The document discusses marketing strategies for private schools. It emphasizes the importance of understanding different generations and targeting the right person with the right message, in the right way and at the right time. Specific strategies discussed include developing a communication matrix, focusing marketing efforts on internal and external constituents, and justifying the value proposition to parents. The overall goal of marketing is to fulfill the school's mission and strategic goals by improving image, enrollment and resources through carefully planned programs.

1. More Students in Great SchoolsMore Students in Great Schools
It all begins with the Coffee

2. FromFrom
Mandates & ObligationsMandates & Obligations
toto
Options & ChoicesOptions & Choices
Paradigm ShiftParadigm Shift

3. Parental Demand for Catholic Schools:
Exercising Their Options
NeedNeed
ForFor
MarketingMarketing
Paradigm ShiftParadigm Shift

4. Marketing Private SchoolsMarketing Private Schools
Product Quality Education
+ +
Price Good Business
+ Management
Place
+ +
Promotion Effective Marketing
= =
ProfitProfit Pupils, People & DollarsPupils, People & Dollars
ResearchResearch

5. Marketing is the process ofMarketing is the process of
researching, analyzing, planning,researching, analyzing, planning,
implementing, and controllingimplementing, and controlling
carefully formulated programscarefully formulated programs
designed to bring aboutdesigned to bring about
voluntary exchange relationshipsvoluntary exchange relationships
with specifically targeted audiences.with specifically targeted audiences.
ResearchResearch
Marketing DefinedMarketing Defined

6. SchoolsSchools
Can Be Marketed for:Can Be Marketed for:
• Image;
• Enrollment;
• Financial Resources.
ResearchResearch

7. Understanding EnrollmentUnderstanding Enrollment
ResearchResearch
• Perception of better academic quality;
• Structure, safety, discipline;
• Added value benefits
• Religious values.
Parents Choose Private Schools for:Parents Choose Private Schools for:

8. The Enrollment ProcessThe Enrollment Process
ResearchResearch
Communications & Marketing
Recruitment
INTEREST (investigation/knowledge)
INQUIRY (call/letter/event attendance)
VISIT (tour/open house/shadow)
Admissions
APPLICATION (test/application/transcripts)
ACCEPTANCE (committee/financial aid/letters/conditions)
ENROLLMENT (forms/fees/course selection/orientation)
Retention
RE-ENROLLMENT (satisfaction surveys/communication)

9. Retentio
Admission
s
Recruitmen
t
Communication
Healthy Enrollment CycleHealthy Enrollment Cycle
ResearchResearch

10. Attrition in the Enrollment CycleAttrition in the Enrollment Cycle
Retentio
Admission
s
Recruitmen
t
School Dismissal
Academic/ Behavioral
Dissatisfaction
Financial
Moving
Friends, not happy, personal
Communication
ResearchResearch

11. Justification of theJustification 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 child
given the money I am spending?given the money I am spending?””
ResearchResearch

12. Factors InfluencingFactors 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

13. Characteristics of Schools withCharacteristics of Schools with
High Retention RatesHigh Retention Rates
• Ensure a good fitgood fit between the student/family and the
school;
• Provide a high-qualityhigh-quality academic and educational
experience;
• Have a faculty/stafffaculty/staff who daily demonstrate a caringcaring
attitudeattitude;
• Provide adequate financial aidadequate financial aid;
• Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve
students in campus life;
ResearchResearch

14. Characteristics of Schools withCharacteristics of Schools with
High Retention RatesHigh Retention Rates (cont’d)
• Have a comprehensive and well-articulated counseling andcounseling 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 belongingsense 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

15. Mission-Driven MarketingMission-Driven Marketing
IMPROVED
IMAGE, ENROLLMENT & RESOURCES
PROGRAMS, POLICIES & PROCEDURES
STRATEGIC PLANNING
PHILOSOPHY, VISION & GOALS
MISSION

16. 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.

17. 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

18. 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

19. GI/Silent GenerationGI/Silent Generation
Generational ValuesGenerational Values
Dedication and Sacrifice
Hard work
Patience
Respect for Authority
Duty before pleasure
Honor
DedicatedDedicated
LoyalLoyal
PracticalPractical
DependableDependable
Defining EventsDefining Events
Great Depression
The New Deal
Lindbergh’s Flight
Gone with the Wind
Pearl Harbor
WWII
Hiroshima
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

20. Baby BoomersBaby Boomers
Generational ValuesGenerational Values
Personal Gratification
Entitlement
Control
Work Ethic
No to Status Quo
Optimism
DrivenDriven
TransformationalTransformational
““SelfSelf”” CenteredCentered
Defining EventsDefining Events
Birth of TV
Prosperity
Cold War
Political Assassinations
Watergate
Rock ‘n Roll
Growth of Suburbia
Women’s Lib
Civil Rights
Vietnam
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

21. Generation XGeneration X
Generational ValuesGenerational Values
Technosavvy
Think globally
Self-reliance
Diversity
Pragmatic
Risk-takersRisk-takers
SkepticalSkeptical
IndependentIndependent
Task-drivenTask-driven
Defining EventsDefining Events
Watergate
Single parents
Latchkey kids
MTV
AIDs
Computers
Challenger
Glasnost
Berlin Wall
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

22. Generation YGeneration Y
Generational ValuesGenerational Values
Confidence plus
Civic duty
Achievement
Street smarts
Multi-tasking on steroids
Fearless
OptimisticOptimistic
Co-dependentCo-dependent
TenaciousTenacious
Defining EventsDefining Events
Internet chat
School violence
Over-involved parenting
Multi-culturalism
World Trade Center attacks
Gulf War
Iraq
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

23. The Right PersonThe Right Person
Business/
civic leaders
Catholics in the
greater
community
Parents of
alumni
Alumni
Grandparent
s
Parents of
current
students
School
Board
Faculty/staff
School
students

24. The Right PersonThe Right Person
Business/
civic leaders
Catholics in the
greater
community
Parents of
alumni
Alumni
Grandparent
s
Parents of
current
students
School
Board
Faculty/staff
School
students
Internal Constituents
External Constituents

25. The Right PersonThe Right Person
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

26. The Right Person:The Right Person:
Choice of a PrivateChoice of a Private 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

27. • 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 PrivateChoice of a Private SecondarySecondary SchoolSchool

28. ResearchResearch
The Right PersonThe Right Person
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 sometimes further removed from organized religion.

29. Marketing a ServiceMarketing a Service
Marketing is
not 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.

30. 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:

31. The Right MessageThe Right Message
• Faith integration;
• Religious curriculum;
• Opportunities for
worship/prayer;
• Role of the clerg and other
religious;
• Service expectations;
• Masses;
• Sacramental preparation;
• Prayer services.
Religious values:

32. The Right MessageThe Right Message
• 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:

33. 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
ResearchResearch
Generational media preferences:

34. The Right WayThe Right Way
GI/SilentGI/Silent
Ages 64+
• Personal direct mail letters;
• Print (newspaper/magazine);
• TV;
• Face-to-face event
marketing.
Baby BoomersBaby Boomers
Ages 45-63
• Direct mail letters;
• Postcards;
• Print (newspaper/magazine);
• TV;
• Web supported.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

35. The Right WayThe Right Way
Generation XGeneration X
Ages 27-44
• TV and radio;
• Movie trailers;
• Phone messages;
• Email marketing (not
texting).
Generation YGeneration Y
Ages 8-26
• Text messaging;
• Voicemail;
• Email;
• Internet sites.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

36. 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.

37. 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.

38. W – weekly
M – monthly
Q – quarterly
A – annually
N – as needed
Students
Faculty/Staff
SchoolBoard
Parents
Grandparents
Alumni
AlumniParents
Parishioners
FeederPrograms
ProspectiveParents/Students
Business/CivicLeaders
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
The Right Time:The Right Time: Communication MatrixCommunication Matrix

39. 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

40. 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.

41. SpecificallySpecifically
targeted audiencestargeted audiences
The Right PersonThe Right Person
Voluntary exchangeVoluntary exchange
relationshipsrelationships
ImageImage
EnrollmentEnrollment
ResourcesResources
ResearchResearch
Marketing RecapMarketing Recap
ResearchResearch
AnalyzeAnalyze
PlanPlan
ImplementImplement
ControlControl
CarefullyCarefully
formulatedformulated
programsprograms
The Right MessageThe Right Message
The Right WayThe Right Way
The Right TimeThe Right Time
School MissionSchool Mission
Goals & MissionGoals & Mission
FulfilledFulfilled

42. ““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.

43. 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.

44. Steven VirgadamoSteven Virgadamo
Follow on Twitter @svirgadamoFollow on Twitter @svirgadamo
stevevirgadamostevevirgadamo.net/.net/
203-314-4850203-314-4850