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The Best Kept Secret In Town? 2 Everything we do is Marketing! 3.
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Julius Hamlin Assistant Principal Sussex Central High School How to Significantly Increase Enrollment, Retention, and Graduation Rates with Millennials Thomas Pond CTE Director and Assistant Principal Colonial Heights High School
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Transcript of The Best Kept Secret In Town? 2 Everything we do is Marketing! 3.
Julius HamlinAssistant Principal
Sussex Central High School
How to Significantly Increase Enrollment,
Retention, and Graduation Rates with
MillennialsThomas Pond
CTE Director and Assistant PrincipalColonial Heights High School
2
The Best Kept Secret In Town?
Is Your School…
3
Everything we do is Marketing!
EMBRACE
4
“The Rain Effect!”
CONSISTENT PERSISTANCE
DRIP DRIPDRIP
DRIP DRIP
DRIP
5
Open HouseTourPresentationConversation (in person or on the phone)Direct Mail (letter, post card, greeting card)Signage (sign, poster, flyer)Advertising (TV, radio, billboard, web banner)Website VisitEmailText Message
DRIPS
6
ANYTHINGthat makes them think of
YOU!
DRIPS
7
Make each dripCONNECT
BOLDPERSONAL
FUN
ENROLLMENT FUNNEL
8
What people remember…
100% FEEL50% TOLD33% READ
ENROLLMENT FUNNEL
9
W I F M
ENROLLMENT FUNNEL
What’s In It For Me?
10
MEET THEMILLENNIAL
S
11
Lost Generation 1883-1900 111+Greatest Generation 1901-1924 87-110Silent Generation 1925-1942 69-86Baby Boomer Generation 1943-1964 47-68Generation X (MTV) 1965-1978 33-46Generation Y (Millennial) 1979-2000 11-32Generation Z (I-Generation) 2001-???? 0-10+
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32Echo Boom Generation
71 million Americans born (Baby Boom-76 million)“Experience is Everything”Friends = FamilyPrefer groups to one-on-one interactionNurturedUnique – Special – ImportantEntitledCelebrate diversityHigh expectationsRewrite the rules
MILLENNIAL GENERATION
13
Generation Y (Millennial) 1979-2000 11-32Extremely Tech Savvy - Connected
InternetMySpaceFacebookTwitterBloggingInstant MessagingText MessagingVideo GamesUNLIMITED OPTIONS
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32According to: Connecting to the Net Generation (7,705 students)
97% own a computer97% have downloaded music or media49% regularly download music or media94% own a cell phone76% use instant messaging/social network sites66% have a Facebook account60% own a portable music device34% use websites as primary news source28% author a blog44% read blogs
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32According to: Connecting to the Net Generation (7,705 students)
58% create personal content weeklyWebsitesBlogsVideos
68% use cell phone to text message50% prefer IM as primary source of
communication66% log on to IM several times per day15% of IM users are logged in 24/737 – average IM list size
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32Workforce Issues
Team-OrientedWork well in groupsGood multi-taskingInsist on stimulating job environmentExpect frequent rewards“Work to live” – NOT “Live to work”Tuned into their own valueLimited loyalty to employerBoss (no) / Coach or Mentor (yes)
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32Workforce Issues
According to a survey of hiring managers and human resource executives by CareerBuilders.com85% feel Millennials have a strong sense of entitlement
than older workersGreatest Expectations
Flexible work schedulesMore vacation or personal timePromotion within 1-yearHigher pay
MILLENNIAL GENERATION
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Generation Y (Millennial) 1979-2000 11-32Workforce Issues
Mentoring Do’sSupportive work environmentFormal structure neededLots of challenges – provide structure
Breakdown goals into stepsOffer resources and info to meet challenge
Interactive relationshipsHigh expectationsBe prepared for demands
Complaints = Demands
MILLENNIAL GENERATION
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ENROLLMENTTRACKS
EN
RO
LLM
EN
T RE
TEN
TION
APPLICATION
DRIP
DRIP
DRIP
DRIP
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APPLICATIONE
NR
OLL
ME
NT
TR
AC
KR
ET
EN
TIO
N
TR
AC
K
SEPTEMBER FIRST DAY OF SCHOOL
INTERESTLEVEL
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APPLICATION
EN
RO
LLM
EN
TT
RA
CK
RETENTIONTRACK
SEPTEMBER
FIRST DAY OF SCHOOL
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RETENTION
•APPLICATION
•BALANCE OF COMMITMENT YEAR
•END OF YEAR / YEAR 2
•SUMMER
•FIRST DAY
•10 DAYS
•11T
H
DAY
•SEMESTER I
•FIRST DAY – SEMESTER II
•SEMESTER II
•END OF YEAR
BUILD
EVERY
RELATIONSHIP
TO
LAST
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To find and recruit a new student is 10 times:HARDERMORE EXPENSIVETIME CONSUMING
than it is to retain an existing student
WHY?
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FIRST FEW DAYS
RULES
• Curriculum
• Fun
• Engagement
• Building Relationships
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FIRST FEW DAYS
ENGAGEMENT
FUN
CURR.
RULES
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LIGHT AT THE END OF THE TUNNEL
1. Connecting the dots everyday…
2. Experiences
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LIGHT AT THE END OF THE TUNNELCreate an engaging view of the “light”
Must demonstrate to each student:What will their CAREER look like?
Talents/skillsOpportunitiesAdvancement
What will their LIFE look like?ExperiencesFreedomsOpportunities
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LIGHT AT THE END OF THE TUNNELDemonstrate the “light” – Experiences (cool)
Guest speakersField trips
See itFeel itHear itExperience it
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LIGHT AT THE END OF THE TUNNEL
START OF SCHOOL TO GRADUATION
FOCUS FOCUS FOCUS FOCUS FOCUS
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THE WADEFACTOR
CALL TO ACTION
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Create a strong message of valueDRIP that message consistentlyGuard your image/messageWork together as a retention-driven
organizationDevelop the WADE FACTOR
YOUTEAMORGANIZATION
CALL TO ACTION
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“From now on, we live in a world where man has walked on the moon…
it wasn’t a miracle,we just decided to go!”
Jim Lovell– Apollo 13 Commander
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The content from this presentation was presented by Mark C. Perna at the 2011 ACTE conference in St. Louis, MO.
Contact Info:Mark C. PernaTools for Schools, Founder/[email protected]
© 2011 Tools for Schools
