Catholic Education - Archdiocese of Washington

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					   Catholic Schools
   Marketing Briefing
           for
Catholic School Leaders

       January 18, 2012
      St. Columba School
      Oxon Hill, Maryland
                   Catholic Education

Education is integral to the mission of the
 Church, to proclaim the good news.

Pope Benedict XVI
Speech to American Catholic Educators
Washington, DC
April 18, 2008




                                              2
            A Changing World
• Catholic schools face more competition
• Cost of Catholic education continues to
  rise
• Academic needs – learning styles
• Growth of technology and social media
• The need for marketing -- 24/7/365
• Decline in size of average Catholic family

                                               3
            Even More Changes
•   Governance changes
•   The need for planning and visioning
•   Branding your school’s image
•   Enrollment Management and Marketing
•   More involvement of alumni
•   Capital Campaigns & Annual Fund
•   Expanded role of educators in Marketing

                                              4
                 Archdiocese of Washington
                     Catholic School Enrollment
                           Total    Total    Total    Total   Total
School Type                07-08    08-09    09-10    10-11   11-12


Archdiocesan Elementary     19110    17407    16842   16031   15890

Archdiocesan High School     733      850       786     738     770


Independent Elementary      1700     1653      1586    1827    1908

Independent High School     9384     9377      9354    9421    9299

Ungraded                      60       51       61       61         61

Grand Total                 30987    29338    28629   28078   27928
                                                                5
            Archdiocesan Elementary
               School Enrollment

                20000
                              19110
                19000
                                      17407
                18000
# of Students




                                              16842
                17000                                 16031   15890
                16000
                15000
                14000
                13000
                12000
                        SY 07-08 SY 08-09 SY 09-10 SY 10-11 SY 11-12

                                                                       6
                Catholic Education
The entire Catholic community must now focus on the
future and the many challenges we face. By working
together -- parents, parishes, archdiocese and government
-- we can help ensure schools are affordable and accessible
to as many students as possible.


Cardinal Donald Wuerl
Catholic Education: Looking to the Future with Confidence
Pastoral Letter
September 14, 2008

                                                            7
         Archdiocese of Washington
    Emphasizes Importance of Evangelization

• Reorganized Communications Efforts

  o Communications Secretariat created

  o Print publications revamped

  o Social media embraced

  o Marketing and advancement support for
    schools, through CSO, increased.
                                            8
        Catholic School Marketing
The marketing efforts of the Catholic Schools Office
are designed for informing and influencing two target
audiences:

• Internal Audience
   – Pastors, principals, faculty, staff, and school
     parents

• External Audience
  – Current and prospective elementary and high
    school students and their families
                                                       9
           Support for Internal Audience

Internal Audience
1.   Create and distribute Marketing Tool Kit for Catholic
     Schools Enrollment and Retention to school leaders.
2.   Provide training and professional development for
     school leaders, faculty, and staff in the use of the
     Marketing Toolkit.
3.   Ensure all archdiocesan elementary schools have a
     student enrollment protocol, marketing plan, and
     related materials.
4.   Develop and implement Catholic education marketing
     plan for branding and increased visibility.
                                                             10
Marketing Support for Elementary Schools


  Catholic Education
      Branding                            Advertising
  Campaign Elements




                         Catholic
                         Schools
                          Office
 Communications                                 Events




                       Public Relations
                                                         11
 Marketing Tool Kit for Catholic Schools
      Recruitment and Retention
              The Creative Process

– Elementary School Marketing Task Force
  • 5 Catholic elementary school principals
  • 2 Catholic high school admission directors
  • 1 elementary school development director

– Pastor Input and Review
  • Fr. James Stack, St. Jerome Church and Academy
  • Fr. John Dillon, St. Mark the Evangelist Church and
    St. Francis International School
  • Fr. John Dakes, St. Aloysius Church and Father Andrew White
    School
  • Fr. Frederick Close, St. Anthony Church and School

                                                                  12
                 Chapter 1

  Enrollment Management and Marketing

Enrollment Management is the process of
analyzing and defining enrollment goals and
establishing procedures to reach and
maintain these goals.

                                          13
             Chapter 1
Enrollment Management Is Systematic:

              Identify

               Invite

              Engage

               Enroll

              Retain                   14
                 Chapter 2

Knowing Your School
  – Finding Your Niche – Marketing Your
    Strength
    A. Catholic Identity
    B. Academic Excellence
    C. Accessibility
    D. Affordability

                                          15
   Niche Markets – Special Focus

 Shared    mission of Catholic schools

        Assistance at archdiocesan
 Tuition
 and parish level



                                          16
                 Chapter 3
Recruitment and retention of students
    is everyone’s responsibility
  A concept that is crucial to our success

o Pastor – leader of the parish and school
  community – sets the tone for all activities
o Principal – academic head and chief executive
  of the school – oversees the mission statement
  into reality
o Faculty – provide the day-to-day experience
  for the students which is shared with parents 17
                 Chapter 3
Recruitment and retention of students
    is everyone’s responsibility

o Administrative Support Staff – often the first
  point of contact with the school
o Parents – partners with the school in their
  child’s education - ambassadors of the school
  in the community

                                              18
Chapter 4




         Your
     Marketing Plan



                      19
        Marketing Action Plan

1. Determine Goals and Objectives
2. Develop Your Marketing Calendar
3. Establish Benchmarks for Goal
   Achievement
4. Monitor Your Progress
5. Mid-course refinement as needed
6. Calculate Your Results
7. Celebrate Your Success

                                     20
Workgroup Breakout Session




                         21
                    Chapter 5

• Enrollment Management and Marketing
  Annual Review

  – Internal Assessment – annual self-evaluation to
    determine effectiveness of strategy
  – External Assessment – Mystery Parent Program



                                                22
                  The Tabs
1.   Sample Annual Marketing Plan
2.   Additional Marketing Tactics
3.   Benefits of Catholic Education
4.   Enrollment Management Team Roles and
     Responsibilities
5.   Marketing Coordinator Job Description
6.   10 Tools to Make Your School Stand Out
7.   Sample Documents
8.   Recommended Reading and Resources

                                              23
      Strategic Support of Selected Schools
• Each calendar year, nine (9) archdiocesan elementary schools will
  be provided with hands-on marketing support for a period of one
  year.
• Schools will be determined, each December, based on student
  retention and recruitment trends or other relevant concerns.
• Red, Yellow, Green Coding


                   Geographic Distribution

  Montgomery County – 1                Prince George’s County – 3
  Washington DC – 2                    Southern Maryland – 3


                                                                      24
         CSO Strategic Support Entails

• Attend and participate in marketing and enrollment
  management team meetings
• Facilitate SWOT analysis – if needed
   – Strengths, Weaknesses, Opportunities, Threats
• Assist with the development of annual marketing plan
  and budget
• Evaluate and support the creation of collateral materials
• Advise on public relations opportunities
• Advise on fundraising and advancement initiatives
• Monitor progress, based upon established benchmarks


                                                          25
          Strategic Support - 2012 Schools

District of Columbia                 Montgomery County
   St. Augustine School              St. Michael the Archangel School
   St. Ann’s Academy

Prince George’s County               Southern Maryland
   St. Ambrose School                Little Flower School, Great Mills
                                     St. Michael School, Ridge
   St. Matthias Apostle School
                                     Mother Catherine Spalding School
   Mount Calvary School
   St. Mary School, Landover Hills




                                                                  26
                      Take Aways
 Catholic Identity and Service is at the forefront.

 Student recruitment and retention is everyone’s responsibility.

 An Enrollment Management Plan at every archdiocesan
  elementary school is a must.

 A Marketing Plan must be created for annual implementation.

 Each school must have proper support for marketing, to ensure
  accountability and fulfillment.

 Plan for professional development in the area of Enrollment
  Management and Marketing.

 Marketing materials and website content must be professional
  and accurate.                                             27
Catholic Schools Marketing Briefing
                for
     Catholic School Leaders



      Q&A
        ~
    Discussion


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