Early Childhood Marketing

Presented by:

Juana Sanchez Graber,

Enrollment Marketing Manager, Vicariates IV and V

Noreen Walton-Valle,

Enrollment Marketing Manager, Vicariate I and II

April 11, 2018

• Early childhood numbers have been consistently rising across the system

• Parents looking for affordable/excellent option for childcare – early childhood is entry level

• Retention is key

Catholic Early Childhood Education Marketing

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Why is Early Childhood Education Important to Catholic Schools?

In the Archdiocese of Chicago Catholic School System, preschool and kindergarten account for 25% of the elementary school enrollment.

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What is Early Childhood Education in a Catholic School?

• The preschool programs of the Archdiocese of Chicago Catholic schools serve children who are 3 and/or 4 years of age on or before September 1 of the current school year – no exceptions!

• Kindergarten

• Two-year old programs (e.g. drop-off programs) –must apply for DCFS Licensing

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Why Catholic Early Childhood Education Makes a Difference

The Importance of Spiritual Development

• Faith permeates the whole school environment

• Young people involved in faith communities are more likely to feel supported, valued, and empowered than those not .

• Young people develop a sense of purpose, helping them understand that their actions are important.

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Why Catholic Early Childhood Education Makes a Difference

Seamless Learning Continuum of a PreK-12 System

• Early childhood programs are valued as integral to the elementary school

• Principles and practices of high quality ECE are viewed as the foundation of the school community

• Early Childhood Education is advocated and celebrated

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Why Catholic Early Childhood Education Makes a Difference

Program Quality Ensured

• Qualified Staff; Engage in professional development

• EC Program meets state requirements

• Curriculum is researched-based and aligned to early learning standards

• Assessment is integrated with curriculum, informs instructions and is communicated to families

• Program evaluation is conducted annually

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Why Catholic Early Childhood Education Makes a Difference

Environment

• Developmentally Appropriate classroom and materials

• Safe, secure, clean

• Groups size & ratio requirements maintained

• Schedule provides a balance of activities

• Classroom well-managed; children well-supervised

• Children engaged, confident, comfortable

Why Catholic Early Childhood Education Makes a Difference

School is Part of a Community

• School builds relationships with parish, neighborhood and community organizations and agencies

• Families are connected with resources

• Children are taught, through service, that their school and neighborhood are communities for which they have responsibility

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Why Catholic Early Childhood Education Makes a DifferenceWhy Catholic Early Childhood Education Makes a Difference

Family & School Partnership

• Parents are welcomed and supported

• Diversity, cultural & ethnic backgrounds and languages are accepted and fostered

• Communication with families is ongoing

• Opportunities for families to participate

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bit.ly/OCSResourcePortal

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Julie Ramski

Director of Early Childhood Education

Office of Catholic Schools

Archdiocese of Chicago

jramski@archchicago.org

312-534-3868

• Branding: Know, Meet and Beat the Competition

• Recruitment: Generate Leads

• Communication: Engage Pre-K and K Families

Early Childhood Marketing Best Practices

• Ask parents on your marketing team to call local early childhood centers - gather data regarding, hours, prices, programming, deliverables.

• Create analysis - What do these programs offer? How much do they charge?

• Honestly assess how your early childhood program compares with the competition - identify areas of strengths and weaknesses.

Know the Competition

Know the Competition (Know Thyself First)

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Online and Social Media: Kidville.com

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• Get to know leader of early childhood centers in your area and invite him/her to tour your school or attend some of your ongoing events.

• Be clear that you are not trying to “steal” their current families.

• Create materials that focus on 1st-8th grade programs to use at EC centers - much more likely to take materials if not seen as direct competition.

• Create partnership - How can you help them?

Meet the Competition

• Develop your own unique Value Proposition specifically about your EC programs

• Can you and your staff speak to what makes your EC program special?

• Put it in writing and consider creating a brochure specifically for EC

Beat the Competition

Early Childhood Curriculum Guide

• Ask your parish office to share names

and addresses of those who have been

baptized in the past 5 years and new

ones; create a database with their contact

info

• Send a birthday card each year to

children who have been baptized in your

parish

• Send baptism cards and gifts to the

newly baptized

• Find your neighborhood parent

organizations to partner for events – e.g.

NPN (Neighborhood Parent Network)

Generate Leads

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Baptism (Prospective Student) Gifts

Baptismal Blessings from St. Joan of Arc School!saintjoanofarc.net/school

(847) 679-0660

• Playgroups are a great way for a family to

get to know your school - be sure to have EC

teachers visit the group and meet the parents

and kids e.g. Moms and Tots

• Open House specifically aimed at Pre-K/K

parents or invite to age-appropriate events

e.g. speaker on discipline, sneak peek at your

Pre-K curriculum

• Sponsor or partner with a local community

organization to host a family event

• Consider working parents – host events

after school, in the evenings, early mornings,

and on weekends, when working parents are

available but still want to do activities with

their children

Generate Leads

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PreK STEAM Program

Early Childhood Open Houses

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Parent – Tot Programs

Targeted Early Childhood Outreach

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Map with clear directions and parking

Targeted Early Childhood Outreach

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• Make parents feel welcome and appreciated from

the start of the school year - e.g. Host Muffins

with Moms, Donuts with Dads, Grandparents Day

• Invite parents to join committees, team, Parent

Ambassadors; be careful to invite, not overwhelm

• The more engaged the parent, more likely they

are to stay – make them feel welcomed, like they

are a part of your school’s “family”

• Personally invite parents to events and activities

– host a Kindergarten Registration Day

• Buddy system with “veteran” parents and new

Pre-K parents

• Host social activities for parents to get to know

one another

Engage Pre-K and K Families

Beyond the weekly newsletter…

• Email photos of first day before first day

ends so they see the kids they left weeping

2 hours ago having a great time. Weekly

photos taken in the classroom; ask parents

to share photos with friends and family.

• At least once – if not more – someone

should have a personal interaction with

parents outside of just a scheduled

parent/teacher conference.

• Periodic calls or notes from teachers

(1-4 per year) about a specific student’s

accomplishment; usually they just hear from

us when there’s a problem.

Maintain a High Level of Communication

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Classroom News

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Workshops for Prospective and Wildcats Only (S.T.E.A.M themed)

PreK and Beyond, Academic Strengths, Capture the

Moment, Teacher/Staff Spotlight Posts

Personal Touch when it comes to touring / following up

Queen of Martyrs

Colleen Carey, Marketing Director

Conduct competitive analysis and establish your Early Childhood value proposition

Plan summer activities that will appeal to families

Create Early Childhood Parent Ambassadors to help promote and market the school in the summer - they will be attending many community events, sports, BBQs and birthday parties

Start preparing for next school year’s activities, focusing on retention

It’s already April - What now?

• Are you aware of your current early childhood retention levels? If so,

what are they? Are they improving? Declining?

• What are the top reasons families leave after Pre-K /K? Is there

anything we can do to combat this?

• What are some of the ways that your Pre-K/K program goes above and

beyond to provide an outstanding customer service experience for your

parents?

• How does your school engage parents of Pre –K/K students?

• How are you communicating across grade levels? For example, do

parents of younger children know what’s happening in the Junior High?

• What are some ideas to improve communications within the school?

NEXT: Focus on Retention

THANK YOU!

Juana Sanchez Graber

jgraber@archchicago.org

Noreen Walton-Valle

nwalton@archchicago.org

• Kurt Lewis, Director of Enrollment Marketing klewis@archchicago.org

• Juana Sanchez Graber, Associate Director for Hispanic OutreachEnrollment Marketing Manager, Vicariates 4 and 5jgraber@archchicago.org

• Noreen Walton-Valle, Enrollment Marketing Manager, Vicariates 1 and 2nwalton@archchicago.org

• Felicia Horton, Enrollment Marketing Manager, Turnaround Schoolsfhorton@archchicago.org

• Maura Daly, Enrollment Marketing Manager, Vicariates 3 and 6mdaly@archchicago.org

Meet Your…

Enrollment Marketing Team

35Source: Edelman

Send us your newsworthy stories:

• Anne Maselli: Director, amaselli@archchicago.org

• Yasmin Quiroz: Marketing Assistant,

schoolmarketing@archchicago.org

Communications and Marketing Team

36Source: Edelman

The (OCS Resource) Portal: bit.ly/OCSResourcePortal