Download Executing Your Marketing Plan

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
Creating Vibrant Catholic Schools
What is Marketing?
Creating Vibrant Catholic Schools
What is Marketing
• Marketing is a Process
• Marketing should Educate and
Inform
• Marketing is about Efficiency
Creating Vibrant Catholic Schools
4-Step Process
1.
2.
3.
4.
Research
Plan
Execute
Evaluate
Creating Vibrant Catholic Schools
4-Step Process
1.
2.
3.
4.
Research
Plan
Execute
Evaluate
Creating Vibrant Catholic Schools
Developing a Marketing Plan
4 Areas of Marketing:
• Product – Programs & Services
• Pricing – Tuition Strategy
• “Placement” – Location &
Transportation
• Promotion – Communications
Creating Vibrant Catholic Schools
Developing a Marketing Plan
Programs & Services
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Unique Characteristics
Differentiate
Preference
Sustainable
• Your School’s Brand
Creating Vibrant Catholic Schools
Developing a Marketing Plan
Tuition Strategy:
• Do you know what other providers
are charging?
• Are you educating about financial
aid options?
• Your School’s Brand
Creating Vibrant Catholic Schools
Developing a Marketing Plan
Location & Transportation
• How convenient is your location?
• How far are families willing to
travel?
• Your School’s Brand
Creating Vibrant Catholic Schools
Developing a Marketing Plan
Promotion & Communications:
• Advertising (print, outdoor, internet,
etc,) direct mail, brochures,
newsletters, web sites,
eNewsletters, DVDs, events and
open houses, public relations and
social media…and more.
Creating Vibrant Catholic Schools
4-Step Process
1.
2.
3.
4.
Research
Plan
Execute
Evaluate
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Enrollment Management Funnel:
• General Marketing
• Target Marketing
• Recruitment
• Application
• Acceptance
• Enrollment
• Retention
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
General Marketing: Awareness
• Advertising – Internet (Google,
Facebook, etc.), print, outdoor
• Event/Open House Marketing –
Posters or flyers throughout your
target area
• Signage – school sign, lawn signs
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Diocesan Support
• 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
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Target Marketing: Affinity
• School Communications –
• On-line: website, social media
• Traditional: brochures, folder, flyer,
postcards, letterhead, business cards,
slides
• Address, phone number, website URL
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Target Marketing: Affinity
• Communicate to target audiences –
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Parish bulletins
Direct mail – parents of 2-4 year olds
Cards – parents of baptized children
Information packets in community
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Target Marketing: Affinity
• Communicate to target audiences –
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Alumni events and communications
Alumni/student talks at Masses
Alumni profiles in local media
Presence at community family events
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Diocesan Support
• Template for open house flyers
• Template for post card
• Use of Catholic Schools star logo
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Recruitment: Relationship
• Invitations –
• Open Houses/Catholic School Week events
• School Tours - scripts
• Shadow, sibling, experience kindergarten
events
• Special Masses for Pre-K, K families
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Recruitment: Relationship
• Referral programs and incentives
• Parent Ambassadors
• Follow up – calls, thank you notes,
Christmas/Easter cards, school
newsletter/enewsletter
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Application: Interest
• Invitations
• Follow up
• Parent ambassadors
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Acceptance: Welcome
• Integrate into school community –
• Acceptance letter – parents and child
• Enrollment package – timelines
• Parent ambassadors
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Enrollment: Commitment
• Integrate into school community –
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Picnic for new families
Parent ambassadors
School newsletter, emails, web passwords, etc.
Financial aid applications, assistance
New student orientation
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Retention: Fulfillment
• Integrate into school community –
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School newsletters, emails, other communications
Christmas and Easter cards
Social events
Mentoring programs
Tuition assistance, modified payment plans,
scholarships
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Retention: Fulfillment
• Continue to integrate into school
community
• Identify reasons for attrition and
develop strategies
Creating Vibrant Catholic Schools
Executing Your Marketing Plan
Graduation:
A lifetime relationship
Creating Vibrant Catholic Schools
4-Step Process
1.
2.
3.
4.
Research
Plan
Execute
Evaluate
Creating Vibrant Catholic Schools
Evaluating Your Marketing Plan
Audit and Analyze – Useful Metrics:
• Determine assessment method for
each program element
• Establish benchmark measurements
• Measure efforts
• Evaluate and refine strategy
Creating Vibrant Catholic Schools
Evaluating Your Marketing Plan
Some Useful Metrics
• Phone inquiries (source)
• Web hits
• Leads from wnycatholicschools.org
• Event attendance
• Response rates
• Applications
Creating Vibrant Catholic Schools
What’s Next?
• Identify marketing resource for your
school – part-time, intern
• Find school’s advancement binder
• Commit necessary resources
Creating Vibrant Catholic Schools
Thank You!
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Susan Lankes
Director of Marketing
Diocese of Buffalo
(716) 847-8384
[email protected]
Creating Vibrant Catholic Schools