11.17.14stevn virgadamo - it all begins with the coffee

More Students in Great SchoolsMore Students in Great Schools

It all begins with the Coffee

FromFrom

Mandates & ObligationsMandates & Obligations

toto

Options & ChoicesOptions & Choices

Paradigm ShiftParadigm Shift

Parental Demand for Catholic Schools: Exercising Their Options

NeedNeed

ForFor

MarketingMarketing

Paradigm ShiftParadigm Shift

Marketing Private SchoolsMarketing Private Schools

Product Quality Education + + Price Good Business + Management Place + +

Promotion Effective Marketing = = ProfitProfit Pupils, People & DollarsPupils, People & Dollars

ResearchResearch

Marketing is the process ofMarketing is the process ofresearching, analyzing, planning, researching, analyzing, planning,

implementing, and controllingimplementing, and controllingcarefully formulated programscarefully formulated programs

designed to bring aboutdesigned to bring aboutvoluntary exchange relationshipsvoluntary exchange relationships

with specifically targeted audiences.with specifically targeted audiences.

ResearchResearch

Marketing DefinedMarketing Defined

Schools Schools Can Be Marketed for:Can Be Marketed for:

• Image;

• Enrollment;

• Financial Resources.

ResearchResearch

Understanding EnrollmentUnderstanding Enrollment

ResearchResearch

• Perception of better academic quality;

• Structure, safety, discipline;

• Added value benefits

• Religious values.

Parents Choose Private Schools for:Parents Choose Private Schools for:

The Enrollment ProcessThe Enrollment Process

ResearchResearch

Communications & MarketingRecruitment

INTEREST (investigation/knowledge)INQUIRY (call/letter/event attendance)VISIT (tour/open house/shadow)

AdmissionsAPPLICATION (test/application/transcripts)ACCEPTANCE (committee/financial aid/letters/conditions)ENROLLMENT (forms/fees/course selection/orientation)

RetentionRE-ENROLLMENT (satisfaction surveys/communication)

Retention

Admissions

Recruitment

Communication

Healthy Enrollment CycleHealthy Enrollment Cycle

ResearchResearch

Attrition in the Enrollment CycleAttrition in the Enrollment Cycle

Retention

Admissions

Recruitment

School Dismissal Academic/ Behavioral

Dissatisfaction

Financial

Moving

Friends, not happy, personal

Communication

ResearchResearch

Justification of the Justification of the Purchase DecisionPurchase Decision

• More dollars are paid for the purchase;• When the purchase decision is close to one’s heart

(emotional ties).

The Value Proposition

““Is this the best place for my childIs this the best place for my childgiven the money I am spending?given the money I am spending?””

ResearchResearch

Factors Influencing Factors Influencing Student RetentionStudent Retention

1. Development of one-to-oneone-to-one relationships;

2. Attending a school with friendsfriends;

3. Genuine sense of belongingsense of belonging;

4. Perception of successPerception of success in the academic program;

5. ParticipationParticipation in co-curricular activities.

ResearchResearch

Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates

• Ensure a good fitgood fit between the student/family and the school;

• Provide a high-quality high-quality academic and educational experience;

• Have a faculty/stafffaculty/staff who daily demonstrate a caring caring attitudeattitude;

• Provide adequate financial aidadequate financial aid;

• Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve students in campus life;

ResearchResearch

Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates (cont’d)

• Have a comprehensive and well-articulated counseling and counseling and advising programadvising program;

• Provide comprehensive support servicescomprehensive support services;

• Identify and work with “at risk” students“at risk” students;

• Build connections and foster a sense of belonging sense of belonging;

• Provide a “look ahead”“look ahead” for the year to come;

• Assess and work to fulfillwork to fulfill student and parent expectationsexpectations;

• Never forget the relationshiprelationship with the consumer by consistently meeting student needsconsistently meeting student needs.

ResearchResearch

Mission-Driven MarketingMission-Driven Marketing

IMPROVEDIMAGE, ENROLLMENT & RESOURCES

PROGRAMS, POLICIES & PROCEDURES

STRATEGIC PLANNING

PHILOSOPHY, VISION & GOALS

MISSION

Marketing MantraMarketing Mantra

The consistent delivery of

the right messageright message,

to the right personright person,

in the right way,right way,

at the right time.right time.

The Right PersonThe Right Person

Generation Birth Year Range

GI Generation 1909-28 (Ages 81-100)

Silent Generation 1929-45 (Ages 64-80)

Baby Boomers 1946-64 (Ages 45-63)

Generation X 1965-82 (Ages 27-44)

Generation Y* 1983-01 (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

45,000,000 living

70,000,000 living

62,000,000 births

75,000,000 births

ResearchResearch

The Right Person:The Right Person: Generational CharacteristicsGenerational Characteristics

Generational ValuesGenerational Values

Who We AreWho We Are

Defining EventsDefining Events

Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

GI/Silent GenerationGI/Silent Generation

Generational ValuesGenerational ValuesDedication and Sacrifice

Hard workPatience

Respect for AuthorityDuty before pleasure

Honor

DedicatedDedicatedLoyalLoyal

PracticalPracticalDependableDependable

Defining EventsDefining EventsGreat Depression

The New DealLindbergh’s Flight

Gone with the WindPearl Harbor

WWIIHiroshima


Baby BoomersBaby Boomers

Generational ValuesGenerational ValuesPersonal Gratification

EntitlementControl

Work EthicNo to Status Quo

Optimism

DrivenDrivenTransformationalTransformational““SelfSelf”” Centered Centered

Defining EventsDefining EventsBirth of TVProsperityCold War

Political AssassinationsWatergate

Rock ‘n RollGrowth of Suburbia

Women’s LibCivil Rights

Vietnam


Generation XGeneration X

Generational ValuesGenerational ValuesTechnosavvy

Think globallySelf-reliance

DiversityPragmatic

Risk-takersRisk-takersSkepticalSkeptical

IndependentIndependentTask-drivenTask-driven

Defining EventsDefining EventsWatergate

Single parentsLatchkey kids

MTVAIDs

ComputersChallengerGlasnost

Berlin Wall


Generation YGeneration Y

Generational ValuesGenerational ValuesConfidence plus

Civic dutyAchievementStreet smarts

Multi-tasking on steroidsFearless

OptimisticOptimisticCo-dependentCo-dependent

TenaciousTenacious

Defining EventsDefining EventsInternet chat

School violenceOver-involved parenting

Multi-culturalismWorld Trade Center attacks

Gulf WarIraq



Business/civic leaders

Catholics in the greater community

Parents of alumni

Alumni

Grandparents

Parents ofcurrent students

School Board

Faculty/staff

School students


Business/civic leaders

Catholics in the greater community

Parents of alumni

Alumni

Grandparents

Parents ofcurrent students

School Board

Faculty/staff

School students

Internal Constituents

External Constituents


Internal constituents:• School students• Faculty/staff• School Board• Current school parents• Grandparents• Alumni• Former school parents• All donors

External constituents:• Prospective parents• Newly baptized/Godparents• Parishioners/Clergy• Feeder schools and parishes

– Catholic, public, private– Preschools, day cares, nursery

schools, park programs• Religious education

programs• Local nonprofits• Nursing homes• Business/civic leaders

The Right Person:The Right Person:Choice of a Private Choice of a Private ElementaryElementary School School

• By time child is 3½ years old3½ years old• The child’s mothermother is primary decision maker

• Influencers:– Mother’s friends, neighbors, other moms;– Mother’s mother, sisters, extended family;– Kindergarten, primary teachers if known;

– Nursery school teachers, day care providers.

ResearchResearch

• By the time a child is in sixth gradesixth grade• In majority of cases, the childthe child makes or

overwhelmingly influences the decision • Influencers:

– Friends, peers;– Parents (father);– Elementary school teachers;– Secondary school teachers;– Programs/activities.

ResearchResearch

The Right Person:The Right Person:Choice of a Private Choice of a Private SecondarySecondary School School

ResearchResearch


Overview of TodayOverview of Today’s Families:’s Families:

• Exhibit non-traditional configurations;

• Have more preschool and extracurricular experience;

• Want fast and frequent response;

• Use and expect more technology;

• Expect personalized attention to unique child;

• Demand academics to be exceptional for all abilities;

• Are overcommitted with less free/volunteer time;

• Are sometimes further removed from organized religion.

Marketing a ServiceMarketing a Service

Marketing isnot only concerned with

talking to the school’s publics…

More importantly,service marketing is concerned with

listening to those publics.

When you are marketing a service you are marketing a relationship.

The Right MessageThe Right Message

• Test scores;• Honor roll;• Student-Teacher ratio;• Graduation and high school

acceptances;• Integration of technology;• Classroom settings;

• Daily schedule;• Faculty training and

accomplishments;• Scholastic competition and

awards;• Curricular highlights;• Special academic programs.

Better academic quality:


• Faith integration;• Religious curriculum;• Opportunities for

worship/prayer;• Role of the clerg and other

religious;

• Service expectations;• Masses;• Sacramental preparation;• Prayer services.

Religious values:


• Environment of respect;• Classroom management;• Student mentoring;• Rules and expectations for

behavior;• Safety procedures on

campus;• Before and after school

programs;

• Extensive co-curricular opportunities;

• Counseling and advising program;

• Transportation;• Parent involvement.

Safety, structure, and discipline:

The Right WayThe Right Way

GI/Silent Personal direct mail letters, print (Ages 64+) (newspaper/magazine), TV, face-to-face event marketing

Baby Boomers Direct mail letters, postcards, print (Ages 45-63) (newspaper/magazine), TV, web supported

Generation X TV and radio, movie trailers, phone messages, (Ages 27-44) email marketing (not texting)

Generation Y* Text messaging, voicemail, email, internet sites (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

ResearchResearchGenerational media preferences:


GI/SilentGI/SilentAges 64+

• Personal direct mail letters;• Print (newspaper/magazine);

• TV;

• Face-to-face event marketing.

Baby BoomersBaby BoomersAges 45-63

• Direct mail letters;• Postcards;

• Print (newspaper/magazine);

• TV;• Web supported.



Generation XGeneration XAges 27-44

• TV and radio;• Movie trailers;

• Phone messages;

• Email marketing (not texting).

Generation YGeneration YAges 8-26

• Text messaging;• Voicemail;

• Email;

• Internet sites.


ResearchResearch

The Right Way: The Right Way: Generation X/YGeneration X/Y

Marketing Focus:Marketing Focus:• Acquire address lists of parents with children under 2 years of age

within your community.• Build a relationship with first-time parents (mothers) as early as

possible. • Provide convenient opportunities for interaction with school teachers

and parents. • Provide clear examples and statistics on student and faculty

accomplishments from academic and spiritual perspectives. • Enlist Pre-K and Kindergarten parents to actively refer and recruit new

parents for enrollment.• Use technology both to establish and maintain a dialog with

Generation X parents.

ResearchResearch

The Right Way: The Right Way: Generation X/YGeneration X/Y

Marketing Focus:Marketing Focus:

• When your messages are relevant, the consumer welcomes an opportunity to engage.

• The legacy media channels deliver one content choice to millions of consumers.

• The born digital media networks deliver millions of content choices to one consumer.

• Word-of-mouth has always been one of the end benefits of good marketing.

W – weeklyM – monthlyQ – quarterlyA – annuallyN – as needed

Students

Facu

lty/Staff

Schoo

l Board

Pa

rents

Grandparents

Alu

mni

Alum

ni P

arents

Parish

ioners

Feed

er Program

s

Prosp

ective P

arents/Studen

ts

Business/C

ivic Leaders

Media

Quarterly Newsletter

Annual Report

“Good News" Press Releases

Principal's News Notes

Annual Fund Appeal

Recruitment DVD

Recruitment Brochure

Recruitment Postcards

State of School Message

Student Honor Roll

School Board News

Guides and Handbooks

Totals

The Right Time:The Right Time: Communication Matrix Communication Matrix

The Right MixThe Right Mix

Key Components:Key Components:• General School Information• Mission Statement • Leadership and Personnel• Strategic Goals• Needs of the School• Catholic Identity• Academic Excellence/Curriculum • Extracurricular Activities • Social Interaction• Safety, Structure, and Discipline • Home-School Communication • Parent Involvement

Infused with:Infused with:

Happy children Unique aspects High quality True to mission Faith-filled Goal-oriented Strong community

Cost-Effective MarketingCost-Effective Marketing

Build image and relationships:

via word of mouthword of mouth,

via printprint,

via Web/electronicWeb/electronic,

via on-site events.on-site events.

Specifically Specifically targeted audiencestargeted audiences


Voluntary exchange Voluntary exchange relationshipsrelationships

ImageImageEnrollmentEnrollmentResourcesResources

ResearchResearch

Marketing RecapMarketing Recap

ResearchResearch

AnalyzeAnalyze

PlanPlan

ImplementImplement

ControlControl

Carefully Carefully formulated formulated programsprograms



The Right TimeThe Right Time

School MissionSchool MissionGoals & Mission Goals & Mission

FulfilledFulfilled

““Know” HomeworkKnow” Homework

• Know your school, especially what makes it unique and sets it apart from others;

• Know your prospects, especially what they need and want; and

• Demonstrate how your school provides more than what your prospects need and want.

Marketing AssignmentMarketing Assignment

1. What is your school’s mission?

2. What makes your school unique?

3. What is your message in key areas (academic/religious/structure & discipline)?

4. Who do you need to market the school more effectively?

5. Discuss potential marketing goals and three marketing strategies for implementation this year.

Steven VirgadamoSteven VirgadamoFollow on Twitter @svirgadamo Follow on Twitter @svirgadamo

[email protected]@msn.com 203-314-4850203-314-4850

11.17.14stevn virgadamo - it all begins with the coffee

Education

catholic schools

right time

right way

birthsthe right person

silent generation

generation x

generation y

national center