Creating Vibrant Catholic Schools:Marketing Planning,

Execution & Evaluation

Creating Vibrant Catholic Schools

Goals for Today

• Solid understanding of the marketing process• Tools to develop and

implement the right marketing strategy for your school

Creating Vibrant Catholic Schools

What is Marketing?

Creating Vibrant Catholic Schools

What is Marketing

• Marketing is a Process• Marketing should Educate and

Inform• Marketing is about Efficiency

Creating Vibrant Catholic Schools

4-Step Process

1. Research2. Plan3. Execute4. Evaluate

Creating Vibrant Catholic Schools

4-Step Process

1. Research2. Plan3. Execute4. Evaluate

Creating Vibrant Catholic Schools

Developing a Marketing Plan

• Product – Programs & Services• Pricing – Tuition Strategy• “Placement” – Location &

Transportation• Promotion – Communications

4 Areas of Marketing:

Creating Vibrant Catholic Schools

Developing a Marketing Plan

• Unique Characteristics• Differentiate• Preference• Sustainable• Your School’s Brand

Programs & Services

Creating Vibrant Catholic Schools

Developing a Marketing Plan

• Do you know what other providers are charging?• Are you educating about

financial aid options?

• Your School’s Brand

Tuition Strategy:

Creating Vibrant Catholic Schools

Developing a Marketing Plan

• How convenient is your location?• How far are families willing to

travel?

• Your School’s Brand

Location & Transportation

Creating Vibrant Catholic Schools

Developing a Marketing Plan

• Advertising (print, outdoor, internet, etc,) direct mail, brochures, newsletters, web sites, eNewsletters, DVDs, events and open houses, public relations and social media…and more.

Promotion & Communications:

Creating Vibrant Catholic Schools

4-Step Process

1. Research2. Plan3. Execute4. Evaluate

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• General Marketing• Target Marketing• Recruitment• Application• Acceptance• Enrollment• Retention

Enrollment Management Funnel:

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Advertising – Internet (Google, Facebook, etc.), print, outdoor• Event/Open House Marketing –

Posters or flyers throughout your target area• Signage – school sign, lawn signs

General Marketing: Awareness

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Advertising – radio and outdoor campaign during January• Print advertising – Business First

Guide to WNY Schools• Internet advertising• Template for individual school print

ads and media information

Diocesan Support

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• School Communications – • On-line: website, social media• Traditional: brochures, folder, flyer,

postcards, letterhead, business cards, slides

• Address, phone number, website URL

Target Marketing: Affinity

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Communicate to target audiences – • Parish bulletins• Direct mail – parents of 2-4 year olds• Cards – parents of baptized children• Information packets in community

Target Marketing: Affinity

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Communicate to target audiences – • Alumni events and communications• Alumni/student talks at Masses• Alumni profiles in local media• Presence at community family events

Target Marketing: Affinity

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Template for open house flyers• Template for post card• Use of Catholic Schools star

logo

Diocesan Support

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Invitations – • Open Houses/Catholic School Week events• School Tours - scripts• Shadow, sibling, experience kindergarten

events• Special Masses for Pre-K, K families

Recruitment: Relationship

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Referral programs and incentives• Parent Ambassadors• Follow up – calls, thank you

notes, Christmas/Easter cards, school newsletter/enewsletter

Recruitment: Relationship

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Invitations• Follow up• Parent ambassadors

Application: Interest

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Integrate into school community – • Acceptance letter – parents and child• Enrollment package – timelines• Parent ambassadors

Acceptance: Welcome

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Integrate into school community – • Picnic for new families• Parent ambassadors• School newsletter, emails, web passwords, etc.• Financial aid applications, assistance• New student orientation

Enrollment: Commitment

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Integrate into school community – • School newsletters, emails, other communications• Christmas and Easter cards• Social events• Mentoring programs• Tuition assistance, modified payment plans,

scholarships

Retention: Fulfillment

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

• Continue to integrate into school community• Identify reasons for attrition and

develop strategies

Retention: Fulfillment

Creating Vibrant Catholic Schools

Executing Your Marketing Plan

Graduation:

A lifetime relationship

Creating Vibrant Catholic Schools

4-Step Process

1. Research2. Plan3. Execute4. Evaluate

Creating Vibrant Catholic Schools

Evaluating Your Marketing Plan

• Determine assessment method for each program element• Establish benchmark measurements• Measure efforts• Evaluate and refine strategy

Audit and Analyze – Useful Metrics:

Creating Vibrant Catholic Schools

Evaluating Your Marketing Plan

• Phone inquiries (source)• Web hits• Leads from wnycatholicschools.org• Event attendance• Response rates• Applications

Some Useful Metrics

Creating Vibrant Catholic Schools

What’s Next?

• Identify marketing resource for your school – part-time, intern• Find school’s advancement

binder• Commit necessary resources

Creating Vibrant Catholic Schools

Thank You!

• Susan Lankes• Director of Marketing• Diocese of Buffalo• (716) 847-8384• slankes@buffalodiocese.org