Meeting the Challenges of Junior High Retention

Meeting the Challenges of Junior High Retention Catholic Schools Marketing Webinar November 18, 2009 Neal J. Bardele|Marketing Consultation & Services

Webinar Developer & Presenter: Neal Bardele • Marketing/advertising firm partner, marketing manager, MBA • Worked with nonprofits, including religious and educational • Conducted parish and middle school research studies • Most important, recent middle school parent Neal J. Bardele|Marketing Consultation & Services

Tonight’s Webinar Will: • Explore junior high (middle school) student retention challenges and opportunities. • Benefit principals, school committees, marketing committees, etc. • Acknowledge limit to retention opportunities. • Operations/curriculum are key to solution, but not today’s focus. Neal J. Bardele|Marketing Consultation & Services

Before We Get Started… • Tonight’s webinar evidences middle school student retention challenge. • However, in 2008-2009, there was virtually no difference in national Catholic school enrollment in kindergarten through 5th grade, vs. 6th through 8th grade – an improvement over 10 years ago (source: National Catholic Education Association). Neal J. Bardele|Marketing Consultation & Services

Mini Survey • Identify middle school student retention challenges. • Share successful strategies and tactics. • 65 of 114 archdiocesan elementary school principals responded (57% response rate). Neal J. Bardele|Marketing Consultation & Services

Mini Survey Respondents Neal J. Bardele|Marketing Consultation & Services

Mini Survey Results How many students left during the 2008-2009 school year? Neal J. Bardele|Marketing Consultation & Services

Mini Survey Results Looking at it another way: Neal J. Bardele|Marketing Consultation & Services

Mini Survey Results Neal J. Bardele|Marketing Consultation & Services

Mini Survey Results 1 = Strongly Disagree, 5 = Strongly Agree Neal J. Bardele|Marketing Consultation & Services

Mini Survey Results Neal J. Bardele|Marketing Consultation & Services

Other Survey Insights • Schools concerned about retention (compared to those that aren’t) are more likely to: • Have embarked on an aggressive marketing/promotion program (56% vs. 18%). • Believe they can impact parents’ perceived value of the school (73% vs. 36%). • Believe they can impact parents’ expectations of the school (66% vs. 46%). Neal J. Bardele|Marketing Consultation & Services

Other Survey Insights • Schools that have developed and implemented a plan to retain middle school students are more likely (vs. schools that haven’t) to have: • Embarked on an aggressive marketing/promotion program (64% vs. 18%). • Conveyed the cost/benefit of a Catholic education (40% vs. 18%). • Executed a program to strengthen parent/student ties with the school (64% vs. 29%). Neal J. Bardele|Marketing Consultation & Services

Other Survey Insights • A greater percentage of Choice schools experienced a loss of at least one student prior to or during middle school: Neal J. Bardele|Marketing Consultation & Services

Other Survey Insights • More Choice schools (80%) cited “move out of the area” as one of the top three reasons for middle school exits than non-Choice schools (25%). • Fewer Choice schools (27%) have successfully embarked on an aggressive marketing/promotion program than non-Choice schools (69%). Neal J. Bardele|Marketing Consultation & Services

Other Survey Insights • Comparing those schools that believe they are consistently meeting parents’ expectations (agreement rating of 4 or 5) with those that don’t (1, 2 or 3): Neal J. Bardele|Marketing Consultation & Services

Preface to Strategies & Tactics For example: • Los Angeles (archdiocese.la/learning/schools/plan/ 5B.html) identifies factors parents weigh in deciding on a Catholic education for their child: + Spiritual life program + Academics + Facilities/grounds + Staff + Administrative leadership + School council leadership + Faculty + Technology + Athletics/extracurriculars Neal J. Bardele|Marketing Consultation & Services

Preface to Strategies & Tactics • Philadelphia (catholicschools-phl.org) objectively promotes the true value of a Catholic education with statistics, test scores, etc., then sums it up with theme lines: “Stronger math skills and a respect for life” and “Better vocabulary and a compassionate heart.” • In 2003, Chicago (ocs.archchicago.org) assembled a Best Practices Marketing Handbook – a more formal and extensive version of what we’re doing today. Neal J. Bardele|Marketing Consultation & Services

Preface to Strategies & Tactics • In the Archdiocese of Milwaukee, you have many resources available to you, including: • Catholic Schools Marketing Plan, updated in 2009. • Supported by extensive research. • Identifies target audiences: Ambassadors, Prospects, Universe. • Online Print Portal that contains professionally-designed and -written marketing materials. • $500 debit card expires December 31. • www.webstore.teuteberg.com/archdioceseofmilwaukee • Recruitment Guide, updated in 2009. Neal J. Bardele|Marketing Consultation & Services

Managing Retention • Conduct entrance interviews to establish mutual goals and expectations with parents and students. • Develop teacher/parent/student covenants before and during middle school. • Early on, assess student’s intention to return. • Affirm decision to enroll, attend, stay, graduate. • Conduct informal feedback sessions and satisfaction surveys with parents and students. Neal J. Bardele|Marketing Consultation & Services

Managing Retention • Conduct exit interviews to track attrition rates. Can anything be done to retain student? Do reasons indicate school’s failure to meet its brand promise (mission, philosophy, goals, objectives)? • After a student leaves, invite them back. • These students/families become part of Prospects group. • Reach out via customizable postcards, etc., on Print Portal. Neal J. Bardele|Marketing Consultation & Services

Managing Retention • Foster a customer service/student retention culture, mindset, tone and caring, responsive environment. • Cultivate teachers’ skills in dealing specifically with middle school students. Neal J. Bardele|Marketing Consultation & Services

The Concept of Value • In large part, retention is a function of perceived value. • Value is a ratio or fraction – what you get (the denominator) for what you give up (the numerator). Is your school’s quotient better than the competition’s in the mind of the parent and student? • Research and informal feedback sessions can help determine perceived value. Neal J. Bardele|Marketing Consultation & Services

The Concept of Value • Develop and publish a competitive grid based on the evaluation factors. • How does your school compare with the public school in your community on test scores? Extracurriculars? Etc.? How about overall value? • Archdiocese of Milwaukee Catholic Schools statistics prove value of a Catholic education. • Promote the lifelong values learned at a Catholic school. • Do you merchandise graduates’ successes in academics, voluntarism, etc. to students, parents, alumni? Neal J. Bardele|Marketing Consultation & Services

Issue: Affordability • Develop estimator/calculator on school website. • Host financial seminars. • Fund and award scholarships, loans and grants. • Offer incentives for recruitment, early registration, early pay, multi-year commitment. • Archdiocese of Milwaukee example: St. Peter Slinger school tuition program. • Encourage grandparents to contribute to educational fund (a la EdVest/529 Plan). Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Hold middle school orientation for 5th graders and their parents early in school year. • Regularly expose 4th and 5th graders to middle school activities. • Occasionally conduct 5th grade classes in middle school classrooms. • Strengthen unity of 5th grade class with a significant service project. • Rotate middle school shadow days for 5th graders. • Middle school big buddy program for 4th and 5th graders. Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Develop a set of successive middle school rights and privileges that students look forward to (e.g., school play, student government, MathCounts, class trip, retreat). • The Discovery Project, a new initiative of the Office for Schools, recognizes academically-gifted middle school students. • Create a progressive time capsule. • Annual personal note from teachers to parents and students at end of school year welcoming them to the upcoming school year. Tell students what they have to look forward to in the coming school year. Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Have families come in during the summer to clean, decorate, etc. • Summer classes or tutoring (could use current or former students). • Distribute summer learning packets and information. • Letters to parents of middle school students on the Print Portal • Annual report card on the Print Portal • Promotional items on the Print Portal • Make gym, library, computer lab, art and music rooms accessible to whole parish during the summer. Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Engage grandparents in school activities (Grandparents Day, etc.). • Grandparents and other family members are Ambassadors for your school – invested in faith formation of their family. • Send materials/invitations specifically to grandparents. • Connect parental advocates with those at the margin to better understand negativity, and to spread positives. • Parents are Ambassadors to other parents and Prospects. • Offer counseling, advising and topical expertise to students and parents (could be external resource). Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Create more opportunities for families to visit the school. • Invite Prospects via parish bulletins, community newspaper ads, postcards. • Host two annual open houses and have personalized tours throughout the year. • Engage parents and students early on in school voluntarism. • Have students/parents recognize accomplishments of teachers. Neal J. Bardele|Marketing Consultation & Services

Issue: Attachment and Connections • Recognize the importance of family involvement in parish/church. • Reach out to new parish families and families of the newly-baptized. • Research shows that adults who studied eight or more years in Catholic schools were more actively involved in their church and gave to it more generously – Help goes both ways. • Connect special (and tutorial) needs with professionals in community. • To smooth transition to (public) high school, develop service and field trip opportunities that expose students to economic, social, religious and ethnic diversity. Neal J. Bardele|Marketing Consultation & Services

Issue: Communications • Highlight positive middle school activities (or relevance and importance to parents) in press releases to community media. • Access 9/22 webinar on archmil.org for tips on media relations. • Take advantage of community newspapers and websites. • Ramp up communications with pre-middle school students and parents. • Print Portal materials for middle school retention. • Ask teachers to give short presentation to parents on what goes on in their classroom. Neal J. Bardele|Marketing Consultation & Services

Issue: Communications • Emphasize that Catholic education is a gift to children – a strong foundation for success in all aspects of life that integrates faith formation with moral, ethical, social, emotional, physical development. • Make students more visible at weekend liturgies. • Utilize Website to facilitate parent/teacher and parent/principal exchanges. Neal J. Bardele|Marketing Consultation & Services

Issue: Communications • Be clear that middle school is preparation for both Catholic and public high schools. • Analyze all touch points with families, including newsletters, mailers, take-home correspondence, website, parent-teacher meetings, etc. to ensure message quality and consistency. • Print Portal materials have consistent design and messaging, and let you customize to highlight your school. • Consistency helps Catholic Schools brand themselves. Neal J. Bardele|Marketing Consultation & Services

Issue: Communications • Archdiocese of Milwaukee Catholic Schools messaging: • Focuses on benefits. Talk about results and real-world examples. • Why are small class sizes a benefit? • Why is daily integration of Catholic faith formation a benefit? • Proves value. Speak to the head and the heart. • Uses consistent taglines. • “An education you can have faith in.” • “Lifetime value; Lifelong values.” Neal J. Bardele|Marketing Consultation & Services

Issue: Communications • Develop a Why Choose a Catholic School fact sheet. For example (source unknown): • Assist with faith formation • Believe all children can succeed • Set high expectations with challenging curriculum • Proven record of academic success • Promote self discipline with moral values • Caring and effective teachers • Instill community service • Teach respect of self and others • Prepare to be productive citizens • Safe environment Neal J. Bardele|Marketing Consultation & Services

Additional Survey Respondent Suggestions • Excel in specialty curriculum. • Online programming for gifted/talented students. • NEW Discovery Project • Multi-grade homerooms. • Encourage shift from weekend religious education to Catholic middle school education. • Identity based on k-8 (vs. “separate” middle school). • Consolidate into a one or two regional Catholic middle schools (not unlike the public school system). Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention Two key brand quotes (sources unknown): • “A brand is a trust mark. It is actually a promise to the customer that a product – or the company itself – will deliver what has been promised explicitly or implicitly and, more important, fulfill the expectations set by previous experiences.” • “Determine what your brand should be. The alternative is to let your brand be arbitrarily determined by random events and associations.” (worse yet, by your parents/students and/or competitive schools!) Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention • Why is branding important? • Parents and students must have a common set of expectations that are fulfilled by the school and by Catholic education in the Archdiocese of Milwaukee. • Example: Tight Ship vs. Relaxed Environment Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention • Branding: • Builds school equity. • Creates competitive distinctions and advantages. • Simplifies options for parents/students. • Attracts parents/students. • Unifies the school community as well as the larger Catholic community. • Branding also makes decision-making easier for the school. Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention Brand Development – Catholic Schools • No need to re-invent the umbrella message. • The Archdiocesan Marketing Plan and Print Portal were developed for this reason. • Message strategy development began with mission, vision and values – which are constants. • Archdiocesan “brand”: Safe environment, superior academics, solid spirituality. An education you can have faith in. • Consistent with all schools. Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention Brand/Identity Development • School brand should be consistent with and complement the archdiocesan brand. • Differentiate school from competition (primarily local public school alternative), acknowledge the targets that match up with the mission/vision/values, identify a point of difference. • Highlight your individual strengths as part of larger picture. Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention • The point of difference should reflect sustainable strengths of Catholic education and your school that are: • Compelling. • Of great importance to your targets (Prospects and the Universe). • Differentiate a Catholic education at your school from alternatives likely to be under serious consideration by the targets. Neal J. Bardele|Marketing Consultation & Services

Branding & Student Retention • The point of difference should be "combined" with Catholic education’s mission/vision/values, as well as your school’s personality, to generate a brand promise. • The brand/identity promise must be completely and consistently fulfilled and conveyed to all stakeholders at each and every point of contact with them. Neal J. Bardele|Marketing Consultation & Services

Closing Remarks • Understand your stakeholders. • Analyze and manage retention and attrition. • Be proactive about variables within your control. • Strive to deliver high value. • Continuously strengthen the brand of Catholic education in the Archdiocese of Milwaukee as well as of your school. Neal J. Bardele|Marketing Consultation & Services

Meeting the Challenges of Junior High Retention