indiana department of education charter school … · 1/8/19 @ 12:00 marketing: inbound marketing...
TRANSCRIPT
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INDIANA DEPARTMENT OF EDUCATIONCHARTER SCHOOL MARKETING
Inbound Marketing and building a culture of marketing
January 8th , 2019
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ABOUT BRIGHT MINDS MARKETING AND NICK LEROY
• Bright Minds Marketingo Boutique marketing firm specializing in helping
schools improve their student enrollment.
o Over 60 clients in 9 states
• Nick LeRoy, founder and principal consultanto 2 years as ED of the Indiana Charter School
Board
o 15 years as a global marketing executive with Eli Lilly & Co.
o MBA (with honors) from Emory University
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OUR SERIES
Date Topic
10/16/18 @ 12:00 Introduction: Understanding the foundations of enrollment marketing
11/13/18 @12:00 Operations: Utilizing Data to Shape and Inform your Enrollment Marketing
12/11/18 @ 12:00 Operations: Your environment and your customer
1/8/19 @ 12:00 Marketing: Inbound marketing and building your culture of marketing
2/12/19 @ 12:00 Marketing: Lead nurturing and social media
3/12/19 @ 12:00 Recruitment: The school tour
4/9/19 @ 12:00 Retention: From first to last day
5/14/19 @ 12:00 Retention: Surveys and communication at your school
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YOUR RESOURCEShttps://www.doe.in.gov/grants/school-marketing-and-webinars
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ENVIRONMENTWhat have we learned through our environmental analysis
1. The structure of families in America is changing
o Increasingly diverse population
o “Non-traditional” households are increasing
2. General school age population is shrinking due to decreasing birth rates
o Greater impact in the non-urban areas
3. Varying development of the concept of school choice
o Do parents realize that they have a choice?
4. Competitive analysiso # of schools in your area are competing for the same students
o Their academic ratings
5. Some potential sources of students (Other schools, churches, YMCA, Boys and Girls Club, etc.)
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YOUR SCHOOLWhat have we learned through analyzing our data and our school?
1. Your metricso Average enrollment numbers
o Yield rate
o Replacement rate
2. Your point of differentiationo What do we offer that is unique and compelling to get a family to enroll?
3. The challenges in your enrollment systemo Marketing, Recruitment or Retention?
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YOUR POTENTIAL CUSTOMER
1. Where she lives
1. Student location mapping gives you demographic information: HH Income, educational level, ethnicity
2. Her goals and objectives for her child’s educational experience
1. Don’t always assume it is just a state test score
3. Her barriers about attending your school
4. Where she gets information
5. Who can potentially influence her
What do we know by creating a customer persona / conducting a customer analysis?
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LEROY ACADEMY OF AWESOMENESS
• K-8 school located in the Broadripple neighborhood of Indianapolis
• STEM Focused school
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COMPETITIVE SCHOOLS: ALL46 Competitive Schools Source: Greatschools.org
Charter
Public
Private
LeRoy Academy of Awesomeness
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LEROY ACADEMY OF AWESOMENESSK-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis
Population trends are favorable / Moderately competitive environmentEnvironment•Competition: There are 46 competitive schools. 25 public / 2 charter / 12 Private (Catholic)
•Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum)
•Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish
School has stable enrollmentSchool•Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades.
•Retention at 90%
•Yield rate is 75%
•Focus is on enrolling more kindergarten students
Female aged 30 - 45Customer•Wants an alternative to IPS and Washington township (big classes and disruptive environment)
•Likes STEM because she sees it as the jobs of the future
•Mix of white, Black and Hispanic
•Economically diverse: About 40% make over 100k / 60% make under 50K
•Gets her information online, from friends and in her neighborhood
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ENROLLMENT TRENDS FOR LEROY ACADEMY OF AWESOMENESS
40 41 3942
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11 9 107 8
4650 49 49 47
0
10
20
30
40
50
60
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019
Enrollment at LAA
Kindergarten Other Grades Total
6570 72
54
62
71% 71% 68%
91%
76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
10
20
30
40
50
60
70
80
2014-2015 2015-2016 2016-2017 2017-2018 2018-2019
LAA Yield Rate
Open house Enrolled Yield rate
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LEROY ACADEMY OF AWESOMENESSK-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis
Population trends are favorable / Moderately competitive environmentEnvironment•Competition: There are 46 competitive schools. 25 public / 2 charter / 12 Private (Catholic)
•Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum)
•Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish
School has stable enrollmentSchool•Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades.
•Retention at 90%
•Yield rate is 75%
•Focus is on enrolling more kindergarten students
Female aged 30 - 45Customer•Wants an alternative to IPS and Washington township (big classes and disruptive environment)
•Likes STEM because she sees it as the jobs of the future
•Mix of white, Black and Hispanic
•Economically diverse: About 40% make over 100k / 60% make under 50K
•Gets her information online, from friends and in her neighborhood
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STUDENT LOCATIONSMost students reside in the Broadripple area
• Though LAA attracts students from 23 zip codes, most students reside close to the school in the Broadripple / Binford corridor
• 4 zip codes make up 74% of all students:
• 46220: 48%
• 46250: 11%
• 46240: 9%
• 46256: 6%
• Three public school districts make up 93% of LAA’s student population
• Washington Township: 40%
• IPS: 33%
• Lawrence Township: 20%
LAA Students
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CUSTOMER PERSONAPatty Parent
Demographics:
• Lives in the two zip codes by the school 46220, 46250 (IPS/ Washington Township
• Associates degree• Married• Age: 30 - 45• African American• Makes 100K
Goals and needs:
• Wants an alternative to IPS and Washington Township schools
• Wants a safe environment for her children
• Looking for a technology oriented school to gain skills
for the jobs of tomorrow• Wants a more personalized
educational environment
Barriers to
choosing us
• Doesn’t understand
what a charter
school is
• Not aware of our
school
• Lives in Washington
Township so
unfamiliar with Enroll
Indy process
• Lives more than 2
miles from our school
so transportation is an
issue
Where does she get
information?
• She uses social media –mainly Facebook and Instagram
• She relies on family and friends
Who can influence her?
• Family and friends with older children
• She is involved in a number of community groups
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LEROY ACADEMY OF AWESOMENESSK-8 STEM oriented charter school located in the Broadripple neighborhood of Indianapolis
Population trends are favorable / Moderately competitive environmentEnvironment•Competition: There are 42 competitive schools. 25 public / 2 charter / 12 Private (Catholic)
•Prime competitors are the public Center for Inquiry schools (Offer project based learning and an IB curriculum)
•Unique difference: Only school in the area with a dedicated STEM program and afterschool Spanish
School has stable enrollmentSchool•Average yearly enrollment is 40 Kindergarteners a year and 10 students in other grades.
•Retention at 90%
•Yield rate is 75%
•Focus is on enrolling more kindergarten students
Female aged 30 - 45Customer•Wants an alternative to IPS and Washington township (big classes and disruptive environment)
•Likes STEM because she sees it as the jobs of the future
•Mix of white, Black and Hispanic
•Economically diverse: About 40% make over 100k / 60% make under 50K
•Gets her information online, from friends and in her neighborhood
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LEROY ACADEMY OF AWESOMENESS
Our challenge:
1. Awareness is too low1. Though we close the deal in the recruitment phase, we are traditionally only getting
68 people to come to our open houses
2. Our school pulls from a lot of different schools, it seems like we have no consistent feeder schools
2. Parents don’t seem to know us 1. Many say that we are the best kept secret in town!
How do we get more parents to know about us and be interested
enough in our school to take the next step?
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MARKETING PLAN
6 steps to a strong marketing plan
1. Understand your
potential customer• What does she look like?
• What motivates her?
• How do we reach her?
2. Establish your story• Ensure that it resonates against
her needs
3. Set your goals and
organizational structure• What are you going to do and who
is going to do it?
4. Tell your story• Use the channels that your
customer uses
• Repeat your story multiple times
and in multiple places. Ensure that
it is consistent across channels
• Drive engagement
5. Get her to “buy” you!• Wow her in her interactions with you
• Follow up and close the deal
6. Keep her happy• She will tell her friends about you
Thinking / Planning Doing
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• Almost half of our schools ask the principal to manage enrollment in addition to all of their other tasks
• Less than 20% have a dedicated person
18%
47%
29%
6%
Enrollment Responsibility
Dedicated Enrollment person Principal
Committee of staff members Office Manager
HOW OUR SCHOOLS IN INDIANA ADDRESS THEIR STUDENT ENROLLMENT
Survey of Indiana charter school leaders 10/13/18
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ORGANIZATIONAL STRUCTURE
• A single person needs to be accountable for student enrollmento This job is important enough to dedicate one staff
member
• Others can share responsibilities but one person needs to “own” it
• Management by committee is a challenging approach and traditionally is not the best approach
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QUALIFICATIONS FOR YOUR RECRUITMENT PERSONThis doesn’t need to be an educator
• Sales & Marketing oriented o Recent college graduate
o Interpersonal skills
o Strong follow up and attention to detail
o Comfortable with numbers
o Digital skills
• Make sure that you provide training and clear expectations to this person
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CREATING BUY IN FROM THE STAFF
• Your entire staff needs to feel ownership and responsibility for student enrollment
• Enrollment goals need to be shared with the staff o Job descriptions need to include supporting
marketing efforts
• Celebrate enrollment success as much as academic success
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SETTING YOUR ENROLLMENT GOALS
• Write out your SMART enrollment goals:o Specific, Measurable, Attainable, Relevant/Realistic, Time bound
• We will increase enrollment
• We will increase enrollment by 10%
• We will enroll 35 students in our kindergarten class
• By June 30th of 2019, we will have enrolled 35 new kindergarten students
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YOUR STORYMake sure that there is an alignment between customer needs and your story
• Wants an alternative to IPS and Washington Township schools
• Wants a safe environment for her children
• Looking for a technology oriented school to gain skills for the jobs of tomorrow
• Wants a more personalized educational environment
• LeRoy Academy of Awesomeness is Broadripple’s only free, public charter school. At LAA we provide an immersive STEM education for students in K-8 grade levels. Our personalized approach to teaching allows every child to achieve his/her academic goals in a safe and welcoming environment.
• We are consistently an A rated school from the Department of Education and our graduates can be found at some of the top high schools throughout Indianapolis and at some of the premier engineering programs throughout the country.
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WHAT ARE THE BEST CHANNELS TO REACH PATTY?
Bright Minds Marketing client data.
Marketing Recruitment
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OUTBOUND VS. INBOUND MARKETING
Outbound marketing
Pushing your message out in the hopes
of breaking through the clutter and
enticing your target customer to
engage with you
Examples of outbound marketing
TV advertising
Billboards
Radio
Direct Mail
Spam
Expensive and hard
Inbound marketing
Attract people who are actively seeking
a solution by providing strong content
that resonates with them and fulfills their
needs
Examples of inbound marketing
Search Engine optimization
Targeted digital advertising
School blog
Social media
Strong website
Easier and relatively less expensive
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YOUR WEBSITEThis is the hub and the most important part of your marketing mix
• Targeted towards the prospective parent
• Mobile enabled
• Easily found through search engineso Key words, SEO, Updated content, backlinks
o Local Search
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THE IMPORTANCE OF SEO
• www.google.com / STEM Schools in Indianapolis
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YOUR WEBSITEDesign this to express your brand and most importantly, move them through the buying cycle
1. Designo Interactive elements (video, pictures, etc.)
2. Intuitive navigation that mimics their enrollment processo Learn, engage (visit, tour, shadow), enroll
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EXAMPLE OF STRONG BRAND ELEMENTS AND ENROLLMENT CADENCE
www.globalprepindy.org
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YOUR WEBSITEDesign this to express your brand and most importantly, move them through the buying cycle
1. Designo Interactive elements (video, pictures, etc.)
2. Intuitive navigation that mimics their enrollment processo Learn, engage (visit, tour, shadow), enroll
3. Proof pointso Testimonials
o Quantifiable academic facts
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ACADEMIC QUALITYKIPP Memphis
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VIDEO TESTIMONIALS
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YOUR WEBSITEDesign this to express your brand and most importantly, move them through the buying cycle
1. Designo Interactive elements (video, pictures, etc.)
o Do the elements represent what you want people to think about your school?
2. Intuitive navigation that mimics their enrollment processo Learn, engage (visit, tour, shadow), enroll
3. Proof pointso Testimonials
o Quantifiable academic facts
4. DOES IT CAPTURE LEADS?
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CAPTURING CONTACT INFORMATION
• It is your job to ensure that parents move through the buying cycle
• Newlsetter forms, want more information, lead magnets, etc. – all allow you to capture information to allow you to nurture prospects
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LEAD CAPTURESExample from KIPP Memphis
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LEAD MAGNETExample from Sewickely Academy
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PULLING IT ALL TOGETHER
Mason Prep has proven to be
the perfect school for our
daughter. Beyond the excellent
academics, the school strives to
help develop well rounded,
good citizens in a nurturing
environment.
We couldn’t be more pleased
with our experience at Mason
Prep
- Laura and Brad Brisson, Mason
Prep Parents
Call to
action
Lead magnet to
capture contact
info
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THE SECOND MOST IMPORTANT SITE FOR INDIANAPOLIS CHARTER SCHOOLS
• Enroll Indy
• Make sure your site is updated and completeo School description
o About your school
o Event features
o Pictures
o Favorite button
• Explain what the process of Enroll Indy entails to people outside of IPS
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Longfellow STEM Magnet Program (IPS)
• No picture of campus or of students
• No link to social media
• Programs and other ancillary information is lacking
• Logistical information is incomplete
Purdue Polytechnic (Charter)
• Pictures that represent the brand
• Compelling academic in the description.
• Social media links
• Comprehensive information about the school
EXAMPLES ON ENROLL INDY
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ONLINE REVIEW SITES
• Online review siteso 70% of consumers use online review sites (Social Media)
o 84% of customers trust online review sites (Small business trends)
o 93% of millennials use online reviews before making a decision (Ad Age)
• You need to be present and have positive reviewso Sites to prioritize: Greatschools, Google, Facebook
o Secondary sites: Schooldigger, Noodle, Niche
• Solicit reviews from parents, faculty, even studentso Hold a few in reserve in case you get some bad reviews
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REVIEW EXAMPLES OF CATHEDRAL HIGH SCHOOL
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DIGITAL ADVERTISING
• Digital advertising
1. Pay Per Click
2. Facebook Ads
3. Retargeting
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PAY PER CLICK
• Advertising that is on the main Google page
• Targeted towards certain key words
• Very trackable
• Best if you don’t have good SEO
• But don’t do it prior to fixing your website
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FACEBOOK ADS
• Allows for building of custom audiences
• Customizable
• Trackable
• Fairly inexpensive
• But don’t do it prior to fixing your website
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RETARGETING ADS
• The most targeted – shows your ad to people who have visited your website before
• Only pay when somebody clicks on your ad
• But don’t do it prior to fixing your website
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OFFLINE ACTIVITIES
• Signageo Are you leveraging your location?
o Are you utilizing yard signs during recruitment season?
• Feeder schoolso Get contact information!
• Community eventso Where will your prospective parents be?
• Events at your schoolo Bring them to you!
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• Indianapolis live professional development sessiono When: January 29th (Tuesday)
o Where: Indiana Government Center South 302 W Washington Street Indianapolis, IN 46204
o What time: 8:30 – 2:30
o Cost: FREE!!!
• NW Indiana live professional development sessiono When: January 30th (Wednesday)
o Where: The Excel Center in Hammond, 3438 169th Street Hammond, IN 46323
o What time: 8:30 – 2:30 (Central)
o Cost: FREE!!!
UPCOMING LIVE TRAINING SESSIONS
Contact Amreen Vora ([email protected]) to RSVP
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OUR SERIES
Date Topic
10/16/18 @ 12:00 Introduction: Understanding the foundations of enrollment marketing
11/13/18 @12:00 Operations: Utilizing Data to Shape and Inform your Enrollment Marketing
12/11/18 @ 12:00 Operations: Your environment and your customer
1/8/19 @ 12:00 Marketing: Inbound marketing and building your culture of marketing
2/12/19 @ 12:00 Marketing: Lead nurturing and social media
3/12/19 @ 12:00 Recruitment: The school tour
4/9/19 @ 12:00 Retention: From first to last day
5/14/19 @ 12:00 Retention: Surveys and communication at your school
CONTACT US FOLLOW US
THANK YOU!!!
Facebook.com/brightmindsmarketing
@brightmindsmktg
531 W. 83rd Place, Indy, IN 46260
317-361-5255
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SOCIAL MEDIA
• Supplement to your website but a very powerful medium and critical communication channel
• Where are your potential customers?o Facebook
o Twitter
o YouTube
o Instagram
o Pinterest
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SOCIAL MEDIA PLATFORMSUse the ones your customers use
Platform Total Age 18-29 Age 30 –49
Female 30k – 50K 50k – 75K 75K + African American
White
Facebook 68% 81% 78% 74% 66% 70% 75% 70% 67%
Twitter 24% 40% 27% 24% 21% 26% 32% 26% 24%
YouTube 73% 91% 85% 72% 78% 77% 84% 76% 71%
Instagram 35% 64% 40% 39% 42% 32% 42% 43% 32%
Pinterest 29% 34% 34% 41% 32% 34% 39% 23% 32%
• Age: 30 - 45
• African American
• Makes 100K
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USING AN AGGREGATOR WILL SAVE YOU TIME
• Allows you to cross post, schedule and monitor your social media feeds
• Examples are Hootsuite, MeetEdgar and Buffer