AOP - Marketing Your Christian School
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Transcript of AOP - Marketing Your Christian School
Marketing For Christian SchoolsFree Webinar Series
Starting With the Basics
Who Am I and Where Do I Want to Go?
Tim Carlson, Marketing Director
What is Marketing?
Marketing is the process of getting and keeping customers
Why Does It Matter?
You want to increase enrollment and improve student retention
How Does It Work Best?
The most effective marketing is accomplished by presenting a clear VALUE proposition through a compelling message or story to a closely targeted audience
You Have a Challenge
People Need to Know
•Who You Are
•Why You Exist
•What You Stand For
•What You Have To Offer
•Why Choosing You is the Best Choice
You Need a Plan
A goal without a plan is just a wish. Antoine de Saint-ExuperyFrench writer (1900 - 1944)
He who fails to plan is planning to fail. Winston Churchill
Prime Minister, United Kingdom
Planning is C-R-I-T-I-C-A-L
Where there is no vision the people perishProverbs 29:18 (KJV)
Creating Your Plan
Six Key Ideas to Address
•Vision
•Mission
•Core Values
•Objectives
•Strategies
•Action Items
Your Vision
How will your Christian School make a difference?
to your students
to your community
to your world
Your Scripture
Is there a passage of Scripture that helps define you or is your “call to action”?
HeinzTo be the world’s premier food company, offering nutritious, superior tasting food to people everywhere
ChevronTo be the global energy company most admired for its people, partnership and performance
SearsTo be the preferred and most trusted resource for the products and services that enhance home and family life
Alpha Omega PublicationsChanging education for the glory of God
Your Mission
Why does your Christian School exist?
What do you want to accomplish?
What opportunities or needs can you effectively address?
AflacTo combine aggressive strategic marketing with quality products and services at competitive prices to provide the best insurance value for consumers.
CVSWe will be the easiest pharmacy retailer for customers to use
ADMTo unlock the potential of nature to improve the quality of life
Alpha Omega PublicationsEducate, inspire and change lives
Darden RestaurantsTo nourish and delight everyone we serve
Your Core Values (“Guiding Principles”)
What are the principles that guide your Christian School?
What matters most?
What things are non-negotiable?
What attitudes and behaviors are directing your efforts?
Johnson & JohnsonWe believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all the others that use our products and services.
WalmartEveryday low prices
GoogleDon’t be evil – Great just isn’t good enough
Alpha Omega PublicationsTo promote academic excellence and Christian values, our mission and vision will continue to guide our company, our employees and our decisions for the future
Your Objectives
What are you going to accomplish?
How will you measure success?
VERB + NOUN + DATE = Objective
Objectives?
Increase enrollment by 15% - by 8/31/12
Launch redesigned school website – 4/30/12
Develop community outreach program – 7/1/12
Increase donor base by 10% - 12/31/12
VERB + NOUN + DATE = Objective
Your Strategies
What will make your Christian School successful?
How will your Christian School be built?
Strategy, a word of military origin, refers to a plan of action designed to achieve a particular goal. (en.wikipedia.org)
Your Action Plans
What specific actions will you take to achieve objectives?
What is on your “to do” list?
Action Plans Examples
Email marketing
Print advertising
Church presentations
Community projects
Website SEO
Direct mail recruitment
Fund raising events scheduled
What’s Next?
1. Decide to DO IT!
2. Assemble a team
3. Prayerfully consider
4. Write it down
5. Communicate message to stakeholders
6. Monitor results
7. Review and revise
To Do’s
Get started tomorrow (or later today)
Be concise
Show leadership
Be positive (“We will . . “)
Be realistic
Think BIG (Faith)
To Don’ts
Procrastinate
Over think
Be too committee-ish
Over reach
Limit God
Coming Up – Webinars (all FREE)
January 18th 2012 @ 12:00PM CSTTopic: How to be a Successful Teacher in an Online/ Virtual Environment
February 7th 2012 @ 12:00PM CSTTopic: Marketing Your Christian School – Cost Effective (Free or Nearly Free) Marketing Tips Everyone Can Do
March 15th @ 12:00PM CSTTopic: Making the Mastery Learning Approach Reach Various Learning Styles
April 11th 2012 @ 12:00PM CSTTopic: Marketing Your Christian School – Fun in the Sun – Using Summertime to Set You Apart
May 16th 2012 @ 12:00PM CSTTopic: Reaching Out of the Box – Including Family & Community in Christian Education
Thanks For Your TimeLet Us Know How We Can Help!
Please fill out the survey – so we can better serve you.
Tim Carlson, Marketing Director - [email protected]