Admissions & marketing for lutheran schools nac 2015
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This document provides strategies for finding new students, enrolling students, and keeping students enrolled in Lutheran early childhood programs. It emphasizes the importance of having an updated website that provides information for both current and prospective families. When prospective families visit the school, it is important to make a good impression by being prepared, showing them around, and learning about what they are looking for in a school. After students enroll, schools should work to integrate them into the school community. Marketing should target the local community through low-cost methods like social media, articles, and clothing with the school name.
Admissions & marketing for lutheran schools nac 2015
- 1. S T R A T E G I E S A N D T E C H N I Q U E S T O … F I N D N E W S T U D E N T S G E T S T U D E N T S T O E N R O L L K E E P S T U D E N T S E N R O L L E D ! D R E W D . G E R D E S E A R L Y C H I L D H O O D D I R E C T O R M E S S I A H L U T H E R A N S C H O O L W E L D O N S P R I N G , M I S S O U R I © 2 0 1 5 D R E W G E R D E S Admissions & Marketing For Lutheran EC Programs
- 2. TO THINK DIFFERENTLY? TO DO THINGS DIFFERENTLY? TO MAKE CHANGES? TO TAKE POSITIVE RISKS? Are You Ready?
- 3. Just a Tad Bit Different…
- 4. What Some Might Remember
- 6. What Happened In The Past 10 Years Smaller families Decline of rural population Economics Tuition Congregations No loyalty (or less of it) Technology Lack of trained teachers Culture…society… New schools Public schools Competition Expect higher quality and value Lutheran Schools have almost had to “reinvent” themselves Early Childhood
- 9. A Few Obstacles Not everyone knows who “the Lutherans” are. Some think that we are a private school and cost too much money, so they won’t even take a first look. The church-at-large may have a negative impression in the community. $$$$$ Money $$$$$
- 10. A Few Good Things Lutherans are known for education. Our teachers are awesome. We have something special to offer… The Gospel Message! We have a culture of happiness – a family-like feeling.
- 11. So…How Do We Connect With Them? “Word of mouth advertising” Be careful here… Positive vs. Negative Unfortunately, unhappy parents will tell more people than happy ones. Provide exactly what they need…to tell others…
- 12. Website, Website, Website What do you typically do? When you want to check the weather? Book a flight on an airline? Reserve a library book? Check a vacation spot? See what the current movie listing is? Lutheran schools must fully utilize their website in order to remain current and competitive in the culture of today.
- 13. You Are Probably Asking… But…exactly what should we be posting on our school website? This goes for both Early Childhood Centers and Elementary Schools!
- 14. What Works For Us… Remember… Each school is different, and things will work differently in different locations, demographics, etc.
- 15. Your Website… Your website should aim to reach two populations: 1. Current Families 2. Prospective Families Provide families with the info they need to function with their current enrollment status. Provide prospective families with the information they need to make a decision about attending.
- 16. About Your Website… First of all, where do you typically go for information? Remember – think about all the information we obtain from the Internet. We are a digital, electronic culture! If your website can’t capture their attention, nothing else you do likely will.
- 17. Best Ammo…Fuel…THE BEST I feel your website is your best tool in reaching into the community and getting your name out. Facebook…a big YES!!! Put items on your website that make a prospective family think…”I want my kids to do that, too!” Info and sales pitches…
- 18. So…In Saying Websites MUST BE UPDATED EACH WEEK!!!!! I recommend each teacher/classroom have a specific “page” on the website. Add a few pictures, but be careful… Make sure your information is current and correct. People are highly unlikely to return to an outdated site.
- 19. Make It Easy… Make it easy for a prospective family to contact you. If you have an Admission Director – put that contact person first! Families prefer to touch bases with just one person… Links, links, links! But…verbal contact trumps electronic contact any day!
- 20. Calling In… Emailing… Have your phone number listed often on the website. Call and schedule a personal campus tour and visit. “When would you be able to stop in so I can meet with you?” Answer general questions, but always ask them to schedule a personal visit. Verbal trumphs Electronic We want them to SEE! Give Them Details on the Process…
- 21. Give Them Details on the Process… On your website, detail how the Admission Process happens. Give them steps to follow. Always include a personal visit as mandatory. You need to make sure your school is a good match for the family, and vise versa…
- 22. The Point Person It’s best to stick with one person. Keep information accurate. Personal touch – get to know the family – especially the child! All phone calls go to this person. Phone contact Campus tours Mail Website Email communications Congregation
- 23. The Visit! Think about the businesses, shopping stores, and restaurants you typically visit. What do you like about them? Why do you do your business there? What turns you away from going there again? We need to have this “mindset”, too, related to families visiting our school.
- 24. The Visit… Let teachers know! Let everyone know! Walk the building… Make sure the family knows where to enter the building…and be waiting for them!!!! Have all your papers ready!
- 25. What To See… Be aware of their interests, who is along… Grade-level knowledge Stop by “prized possessions” and “super teachers” See what it is the family is looking for – are you the right match? Remember to PROUDLY talk about the Gospel Message! It’s what we are here for FIRST!
- 26. It’s All About THEM!!! The “people” business Personalize each family visit. Ask what they are looking for in a school. Ask what they expect from a school or teacher? Why are they desiring a change?
- 27. But…Make Sure You Tell About YOU!!! Costs/tuition Financial Aid & Scholarships Any other fees Expectations of students and families
- 28. They Have Enrolled! Send a note of thanks as well as a small gift to welcome them to the school family. Car window clings T-shirts Keep them posted on school happenings and events! Encourage each new enrolled family to tell someone about your school. They are energized and excited to attend.
- 29. Post-Enrollment Include then in your school family ASAP. Invite them to events and activities where they can meet and connect with someone. Advocate Family Don’t just let the summer go by without touching bases! Regularly touch bases early in the school year. Train teachers…IMPORTANT!!! Survey Ask, “how are you enjoying being a part of our school family?” Encourage other families to get in touch with newer ones.
- 30. A Word on Marketing… How you market your school depends on how many empty seats you have in the classrooms. If you have many empty seats, you can be a bit more flexible and open. If you have few open seats, you need to be cautious. Think about your target audience
- 31. What is Marketing? What do you think? My definition… Knowing your product and producing a positive image of your school (the product) within the community. Getting the word out… Helping families find you…
- 32. Internal External Working with current families You want to keep them! Good families refer other good families. Helping prospective families find you Luring them in… Capturing their attention… Letting them know what you offer… Two Types of Marketing
- 33. What Should I Use? Depending on the availability of open seats… Mailers and paid newspaper advertisements Newspaper articles Social Media – Facebook & Twitter; Blogs Internet and Website – I can’s stress this enough!
- 34. Things Drew Prefers Not To Use… Paid marketing mailings – but again, it depends… Paid newspaper advertisements Brochures
- 35. Things Drew Likes To Use – And Why… T-shirts and other school clothing items Vehicle Window Clings Pens, cards Yard signs Email – Constant Contact
- 36. In Closing… Think about who you are and what you want to accomplish. What is your ultimate goal? Remember…many of these things can be done for little or no cost! Relationships, relationships, relationships!
- 37. Contact Information: Feel free to contact me if you have any questions or ideas. Drew Gerdes Early Childhood Director Messiah Lutheran School Weldon Spring, Missouri Email: [email protected]