of mouth (WOM) is more credible than negative WOM

• Parent ambassadors help to maintain and grow school enrollment

• Parents trust other parents “peer recommendations”

• Parent ambassadors are cost effective

• Parent ambassadors help increase/stabilize enrollment

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Why Parent Ambassadors are important

Key Benefits

• Helps schools with their recruitment and

retention efforts.

• Prepares parents to be part of the school’s

enrollment marketing team.

• Sends them out into the community to invite,

connect, and build relationships with parents of

prospective students with a simple set of

compelling messages about the school.

• Tracks the progress of the parents that the

Parent Ambassadors touch.

Communication

• Communicating the Parent Ambassador program will

be critical to its success. You’ll want to have the best

possible attendance for your “kick-off” session.

Training

• The marketing director or principal works with a lead

parent to put together an impactful 1 to 1½ hour

training.

Follow-up

• Identify, address, and overcome challenges in

collective efforts.

Parent Ambassador Program

Content

IN ADVANCE OF THE

INITAL MEETING PICK 2-

3 OF THESE THAT WILL

WORK BEST FOR YOUR

SCHOOL AND GIVE

YOUR PARENTS

SPECIFIC ROLES AND

RESPONSIBILITIES

AROUND THESE

ROLES AND RESPONSIBILITIES FOR

PARENT AMBASSADORS

MASS PRESENCE

OUTREACH TO OTHER PARISHES

ADMISSIONS EVENTS AMBASSADOR

RELIGIOUS EDUCATION OUTREACH

PERSONAL CONTACTS

OFFICE HOURS

COMMUNITY CANVASSING

LOCAL OFFICIALS OUTREACH

MENTORS

DIGITAL MARKETING

MOMS (DADS/PARENTS) AND TOTS

Roles & Responsibilities

Getting Started

1. Find “Lead Parent(s)”

2. Identify “All Stars”

3. Invite members

4. Host a kick-off meeting

1. Find “Lead Parent(s)”

What makes for a good Lead Parent?

Involved and positive about the school

Connected with school families and the community

Solid relationship with parents and teachers

Strong work ethic and willing to take initiative

Comfortable talking to familiesAsk faculty and

staff for

recommendations!

2. Identify “All Stars”

What makes for a good Parent Ambassador?

Positive about the school (may already be involved or not)

Connected with neighborhood or specific group (consider one

per grade level, specific neighborhood etc.)

Strong work ethic

Comfortable talking to families

New families/Pre-K families Don’t forget to ask

faculty and

staff for

suggestions!

3. Invite members

Personally Ask

“Lead Parent(s)” and “All Stars”SEND letter or flyer

to all parents with

kick-off meeting information

Keys to a Successful Session:

Provide an overview of the Parent Ambassador Program

Be specific in how your Parent Ambassadors can help

Instruct parents as to which messages to deliver

Invite parents to share their ideas and suggestions

Set follow up procedures and the next meeting date

4. Host a kick-off meeting

Community

Outreach

Parent Ambassador

Program Lead(s)

Parish

Outreach

Lead

Marketing

Director/Principal

Admission

Events

Lead

Example Program Hierarchy

No Parent Ambassador Program? No problem - parents can still help with market your school!

How do you get volunteers?

Survey Families / Review Parent Employment

Match Parent Interest/Career with Opportunities

Personally Ask to Participate

Bring a Friend

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Recruit Volunteers

Social Media

• Like/share social media posts

• Write reviews on Greatschools, PrivateSchools, Yelp, etc.

Prospective family marketing

• Phone calls

o Invitation to an Open House/School Event

o After Tour or school event

o Registration Reminder

• Input prospective student contact information into database from

interest cards

New school family retention

• Phone calls

o Welcome to the school

o Following up on the beginning of the school year

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Volunteer From Home Examples

Community Canvassing

Mass Presence

Admission Events (open house)

Retention Events (family nights, registration night, etc.)

Community Events (open to community at large – garage sale, farmers market,

Fall Fest, etc.)

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Large Scale Volunteer Examples

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Thanking Volunteers

A volunteer who feels appreciated and useful will continue to support your school. Thank them often!

Tips:

• Show them how their work impacts the school

• Tailor gratitude to the individual

o Public expression at an event or via social media

o Quieter display via a note or phone call

• Gifts are appreciated but not necessary

Handwritten thank you note

Social media posts

Dedicated space in school newsletter

VIP Parking

Special celebratory mass

Student made crafts

Sweet treats

Flowers

School spirit gear

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Thanking Volunteers – Gift Ideas

FREE

Visit the OCS Portal for a sample Ambassador plan, presentations and more!

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Resources

From Our Parent AmbassadorsOctober 11, 2017

St. Ethelreda SchoolWELCOME !!!!

Our Mission

St. Ethelreda is a Christian School Community, committed

in traditional Catholic values, welcomes a diverse

enrollment, educates the whole person, prepares students

for a lifetime of learning, leadership, and service and offers

a safe and affordable education.

St. Ethelreda Objectives

To accomplish the mission, our objectives are:

To make known to each student the person and message of Jesus Christ and to develop an understanding of His Church.

To provide all students with opportunities to develop moral and spiritual values, ethical standards of conduct, and the basic integrity they'll carry throughout life.

To develop in all students a respect for themselves and for the rights of others.

To enable students to acquire basic life skills.

To help each student develop the power to think constructively, to solve problems, to reason independently, and to accept responsibility for self-evaluation and continuing self-instruction.

To grow into a Christian faith community in which our faculty, student, and parents work together, respect themselves and each other, and show a real concern for others in the spirit of Christ's teaching.

Principal’s MessageDear St. Ethelreda Family and Perspective Parents,

We finished the 2016-17 school years with much success. A new science program was

implemented in grades 3 through 8 and an after school Science Club for students in 4th

through 8th grade was formed. We expanded our fine arts program by adding art and

music to our curriculum. We upgraded our infrastructure giving technology access to all

student in every subject throughout the day. Our NWEA MAP and ACT Aspire test scores

continue to show student growth. The Family Game Night, Parent Workshop, Salute to

Famous Chicago African Americans, Spring Concert, Family Math Game Night, Super

Heroes and Princess for the Day events were well attended and enjoyed by all. Our eighth

graders will attend the following Catholic High Schools in the fall: Leo, Marist, DeLaSalle,

Josephinum Academy and Mother McAuley. And, for the third year, we have the largest

enrollment on the south side of Big Shoulders Schools.

To help with marketing of our school, the Parent Ambassador group was formed in the

spring. Their responsibility is to spread the good news about St. Ethelreda throughout and

beyond the community, They will attend local events, visit churches, block club parties,

shopping malls and wherever people are gathered. Look for them in their bright yellow

Parent Ambassador tee shirts this summer.

Thank you to the staff, parents, willing workers and alumni who help to keep St. Ethelreda

successful over the years. It is because of you that we strive and continue to survive. St.

Ethelreda exemplifies the proverb, “It takes a village to raise a child.” Feel free to stop by

and see us at anytime.

What To Expect

Students ranging from pre-school to 8th grade.

A family caring environment that will nurture, encourage and

develop your child.

Improve knowledge of the Christian faith.

Well rounded students educationally and socially.

Access to computers and technology.

Foreign language classes.

Cultivation of math and reading skills from the first day of

class.

St. Ethelreda Offers

Math, Science & Technology Program

Before / After Care

Safe Environment

Extra-Curricular Activities

Preschool for All Program – Full Day

Tuition Assistance

Child Care Initiative

High school readiness

Discover The Difference ! Our Students Grow Into Scholars - Our accredited program exceeds Illinois State

Standards in accordance with standardized Test scores that consistently rise year to year. The longer a student stays at St. Ethelreda, the better the student’s scores are over time.

Our Students Graduate - 100% of our students graduate and most go on to selective high schools. Our grads attend St. Rita, Mother McAuley, Leo, De La Salle, Mt. Carmel, St. Ignatius, Queen of Peace, and other top high schools

Focus on STEM - Science, Technology, Engineering, & Math – Your child’s curriculum includes access to our computer lab and Study Island, an online educational aid. Since 2007, our Lego Robotics program has won awards in competition for three consecutive years, including a winning robot design. Our curriculum also includes project based learning as well as problem based learning in order to develop our students as critical thinkers and problem solvers.

Benedictine University Partners – Our partnership with Benedictine University provides a wealth of academic opportunities and resources exclusive to St. Ethelreda School. One unique program includes an in-class college educational experience to inspire junior high students to pursue a higher education. A four year scholarship is available for St. Ethelreda graduates who attend a Catholic high school, maintain a 3.0 GPA and enter Benedictine University as an Education major.

Testimonials

“The Little School That Could ! “

St. Ethelreda - In The Loop

Questions

THE END

Sacred Heart School Word of Mouth Campaign 2016-2018

Festivals and BoothsPrincipal sat at the 2016 festival giving away free dollar store toys with a big sign “FREE TOYS” for kids to come to the table with their parents and sign up if they were interested in our school. That list was used as a marketing and enrollment tool. Out of the list of interested families we gained 70% of the families for preschool. We also gained their siblings.

Families and Friend

Networking2016 – Our goal was to fill preschool. We asked our friends and families to talk about the new preschool by calling, talking to families in the neighborhood and leveraging face book friend and family pages. We had a phone tree of families we knew and asked them to talk about an affordable school with a whole day preschool. We asked families to reach out to their friends and neighbors.

Canvas of the

NeighborhoodMary Janowski and a group of parents from the neighborhood posted flyers to all local businesses and around preschool areas.

Registration PartyWe held three day straight registration party from 8AM to 6PM. Families came and had

light refreshments in the church hall while we gave them the registration forms and

checklists to complete. We had the registrar, secretary and principal registering families

the week before school started. By the third day we had maximum capacity in the

preschool. We had originally 12 students for fourth grade and ended with twenty two.

Leveraged FacebookWe used local community pages as our way to continue to market last school year. We had word of mouth families who would respond to families who were new to the area or not happy with their current school.

What did we say…Do you remember the Andy Griffith show? A tiny little town where everyone knew everyone and felt safe. We at Sacred Heart School are a mini suburbia. We all know one another and we look out for our families and students. Our students go to the best high schools. We are BP/Amoco Science Award Winners 6 out of 200 schools who competed. We also have an amazing preschool program with a 15 year veteran teacher who has four boys herself. She is the new version of Mr. Rogers. The principal even has her daughter at the school. It is a great place to be!

Teacher’s Message…This is a wonderful place to teach. We have small class size so we can help every student that walks through our doors. We know every child by their name. We have great opportunities which allow us to make sure the students all have the best education. We have a new writing program, hands on math and science program and our students end up at the best high schools and come back to tell us they went to Cornell University, Harvard or a top 10 university. We are so proud of our students. This is a wonderful place to be.

Principal’s Message Welcome to Sacred Heart School. Our school is over 100 year old and will be around for another 100. We offer a suburban small town feel in the big city. We offer brand new math, science and literacy curriculum. Our students are in charge of their learning and the teachers are their coaches. What is wonderful about this curriculum is that we offer your child a chance to become an innovator in their area of choice. (The principal pulls out pictures of alumni to discuss their careers from Astronaut Matjevic, Vrdolyak sons, and our second grade teacher. The principal also discusses the most recent graduating class.) We have students who have recently been accepted to a boarding school in Boston, Mother McCauley and Mt. Carmel. They are all in honors classes and come back to thank us for preparing them well. Meetings always had a follow up date and time.

Thoughts to mention…• We use the same messaging everywhere we go.

• All newsletters, meetings and face book posts start with gratitude, any success we had and showcase all our support.

• We always welcome parent volunteers to come and attend events with us especially new families who can attest to how they are welcomed as new families.

• We have flyers on hand to pass out because you never know when interest may pop up … grocery store conversation, shopping, festival or a friend who is not happy with their current school.

• We have strong ties to the Alderwoman’s Office and we ask her to attend our events and post them to her page.

• We also work with the local Chamber of Commerce to put on events at the school to bring in community members to talk about our place. We give them the same message we give our parents.

Marketing Strategic Plan

2017-2018• We expanded the number of parades we attend.

• We are focused on finding families who can afford our school by expanding our radius. We are targeting areas without a private school nearby.

• We found this plan brought in 25 new students this school year.

• We are also working on developing our alumni to create bragging rights for banners in the neighborhood and target areas.

• We are developing a new website which will connect the school, church and alumni together.

• Keeping our students and parents engaged in events has also helped by asking families to bring a parishioner, friend or neighbor to our community events to continue to spread the word.

15 Minute Break

Creative Volunteer OpportunitiesOctober 11, 2017

Your families want to serve!

• What keeps families from volunteering?

• What do our volunteers want to do?

• What are our volunteers capable of doing?

• What does our school actually need?

• How can volunteers help drive your marketing plan?

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Creative Volunteer Opportunities

What keeps families from volunteering?

• They don’t know that they can

• They weren’t asked

• They don’t have time

• They haven’t completed Virtus and a background check

• It isn’t required

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What do our volunteers want to do?

Basically, a lot more than we realize

• Our families are deeply invested – spiritually, emotionally, and financially – in our schools

• They want to make sure the school is as healthy and vibrant as it can be

• They are willing to do a wide variety of tasks

• Many have grown accustomed to not being asked or to a select group of volunteers stepping up for every event and opportunity

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What are our volunteers capable of doing?

Again, a lot more than we realize.

• Take a look at your registration sheets

• Find out what parents and guardians do for a living

• Ask them to use their talents to help the school

• BONUS: Ask their companies to help the school

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What does our school actually need?

• The basic volunteer needs families are used to, like lunchroom volunteers, field trip chaperones, etc.

• Assistance in classrooms and other school-wide needs (ask teachers and principals about this)

• Help with a wide variety of marketing and development activities

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How can volunteers help drive your marketing plan?

• Take a look at your marketing plan and find every task that does not absolutely have to be done by a marketer, principal, or staff member

• Those tasks can definitely be done by a Parent Ambassador group, a board marketing committee, or individual volunteers IF you ask the right people

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Marketing tasks for any volunteer:

• Scanning archival photos

• Preparing mailings and materials

• Neighborhood canvassing

• Community events

• Open house and retention events

• Create “Hallway Media” displays such as returning students, legacy families, alumni celebrations, sports victories, etc.

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No Virtus or Background Check Required

Marketing tasks for specialized volunteers:

• Posting on Social Media

• Website design and management

• Translating materials and website

• Tours, prospect management, and follow-up

• Graphic design for materials and website

• Photography and videography, especially editing

• Printing and delivery

• Speaking at Mass

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No Virtus or Background Check Required

Table Discussion: 20 Minutes

1. What are some creative opportunities you have offered to volunteers?

2. What has been your most successful volunteer opportunity? And your least?

3. What opportunities jumped into your mind during this presentation? Are there specific parents you might contact after today’s workshop?

4. What are the items on the sample marketing plan with which parent volunteers could assist? Could any be done without requiring Virtus and background check?

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Parent Engagement and Customer ServiceOctober 11, 2017

People will forget what you said.People will forget what you did.

But, people will never forget how you made them feel.

– Maya Angelou

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It is how you…

• Treat callers to the school office or answer an email.

• Welcome prospective families when they come for an admissions tour.

• Make something easier because we thoughtfully anticipated a need or concern.

• Affirm and commend people regularly and consistently.

• Word of mouth… News travels fast …

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Customer Service … Brand… Retention

The connection between customer service,

brand, and retention…

Manage the Brand!

> You might say that a “brand” is an institution’s image -- it’s how you are

known and identified

> A school’s brand personality is shaped by the perceptions of the audience

> It’s how a teacher works with his/her students, it’s how a parent is welcomed

for an admissions visit, it’s how a student is coached or how a family is thanked

for their generosity. . . everything a school does reflects on the brand

> Your brand is best summarized in your school’s value proposition


Your brand is best summarized in your school’s value proposition

> Why should I spend my money to send my child to your

school?

> Public school is free. . .

> And, do I trust that your school is truly better than the other

choices I have?

What are parents looking for?

> You might say that a “brand” is an

institution’s image -- it’s how you are

known and identified.

> A school’s brand personality is

shaped by the perceptions of the

audience.

> It’s how you work with your

students, how a parent is welcomed

for an admissions visit, how a student

is coached or how a family is thanked

for their generosity. . . everything a

school does reflects on the brand.

What is your school brand?


> Parents

represent your

brand

“Team Members”

“Crew Members”

“Cast Members”

Everyone is part of the “sales force”

> Administration & Pastor

> Faculty

> Staff

> Board

> PARENTS


What’s Driving Retention? . . . Everything!

> Excellence in Academic Experience and Student Services Programs

> Integrated Marketing Communications Plan

> Parent Education and Engagement

> Internal Culture, Operations, Protocol and Policies


Goal: Exceptional academic and student life programs

> If there is a perception that the academics are not strong, enrollment is vulnerable. . . . because there are other choices

> Parents also want students to have unique and valuable opportunities beyond the classroom (under one, easy roof)

Academic Program & Student Services

Integrated Communications

GOAL: Engage!

> Provide opportunities for parents to contribute their time or be present.

> Recognize and thank parents for their support and involvement (annual report).

> Parent communication/conferences

> Help parents be better parents! Offer parent education and programming.

Parent Education and Engagement

GOAL: Can we make school logistics easier? Better?

> Help families feel welcome and make it easy to “join the family”

> Consider a parent’s perspective in creating policies and procedures

• Bilingual forms

• Pick-up and drop-off routine

• Convenient times to meet

> Ask for feedback via parent satisfaction

survey.

> Ensure current office technology is

supporting school appropriately.

Culture, Operations, Policies & Protocol

Begins at RECRUITMENT:

> Experience begins when they leave their homes,

stuck in traffic , then they park, then they walk in the

building. . . How’s the day been so far?

> Directional signage in place?

> Is environment welcoming and are offices,

hallways and classrooms clean, organized and well

cared for?

> Let them feel the spirit and “fit” the minute they

walk in the door – who is on the front line?

> Track process of inquiries.

> Contact families and thank them – professionally

and in a timely manner.


RE-ENROLLMENT for current

families

> It’s a year-long relationship – build

the case consistently, constantly!

> Clear communication about

deadlines, tuition increases, availability

and process for financial aid

> Reminders or calls with a personal

touch

> Exit interviews when a family

decides to leave

> “Look ahead” nights to set

expectations for next year


First, remember schools are built on relationships. Be:

> Welcoming

> Authentic

> Realistic

Does everyone have the customer service/retention lens?

> Faculty

> Staff

> Board

> Parishioners

> Pastors

> Parents

Engage parents in the “customer experience”

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Secret Shopper Checklist

“Be memorable for all the right reasons!

> Don’t be memorable as the school with the crummy

website or the admissions staff person who didn’t return

your call or the one who didn’t effectively tell its story!

> Be memorable because you took every contact as an

opportunity to draw me in with more and more

information about the character, culture quality and

differentiating factors of your school.

> Be deliberate in creating a total experience consisting

of a lot of little experiences that all lead me to the

decision to apply to your school.

> And don’t take the little things for granted! A name on

a welcome sign as you arrive for a personal tour, a

small memento of the campus tour, a hand-written

thank you note sent through the mail after various

interaction points all make the entirety of the experience

positive and memorable for all the right reasons.”

https://www.enrollmentcatalyst.com/2016/04/05/secret-advice-from-a-private-school-secret-shopper/

http://inservice.ascd.org/can-a-secret-shopper-help-your-school/

• Kurt Lewis, Director of Enrollment Marketing,

Marketing and Enrollment Manager, Vicariate 1

[email protected]

• Noreen Walton-Valle,

Marketing and Enrollment Manager, Vicariate 2

[email protected]

• Juana Graber, Associate Director for Hispanic Outreach

Marketing and Enrollment Manager, Vicariates 4 and 5

[email protected]

• Maura Daly,

Marketing and Enrollment Manager, Vicariates 3 and 6

[email protected]

• Felicia Horton

Marketing and Enrollment Manager, Turnaround Schools

[email protected]

Thank you!

mailto:[email protected]





parent ambassadors and volunteersocs.archchicago.org/portals/23/2017-10-11 parents and...prospective...

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