1. Marketing Manual Preview
Partnership
creativity.
is the basis for
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2. The joining of individuals in a like-minded pursuit
can only result in meaningful accomplishment.
The Calvert goal is not simply to educate children,
but to inspire them. As partners, we can inform
parents of the wonderful opportunities available
to them, opportunities to introduce the joy of
learning to their children, to be more involved with
their children’s education, to inspire each child’s
highest level of achievement.
This booklet previews the 2013 Calvert Partners
Marketing Manual.
Get with the Plan
Marketing Calendars —
Marketing calendars are the
blueprint for a successful
marketing year. They include
enrollment dates, event timelines,
social media schedules, email
campaign strategies, and much
more. Planning for the year
ahead gives everyone involved
in the marketing process a set
of expectations and achievable
goals. Calvert helps you create
that plan. The new Calvert
Partners Marketing Manual
includes a sample calendar
and suggestions for scheduling
events.
children
potential
to achieve their greatest
Inspiring
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3. Your Roots are Showing
Grassroots — Word-of-mouth advertising is the most successful and
budget-friendly method. Get to know your community and let your
community get to know you. Virtual education and distance learning are
new concepts to many families. Contact us for a Calvert-designed template
to create your own district-specific handout. Keep a stack in your car to
distribute whenever you attend a local event: State Fairs, performances,
grocery store bulletin boards, Little League, the doctor’s office. We can even
provide a list of grassroots ideas.
Your School Needs You
Volunteers — You can’t do it all yourself, and not everyone has staff to
assist with getting the word out about virtual school. Ask for help: teachers,
parents, grandparents, even students have something valuable to contribute.
Social media, events, and record-keeping are all areas where volunteers can
contribute. Don’t pre-qualify your pool of volunteers by thinking that they
are too busy or uninterested—you don’t know until you ask. The Marketing
Manual reveals what motivates people to volunteer and the best ways to
recruit and retain this most valuable human resource.
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4. Friend Me
Social Media — Facebook and blogs are the perfect tools to create and
sustain a sense of community. When maintained on a regular basis, they
are a useful additional resource for keeping your families informed about
events and enrollment deadlines. Social media gives parents, students,
teachers, and administrators an equal voice. When people are asked to
contribute, they feel included. A sense of community is vital for retention.
Calvert can help with ideas and schedules for Facebook postings that keep
your followers engaged without turning them off.
The Best Things in Life are Free
Free Free Free — Press releases, Public Service
Announcements, and bulletin boards are just a few free
ways to get the word out about your school. Even no-
cost alternatives should be included in the marketing
plan and calendar. Check out Calvert’s growing list of
resources in the Marketing Manual.
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5. No Matter Where You Go
Internet presence — Everybody has a website now. Learn how to leverage
your online presence and create consistent, timely messages. Which pages
do you really need? Which information is vital, and how much is too much?
The Calvert Partners Marketing Manual will suggest content and help define
those mystery areas of online presence: SEO, Pay-per-click, and AdWords.
Budget plays a key role in managing these media.
Ring Ring. Hello?
Phone calls ­— Even the most tech-savvy individual appreciates
a simple phone call. A personal call may be more efficient than
email for reaching parents. Choosing your child’s education is a big
responsibility, and first-time virtual school families are reassured by
that personal touch. Phone calls also increase turn-out for events.
Who should make the calls? What should they say? When is the best
time to call? What type of records should you keep? Calvert answers
these questions and more.
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6. You’ve Got Mail
Email campaign — It all starts with the list. Are you keeping a
current list of contacts? When was it last updated? Why is the subject
line so important? What should you say and when is the best time to
send? We’ll work together to answer these questions and more when
designing your email campaigns.
Make it POP
Point of Purchase — Banners, signage, tablecloths, rack cards, sell
sheets, partner templates. How do you choose the most useful display
items for your budget? What is their longevity? The Manual includes
suggestions on where to spend and how to save.
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7. Come on Dowwwn
Events — Nothing replaces that in-person
connection. Events give staff, families, and
prospective students a chance to connect. How
do you choose which events to sponsor and
which events to attend? Working together, we
can determine the most effective location, time,
invitation list, topic, presenters, and staff attendees.
Free Stuff
Giveaways — How much of your budget should be allotted to pens,
water bottles, and stickers? When should you offer these bonuses
and what type of return should you expect? The Calvert Marketing
Team can help.
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8. Read All About It!
Newsletters — Do you generate a newsletter? Here is another no-cost alternative to stay in touch with
current families. How much time does the average recipient spend viewing your newsletter? Did you
know that people read newsletters on their phone to kill time while waiting for an appointment? Calvert
uses years of accumulated research and experience to maximize newsletter potential.
Hot Off the Press
Print ads — Print ads are valuable for their pass-around rate.
For every person who is subscribed to a magazine, on average,
four people will view it. Keep the design clean, the message
brief, and include a call to action.“Call today.”“Register at…”Take
into consideration the frequency of the publication. Does it
publish daily, weekly, monthly? Ask us to recommend the best
schedule for your needs and budget. Calvert’s experienced
graphic designers and copywriters can help you create
professionally-designed ads.
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9. The Postman Always Rings Twice Four Times
Direct Mail — Postcards, self-mailers, and letters are all suitable projects for
larger mailings lists. Volume and repetition are key. Each mailing must have a
purpose or reward. We work with you to choose the correct message and call
to action. The Marketing Manual details the optimum frequency and expected
response rate.
And Now, a Word From
Our Sponsor
Radio/TV — Radio and television spots are
successful for larger budgets. This form of
traditional media reaches a greater audience,
but for a very brief time. With Calvert, you will
learn how to discover your demographics and
keep them entertained.
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10. Déjà vu All Over Again
Repetition, Combination, Consistency —
Successful campaigns employ a consistent
message delivered over multiple media, many
times. Consistency doesn’t mean lack of variety.
We will work together to identify your potential
users and their motivation. There will be different
types of people choosing virtual school for
different reasons. These reasons may even
change seasonally. Messages may be tailored
accordingly, but the mission and identity of the
school must remain the same.
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11. Win Win
What’s in it for me? — Everybody is a winner
when we create a partnership. Successful
marketing creates awareness of your school
and builds a strong community among families
and faculty. Enrollment increases when a strong
message is delivered repeatedly and consistently
over time. And the best result of all? Working
together, we give every child the opportunity to
have a quality education.
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12. calvertpartners.org
(877) 599-8703
World-class Virtual Education
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