Develop Your Plan
A basic marketing program involves identifying your target audiences, determining what they need and designing strategies to show how your school’s programs and benefits meet those needs. The following steps will guide you in developing a marketing program for your school:
● Start with what you’re doing now. Review your school’s past and current marketing efforts.
What works? What needs to be improved, expanded or perhaps eliminated? Do you have the right goals? Are you reaching the right people? Are you using the most effective communication tools?
What is your marketing budget and are you using it effectively?
● Analyze the situation. As part of your marketing review, take a close look at your schools
strengths, weaknesses, opportunities and threats, otherwise known as a SWOT analysis. What does your school do well and what advantages does it offer? In what areas can you do a better job and which programs can you strengthen? What changes in the community offer opportunities for your school? What issues or aspects of the school, the community, the economy or other factors have a negative impact?
● Conduct research. Surveys can provide the data you need to determine your school’s position in the marketplace. Why do families choose your school? What perceptions do people have about your school? You can survey a variety of audiences, including parents of current students, alumni and alumni parents and potential constituents, such as parents of newly baptized babies or students in your parish religious education program.
● Set goals and objectives. Starting with the end in mind will increase the probability that you will achieve success. What do you want to accomplish with your marketing effort? Increase enrollment? Improve retention? Boost fundraising efforts? What goals and measurable objectives will get you there? Tie your goals and objectives to the school’s overall strategic plan and mission.
● Determine your audiences. Figure out what audiences you need to reach to accomplish your goals. For most schools, they include current and prospective students, parents, guardians and teachers. They can also include alumni, grandparents, parishioners, potential volunteers, new community residents, and business and other community leaders.
● Craft key messages. Determine messages that will resonate with each audience and what you want them to do as a result, such as enroll or keep their children in your school, apply for a teaching position or provide volunteer support. Parents of prospective students, for example, may seek academic excellence, faith formation and service opportunities for their children, so
Mind your image. Throughout all of this planning, it is important to manage the image you project. In your choice of colors, typefaces and themes, all of your school’s printed and electronic messages should convey a consistent look. If your school’s letterhead looks one way and your website another way and school signage another way, you send a message of a disorganized school. See “Marketing Matters: 10 Academic Commandments” in the September/October 2013 Momentum for good advice in maintaining your brand.
● Develop tactics. Determine how you will reach each audience with your messages. Tactics include newsletters, online postings, radio campaigns, yard signs, billboards and newspaper ads. You can also use personal contact and social media including developing a great YouTube message. Another tool is special events, such as open houses, educational seminars or parish gatherings. You can reach into the community by organizing service projects, displaying student work in public spaces and arranging for student musical and drama groups to participate in festivals.
● Put it all together in a sample plan. For each audience, list the tactics you will use to achieve your goals and objectives. Specify who is responsible for each task, what resources are needed and when each task will be completed. Review your plan to make sure that it’s doable with the people and resources available, that it will help you achieve your goals, and that it will enhance your school’s mission. Make sure your messages are consistent and coordinated across all media, from your newsletter to your website to your personal communication with students and
parents.
● Evaluate progress. As you carry out the plan, track your results and compare what happened to your original goals and objectives. Are midcourse adjustments needed? What are the next steps?
Plans are living documents that should change with the changing needs and resources of the school.
Choose Your Tactics
Depending on your school’s resources and needs, you can incorporate a range of tools and tactics into your marketing plan. Many are low- or no-cost options. Consider the following:
● Email. Use email to convey news and updates to parents, faculty, staff and volunteers. It’s a quick way to communicate information and saves the cost of printing documents to send home with students or mail out. Request current email addresses at the beginning of each school year and keep your database up-to-date.
● School bulletin board. Use a centrally located bulletin board—outside the school office, next to the gym, in the cafeteria or parish hall—for posting school announcements and photos, newspaper and bulletin clippings, a running tally of fundraising results and exemplary student work. You can also use it as a changing gallery to honor students, staff or volunteers who have done something remarkable for the school or community.
● Newsletter. A newsletter can be a cost-effective way to get information on school news and events to parents, parishioners and school supporters. Studies show that school newsletters remain a preferred source of education news for families. You can produce a newsletter weekly or monthly and email it, send it home in student packets, include it in your parish bulletin or post it on your website. Send a tweet to let parents know it is coming.
● Social media. Media outlets such as Facebook and Twitter offer schools multiple ways to reach constituents, particularly younger audiences who use technology as a key information source.
These networks are designed to invite dialogue, so take advantage of that feature by posting questions for discussion among the community. Use your website, email signature and parish
● Website. A well-designed and frequently updated school website can be an important tool for reaching many audiences. You can use it to post information for students, parents and faculty, as well as to reach prospective students and families, the media and community members. It’s also a convenient location for forms that parents and applicants can print and fill out.
● News media. Explore opportunities to share your school’s story and
accomplishments through the local media. Invite reporters to cover your events or submit your own concise, well-written articles. Many publications also have an online version that publishes community news and op-ed pieces that may not fit into today’s smaller print editions.
● Personal contact. As you adopt high-tech methods of communication, don’t neglect high- touch methods. Personal invitations, handwritten notes, tours and social events are good ways to connect with families, community members and others important to your school. Phone calls to supporters, volunteers and parents to express appreciation or share good news make an impression.
● School ambassadors. Ask current families, faculty, alumni and parishioners to reach out to prospective students and families and potential staff members. Let them know when your school has openings and invite them to spread the word to neighbors and friends. Create a Welcome Committee of parents and students to help new students and families get acclimated to your school and involved in activities.
● Information packet. The packet should tell your school’s story and promote its benefits. It can include information on the curriculum and educational philosophy, answers to frequently asked questions, reports on standardized test scores, tuition options and testimonials from school community members. Make it available at the town hall, community centers, libraries, real estate offices, preschools, daycare centers, pediatrician and dentist offices and local employers.
● Video. Create a short video about your school that highlights its academic and faith-formation programs, its extracurricular activities and its community service commitment. Include
testimonials from students, parents and alumni. Post the video on your school website, show it at open houses and National Catholic Schools Week Masses, and include it on a disk in your information packet.
● Parish bulletin. Regularly publish information about school activities, student accomplishments and enrollment opportunities in the Sunday bulletin. It’s a good way to keep parishioners
informed and show them their investment in your school is worth it. If your school draws students from many parishes, offer items of interest to all of them for use in their bulletins.
● Pulpit announcements. For special events, such as National Catholic Schools Week activities or open houses, ask to be included in the announcements at the end of Mass. The principal, a parent or even a student can deliver a succinct message to parishioners.
● Open houses and tours. Inviting visitors to your school gives you an opportunity to present the school’s benefits in person. Initial impressions are important, so make sure those who conduct tours are well trained and can provide the information prospective families need. Follow up with calls or thank-you notes to school visitors, whether they’re families of prospective students, potential volunteers or
community leaders who may be interested in working with your school.
● Special events. Sponsoring events at your school and participating in community activities provide ideal opportunities for reaching key audiences.
School-based events can include a National Catholic Schools Week observance, anniversary celebration, alumni reunion, lecture series, cultural or academic showcase, athletic tournament and summer programs. In the community, your school
can participate in fairs, issues forums, and academic and athletic tournaments. Send bulletin announcements to other churches in the neighborhood—regardless of denomination—inviting participation. Some of those parents may want to enroll their children in a Catholic school.
● Community outreach. Enhance your connection to the community by asking community leaders and service organization executives to visit your school as speakers or guests at events.
Invite school volunteers, alumni and parishioners to school events and performances to thank them for their support. Invite neighborhood community or homeowners’ associations to hold their annual business meeting at the school.
● Local partnerships. Partner with local organizations or businesses on service projects. Have students wear school T-shirts or school uniforms when they’re out working in the community to identify them as ambassadors of your school.
Diocese of Syracuse
● School signs. A sign in front of the school can advertise enrollment opportunities and upcoming events, such as school performances and open houses. Provide families with yard signs they can post on their lawns with your school’s name and website address and a “Join us for National Catholic Schools Week!” message.
● Direct mail. Many schools conduct direct mail campaigns to reach prospective families. You can send postcard invitations to an open house or an information package that includes enrollment information and a DVD about your school.
● Advertisements. Many schools run ads in community newspapers and city magazines and on radio stations. Some even buy billboard space. It can be an effective way to reach families of prospective students, particularly in areas with many school options. You can also use ads to let area residents know about special events at your school.
Use the Power of Social Media
More schools are establishing a presence on social networks such as Facebook and Twitter because they offer a direct connection to parents, students, alumni and the local community.
Among those using social media is Pope Francis, who had more than 6.7 million Twitter followers on nine multilingual accounts by summer 2013, including more than 2.5 million each on his English- and Spanish-language accounts. A tweet that went viral in five hours is on service:
“True power is service. The Pope must serve all people, especially the poor, the weak, the vulnerable.”
Regularly posting quality content can result in positive word-of-mouth marketing for your school and help you foster two-way dialogue with members of your school community. Be sure to establish and publicize clear policies and procedures for using social media at your school.
The following ideas can help you use social media to connect with important audiences:
● Twitter. Use it to share links to your school website, blog, Facebook page or YouTube channel.
Highlight upcoming events and congratulate outstanding students and winning teams. Offer an inspirational quote of the day. Quickly publicize weather-related school closings and provide on-the-scene updates on the big game for those who aren’t in attendance. Send homework and test reminders.
● Join with us. The official hashtag of National Catholic Schools Week is #CSW14. Be sure to use this hashtag when celebrating CSW on Twitter. Also, be sure to follow NCEA on Twitter (@
● Facebook. Make content informative and engaging, and update it regularly so people will check your page frequently. Post a photo of the day of students at work, prayer or play. Feature student and faculty accomplishments. Provide updates on school service projects, new academic
offerings and additions to your library. Publicize class openings and enrollment opportunities.
In addition to sharing news, post questions or comments of interest to parents or alumni and encourage respectful dialogue. Also, check out www.facebook.com/ncea.org for NCSW ideas.
● YouTube. Share videos of school milestones, such as an anniversary celebration, a graduation ceremony or a Mass to dedicate a new addition. Post videos of student performances, school assemblies and science fairs so out-of-town relatives and alumni can keep up with school activities. Include an informational video on your school for prospective students and families.
The United States Conference of Catholic Bishops provides detailed guidelines for use of social media on its website (www.usccb.ng/about/communications.social-media-guidelines.cfm). The site offers definitive guidelines for establishing a site and a link to the Children’s Online Privacy Protection Act.
Make Your Website Stand Out
Your website is not only a useful resource for the school community, it’s a primary tool in your marketing toolbox and a window that provides a view of your school to the wider world. The most effective sites are informative, look professional and inviting and reflect the school’s image and values.
The following tips can help you design and maintain a website that’s an asset to your school:
● Determine the site’s purpose. Consider the audiences you want to reach and the type of information they want to see on your site. Include basic information, such as the school’s mission and value statements, school news and activities and upcoming events. Portray the school’s Catholic identity. Highlight student accomplishments and community service activities. Provide grade-specific information, such as details on special projects. List faculty and staff with their contact information. Offer information about school organizations, such as parent or alumni groups, and volunteer opportunities. Include commonly used school forms.
● Make the content relevant. It’s the most important component of the site, so make sure the content is complete, useful, interesting and easy to read.
Offer overall information and news about the school, as well as separate sections targeted to different audiences. The school’s contact information should be on every page.
● Make it inviting to prospects. Include a welcome message from the principal for prospective families that may stop by your site as they research school options. Provide enrollment
information, such as grade levels served, curriculum offered, application forms and tuition information. Include contact information for more details or a school tour.
● Keep it simple. Aim for a clean, simple design that emphasizes the content. Use easy-to-read type fonts and avoid busy backgrounds that make it hard to decipher the text. Avoid images that spin or flash. Design easy-to-use navigation and make sure that every page has a link back to the home page.
● Keep it current. Designate a person or committee responsible for maintaining the website.
Update the home page frequently with new information and timely photos from school events and activities. Make sure any links from the site remain active.
● Promote the site. Make sure people know about it by including the Web address on your school’s other communication tools: newsletters, staff e-mail signatures, information and enrollment packets, news releases and parish bulletins.
Tell Your Story Through the News Media
The news media can help you reach many audiences on your target list, including current and new students and their families, prospective teachers and community leaders. You can work with reporters for print and online media and radio and television stations. Or you can take advantage of opportunities to post online.
The following suggestions will help you design an effective media outreach plan:
● Make a list. Check local newspapers, city magazines, radio stations, television stations and online media to see who covers education, religion or community events. Most put contact information for reporters or editors in the publication or online. Review your list regularly to keep it up to date.
● Invite reporters to cover your school. Read, listen to or watch media outlets to determine what kinds of stories they cover. Then invite them to cover stories about your school. Topics that may be of interest include students involved in service projects; outstanding academic, artistic or athletic achievements; or an anniversary or other special event. Ask reporters what kinds of stories they’re interested in covering and offer to be a resource.
● Write targeted news releases. Focus on the needs of readers, listeners or viewers of local media outlets. Write brief releases about school activities that media outlets can use as is or that provide information that entice them to cover your events. In your release, cover the essentials in language that’s clear and simple. Add contact information for your school spokesperson.
● Produce your own coverage. Immediately after an event, write a concise, interesting story about it and email it to media outlets that didn’t send someone to cover it in person. Include high-quality visuals with detailed captions. If you are taking pictures with a digital camera, set it for the highest resolution. Make sure your spokesperson is available to provide quick responses to media inquiries.
● Go online. As print publications shrink in size, many are publishing online versions with special sections for school news and reader opinion pieces. Take advantage of those opportunities to post articles inviting community members to attend your events and highlighting your school’s contributions to the community. Find out what types of reader contributions the news outlet accepts and check the site for editorial guidelines on word count, photos and deadlines.
● Honor reporters’ preferences. Many reporters prefer to receive information by e-mail, while others use Twitter to get story ideas and find sources. Always make sure that any information you provide is concise but complete and include visuals whenever possible. Attract the attention of busy reporters by making your e-mail subject line compelling. Make it as easy as possible for reporters to cover your school by providing information and story ideas that are relevant to their audiences.
Promote Your National Catholic Schools Week Celebration
It’s important to market your school all year, but National Catholic Schools Week offers an annual opportunity to engage the community and show off what makes your school stand out.
The following tactics can help you encourage participation in your festivities:
● Download Back-to-School Press Kit from www.ncea.org.
● Communicate your school’s value. Use your website or Facebook page to draw attention to the 2014 theme and how it relates to your school. Post “A Dozen Reasons to Choose Catholic Schools” and an invitation to come see Catholic education in action. Publish a Catholic Schools Week schedule of events in your parish bulletin. Ask families and faculty to invite friends and neighbors to participate in the week’s festivities.
● Send a letter from the pastor or principal. Ask your parish priest to mail or include a letter in the bulletin encouraging parishioners to participate in the week’s activities. If yours is a secondary school, send a letter from the principal or president to parents and guardians and to neighboring elementary schools.
● Spread the word through the news media. Send a news release to newspapers, online media, and radio and TV stations.
may be interested in covering your events or community outreach efforts. Contribute your own articles, columns or letters to the editor to local media. Or write about Catholic Schools Week for your school blog or other relevant blog.
● Contribute to diocesan marketing efforts. Send your schedule of events to the diocesan newspaper so that it can be included in any special Catholic Schools Week supplements or on the diocesan website. Highlight any events that a reporter for the diocesan newspaper may wish to cover in person.
● Hang a banner or posters. Use display art to let everyone who visits your school know that this is a special week to honor Catholic schools. Use the poster in the 2014 Marketing Kit or have students make posters expressing the Catholic Schools Week theme. Ask businesses and community centers to hang a poster in the window or post an announcement on the bulletin board.
● Advertise. Use your school sign to remind everyone who travels by your school that Catholic Schools Week is coming. Include the date and time of your open house or information on new student registration. Provide families with yard signs advertising Catholic Schools Week. Arrange for billboards and paid advertising in your community newspaper.
A Dozen Reasons to Choose Catholic Schools
1. We offer an education that combines Catholic tradition with academic excellence.
2. We partner with parents in the faith formation of their children.
3. We set high standards for student achievement and work closely with them to help them succeed.
4. We provide a balanced curriculum that includes art, music and fitness.
5. We use technology effectively to enhance education.
6. We instill in students the value of service to others.
7. We teach children respect of self and others.
8. We emphasize moral development and self- discipline.
9. We prepare students to be productive citizens and future leaders.
10. We have a 99 percent high school graduation rate, and 85 percent of our high school graduates go to college.
11. We cultivate a faculty and staff of people who are dedicated, caring and effective.
12. We provide a safe and welcoming environment for all.
