7.30.14 Steven Virgadamo on marketing the_catholic_school_for_image_and_enrollment-2013_sv

Marketing the Marketing the Catholic School for Catholic School for

Image and EnrollmentImage and Enrollment Research and Pragmatic ApplicationsResearch and Pragmatic Applications

Catholic Schools: 2013-2014Catholic Schools: 2013-2014

6,685 Catholic Schools in the United States6,685 Catholic Schools in the United States5,472 Elementary and Middle Schools5,472 Elementary and Middle Schools1,213 Secondary Schools1,213 Secondary Schools

26 New Schools Opened26 New Schools Opened 148 Schools Closed or Consolidated148 Schools Closed or Consolidated 2,166 (33%) Have Wait Lists2,166 (33%) Have Wait Lists


,55

98,

043

1,5

16

8,5

08

7,23

91

,26

9

8,1

146,

88

61,

228 6,6

85

5,4

72

1,2

13

0

2,500

5,000

7,500

10,000

'80-'81 '91-'92 '01-'02 '12-'13

Number of Schools

Schools Elem/Middle Secondary 3-D Column 4

ResearchResearch


1,000,000

1,400,000

1,800,000

2,200,000

2,600,000

3,000,000

'80-'81 '91-'92 '01-'02 '12-'13

Enrollment TrendsResearchResearch


Total EnrollmentTotal Enrollment 1,415,2441,415,244

• Minority EnrollmentMinority Enrollment 19.6%19.6%

• (14.3% Latino)(14.3% Latino)

• Non-Catholic EnrollmentNon-Catholic Enrollment 15.9%15.9%

ResearchResearch


0.0%

10.0%

20.0%

30.0%

'80-'81 '90-'91 '01-'02 '05-'06 '12-'13

Minority Enrollment Trends ResearchResearch


0.0%

10.0%

20.0%

'80-'81 '90-'91 '01-'02 '05-'06 '06-'07 '12 -'13

Non-Catholic Enrollment Trends ResearchResearch


Full-time Equivalent Professional Staff: 160,075Full-time Equivalent Professional Staff: 160,075

Laity:Laity: 95.9%95.9%MenMen 20.9%20.9%WomenWomen 74.9%74.9%

Religious/Clergy:Religious/Clergy: 4.1% 4.1%SistersSisters 3.0% 3.0%BrothersBrothers <1% <1%ClergyClergy <1% <1%

ResearchResearch

18841884

Plenary Council of Baltimore 20% of Catholic Schools Close

19641964 19721972

An Historical PerspectiveAn Historical Perspective

““Of the educational programs available to the Catholic Of the educational programs available to the Catholic community, Catholic schools afford the fullest and best community, Catholic schools afford the fullest and best opportunity to realize the threefold purpose of Christian opportunity to realize the threefold purpose of Christian education ...” education ...” pp 101 TTJDpp 101 TTJD

19851985

Kotler & Fox

Write Book

ACE

1990’s1990’s 20142014

Today

An Historical PerspectiveAn Historical Perspective

FromFrom

Mandates & ObligationsMandates & Obligations

toto

Options & ChoicesOptions & Choices

Paradigm ShiftParadigm Shift

Parental Demand for Catholic Schools: Exercising Their Options

NeedNeed

ForFor

MarketingMarketing

Paradigm ShiftParadigm Shift

Marketing Catholic SchoolsMarketing Catholic Schools

Product Quality Catholic Education + + Price Good Business + Management Place + +

Promotion Effective Marketing = = ProfitProfit Pupils, People & DollarsPupils, People & Dollars

ResearchResearch

Marketing is the process ofMarketing is the process ofresearching, analyzing, planning, researching, analyzing, planning,

implementing, and controllingimplementing, and controllingcarefully formulated programscarefully formulated programs

designed to bring aboutdesigned to bring aboutvoluntary exchange relationshipsvoluntary exchange relationships

with specifically targeted audiences.with specifically targeted audiences.

ResearchResearch

Marketing DefinedMarketing Defined

Catholic Schools Catholic Schools Can Be Marketed for:Can Be Marketed for:

• Image;

• Enrollment;

• Financial Resources.

ResearchResearch

IMAGE

ENROLLMENT RESOURCES

Marketing ControlsMarketing Controls

ResearchResearch

Understanding EnrollmentUnderstanding Enrollment

ResearchResearch

• Perception of better academic quality;

• Structure, safety, discipline;

• Religious values.

Parents Choose Catholic Schools for:Parents Choose Catholic Schools for:

The Enrollment ProcessThe Enrollment Process

ResearchResearch

Communications & MarketingRecruitment

INTEREST (investigation/knowledge)INQUIRY (call/letter/event attendance)VISIT (tour/open house/shadow)

AdmissionsAPPLICATION (test/application/transcripts)ACCEPTANCE (committee/financial aid/letters/conditions)ENROLLMENT (forms/fees/course selection/orientation)

RetentionRE-ENROLLMENT (satisfaction surveys/communication)

Retention

Admissions

Recruitment

Communication

Healthy Enrollment CycleHealthy Enrollment Cycle

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Attrition in the Enrollment CycleAttrition in the Enrollment Cycle

Retention

Admissions

Recruitment

School Dismissal Academic/ Behavioral

Dissatisfaction

Financial

Moving

Friends, not happy, personal

Communication

ResearchResearch

Justification of the Justification of the Purchase DecisionPurchase Decision

• More dollars are paid for the purchase;• When the purchase decision is close to one’s heart

(emotional ties).

The Value Proposition

““Is this the best place for my childIs this the best place for my childgiven the money I am spending?given the money I am spending?””

ResearchResearch

Factors Influencing Factors Influencing Student RetentionStudent Retention

1. Development of one-to-oneone-to-one relationships;

2. Attending a school with friendsfriends;

3. Genuine sense of belongingsense of belonging;

4. Perception of successPerception of success in the academic program;

5. ParticipationParticipation in co-curricular activities.

ResearchResearch

Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates

• Ensure a good fitgood fit between the student/family and the school;

• Provide a high-quality high-quality academic and educational experience;

• Have a faculty/stafffaculty/staff who daily demonstrate a caring caring attitudeattitude;

• Provide adequate financial aidadequate financial aid;

• Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve students in campus life;

ResearchResearch

Characteristics of Schools with Characteristics of Schools with High Retention RatesHigh Retention Rates (cont’d)

• Have a comprehensive and well-articulated counseling and counseling and advising programadvising program;

• Provide comprehensive support servicescomprehensive support services;

• Identify and work with “at risk” students“at risk” students;

• Build connections and foster a sense of belonging sense of belonging;

• Provide a “look ahead”“look ahead” for the year to come;

• Assess and work to fulfillwork to fulfill student and parent expectationsexpectations;

• Never forget the relationshiprelationship with the consumer by consistently meeting student needsconsistently meeting student needs.

ResearchResearch

Mission-Driven MarketingMission-Driven Marketing

IMPROVEDIMAGE, ENROLLMENT & RESOURCES

PROGRAMS, POLICIES & PROCEDURES

STRATEGIC PLANNING

PHILOSOPHY, VISION & GOALS

MISSION

Marketing MantraMarketing Mantra

The consistent delivery of

the right messageright message,

to the right personright person,

in the right way,right way,

at the right time.right time.

The Right PersonThe Right Person

Generation Birth Year Range

GI Generation 1909-28 (Ages 81-100)

Silent Generation 1929-45 (Ages 64-80)

Baby Boomers 1946-64 (Ages 45-63)

Generation X 1965-82 (Ages 27-44)

Generation Y* 1983-01 (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

45,000,000 living

70,000,000 living

62,000,000 births

75,000,000 births

ResearchResearch

The Right Person:The Right Person: Generational CharacteristicsGenerational Characteristics

Generational ValuesGenerational Values

Who We AreWho We Are

Defining EventsDefining Events

Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

GI/Silent GenerationGI/Silent Generation

Generational ValuesGenerational ValuesDedication and Sacrifice

Hard workPatience

Respect for AuthorityDuty before pleasure

Honor

DedicatedDedicatedLoyalLoyal

PracticalPracticalDependableDependable

Defining EventsDefining EventsGreat Depression

The New DealLindbergh’s Flight

Gone with the WindPearl Harbor

WWIIHiroshima


Baby BoomersBaby Boomers

Generational ValuesGenerational ValuesPersonal Gratification

EntitlementControl

Work EthicNo to Status Quo

Optimism

DrivenDrivenTransformationalTransformational““SelfSelf”” Centered Centered

Defining EventsDefining EventsBirth of TVProsperityCold War

Political AssassinationsWatergate

Rock ‘n RollGrowth of Suburbia

Women’s LibCivil Rights

Vietnam


Generation XGeneration X

Generational ValuesGenerational ValuesTechnosavvy

Think globallySelf-reliance

DiversityPragmatic

Risk-takersRisk-takersSkepticalSkeptical

IndependentIndependentTask-drivenTask-driven

Defining EventsDefining EventsWatergate

Single parentsLatchkey kids

MTVAIDs

ComputersChallengerGlasnost

Berlin Wall


Generation YGeneration Y

Generational ValuesGenerational ValuesConfidence plus

Civic dutyAchievementStreet smarts

Multi-tasking on steroidsFearless

OptimisticOptimisticCo-dependentCo-dependent

TenaciousTenacious

Defining EventsDefining EventsInternet chat

School violenceOver-involved parenting

Multi-culturalismWorld Trade Center attacks

Gulf WarIraq



Business/civic leaders

Catholics in the greater community

Parents of alumni

Alumni

Grandparents

Parents ofcurrent students

School Board

Faculty/staff

School students


Business/civic leaders

Catholics in the greater community

Parents of alumni

Alumni

Grandparents

Parents ofcurrent students

School Board

Faculty/staff

School students

Internal Constituents

External Constituents


Internal constituents:• School students• Faculty/staff• School Board• Current school parents• Grandparents• Alumni• Former school parents• All donors

External constituents:• Prospective parents• Newly baptized/Godparents• Parishioners/Clergy• Feeder schools and parishes

– Catholic, public, private– Preschools, day cares, nursery

schools, park programs• Religious education

programs• Local nonprofits• Nursing homes• Business/civic leaders

The Right Person:The Right Person:Choice of a Private/Catholic Choice of a Private/Catholic ElementaryElementary

SchoolSchool

• By time child is 3½ years old3½ years old• The child’s mothermother is primary decision maker

• Influencers:– Mother’s friends, neighbors, other moms;– Mother’s mother, sisters, extended family;– Kindergarten, primary teachers if known;

– Nursery school teachers, day care providers.

ResearchResearch

• By the time a child is in sixth gradesixth grade• In majority of cases, the childthe child makes or

overwhelmingly influences the decision • Influencers:

– Friends, peers;– Parents (father);– Elementary school teachers;– Secondary school teachers;– Programs/activities.

ResearchResearch

The Right Person:The Right Person:Choice of a Private/Catholic Choice of a Private/Catholic SecondarySecondary School School

ResearchResearch


Overview of TodayOverview of Today’s Families:’s Families:

• Exhibit non-traditional configurations;

• Have more preschool and extracurricular experience;

• Want fast and frequent response;

• Use and expect more technology;

• Expect personalized attention to unique child;

• Demand academics to be exceptional for all abilities;

• Are overcommitted with less free/volunteer time;

• Are further removed from the Catholic Church.

Marketing a ServiceMarketing a Service

Marketing isnot only concerned with

talking to the school’s publics…

More importantly,service marketing is concerned with

listening to those publics.

When you are marketing a service you are marketing a relationship.

The Right MessageThe Right Message

• Test scores;• Honor roll;• Student-Teacher ratio;• Graduation and high school

acceptances;• Integration of technology;• Classroom settings;

• Daily schedule;• Faculty training and

accomplishments;• Scholastic competition and

awards;• Curricular highlights;• Special academic programs.

Better academic quality:


• Faith integration/Catholic identity throughout;

• Religious curriculum;• Opportunities for worship;• Role of the Pastor and other

religious;

• Service expectations;• Masses;• Sacramental preparation;• Prayer services.

Religious values:


• Environment of respect;• Classroom management;• Student mentoring;• Rules and expectations for

behavior;• Safety procedures on

campus;• Before and after school

programs;

• Extensive co-curricular opportunities;

• Counseling and advising program;

• Transportation;• Parent involvement.

Safety, structure, and discipline:

The Right WayThe Right Way

GI/Silent Personal direct mail letters, print (Ages 64+) (newspaper/magazine), TV, face-to-face event marketing

Baby Boomers Direct mail letters, postcards, print (Ages 45-63) (newspaper/magazine), TV, web supported

Generation X TV and radio, movie trailers, phone messages, (Ages 27-44) email marketing (not texting)

Generation Y* Text messaging, voicemail, email, internet sites (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

ResearchResearchGenerational media preferences:


GI/SilentGI/SilentAges 64+

• Personal direct mail letters;• Print (newspaper/magazine);

• TV;

• Face-to-face event marketing.

Baby BoomersBaby BoomersAges 45-63

• Direct mail letters;• Postcards;

• Print (newspaper/magazine);

• TV;• Web supported.



Generation XGeneration XAges 27-44

• TV and radio;• Movie trailers;

• Phone messages;

• Email marketing (not texting).

Generation YGeneration YAges 8-26

• Text messaging;• Voicemail;

• Email;

• Internet sites.


ResearchResearch

The Right Way: The Right Way: Generation X/YGeneration X/Y

Marketing Focus:Marketing Focus:• Acquire address lists of parents with children under 2 years of age

within your community.• Build a relationship with first-time parents (mothers) as early as

possible. • Provide convenient opportunities for interaction with school teachers

and parents. • Provide clear examples and statistics on student and faculty

accomplishments from academic and spiritual perspectives. • Enlist Pre-K and Kindergarten parents to actively refer and recruit new

parents for enrollment.• Use technology both to establish and maintain a dialog with

Generation X parents.

ResearchResearch

The Right Way: The Right Way: Generation X/YGeneration X/Y

Marketing Focus:Marketing Focus:

• When your messages are relevant, the consumer welcomes an opportunity to engage.

• The legacy media channels deliver one content choice to millions of consumers.

• The born digital media networks deliver millions of content choices to one consumer.

• Word-of-mouth has always been one of the end benefits of good marketing.

W – weeklyM – monthlyQ – quarterlyA – annuallyN – as needed

Students

Facu

lty/Staff

Schoo

l Board

Pa

rents

Grandparents

Alu

mni

Alum

ni P

arents

Parish

ioners

Feed

er Program

s

Prosp

ective P

arents/Studen

ts

Business/C

ivic Leaders

Media

Quarterly Newsletter

Annual Report

“Good News" Press Releases

Principal's News Notes

Annual Fund Appeal

Recruitment DVD

Recruitment Brochure

Recruitment Postcards

State of School Message

Student Honor Roll

School Board News

Guides and Handbooks

Totals

The Right Time:The Right Time: Communication Matrix Communication Matrix

The Right MixThe Right Mix

Key Components:Key Components:• General School Information• Mission Statement • Leadership and Personnel• Strategic Goals• Needs of the School• Catholic Identity• Academic Excellence/Curriculum • Extracurricular Activities • Social Interaction• Safety, Structure, and Discipline • Home-School Communication • Parent Involvement

Infused with:Infused with:

Happy children Unique aspects High quality True to mission Faith-filled Goal-oriented Strong community

Cost-Effective MarketingCost-Effective Marketing

Build image and relationships:

via word of mouthword of mouth,

via printprint,

via Web/electronicWeb/electronic,

via on-site events.on-site events.

Specifically Specifically targeted audiencestargeted audiences


Voluntary exchange Voluntary exchange relationshipsrelationships

ImageImageEnrollmentEnrollmentResourcesResources

ResearchResearch

Marketing RecapMarketing Recap

ResearchResearch

AnalyzeAnalyze

PlanPlan

ImplementImplement

ControlControl

Carefully Carefully formulated formulated programsprograms



The Right TimeThe Right Time

School MissionSchool MissionGoals & Mission Goals & Mission

FulfilledFulfilled

““Know” HomeworkKnow” Homework

• Know your school, especially what makes it unique and sets it apart from others;

• Know your prospects, especially what they need and want; and

• Demonstrate how your school provides more than what your prospects need and want.

Marketing AssignmentMarketing Assignment

1. What is your school’s mission?

2. What makes your school unique?

3. What is your message in key areas (academic/religious/structure & discipline)?

4. Who do you need to market the school more effectively?

5. Discuss potential marketing goals and three marketing strategies for implementation this year.

Steven VirgadamoSteven VirgadamoFollow on Twitter @svirgadamo Follow on Twitter @svirgadamo

[email protected]@nd.edu 203-314-4850203-314-4850

7.30.14 Steven Virgadamo on marketing the_catholic_school_for_image_and_enrollment-2013_sv

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Transcript of 7.30.14 Steven Virgadamo on marketing the_catholic_school_for_image_and_enrollment-2013_sv