MARKETING AND RECRUITMENT STRATEGY FOR STUART HALL SCHOOL

LARKIN WILSONCATHERINE ACOMBDAVID STERNLICHT

Washington and Lee Student Consulting

Stuart Hall School Background

Co-ed PK-12 college preparatory school, boarding for girls 8-12

Comprised of Hunter McGuire Lower School in Verona, Middle and Upper School campus in Staunton

Students typically drawn from 25 mile radius of nearby towns

Why SHS contacted WLSC

Given cost of private education and current economic conditions, Stuart Hall School enrollment is declining

SHS has no strategic marketing plan, specific model for new student recruitment

Need help developing strategic marketing plan for day students

Original Objectives

Develop a strategic marketing plan for day students at SHS

Assist in developing targeted marketing materials

Implement these strategies to increase overall enrollment of day students

Project Timeline

Delivered original Letter of Engagement, mid-September, 2009

Visited SHS campus in Staunton, early November, 2009 Observed several discrepancies in the recruiting

process and marketing strategy Enrollment decreased 13.5% from 333 to 288 students Changed our plan for final deliverables (also impacted

by shortened project period too)

Delivered written report of marketing and networking suggestions, mid-December, 2009

Issues identified

Online presence is weak and website difficult to navigate

Lack of community-based relationships and low local enrollment

Lack of communication with parents and not enough understanding of their motivation to enroll in SHS 50-70% of campus tours translate into applications for

enrollment

Recommendations Given

1. Increase the exposure and promotion of SHS through various internet-based resources

Revamp website Utilize social networking sites: Facebook, Twitter,

Youtube Increase online communication: parent emails,

newsletters, subscribe to Edline Engage in online advertising- Newsleader.com

Recommendations-cont’d.

2. Develop relationships with neighboring businesses to augment local marketing

Referral incentives (tuition credits) Co-sponsoring community events Placing brochures and application information in

local offices (doctors, realtors etc)

Recommendations-cont’d.

3. Gather parent feedback to better understand motivations for enrolling and opinions regarding current operations

Hold parent focus groups Conduct opinion surveys

Follow-up

Delivered final report with suggestions Forwarded to the board of governors

SHS reports that some of our recommendations are currently being acted upon, considering implementation of other suggestions

Available for further consultation should they contact WLSC again

Questions?