Operation Connect: A Seamless Approach to Operation Connect: A Seamless Approach to Catholic School Enrollment ManagementCatholic School Enrollment Management

People Fuel for the 10 Steps to Enrollment Management

Enrollment in Your SchoolEnrollment in Your SchoolA Relational, Systematic, Direct Approach A Relational, Systematic, Direct Approach

A presentation by the Institute of School & Parish Development

If You Do What You have Always Done, You will get What You have Always Gotten.

The Gospel The Gospel Message is about Message is about

Ongoing Ongoing ConversionConversion

Step 1Step 1

Enrollment Management Leadership

Qualifications…

Faith-filled, energetic, passionate individual(s)

Skilled sales person(s) Customer focused or other-centeredOpen to trying new approachesIncorporates technologyGreat listener(s)

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Average Weekly Time Required…Less than 100 students = 5 hours100 to 200 students = 10 hours200 to 300 students = 20 hours300 to 400 students = 30 to 40 hoursOver 400 students = Full-time

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Your School’s # 1 Priority Your School’s # 1 Priority Enrollment Management - It InvolvesEnrollment Management - It Involves Good Marketing (Evangelization) which is

at the Heart of our Faith Loading the right quantity, quality,

diversity of prospects into your funnel…followed by a process of squeezing them through to their enrolling.

Systematic, Seamless Communication that focuses on Relationship Building

Retention and Continued Connection after Graduation

J + T + S + F = School BrandJ + T + S + F = School BrandYour School’s brand does something

to people. It causes them to reflect.It engages them.It helps define their aspirations.It helps them to want to do more.BOTTOM LINE – It drives success in a

competitive educational market!

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NEVERNEVER SACRIFICE SACRIFICE FREQUENCY FOR FREQUENCY FOR

REACH!!!REACH!!!

Your JobYour Job

Orchestrate a Communication Flow that Tells the Story of Your Catholic School in the way that prospective students and their families want to

hear it told!

Step 2Step 2Form an Enrollment Management Team

Committee membership should come from… Administration Faculty Student Services Staff Business Office School Families Volunteers Parents Alumni

Elementary School - Core TeamElementary School - Core Team

Position Players…1. “Super Men and Wonder Women”2. “Techno Geek”3. “Number Cruncher”4. “Experience Evangelizer”5. “PR Hound”6. “Marketing Junkie” 7. “Financial Wizard”8. “Teachers of the Decade”9. “Staff Members of the Year”10. “Mr. or Ms. Organizer”11. The Principal – “Our Hero”

High Schools - Core TeamHigh Schools - Core Team Freshman, Sophomore, Junior, and Senior Student Representatives Freshman, Sophomore, Junior, and Senior Parent Representatives Alumni Representation Director of Enrollment Management Freshman Class Teacher Extraordinaire The Go to Sophomore Class Teacher The Junior Class Prom Advisor The Teacher that Every Senior Looks Forward to Having The Business Manager The School's Dean of Academics The Front Office Secretary that Everybody Loves The Guidance Counselor The Director of Development The Principal and President (if you have that model)

STEP 3STEP 3

Collecting Data for Your Enrollment Program and Serving the Customers in Your School!

Qualifications…

Faith-filled, dedicated, loyalDetail-orientedCustomer focused or other-centeredSystems or Process-orientedExcellent technology skills,

especially with Excel. Comfortable working in databases.

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Average Weekly Time Required…Less than 100 students = 3 hours100 to 200 students = 5 to 10 hours200 to 300 students = 10 hours300 to 400 students = 15 hoursOver 400 students = 20 or more

hours

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Operation ConnectOperation Connect

Prospect or Inquiry

Alumni

Enrollee

Applicant

Operation ConnectOperation Connect

A Seamless Communication System A Seamless Communication System

To Build RelationshipsTo Build Relationships

ST. EXAMPLE SCHOOL CONTACT FORMFirst _______________________ Last _______________________________ Middle ____Address ______________________________________________________________________________City ______________________ State _____ Zip Code ___________ - _________Home Phone ( )__________________ Email Address ________________________@__________________Cell Phone ( ) ___________________ _____ Parish membership at _______________________________________________________ Parish membership Not ApplicableName(s) of child(ren) interested in attending St. Example School.1. First _______________________ Last ___________________ Middle ____

Date of Birth _______Year in School – Pre-K K 1 2 3 4 5 6 7 8 9 10 11 12 2. First _______________________ Last ___________________ Middle ____

Date of Birth _______Year in School – Pre-K K 1 2 3 4 5 6 7 8 9 10 11 123. First _______________________ Last ___________________ Middle ____

Date of Birth _______Year in School – Pre-K K 1 2 3 4 5 6 7 8 9 10 11 12Is your address the same as the children interested in attending St. Example?If not, please provide the children’s address if possible.First _______________________ Last _______________________________ Middle ____Address ______________________________________________________________________________City ______________________ State _____ Zip Code ______________ - _________Home Phone ( )__________________ Email Address ________________________@__________________Relationship of contact person to prospective children._____ Parent ____ Relative (Relationship:_______________) _____ Guardian

_____ Other: _______________________________________________________________How did you hear about St. Example School?__ Current student/family __ Alumni __ Mailing __ Church Bulletin __ Flyer __ Radio__ Visit from St. Example Rep __ Newspaper (which one: _______________)__ Referral from friend or family (name ____________________________________) __ Internet Web site __ Other ______________________________What are you most interested in knowing about St. Example School?___ Academic Program ___ Religious Education/Spiritual Opportunities___ Discipline ___ Financial Assistance___ Results of Standardized Tests ___ Facilities___ Transportation ___ Extra Curricular Opportunities___ Other: ________________________________________________________________====================================================================================OFFICE USE ONLY:Initials: ______ Date: _____________ Telephone __ Walk-in __ Open House __ Referral ___ Web site

TOOLS FOR TOOLS FOR CAPTURING DATACAPTURING DATA

HIGH LEVELAvailable Software: ACT (ACT.com)

Costs minimal amount of $ and makes best use of technology

MID LEVELMicrosoft Access Database

Microsoft Excel

Costs less than vendor software and enables letter and envelope merges

BASIC LEVELFile Folders

Costs less but lose great benefit of using technology

Enrollment by the Numbers…Enrollment by the Numbers…Jan. Feb. Mar. Apr.

# of Prospects

# of Inquiries

# School Visits

# Applied F.A.

# Awarded F.A.

# Registered

# New Student Goal

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STEP 4

Turning Inquiries into Applicants and

Enrolled Students

Inquiry Phase (Activity Series Inquiry)Packet of InformationSENT OUT IMMEDIATELY

TUMAY (Tell Us More About Yourself)

SENT OUT 10 DAYS AFTER INQUIRY DATE

Web Post CardSENT OUT 20 DAYS AFTER INQUIRY DATE

Telecounseling callCALL MADE 30 DAYS AFTER INQUIRY DATE

Personalized letter from faculty member

SENT OUT 60 DAYS AFTER INQUIRY DATE

Personalized letter from parent to parent.SENT OUT 90 DAYS AFTER INQUIRY DATE

Personalized letter re financing tuition costsSENT OUT 120 DAYS AFTER INQUIRY DATE

Personalized letter from student to student (age appropriate)SENT OUT 150 DAYS AFTER INQUIRY DATE

Letter from Principal Encouraging student/family to Apply/EnrollSENT OUT 210 DAYS AFTER INQUIRY DATE

Telecounseling Call

CALL MADE 217 DAYS AFTER INQUIRY DATE

Applicant and/or Enrollment Phase

Send letter or email confirming receipt of application or registrationSENT OUT IMMEDIATELY UPON RECEIPT OF APPLICATION/REGISTRATION/DEPOSIT

Telecounseling call affirming decision to apply or enrollCALL IS MADE 7 DAYS AFTER DATE OF APPLICATION/REGISTRATION/DEPOSIT

Letter inviting applicant and/or enrollee to spend a day at the schoolSENT OUT (ASSUMING SCHOOL IS STILL IN SESSION) 21 DAYS AFTER DATE OFAPPLICATION/REGISTRATION/DEPOSIT

If the student/family did not receive the financial assistance letter in theinquiry process, it should be mailed during this phaseSENT OUT 40 DAYS AFTER DATE OF APPLICATION/REGISTRATION/DEPOSIT

Applicant and/or student who intends to enroll should receive a letterfrom a current student affirming their decision to apply or enrollSENT OUT 70 DAYS AFTER DATE OF APPLICATION/REGISTRATION/DEPOSIT

Personalized letter from school alum to prospective studentSENT OUT 100 DAYS AFTER DATE OF APPLICATION/REGISTRATION/DEPOSIT

Continue to send newsletters and regular invites to school functions

Faculty or staff member makes a call or visit to house of prospect whowill be entering their classroom in the upcoming year

STEP 5STEP 5

Person to Person StrategiesPerson to Person Strategies

Statistics Show…Statistics Show…

It Takes

3 to 9

Positive Comments

to Overcome

1 Negative Comment!

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The Satisfaction UpdateThe Satisfaction UpdateHow likely is it that you would

recommend St. Example School to a family member, friend or colleague?

0 – 6 are your detractors

7 – 8 are your passives

9 – 10 are your promotersIf you didn’t give us a 10 rating, what can

we change, improve, or do to cause you to rate us higher the next time?

Other Ways to Encourage Other Ways to Encourage Self-PromotionSelf-Promotion

Nomination and Referral CampaignsShare the Good News CampaignsTeachers Talking Up Other TeachersWhat do You Need from Me as Your

Child’s Teacher this Year?Bring a Friend to School Day

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Telecounseling Phone Calls Prospects

The # 1 Method in Recruiting and Retaining Students

Qualifications…

Faith-filled person who is not afraid of vulnerability!

Skilled sales person Customer focused or other-centeredGreat listenerProblem solver – Follows throughCan offer personal experience

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Average Weekly Time Required…Less than 100 students = 30 minutes100 to 200 students = 1 hour200 to 300 students = 1 ½ hour300 to 400 students = 2 hoursOver 400 students = 2 or more hours

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Use Open-ended Questions that Create

Dialogue! People love to talk about themselves, especially their

children. Ask questions that allow the prospect to open-up about themselves.

Embrace questions like… “Can you tell me about your child’s educational needs and

desires?” “What are you looking for in a school for your child?” “When are you looking at making a decision?” “Where else have you looked to send your child?” “As a faculty, staff, or parent, how can we help you in the

decision making process?”

STEP 6STEP 6

Internet Strategies – Web Site, Internet Strategies – Web Site, Email, Newsletters, etc…Email, Newsletters, etc…

Qualifications…

Faith-filled person who lives, eats, sleeps with technology

Ability to establish a content management system for website

Understands that your website must have great content, navigation and interactivity to market your school to prospects

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Average Weekly Time Required…Less than 100 students = 2 hours100 to 200 students = 3 hours200 to 300 students = 4 hours300 to 400 students = 5 hoursOver 400 students = 6 or more hours

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Technology is CrucialTechnology is Crucial

You can Better Control the Experience of anUnexpected Prospect who shows up at your schoolthan you can a Visitor to Your School’s Web Site!

You must provide… Meaningful Content Easy Navigation Ways for them to interact with you

STEP 7 STEP 7

Marketing StrategiesMarketing StrategiesDirect Marketing is a strategy that

employs one or more communicationsmedia to directly surface prospectivestudent leads that can be quantified andtracked. It is a strategy that should movethe prospective student lead closer toenrolling without the use of person-to-person contact.

Use a Mail House

Competitively bid for mail house services once each year

Turn all your direct mail over to the mail house you choose

Give your prospect’s names and addresses to them to manage

Have them purchase lists for youGive them suppression lists

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Setting Up and Implementing Setting Up and Implementing a Search Campaign to Increase a Search Campaign to Increase the Number of Inquiries the Number of Inquiries to Your School to Your School

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Likely Suspects to include in the Likely Suspects to include in the Search…Search…Your parish baptismal familiesOther parishes (without schools)

baptismal familiesAny other sources of addresses of

families with school age childrenPurchased addresses from a list

broker e.g. ACT ONE List Company

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Campaign should be…Campaign should be…

Sustained over a period of time…a one time contact is probably not going to be enough.

Compelling…telling your school’s story through those who are most believable.

Personalized…don’t use mailing labels…make it personal and appealing.

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Content & Timing of the Content & Timing of the Campaign…Campaign…October – Personalized letter from

current school parent or family…introducing the major benefits of the school.

November – Color PostcardDecember – Christmas Card hand made

by students…include insert inviting families to Catholic Schools Week Open House.

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Content & Timing of the Content & Timing of the Campaign…Campaign…January – Phone call personal invite to

attend Catholic Schools Week Open House.

January – Run series of teacher – grade specific letters in parish bulletin as well as any other parishes that will agree to run them.

February – attack the issue of affordability through testimonials.

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Content & Timing of the Content & Timing of the Campaign…Campaign…March – Letter - It’s time to register!April – Invite to Spring ConcertMay – How to register over the summer

months. As part of content of campaign…how about

slipping in a “School Comparison” form (printed on card stock) so that people can use it to compare schools versus what you can do.

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Public Relations

Make Use of FREE

Publicity for

Your School

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Qualifications…

Faith-filled person who can inspireExcellent writerUnderstands media, especially

today’s online media world

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Average Weekly Time Required…Less than 100 students = 1 hour100 to 200 students = 2 hours200 to 300 students = 2 hours300 to 400 students = 3 hoursOver 400 students = 3 or more hours

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Public Relations InitiativesPublic Relations Initiatives

Create a News Bureau Team at Your Schoolcomprised of…

PrincipalDean of StudentsDirector of Development (if you have one)Faculty (number should depend on size of school)PTO representativeDirector of Admission (if you have one)Fundraising Committee representativeAlumni representativeAthletic Director

Step 8

Tackle Your School’s

Silent Enrollment Killer: Tuition!

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Qualifications…

Faith-filled person who is able to balance the business side of enrollment with healthy sense of social justice

Great business acumen Ability to use statistics in analysisPlays well with others

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Average Weekly Time Required…Less than 100 students = 1 hour100 to 200 students = 1 hour200 to 300 students = 1 hour300 to 400 students = 2 hoursOver 400 students = 2 or more hours

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Pricing StrategyPricing Strategy

Gather the best business minds together into analyze the last 3 years… Average need-based awards by income and number

in family Wins and losses attributed to those need-based

awards Win and losses attributed to merit-based awards Wins and losses attributed to need-based and

merit-based packages Discount rate % (off the publicized tuition price)

Divide merit and need-based awards by overall tuition revenue = % discount

Enrollment Leaders Need to…Enrollment Leaders Need to…Know financial picture of both

prospective and current school families.Insure better timing of awards.Present financing tuition in the best

possible light to encourage hope in all marketing mediums.

Follow-up and explain all financial assistance awards, one-on-one as much as possible.

Step 9Step 9

Retention

“It Costs More to Recruit a Student Than to Retain A Student”

Retention in Your SchoolRetention in Your School1. Do you know the average or median retention rate

for the last 3 to 5 years? Where are you bleeding most?2. Are you collecting good data on why people leave your school? Ask

them anonymously, in writing, and by phone if needed.3. Have you moved in the direction of having a point person in your

school for retention?4. Do you have a mini-retention plan in place for those grades where you

have the most difficulty retaining students?5. Are you planning a “leap day” for the spring with the goal of

energizing students to want to come back next year?6. Are there any community building activities that you can do right now

to increase retention?

 

Step 10Step 10

Expanding the Circle of Expanding the Circle of Involvement, Input, and Involvement, Input, and Implementation through Implementation through Enrollment Management Enrollment Management PlanningPlanning

STEPS IN THE PROCESS…STEPS IN THE PROCESS…State of the School AddressSWOT Analysis Look at Challenges within the 6 Planning

Areas in Small GroupsBrainstorm Key Issues to Focus on to

Address in those Challenges Each Small Group Identifies Action

Strategies that Solve the Challenges 59

Large Group Multi-votes on all challenges from each Small Group

Top Challenges and related strategies are Presented to the Core Team to prioritize and develop implement

Action Plan is written

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Contact InformationContact Information

John Cooper’s contact information…John Cooper’s contact information…

Catholic School Enrollment SolutionsCatholic School Enrollment SolutionsDivision of ISPDDivision of ISPD

800.299.2393 (ISPD Office)800.299.2393 (ISPD Office)937. 618.0487937. 618.0487jcooperispd@aol.comjcooperispd@aol.com