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Andrews Academy Marketing Department

Andrews Academy Marketing Department. Presents The Recruitment, Retention, and Public Relations Program By Bradley W. Sheppard Executive Director of Marketing Academy Operating Board April 15, 1997. Historical Background.

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Andrews Academy Marketing Department

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  1. Andrews AcademyMarketing Department Presents The Recruitment, Retention, and Public Relations Program By Bradley W. Sheppard Executive Director of Marketing Academy Operating Board April 15, 1997

  2. Historical Background • The provision of the finest possible quality Christian education to the children of faculty, staff, and University students as well as to selected youth of the community. • The modeling of responsible educational innovation and research to accompany the professional training of educators in a field setting.

  3. Topic of Discussion • Recruitment • Retention • Public Relations

  4. Purpose of the Department • SDA academies cannot assume that Adventist elementary students will automatically enroll in an academy upon graduation • Students currently enrolled in SDA academies and their parents need to be nurtured and treated as loyal customers • SDA academies must promote a positive image to their publics • AA, having rendered these factors valid, has developed a comprehensive marketing RRPR program under the leadership of the Executive Director of Marketing

  5. Definitions • Recruitment: the act of motivating potential students to enroll in the institution • Retention: the act of creating such a nurturing environment that current students will choose to remain enrolled in the institution until graduation • Public Relations: the act of projecting a positive image of the institution to its constituencies and the community at large

  6. Personnel • All administrators, faculty members, and support staff, as well as selected current students and other public agents are marketers for the academy. • It is vital to the institution that each member be aware of his/her role in RRPR.

  7. Executive Director of Marketing • Serves as leader and manager of Marketing Department

  8. Marketing Manager • Assists the Director with all marketing functions

  9. Principal • Authorizes the Director to manage and lead • Assists in promoting the institution’s program

  10. Vice-Principal • Manages the application and admissions functions of the school • Assists in promoting the institution’s program

  11. Director of Student Services • Conducts career testing and academic counseling • Manages Student Services Department

  12. Marketing Agents • Contact all names on the recruitment list

  13. Faculty and Staff • Serve on Recruitment Teams • Act as primary Retention Agents

  14. Selected Current Students • Promote School Spirit • Serve on Recruitment Teams

  15. Public Agents • Andrews University Public Relations Office • Administration, Faculty, & Staff of Feeder Institutions • Andrews Academy Operating Board • Pastors of Constituent Churches • Alumni • PPI

  16. Recruitment Activities • Recruitment Teams • 7th & 8th Grade Recreation Nights • Penny Arcade • Academy Adventure

  17. Recruitment Activities (cont.) • Academy Day • School Visits • Church Visits • Phone Interviews

  18. Recruitment Activities (cont.) • Personal Interviews and Facility Tours • Recruitment Packets • Recruitment Lists • Summer Recruitment Activities

  19. Recruitment Activities (cont.) • Advertising • Application Process • Christian Outreach • Music Department • RRPR Committee • Department of Student Services

  20. Retention Activities • Faculty Training • Penny Arcade • Principal’s Brunch • Awards Assembly

  21. Retention Activities (cont.) • Summer Treat • Theme, Banner, and Song • Principal’s Reception • Orientation

  22. Retention Activities (cont.) • Hodge Podge • Shydepoke • Vespers • Class Activities

  23. Retention Activities (cont.) • Student Association Activities • Tours • Birthday Parties • School Picnic

  24. Retention Activities (cont.) • Track and Field Day • Principal’s Luncheon • Friendship Festival • School Publications

  25. Retention Activities (cont.) • National Honor Society • Sourcebook • Assignment Book • Educational Technology • Sporting Events

  26. Public Relations Activities • Feast of Lights • Alumni Weekend • Community Service Days • Pioneer People and Church Bulletins

  27. Public Relations Activities (cont.) • Cooperation with AUPR • Top Ten • Advertising • Groups to Constituent Churches

  28. Public Relations Activities (cont.) • Front Sign/Electronic Sign • Display Cases • Retiree’s Dinner • Brochure

  29. Public Relations Activities (cont.) • Elementary Music Festival • Float • Communication to Publics • Memorabilia • Dinner for Feeder School Teachers

  30. Weaknesses To The Program • Inadequate Staffing • Over-worked Faculty • Financial Resources • Bulk of Recruitment Held to Summer Months

  31. Appeal To The Board • Raise Money to Hire a Full-time Equivalent Marketing Staff • Lighten Teacher Loads through School Reform Measures and/or Increased Staffing • Become Active Participants in the Marketing Program

  32. Conclusion • Andrews Academy must continue to be an exemplary institution that provides the finest Christian education to the youth in the community and models responsible educational innovation. • The success of these goals is dependent on the successful marketing of the program to potential students, current students, parents, and the community at large. • Pleas participate in this endeavor. This may be your most important duty as a member of the board.

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