A three-step, do it yourself guide, to marketing your school

A three-step, do it yourself guide,

to marketing your school

The business of The School District of Palm Beach County is educating the children and young adults in our community. We know that in order to recruit and keep families in our schools we must offer a quality product.

Teachers, leaders, and individual school

communities in Palm Beach are working

together to provide a world-class education

with excellence and equity to empower each

student to reach his or her highest potential

with the most effective staff to foster the

knowledge, skills, and ethics required for

responsible citizenship and productive

careers.

The district’s commitment to marketing schools .

In today’s competitive school

environment, where the district must vie with private schools and charter schools for students, marketing efforts are crucial to the district’s goals to win over parents and show them the

district-run schools are their best choice in Palm Beach County.

CONTACT MARKETING SPECIALIST,

BONNIE SKOP, FOR THE FOLLOWING SUPPORT:

 Analysis of enrollment trends

 Marketing advice and guidance

 Marketing templates

 Connections to quality vendors

Bonnie Skop Marketing Specialist

[email protected]

(561) 357-1116

Three Steps to Marketing Your School

1 2 3

Define your school experience

Retain families attending your school Grow your enrollment

Anywhere you see this icon, click to view corresponding resources

Begin the marketing process by clearly articulating what makes your school stand out. Answering the following questions collaboratively with school staff, parents and students will ensure that everyone talks consistently about your school experience.

① What words would you use to define your school experience?

② What unique programs and services do you offer?

③ Why do families choose your school?

④ What does the community value and expect from your school?

1 Define your school experience “You never get a second chance to make a first

impression.”

• When schools have the look of being cared for, it is assumed that the inside of the

school―including the students―are cared for.

• The first visit to your school establishes the tone of the relationship between the school staff and the family. Are your front-line staff image builders or image breakers?

• Developing a welcome packet or online resource that answer common questions is a great way to greet new students and parents.

Note: Information contained here can be found on pages 190- 196 of Principals in the Public a product of NAESP/NSPRA.

Access the “define your school experience”

worksheet here.

Click here for guidance on what to

include in the welcome packet.

2 Retain families attending your school

Retain the families in your school by letting them know they are valued and asking them to stay.

PRIORITIZE PARENT COMMUNICATION

Parents have an everyday interest in what occurs in your school and they make major decisions that can affect your school, such as whether their student remains enrolled. You should be especially sensitive to their communication needs. ¹ Consider the following:

• Teacher introduction letters and/or home visits at the start of the year to outline expectations.

• Share the good news. When the school does well and when students do well, let parents know.

• Anticipate and provide information that parents want and need (e.g., grading policy, homework requirements, discipline policy, ways to contact their teacher).

• Include parents on your list of those to be nurtured and recognized.

1

Principals in the Public, Effective Communication Tools, page 63

Note: Information contained here can be found on pages 63-66 of Principals in the Public a product of NAESP/NSPRA.

Click here to access sample retention letters.

Customize these template letters at different points in the year to…

• Thank families for choosing your school.

• Share the unique experiences that your school offers.

• Articulate the

commitment you and

your staff make every

day to the school’s

students and their

families.

An elementary school Early childhood providers

A middle school Elementary schools

A high school Middle schools

 Obtain student lists for schools in your feeder pattern, within close geographic proximity, and from area

charter schools in order to target your marketing.

 Target transition year teachers. Share information about your school and obtain information about their students. Invite them to experience your school during the school day. Invest time in cultivating and sustaining these relationships.

 Hold events for transition year students at their school and at your school. Provide opportunities for students to visit and experience your school during the day.

Go for the quick win by focusing marketing efforts on transition years.

MARKETING TACTICS

• Audit your web presence; edit descriptions of your school to best reflect your school

experience

• Mail/email recruitment letters to prospective students using lists provided by the district

• Hold an open house for prospective families

• Utilize staff and parents to go door-to-door in your neighborhood to promote your school

• Ask parents to host “meet-and-greets” in their homes for prospective families in the area

OUTREACH

To spread the word about your program consider mobilizing your Parent Teacher Association and arming real estate agents in your area with information.

If you are considering paid advertisements, local community newspapers and Home Owners Association newsletters have the best chance of reaching your intended audience.

3 Grow your enrollment

Click here to access do’s and don’ts of school marketing.

Create a one-pager about your school using your “defined school experience”

You are … Focus on …

2014/15 School Marketing Timeline

DATE TACTICS PURPOSE

August/September Welcome Letter to Families Retention

October Showcase of Schools Grow Enrollment

November/December Targeted student recruitment* Grow Enrollment Transition year teacher marketing Grow Enrollment December / January Choice Application Deadlines

Mid-year Retention Letter

Grow Enrollment Grow Enrollment March / April Assess enrollment projections / add’l

targeted student recruitment Grow Enrollment

April/May End of Year Retention Letter Retention

Incoming Class 2016/17 Student Marketing Transition Year Teacher Marketing

Grow Enrollment

Grow Enrollment

Marketing Workbook

Access these workbook resources

• Research on What Parents Want

• Why Parents Choose Charter Schools

• Define your School Experience Worksheet

• Do’s and Don’ts of School Marketing

• Welcome Packet Checklist

• Marketing Essentials

Click here to access sample retention letters.

Research on What Parents Want

A few key goals and school attributes rose to the top of almost all parents’

lists—features such as a strong core curriculum in reading and math; an emphasis on science, technology, engineering, and math (STEM); and the development of good study habits, strong critical thinking skills, and

excellent verbal and written communication skills. These preferences

persisted across parents of different races, household incomes, and political ideologies, and were consistently ranked highly by parents regardless of whether their student attended a traditional public, public charter, or private school.

Yet parents are far from identical. Once their non-negotiables are satisfied, many start looking for something special. Some do indeed seek high test scores. Others want vocational training. Some want diversity. Others value art and music. Some want their kids going to top-tier colleges. Others are satisfied with job skills. In the end, it’s not unlike people’s view of cars. Pretty much everyone wants a vehicle that’s reliable, safe, and affordable. But once those requisites are supplied, drivers and purchasers have dramatically

different preferences as to roominess, sportiness, seating capacity, gas mileage, and, of course—pace Henry Ford—color and style.

What Parents Want:

Education Preferences and Trade-offs

A National Survey of K-12 Parents

August 26, 2013

By: Thomas B. Fordham Institute Dara Zeehandelaar, Ph.D. and Amber M. Northern, Ph.D.

Click here to view

this research.

Why Parents Choose Charter Schools

Dissatisfaction with previous school Repeatedly, they emphasized “public schools failure to help my child

succeed,” and the lack of challenge for their child as why they chose a charter school.

Utah Charter School Study Prepared for the Utah State Legislature Executive

Appropriations Committee November, 2006 By Andrea K. Rorrer, Ph.D., Charles Hausman, Ph.D. and Cori Groth, Ph.D.

It appears that a significant number of parents/guardians are running away from neighborhood schools as opposed to being drawn to charter schools. (see 4 below)

Individualized attention In this case, individualized attention translates to the child wanting to attend a school with a specialized mission and programs suited to his or her interests. At the classroom level, parents also believe the student will get more individual help as a result of smaller class sizes.

2 The quality of the academic program This quality is reflected by the school’s academic reputation, teachers,

principal, and achievement test scores.

4 3

School climate

Specifically whether it is safe and inviting.

The safety dimension is reflected in such items as “discipline”, “the school is safe”, and “the school teaches values that traditional public schools do not.”

Click here

to view this

research.

Define Your School Experience Worksheet (Page One)

In one sentence, how would

you describe our school? Why do families choose to attend our school?

What is important to the people in our community?

BRAINSTORM

Two words we want everyone to use to describe our school:

Two to three points of pride:

Unique programs/services:

Write the ideal front page newspaper

headline about your school:

Define Your School Experience Worksheet (Page Two)

DESCRIBE

Using page one, write a one- paragraph description of your school.

EV AL U AT E

Once you have a description, ask yourself…

Does it feel right?

Are quick associations positive?

Does it tell a good story?

Will it resonate with your community?

Is it memorable?

Does it accurately reflect what you offer today?

Tip: Balance accurate with aspirational when

describing your school. Aspirational may bring

families to your school, but it won’t keep them

there.

Do’s & Don’ts of School Marketing

DO’S

DON’Ts

• Don’t use acronyms or education jargon

• Don’t make errors in grammar or spelling

• Don’t embellish your program or school

• Don’t make disparaging remarks about other schools

• Don’t use poor quality photos

• Do be consistent by always using the same language to describe your school

• Do use approved photos of your students, teachers, and parents; ensure the photos reflect the diversity of your school and are of high quality

• Do feature quotes from students, teachers, and parents

• Do emphasize the safe environment your school

provides

Welcome Packet Checklist

Consider making the following information readily accessible.

 School contact information

 School hours / Sample daily schedule

 Welcome letter from the principal

 Welcome letter from PTA

 Safety practices / procedures

 Communication

 School calendar

 From the school – newsletters, online portals

 To the school – how to communicate with the schools / my child’s teacher

 School directory

 Extracurricular and enrichment opportunities

 School committees and programs

 Annual events

QUICK TIPS

• Have at least two people proofread all information to avoid errors.

• Make as much information as possible available on your website.

• Have a few hard copies available for families with limited online access.

• Station a computer in the front office so information can be accessed by prospective families who “drop in.”

While idle, run a slide show

highlighting your school’s students and programs.

• Have a one-page promotional flyer

available for distribution on demand.

MARKETING TACTICS

Marketing Essentials

COLLA TER AL ^• Glossy one-sheet

• Brochure

• Advertisement

• Well designed stationery with dual logo

• Welcome packet for families

• Newsletter (hard copy or electronic)

• Direct mail piece

• Exit Survey Form

• Marketing Video Questionnaire

• Social Media Guidelines

• Paid advertisement • Conduct open houses • Participate in recruitment fairs

• Door-to-door recruitment efforts • Direct mail or email campaigns • Enlist the help of a marketing professional

Every school should have:

 An engaging website with fresh content promoting positive news and dynamic engagement and their value proposition

 High quality photos and logos

 A nice display

Also, consider customer service training for

front-line staff.