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Washington and Lee Student Consulting. MARKETING AND RECRUITMENT STRATEGY FOR STUART HALL SCHOOL LARKIN WILSON CATHERINE ACOMB DAVID STERNLICHT. Stuart Hall School Background. Co-ed PK-12 college preparatory school, boarding for girls 8-12 - PowerPoint PPT Presentation
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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?