Agenda

• Marketing 101• What marketing says about your school• I want a billboard• Marketing Audit• Why do parents choose your school?• Enrollment Marketing• Pictures role in marketing • Direct mail• School brochures• Resources• Manuel Delgado

Marketing 101

Marketing is more than sales. Marketing is the set of activities used to:• Get your potential customers’ attention• Motivate them to buy• Get them to actually buy• Get them to buy again (and again…)

What does marketing say about your school?

• Everything!• Good marketing helps to:

– Attract new students– Reduce attrition– Bond alumni and past parents– Keep good teachers– Raise funds– Build your school’s image in the wider

community

I want a billboard

Perform a Marketing Audit

• Get an outside-in perspective of your school

• You’re too close to the situation – “can’t see the forest for the trees”

• Helps evaluate a school's efforts and budget

• Assign a person or a team to perform the audit

• What are your goals?

Marketing Audit

• Consider all of your prospective parent/student touch points

• Spread out all marketing materials and external communications on a table– Brochure– Advertisements– Website– Email communications– Open house information– Registration process

Marketing Audit

• Listen to what your constituents say about their perception of your school and what they like and don’t like – and what they would like to see– Student leaders– Parents– Alumni– Faculty and staff– Prospective students

• Walk around your campus with a camera

• Look at what your competition is doing

Marketing Audit

• Evaluate results• Look for marketing disconnects• Determine what needs to be done • Create priorities, timeline• Marketing plan

Marketing Harmony

Why do parents choose your school?

Why we chose JP2 Catholic School?

Enrollment Marketing

• Things to do…– Foundation pieces– Website– Open house– Brochure– Advertising– Direct mail– Radio– Church bulletins– Make it easy!

Foundation Pieces

A picture speaks a 1,000 words…

Pictures Tell Your Story

• Emphasize:– Faith– Academics– Athletics– Extracurricul

ar activities– Spirit

• Show diversity

• Simple close-ups• Unaware action shots • Parent photographers• Stock photo files• “Pictures have legs!”• Talent waivers

FAITH

ACADEMICS

ATHLETICS

EXTRACURRICULAR ACTIVITIES

SPIRIT

www.yourschool.com

• THE most important marketing tool• Targets internal and external

audiences• Keep it current, simple, clean• Focus on recruitment and retention • Publicize the website everywhere• Track visitors• Make it a top priority

Your Front Door

Enrollment on the Web

School Brochure

School Brochure

Direct Mail

Working in consultation with the CSO, the AwarenessCampaign for Catholic Schools, provides the public with alook at our network of schools in print, television, radio & web media that reflects a cohesive Catholic Identity.

Vehicles that serve the Campaign:• The Catholic Heart Newsletter & advertisements• Tools for Schools- development resource website• The Choose Catholic Schools commercial & website

Promoting our SchoolsThe Awareness Campaign:

Additional Resources

• Fellow Catholic Schools – what works, what doesn’t, best practices

• CHOOSECATHOLICSCHOOLS.org– Tools4Schools

• 10 Commandments of Academic Branding– academicbranding.com/ten

Targets