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BE PREPARED: Setting an Admissions Calendar Fall 2014

Enrollment Management. BE PREPARED: Setting an Admissions Calendar Fall 2014. One Goal …. MORE KIDS IN GREAT CATHOLIC SCHOOLS. AMEN. A rchdiocesan M arketing E nrollment N etwork. Sharing what works from outside experts and internal success stories. AMEN Monthly Webinars.

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BE PREPARED: Setting an Admissions Calendar Fall 2014

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  1. Enrollment Management BE PREPARED: Setting an Admissions Calendar Fall 2014

  2. One Goal… MORE KIDS IN GREAT CATHOLIC SCHOOLS

  3. AMEN Archdiocesan Marketing Enrollment Network Sharing what works from outside experts and internal success stories

  4. AMEN Monthly Webinars All webinars are from 12:00- 1:00 CST

  5. St. Theresa School, Palatine Building an admissions, marketing and communications plan from the bottom up! Presented Fall 2014

  6. Some background. . . By 2013, enrollment had fallen 288 students, a 44% decrease, in the last ten years Started 2013/14: • New Pastor • New Principal • New role: part-time Director of Admissions • 364 students

  7. Where to start. . . • Set objectives and prioritization knowing we could not get it all done in one year • Vision set from Principal • Partnered with the Office of Catholic Schools • Then, created a calendar

  8. Shift in mindset. . . • Our school moved from a January “Registration Period” to a “Rolling Calendar” • We stopped using the work “Registration Process” and moved to “Admissions Process”

  9. Getting organized. . . • Articulate an admissions process • Creative development for branded collateral • Engage “the team”

  10. Established a new processfor the process. . . • New prospective family tracking and database system • Front office and Admissions Office in synch

  11. New process cont’d. • Stopped doing individual tours. Instead, scheduled monthly admissions events (October through May) • During the summer months, we reserved Wednesday mornings to meet with families • Welcome Wednesdays once a month – published calendar • Internally – school and parish • Website • Publically

  12. Our brand. . .

  13. Fortunate to have had a new viewbook published by the School Board the year prior • Set the brand standard • Full page booklet size • Folder incorporated into design • Allows for inserts/application • Preschool and Kindergarten flyers

  14. Advice for creative development. . . What I learned • Create materials with a two or three year shelf-life for big pieces and annual updates for smaller projects • Invest in design, updating annually is affordable • Look for families with older siblings • Quality photography – build library

  15. Application for Admission form versus registration forms

  16. New This Year Extended Care Application • Mirror admissions application style • Currently in development now!

  17. Time to invite prospective families to campus -- Fall Letters & Direct Mail Post Cards

  18. New This Year New postcard (two sizes) Publish monthly programming

  19. Preschool InsertPreschool is our biggest point of entry but we traditionally were seeing families leave after preschoolGoal: Retention, Sell the PreK- 8 experience not just preschool

  20. New This Year Updated inserts

  21. Catholic Schools Week • Sunday Mass & Open House was a retention opportunity for current families • New families had different needs and less connection to the school vs. current famiies • Welcome Wednesday that week was for prospective families

  22. Welcoming them into “the family” • Make coming to school special for parents, too! • Gets families connected Spring Reception

  23. Summer work • Kindergarten orientation for Parents (preschoolers transitioning up to K) • Set expectations of being in your community • Uniforms • Drop off logistics • Parent involvement • Families came on Wednesdays for campus visits/tours • Main hallway was still decorated and “dressed” for visitors. One classroom still “set”.

  24. Advice on hosting your events • Time of day considerations • Building needs to be “alive” • “Formal” uniforms vs. gym uniforms • Clean building, clean kids! • See school in action/“magic” • Start early (October/November) – capitalize on parents anxiety. . .want to have school “done” • Balance ratio of ambassadors to attendees • Use the right space – give impression that the room is filled

  25. Once families visit, then what? • The follow-up “dance” throughout the winter and spring season • Stay top of mind but do not harass • Be gracious – follow-up notes from admissions office, faculty and students (if appropriate) • Use email (Constant Contact) as reminders to stay in touch

  26. Year II – what’s different • Adding events in January and March • Incorporating student leaders and parents as ambassadors • Marketing coordinator (Board support) • Marketing team has designated projects for accountability

  27. Mrs. Terri Kolbus St. Theresa School Director of Admissions

  28. Office of Catholic Schools How we can help

  29. Visit our website Resource portal http://ocs.archchicago.org/SchoolVitality

  30. Diagnostic assessment tool

  31. Up next from OCS Marketing • OCS will be at school fairs in the next few weeks • AMEN Fall Workshop- October 8th, 9 am-noon "Step up your Tech Game“ Integrating Technology into your Enrollment Management Plan

  32. New look for Enrollment Management Communications

  33. Thank you! Enjoy your afternoon and get rockin’ on that calendar.

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