DLI Marketing Strategy 2017 - Campaign and Messaging Deliverables FINAL
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Transcript of DLI Marketing Strategy 2017 - Campaign and Messaging Deliverables FINAL
“LEADERS ESTABLISH A COLLABORATIVE CULTURE OF GROWTH TO ENSURE VIBRANT
CATHOLIC SCHOOLS FOR PRESENT AND FUTURE GENERATIONS”.
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DLI Network Marketing Strategy - Campaign and Deliverables 2017-2018
Plan Overview
The Archdiocese of Los Angeles Dual Language Immersion program Marketing Campaign has
been designed to deliver a constructive marketing strategy and directives for building brand
awareness and creating engagement for new and continuing parents, stakeholders, and donors.
The ADLA – DLI marketing plan has been developed to create both regional and local area
visibility while also ensuring a strong rollout with touch points via digital platforms and through
traditional marketing formats.
The three month process of work was extensive and involved review of ADLA –DLI Network’s
internal documents and guiding documents as a starting point. Additional assessment and
evaluation was conducted including Industry Analysis, Competitive Analysis, and data gathering
or “Discovery” to obtain critical insights and perceptions regarding current DLI Network
program delivery. On-site meetings were held with school principals and staff at All Souls in
Alhambra, St. Sebastian in Los Angeles, and St. Mathias in Huntington Park. Staff meetings
were very helpful in providing additional insights specific to student demographics, current
marketing work, and return on marketing efforts.
The DLI Network will host an official launch in January 2017 during the Annual Catholic Schools
Week celebration.
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DLI Network Marketing Strategy - Campaign and Deliverables 2017-2018
Mission Statement
The current mission of the ADLA Dual Language Immersion Network (DLI) has been defined in
very specific detail through the Network Mission Effectiveness Standards document. A concise
Mission Statement will be developed from those standards which reflects how a DLI Catholic
elementary school education creates successful outcomes with English and partner language
instruction.
Vision Statement (framing)
The DLI Vision Statement will focus on positioning the Network for steady growth and rollout
over the next five to six years. The vision statement will define the support and training needed
to meet key growth objectives for the 2016-2018 school years.
The growth objectives are noted below:
Objective #1: To establish the ADLA DLI Network as the core technical assistance,
training and coordinating component of the program.
Objective #2: To implement a four-phase process to assist 8-10 Catholic elementary
schools and their stakeholders to investigate and complete a feasibility study for
transitioning to a DLI school.
Objective #3: To support principals, teachers and staff of 3-4 additional schools annually as they transition to a Dual Language Immersion model.
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DLI Network Marketing Strategy - Campaign and Deliverables 2017-2018
Positioning Statement Defined
The Positioning Statement is also referred to as a brand strategy, positioning strategy,
or brand positioning statement, a positioning statement is a description of the core target
audience to whom a brand is directed, and a compelling picture of how the marketer wants
targets to view the brand.
A well-constructed positioning statement is an invaluable means of bringing focus and clarity to
the development of a marketing strategy and tactics. How? Because every decision that is made
regarding the brand is judged by how well it supports the positioning statement---from the
brand name, the product itself, and packaging, to advertising, promotions, etc. (from
Brandeo.com)
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DLI Network Marketing Strategy - Campaign and Deliverables 2017-2018
ADLA – DLI Positioning Statement
The ADLA Dual Language Immersion Network (DLI) is poised to deliver a comprehensive
education model whereby bilingualism, biliteracy and multiculturalism is harnessed in Catholic
elementary schools through teaching and learning in partner languages.
As members of the Roman Catholic Church the tenants of the Gospel serve as the primary catalyst
for the program. Also, with influences from the National Cristo Rey Network and Two Way
Immersion Network – Catholic Schools (TWIN-CS -Boston College), the DLI Network has the
opportunity to educate many new and continuing elementary school students by equipping them
with skills that can be used well into their college and adult career years.
The DLI Network recognizes that the center of Catholic faith is the Church. The Church is not only a physical representation, but the representation as the spiritual and pastoral head directing leadership for all religious growth. Accordingly, the DLI Network will look to the Church leadership to underscore the message of faith, service and academic excellence. In receiving that support, our leadership affirms the core values which allows us to evangelize using multiple languages to advance education. ADLA-DLI Network Catholic school students will consistently be able to read, write, speak and
think in a partner language placing them well ahead of the curve with stronger academic,
cognitive and social skills. The DLI model brings innovation into the Catholic school education
platform giving students that ability to compete in an ever evolving, culturally diverse, and multi-
lingual world.
“Catholic schools exist to proclaim the Gospel message, to build
community, and to educate. All the people in the school —
administrators, teachers, clergy, parents and students — share a
common life of prayer, mutual responsibility, and freedom. Life in
a Catholic school is shaped by the values of the Gospel — peace,
justice, community, love, patience, reconciliation, and respect”.
(ADLA Website)
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DLI Network Marketing Strategy - Campaign and Deliverables 2017-2018
Top Audience Profiles
Traditional Catholic Families
This profile consists of families raised as traditional Catholics who believe in the
tenants of Catholicism and will carry that belief system on to the next
generation. These families retain their beliefs by professing their faith as regular
Mass attendee’s, receiving the sacraments, and becoming active in the church
and school setting. Traditional Catholic families strongly desire that their
children continue the practice of Catholic faith, however practicing as they
perceive it.
“Cultural” Catholic Families
Cultural Catholic’s consist of families that holds strong belief in their Catholic
heritage, yet are not necessarily aligned with many of the tenants of Catholicism.
This group expresses Catholic adherences through ritual and symbolism and are
more likely tied to generational family expectations versus their own faith belief
system. Many of these Catholic families are likely to enroll in Faith Formation
classes but may not consider Catholic schools as they desire more of a “faith
balance” for their children. This group also believes that they can be good
Catholics without attending Mass.
Non-Catholic Families
This group recognizes the value proposition that Catholic educational institutions
have historically provided. Although not of Catholic faith, these families
generally embrace Christian and/or religious beliefs and may be church goers
elsewhere. Non-Catholic families are drawn to the niche programs that are
often delivered in a setting that is well managed and adheres to excellence.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Individual/Local Donor Community
A fund development plan that defines the financial amount needed is the first
step in engaging the right donors. Individual/local donors will be looking to
support organizations or activities that are in alignment with their personal
values. Businesses, however will have goals that are in alignment with a
company strategic plan and possibly outreach or community development goals.
While capital infrastructure, technology upgrades and curriculum needs have
been identified, these items must be specifically defined cost wise so that donors
have transparency regarding the “ask”. It is also important to establish giving
tiers and recognitions for donors.
Community Stakeholders/Influencers
Community Stakeholders can be found in business, government, and non-profit
organizations. Community Stakeholders will be looking for partners and
participants in the overall sustainability plan of action for the community. The
plan is generally presented by local government or economic development
constituents. The key is to be certain that plans or programs are in alignment
with DLI Network values and goals.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Key Message Defined
Key Messages are defined very simply as speaking and communicating in a way that effectively
reaches the target audience group(s). Different messages can be developed for different
purposes, such as speeches, fundraising campaigns or presentations, however each specific
audience profile must be reached in a manner that resonates with their expectations.
Key Message per Audience Profiles
Traditional Catholic Families
Messaging– To ensure that Catholic faith is being led by the Gospel in the
classroom as a first priority; and that faith is never compromised in the partner
language delivery scheme.
“Cultural” Catholic Families
o Messaging – To make certain that the DLI value proposition is not being
shortchanged – meaning that the integration of faith, academics and social
justice as core drivers does not get sidelined or watered down.
Non-Catholic Families
Messaging – To assure that success outcomes for academic, cognitive and
social skills metrics are being consistently met.
Local Donor Community
Messaging –To showcase the positive impact that the DLI education construct
creates for ongoing student success.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Community Stakeholders/Influencers
Messaging – To support the creation and building of sustainable communities
by developing highly sought after skills that are being established in DLI
Catholic schools.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Call -To- Action (CTA) Defined
A Call –To- Action is a set of instructions that you want the customer or prospective customer
to take after reviewing the marketing piece. A specific Call-To-Action can be developed for
both print and digital. Print assets such as Information Flyers should have a call to action that
stands out with visibility on the page. Digital options include click through buttons that lead to
form fillers, downloads, and also payment options.
Examples of typical Call-To-Action requests are:
Sign-Up for Now with One Month Free
Subscribe to our Newsletter
Get Started Today
Donate Now
Download your FREE Whitepaper
Keep in mind that you ALWAYS want the customer/prospect to take a specific action.
(See Excel Spread Sheet for more with each Campaign)
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DLI Marketing Strategy - Campaign and Deliverables 2017-20181
S.W.O.T. ANALYSIS
DLI Network STRENGTH’S WEAKNESSES OPPORTUNITIES THREATS
Faith Long standing faith based community of believers and supporters.
Catholic institution has suffered with reputation as a result of recent national headlines.
Tenants of Catholicism re: social justice as applied to human dignity – placing value on language and cultures of others while supporting evangelization of faith in multiple languages.
Catholic construct may present ambivalence for passive Catholics and non-religious parents. Studies note that Catholic parents are gravitating away from Catholic school education.
Education
DLI performance indicators reflect 3rd and 4th grades are out performing public/charter school counterparts
Catholic school closures raise question about sustainable success.
DLI program presents opportunity to court new parents and sell the value of dual language proficiency and relationship to on-going academic success.
Local charter and public schools with additional resources and funding present alternatives for parents.
Resources
Existing school space and design lend to DLI delivery readiness and on-going capacity building.
Limited educational, financial, and technical resources inhibit full scope of program delivery.
Ability to bridge support between ADLA/ACC, local parishes, and school leadership to engage prospective parents.
Sourcing of adequate textbooks for in-demand language curriculum is a challenge.
Tuition & Fees Enrollments have increased at DLI schools –tuition DOES NOT appear to be a limiting factor.
DLI schools are not operating at full classroom capacity.
Lower enrollment levels offer advantages for metric design and evaluation and growth management.
Local charter and public schools provide DLI with non-tuition or non-fee component.
1 Updated 11/1/2016
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Competitive Landscape
The competitive landscape for language immersion programs in the State of California and in
the Los Angeles County region represents full market saturation with two-way, hybrid, and
maintenance programs in existence in most school districts. In addition to local and regional
public school programs, the DLI Network is competing with both charter schools and other
private schools for student prospects.
California public schools offer curriculum with program models with a variety of partner
languages. A total of 201 language immersion programs are delivered in public school districts
statewide, with multiple programs being offered in the same district in some cases.2
Most California public schools teach dual language using English and a partner language. The
program models offered are either 50/50, 90/10 or 80/20. Immersion programs offer
curriculum with partner languages of Spanish, Korean, Japanese, Mandarin and Cantonese
through one or more of the teaching models below:
Two way Immersion
Dual Language3
Heritage Maintenance
Transitional
Development Bi-lingual
_____________________
The total number of charter schools in the Los Angeles LAUSD region is approximately 282.
These schools reflect a demographic of predominately Latino students, with the majority
meeting the school district poverty guidelines. While it is not clear about the total number of
immersion language programs in place, it is important to note that as of 2015 approximately
40,000 students were on wait lists for charter school enrollment.4
2 California Department of Education - http://www.cde.ca.gov
3 When called "dual language," may refer to students from one language group developing full literacy skills in two languages
4 California Charter Schools Association LAUSD - 2015
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Competitive Landscape
The S.W.O.T. Analysis above notes a highly competitive marketplace with opportunity for
leverage and expansion from DLI Network schools. Opportunities exist to prospect families that
have strong interest in language immersion education, but may be unaware of the ADLA -DLI
Network program given the limited marketing and outreach resources.
Recommendations include marketing efforts that consist of “boots on the ground” outreach
along with a new digital presence as the first step to making connections with parent prospects,
donors and stakeholders.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey
Participating Schools: All Souls, St. Sebastian and St. Matthias Catholic Schools
Survey Dates: October 10th, 2016 through November 14th, 2016
Total Respondents: 187
Methodology
This survey was administered to current DLI Network Parents to assess the perceived impact
regarding enrollment in an ADLA DLI program school. This survey was designed to assess
parent interests and perceptions regarding the Dual Language Immersion (DLI) program while
also assessing parent decisions regarding enrollment in a Catholic School setting. The survey
was also used to gauge parent interest in DLI program curriculum beyond the current primary
grade levels.
The online survey tool Survey Monkey was used to poll parents for this project. Survey Monkey
is an open-source cloud based software program that is often used for survey analysis in
business and private industry.
Utilizing a Likert Scale response metric, the survey consisted of ten (10) questions and included
an open ended question that asked participants to offer additional comments.
A copy of the survey questions follow below. 5
5 This survey was translated to accommodate Spanish speaking parents.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey
SURVEY QUESTIONS
On a scale of 1-10 please rate your responses based on the following - 1 being “Least
Important”, and 10 - being “Most Important”. Question # 10 is an open ended question and all
feedback is encouraged.
1. How important is it for your child/ren to receive a Catholic school education?
2. Is regular Mass attendance important to your family?
3. How important is it for your child/ren to continue DLI curriculum into middle
school?
4. How important is it for your child/ren to continue DLI curriculum into high
school?
5. How important is it for your child/ren to attend college?
6. How important is DLI in preparing your child/ren for college?
7. Is it important for your child/ren to learn and understand as much as possible
about other cultures?
8. How important is heritage maintenance as applied to DLI program outcome?
9. How important is it for your child/ren to “read”, “write” and “speak” a second
language?
10. Please provide any other thoughts about your thoughts regarding Dual Language
Immersion. (open comments)
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey
Overview
A total of 187 survey responses were received from DLI parents at St. Matthias, All Souls and St.
Sebastian Catholic Schools during the survey period. Total current enrollment at these schools
was approximately 258 DLI students, so parent responses reflect approximately 72.4% of the
total student/parent population.
Using the Likert Scale measurement of 1-10 - with 1 being “Least Important”, and 10 - being
“Most Important”, survey responses are analyzed below.
Ratings from 1-5 – Low to Moderate Importance
Ratings from 6-10 – High Moderate Importance to Very Important
Analysis and Findings
Question 1 – How important is it for your child/ren to receive a Catholic school education?
At least 76% of all respondents rated the importance of a Catholic education for their children
at 6 and above with most responses being rated at 10. Responses were also rated from 1-5 or
“Low to Moderate Importance”, reflecting 23% of the total responses.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey -Analysis and Findings – Cont.
Using the Likert Scale measurement of 1-10 - with 1 being “Least Important”, and 10 - being “Most Important”, survey responses are analyzed below. Ratings from 1-5 – Low to Moderate Importance Ratings from 6-10 – High Moderate Importance to Very Important
Question 2 – Is regular Mass attendance important to your family?
The majority of respondents (60%) believed Mass attendance to be of “High Moderate
Importance” to “Very Important”, with ratings posted at 6 and above. However, 39% of all
responses fell within the 1 – 5 rating with Mass attendance reflecting from “Low to Moderate
Importance”.
Question 3 – How important is it for your child/ren to continue DLI curriculum into middle
school?
Almost every respondent (96%) believed it to be of “High Moderate Importance” to “Very
Important” to have their children continue DLI instruction into middle school. Of that total, 83%
rated this response as 10, or “Very Important”.
Question 4 – How important is it for your child/ren to continue DLI curriculum into high
school?
Respondents were also in alignment with Question #3 as responses indicated strong interest in
DLI continuity. 93% of the responses noted ratings of 6 and above – “High Moderate
Importance” To “Very Important” for DLI continuity through high school. Of those responses,
70% rated continuity into high school as 10, or being “Very Important”.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey -Analysis and Findings – Cont.
Using the Likert Scale measurement of 1-10 - with 1 being “Least Important”, and 10 - being “Most Important”, survey responses are analyzed below. Ratings from 1-5 – Low to Moderate Importance Ratings from 6-10 – High Moderate Importance to Very Important
Question 5 – How important is it for your child/ren to attend college?
The total 187 respondents rated this question as of “High Moderate Importance” to “Very Important”. Of the 187 responses, a total of 184 or 98% rated this question as 10, or being “Very Important”. Question 6 – How important is DLI in preparing your child/ren for college?
Responses to this question are in alignment with Question #5 reflecting parent support for higher education for their children. 98% of the responses were rated from “High Moderate Importance” to “Very Important” with 75% of those responses noted as 10, or being “Very Important”. Parent responses strongly suggest that DLI will assist in college readiness for their students.
Question 7 - Is it important for your child/ren to learn and understand as much as possible
about other cultures?
Parent responses to this question were very positive with 96% reflecting “High Moderate
Importance” to “Very Important” ratings. A total of 65% of those responses noted 10, or “Very
Important” response to this question.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Question 8 - How important is heritage maintenance as applied to DLI program outcome?
Heritage maintenance is also important to DLI parent, however responses were rated slightly lower than responses for the related Question #7 above. Although parent responses were positive with 83% reflecting “High Moderate Importance” to “Very Important” ratings; there were some responses noted as Low to Moderate Importance – 16%. A total of 63% of parents noted a 10, or “Very Important” response to this question. Question 9 - How important is it for your child/ren to “read”, “write” and “speak” a second
language?
All 187 parent responses rated this question as “High Moderate Importance” to “Very
Important”, with 87% rating the response as “Very Important”.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Question 10 - Please provide any other thoughts about your thoughts regarding Dual
Language Immersion. (Open comments).
Parent Survey comments are listed below.6
“The incorporation of a good religious foundation is important to me as a parent. It is great to be able to
find a school where children are achieving outstanding academics but also moral/ethical lessons. The
importance of learning diversity and a second language can only be a social benefit for our children. It is
important as we are raising children to grow up and become a meaningful part of society. I believe that
we can become better humans and enhance humanity by teaching and learning as much possible about
ourselves but most importantly learning about others. As humans we have to see beyond our near
environment and have to enhance our world perspective. I want for my child to see beyond her
immediate surroundings. I want her to see the world and how she is part of something bigger that God
has created for all”.
“Must need for middle and high school immersion In catholic setting”
“None at this time”.
“Student has more opportunity to do more things in the future”.
“WE ARE SO HAPPY THAT THIS PROGRAM STARTED IN OUR SCHOOL”.
“WE LOOK FORWARD TO SEEING IT START IN ALL THE CLASSES. WE TRY TO IMPLIMENT THE
BILINGUAL READING AND SPEAKING, BUT NEED MORE HELP FROM SCHOOL”.
“eh asistido a la junta y se me ase bien importante y pienso que es importante que los hijos
aprenden la importancia que es ablar mas de un idioma”.
6 This list reflects all comments made during the survey period. There were no additional comments after the first week of the survey ending
10/21/16.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey -Analysis and Findings – Cont.
Summary
The ADLA- Dual Language Immersion (DLI) program presents an exceptional opportunity for
Catholic school students to experience skills development where they are reading, writing, and
speaking in a pre-determined partner language with stand-out proficiency. The overall goals of
the program are bilingualism, biliteralism and multicultural skills that prepare students for
cognitive, academic and social success beyond school years.
Indications from the survey suggest that DLI parents are very much invested in this curriculum
as they offer positive feedback in support of their student’s participation. Accordingly, there is a
strong interest in seeing program continuity through middle school and into high school. This is
very encouraging especially since St. Sebastian and St. Matthias are relatively new in this space,
launching programs in fall 2015 and fall 2016, respectively.
DLI parents have aspirations for their children that include college attendance. In regards to
college attendance, 98% noted that this was “Very Important”. The response to the related
question #6 noted that parent’s believe DLI be a strong asset in providing college readiness.
Questions #7 through #9 directly relate to DLI objectives with cultural appreciation, language
maintenance and skills development being measured. While reading, writing and speaking a
partner language was very important (87% noted as “Very Important”); language or heritage
maintenance fell slightly (63% noted as Very Important); and cultural appreciation fell slightly as
well (65% noted as Very Important). This drop off may be due to stronger pressures to have
their children become college ready above the all else given the extreme competitiveness of
college admissions and performance expectations.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
DLI Parent Survey -Analysis and Findings – Cont.
Summary
It is interesting to note that responses to Question #2, only 60% believed Mass attendance to
be of “High Moderate Importance” to “Very Important”, with ratings posted at 6 and above.
This may suggest that some families are falling into the “Cultural Catholic” audience group
where symbolism is important, however Mass attendance is not reflective of one’s
commitment to faith.
Overall, parents is this survey group are supportive of the DLI program in schools. DLI Parents
recognize the positive results of the program and are assured that continuity will keep students
academically on-track to reach successes beyond the elementary grade school level classroom
setting.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Marketing Campaign School Roll-Out Strategy - Local Level
The campaign will commence in January 2017 for 2017-2018 school year. After being awarded
the DLI designation the marketing campaign will be initiated with Phase 1 – Enrollment Plan
and Phase 2 – Retention Plan. After that, marketing phases will roll out every month until start
of school in August/September 2017.
PHASE #1 – RECRUITMENT PLAN – Feb. 2017
The recruitment strategy is designed to reach new parents both Catholic and non-Catholic by
selling the unique enhancement of Dual Language Immersion (DLI) within a faith based
education program. DLI will be presented as an education success model while also being
touted as meeting the cultural expectations of the community with bi-literal, bi-lingual and
heritage maintenance (where applicable) as key selling points. Incorporate fresh and relevant
touch points to make this connect to prospective parents.
PHASE #2 – RETENTION PLAN – Feb. 2017
Grade level retention is critical to school capacity building for DLI and non DLI tracks. Parents
require on-going feedback regarding student progress and curriculum updates in order to
remain engaged. The current school retention plan will be enhanced with DLI specific pitch deck
and discussion at school events and will also be supported by parent peer groups and a parent
advocacy platform to strengthen communications channels.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
PHASE #3 – OUTREACH PLAN – Community and Stakeholder Engagement – CUSTOMIZED
APPOACH
Create and/or organize a community based collaborative by building local partnership(s)
whereby DLI parent advocates, DLI staff, and select stakeholders align to support a community
based growth initiative and/or innovation goal(s) as related to education. This phase will be
customized to elevate the parish school while also seeking local influencers and supporters on a
larger scale.
PHASE #4 – OUTREACH PLAN –Donor Engagement
Current DLI program funding needs are specific to capital improvements, technology upgrades,
and education scholarships. Donor engagement is critical at both regional and local levels,
however each parish community has its’ own unique funding priorities that are essential in
assuring that DLI objectives are met. The recommendation is to develop Affinity Group or Donor
Clubs with the charge of spearheading the fund development plan and identifying individual
donors, sponsorship and corporate giving opportunities.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
PHASE #5 –DIGITAL FOOTPRINT 2.0
Visual branding and relevant messaging will lead engagement and recruitment/retention
strategies. Parent prospects will require relevant success stories, and donors will require social
proof with testimonials, endorsements, positive ratings and social media success as the
benchmark. Consistency in presentation with templatized design for all on-line channels
including email newsletters, informational flyer, video, parent/student testimonials, media kits
and business listings are recommended as the starting framework.
Additional considerations for Yellow/White pages, display advertising, Google AdWords (PPC),
Facebook ads will be reviewed on an individual school basis.
All appropriate Social Media channels will be applied with more consistent and relevant posts.
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Marketing Campaign Strategy and Roll Out
Local Strategy
Regional & Statewide Strategy
(See Attached Excel Spread Sheets)
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Marketing Assets – DEFINED
Sizzle Reel
o A Sizzle Reel is a 2-4 minute video clip that offers key highlights of the program
using visuals, audio and messaging. The video pace is fast, and the idea is to
feature positive and engaging elements. The term “sizzle” is used to convey the
energy, excitement and compassion created throughout the piece.
Life Teen - This is What Happens
USC Media Institute
Coca Cola - Women in Business
Pitch Deck (Presentation)
o A sales focused deliverable that easily communicates the value proposition. This
is not a training piece or general information deck. This type of pitch deck is
designed with intriguing content along with the appropriate call to action based
on the target audience. A pitch deck can be used for any type of presentation
and is generally delivered in Power Point or Keynote (Apple) software.
Information Flyer
o Glossy 1 page flyer that must include:
Engaging & Relevant Content
Links to website or other landing page
Specific Call To Action –
i.e. “Schedule Your Appointment”,” Sign-up”, “Register Now”,
“Donate”
Contact Info
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DLI Marketing Strategy - Campaign and Deliverables 2017-2018
Marketing Assets – Overview
Impact Report
o An Impact Report highlights successes and outcomes for a specified period with
focus on “Impacts” to the community, “Impacts” to the school, “Impacts” to an
event or other outcomes such as new partnerships for example. This is not
simply a list of activities, but and unlike an Annual Report the focus is not on
financials or checks and balances.
Cal Tech example
White Papers
o Report and discussion on success based outcomes with focus on credible and
realistic solutions that benefit the entire industry.
Case Study
o Analyses of outcomes based on individual program experiences and outcomes.
A case study may enhance the way the customer program is delivered, however
it which may or may not generate benefit for the industry.
Media Kit – Online & Print
Uplift Education School – (one page media fact sheet)
Ravenscroft School
Seattle Girls School
Donor Solicitation – Direct Mail/On-line
o USC Catholic Trojan - On-line giving