ambassadors for christfiles.constantcontact.com/8b29e0e6001/49531431-e77... · marketing &...
TRANSCRIPT
Ambassadors for ChristINVOLVING STUDENTS AND PARENTS
ON YOUR ADMISSIONS TEAM
Presenters
Donna Laughlin• Wife and mom
• Seamstress
• Antique collector
• Former teacher
• Former Californian
• Principal
Megan Popp• Black coffee drinker
• Mom and wife
• Loves to eat,
laugh, and talk
• Former media buyer
• Admissions
Lori St. Vincent• Wife and mom
• Running and
Tai Chi
• Painting and
antiquing
• Church and School
Marketing & Communications
Coordinator
Marketing 101
Review• Multiple touches
• What appeals to prospective families?
• Importance of brand consistency
• Recruiting is everyone’s job
The Market
Millennials1981-2000
75 million
Gen X1965-1980
51 million
Baby Boomers1946-1964
80 million
ParentsGrandparents
Millennials
https://www.youtube.com/watch?v=tUKPzD6pBZs
Communication• Expect 24-hour turn around
• First choices are social media, text, email,
and voice mail
• In person, only if the message is very
important
• Create word pictures; use verbs
• Polite, positive,
respectful, motivational,
ELECTRONIC
What Does This Mean?• Be authentic and transparent
• Make community an end in itself
• Concentrate on email, social media,
apps, and phone
communication
• Dump the clichés
Analysis• Require transparency, authenticity, and
respect
• Multi-taskers with high
expectations
• Do not have a faith tradition
• Appreciate the personal
touch
• Tech savvy and technology
oriented
Generation X
https://www.youtube.com/watch?v=WnccgOkSAnc
Communication• Use straight talk, present facts
• Use email as number one tool
• Use informal communication style
• Talk in short sound bytes
• Share info immediately and often
• Avoid buzz words and jargon
• Tie message to results
• Blunt, direct
• Immediate
• Redundancy
Analysis• Expect to be understood
• Want to see data; results
• No romancing them in
recruiting
• Want value added
information
• Very selective and focused
on own and child’s needs
• Very loyal once they are satisfied
What Does This Mean?• Share test scores
• Share high school placement history
• Partner with them; invite their participation
• Redundancy in communication (print,
social media, email blast)
• Don’t sugar coat
• Authenticity
• Less susceptible to peer opinions;
want proof of word-of-mouth
Baby Boomers
https://www.youtube.com/watch?v=7yn3vWQbgEI
Communication• Establish a friendly rapport; like to get personal
• Diplomatic, speak in open, direct style
• Use body language to communicate
• Present options (flexibility); get consensus
• Oftentimes are supporting the tuition
commitment; not parents, but still constituents
• Avoid manipulative/controlling language
• Like the personal touch…
casual conversation
• Enjoy reading, don’t mind
long copy
What Does This Mean?• We created the “Participation
Awards” for our [Millennial] children
• Very involved in children’s and
grandchildren’s lives
• We’re watching…and talking!
Involving Parents
What is a Parent Ambassador?• Provide firsthand word-of-mouth within
their unique communities
• Expand reach of social media posts
• Introduce families to the
school
• Strategically volunteer
at events
• Share print materials
• Provide feedback
Who Should Represent You?• Create a list of potential candidates,
remembering that they will share what
is important to them
– Utilize teacher and admin
feedback
– Variety of grade levels
– Variety of home addresses
– Variety of church homes
– Variety of generations
Parent Ambassadors• Their agenda must be the same as ours
• Represent different experiences at our
school
• Ask for their feedback
• Float test balloons with
them
• Meet with them during
the year
Utilization of Contacts• Social media: Facebook, Twitter,
• Mom’s groups/pages
• Community groups/pages
Anti-Ambassadors
Anti-Ambassadors• Can still provide information via Parent
Feedback opportunities
• Rejection happens
• Keep the door open for
a return
• Utilize exit surveys
• Don’t engage directly;
“Truth will out.”
Involving Students
What They Do • Wear branded spirit wear
• Proficiency in math and writing
• Test scores
• Play a role in open
houses; greet,
hang coats,
escort guests
Who Are Your Students?• #PeekInside, #ImmanuelsOwn
campaigns
• Well mannered on field trips
• Sportsmanship at athletic
competitions
• Involvement
• Character
Your Students Sell Your School• Service projects
• BHS Coach
• Feedback from high school
principals
Involving Students in Events • High School Night
• Open Houses
Sing & Play• Free
• Appeals to young families who don’t or
can’t commit
• Creates word of mouth in the community
• Feeds the preschool
• Develops a strong base in
preschool for matriculation
into Kindergarten
Marketing
Facebook• Appeals to all generations
• Intentional and organic shares
• Posts on popular topics can provide even higher reach than boosted posts
• Reach x Frequency = Impressions
• Authenticity comes in at the impression level
• Hard Sell vs. Soft Sell
• Does the prospective parent feel what you are trying to convey?
https://www.facebook.com/Immanuelchurchandschool/videos/1740332946179280/
Social Media• Electronic word of mouth
• Best friend/worst enemy
• Tell the story of your school
• BE AUTHENTIC!
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
Social Media
Boomers & Gen X
Facebook and Twitter
Millennials
Instagram, Snapchat &
YouTube
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your church and school by telling stories with words and images; you are one organization
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your school by telling stories with words and images
• Coordinated social media campaigns
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your school by telling stories with words and images
• Coordinated social media campaigns
• Planning and execution
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your school by telling stories with words and images
• Coordinated social media campaigns
• Planning and execution
• Hootsuite and hashtags
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your school by telling stories with words and images
• Coordinated social media campaigns
• Planning and execution
• Hootsuite and hashtags
• Tagboard
Social Media• Facebook and Twitter for Gen X and
Boomers
• Instagram, Snapchat, YouTube for Millennials
• Represent your school by telling stories with words and images
• Coordinated social media campaigns
• Planning and execution
• Hootsuite and hashtags
• Tagboard
• Future…
• Make an investment in consistent, professional looking marketing and communication pieces
• Print provides support to social media, provides talking points for Parent Ambassadors, and take-aways for visitors
• Pieces should look professional and have a consistent look and feel.
• Gen X and Millennial parents are well educated and expect quality and professionalism.
Print Media
Print Media Examples• Most recent print campaign
Print Media Examples• Most recent print campaign
• Parent Ambassador packet
Print Media Examples• Most recent print campaign
• Parent Ambassador packet
• Popcorn coupons
Print Media Examples• Most recent print campaign
• Parent Ambassador packet
• Cards
• Popcorn coupons
• Cards
Print Media Examples• Most recent print campaign
• Parent Ambassador packet
• Cards
• Popcorn coupons
• Open house and event dates for the
year
Branding• Consistent branding is key for
community recognition
• Consistent look and feel
• Rebranding needs to be
appropriately timed
• Brand Guide
• Mascot vs. logo
Event Marketing • Events provide opportunities
to create word of mouth
• Events provide opportunities
to demonstrate organizational
authenticity
• Provides opportunities to
invite to the next event
Examples• Sing and Play @ Chick-Fil-A
• Fun Fair 4 Kids
• McTeacher Night
• Half Day Program
• Back-to-School Community Picnic
• Community Leadership Breakfast
https://www.facebook.com/Immanuelchurchandschool/videos/1831827373696503/
Why Strategic Partnerships?• Become authentic to customer base
by being who you are—walking the
talk
• Build presence in community
• Build relationships in the community
• The ultimate goal
Thank you so much!