Increase Student Enrollment and Retention- Retaining More Families

8 HACKS TO INCREASE STUDENT ENROLLMENT & RETENTION

Hack #8

Retain More Families

A key component to overall enrollment growth is retention.  The more students that you are able to retain year after year, the greater your potential to continue growing as opposed to staying even or declining. Someone once said, “It is easier to keep a seat that fill a seat!”  We couldn’t agree more. How do your parents’ feel about your school?

Our final hack, involves retaining families by establishing a feedback loop.  Such an effort allows leaders to gain insights into individual family concerns and how your school can address those concerns prior to families exploring alternative options.

Many neglect this critical area as in many cases, retention sometimes can feel that it requires little attention beyond sending a notice to families on key deadlines and basic expectations.  Early knowledge of families’ satisfaction and intentions can greatly enhance the ability of school leaders to quickly address concerns and continue providing a top quality education and environment.

Are there processes in place for your parents to provide constructive criticism without experiencing a backlash? Do your parents feel that their opinions matter?  Besides an anonymous suggestion box for ideas, a great way to understand the ongoing needs of your families is to develop and implement a survey program. Perhaps a survey that is linked with their annual enrollment and registration will provide feedback from parents as to what they feel very strongly about.  Although the anonymous suggestion box is good for those parents who may feel threatened and singled out by their comments, a survey associated with a student is more meaningful; because if there is a legitimate concern, leadership should be involved and the issue remedied directly with the parent in a timely manner.  When a parent knows that the school took the time to resolve their issue, they become advocates and cheerleaders for the school.


There are many different ways to design and execute a retention program.  A streamlined way would be to incorporate a survey into your re-enrollment process. The video below demonstrates a great retention program framework.

https://www.youtube.com/watch?v=GJf5WIvDbYQ




Increase Student Enrollment- Reduce Barriers to Entry

8 HACKS TO INCREASE STUDENT ENROLLMENT & RETENTION

Hack #6

Reduce Barriers to Entry

With robust marketing activities in place, we are positioned to address the aspects of the enrollment operation that can deter prospective families and applicants.  Hack #6 involves reducing the barriers to entry.

With robust marketing activities in place, we are positioned to address the aspects of the enrollment operation that can deter prospective families and applicants.  Hack #6 involves reducing the barriers to entry.

With the explosion of charter schools, many private schools have experienced a decrease in applications and enrollment.  For some parents, the mission, philosophy, and reputation of your private school is sufficient reason for sending their children to your school, but for many other parents, reservations can include: the cost of a private school education, qualifications of teachers, lack of resources, outside impressions, unflattering online presence, cumbersome application processes and outdated facilities or programs. So the question is how do private schools compete with this new rising “public charter school” alternative?


As we outlined in identifying your strengths and weaknesses, it was noted that one of the most important things private schools need to do is highlight strengths to demonstrate to prospective families that your school is right for them.  Having a structure in place to directly discuss the needs of families is optimal but, what if families do not visit as a result of one of the reservations stated above? In this edition, we’ll provide some tangible ways to reduce some of the more common barriers to entry.  


Professional Online Presence

In Hack #2:Know your Audience Part 1 - External Promotion we discussed the importance of knowing your audience and determining if your audience is able to find you.  Expanding on this concept, once your audience is able to locate you, it is important that you present them with a mindful professional experience.  Social media pages should strictly consist of postings relevant school activities and should reflect the spirit of your school community well. Most importantly, your website should communicate a professional presence.  Beyond simple grammar and clarity, the online experience you guide visitors through should clearly and comfortably showcase items of interest including admissions procedures, tuition information, event calendars and staff/leadership listings.  As people reach pages of interest, it is important to provided digital touchpoints to submit information or reach out for assistance. Too often, school websites go many years without significant updates or redesign and without modern tools, visitors are forced to receive information in fragments and often have to take extra, manual steps to receive responses or answers to questions.  When evaluating your web site, imagine what an appealing journey would look like and work to apply those features to ensure an optimal visitor experience that promotes high value inquiries.


Perception of Exclusivity

A common perception of non-public schools is that they can often be elitist and unsympathetic to the needs of students/families that lack a high level of expendable income.  While private schools correctly desire to be viewed as high quality and exceptional, the idea of being overly exclusive can overshadow the exceptionalism. As we laid out in Hack #3: Know your Audience Part 2 - Internal Promotion, to combat this misconception, it is important to communicate clearly through your marketing efforts that yours is an open, welcoming environment where all families are encouraged to participate.


Responsiveness

Building on the concept of professionalism and welcoming, as families inquire about your school either through digital means or via in-person events, it is essential to respond and follow up on their questions and needs in a timely manner.  As parents evaluate the best schools for their children, they require a great deal of trust in the leadership and operation of the school. If school leaders are not timely in their responses, it is very easy for that poor impression to lead to disinterest in your school.


Streamlined, Secure Application Process.

The application process can be daunting for new families. .  How is your application process from the parents’ perspective? Is your school asking parents to “jump through hoops” or complete manual paper work?  This is an immediate red flag to parents. Hack #2, Understanding Your Audience characterized your “customer”. Old processes and forms for new generations of parents are regarded as archaic and unacceptable.  Consider turnkey systems like K-12 online, infosnap and registration gateway to name a few, that not only do your applications and re-registrations online, but will also be able to handle all your forms, recommendations, tuition and other payments during the process.  While there are costs to consider, streamlined processes, including the recommendation process, not only presents a professional online presence and conveys to the parent that your technology is state-of-the-art, but that you value your parents’ time and want to ensure that interaction with your school is managed as efficiently as possible.  Studies have shown that parents prefer the convenience of online payment for fees, items and tuition and also prefer automated tuition processes. For a live example of how this can be achieved at your school, see K-12 Online’s sandbox site and test drive their “new student” application process.




Living your Mission Statement

Another common pain point that parents raise is the complexity of the tuition payment process.  We often hear frustrations that it is difficult to know what parents are paying for, tuition charges are not transparent, or that the management company is insensitive to parents’ current circumstances when it comes to late payments.  Contracting your tuition management out to a third party has its pros and cons. The benefit is it relieves the school of the collection process, being the “bad guy” and it is “free” to the school. By removing direct contact with the school office, some of the human element about your schools relationships with families can be negatively impacted.  By prioritizing a more personal and compassionate approach, both families and schools benefit. Issues can be worked out quickly and efficiently, fulfilling the school’s mission of providing a caring environment.


By critically examining and employing remedies to potential barriers to entry, school leaders can greatly mitigate the risk resulting from poor process and presentation and ensure marketing and enrollment operations are producing the optimal return on effort.






    Increase Student Enrollment and Retention – Advertising

    8 HACKS TO INCREASE STUDENT ENROLLMENT & RETENTION

    Hack #5

    Get Noticed Part 2 - Advertising


    Our 5th Hack explores the landscape of paid advertising.  While this is a continuation from our prior post on getting noticed, it is a complex but effective tactic worthy of a full overview.


    Implementing a paid advertising strategy can be a great way to generate awareness and grow interest in your school.  It can also be a quick way to burn through money with little results.

    Before implementing an advertising strategy, you will want to ensure that you have utilized all the available free resources at your disposal.  We’ve previously touched on these types of resources in past postings on people finding your school and social media tactics.  It’s important to consider that if you have been unable to realize results in your free efforts, you are less likely to see return for the money you invest in paid efforts.

    There are two primary methods for utilizing paid ads online; Paid Search and Social Advertising:

    Paid Search – As previously mentioned in our posting on people finding your school, the primary method for anyone looking to learn about your school or even better, any schools in your area is to utilize a search engine, Google being the most widely used.  There are a number of things you can do to your primary website so that it appears as relevant as possible in respective search results however, there are limits to how easily people will come across your school.  Not everyone searches for things in the same way or uses the same words therefore, a person might search “schools in New York City” where another might search “private schools in New York City” and another may search “catholic schools in New York City”.  

    Depending on how people enter their search criteria, your school could appear or “rank” a number of different ways.  There are things you can do to your site to combat this challenge but most require an experienced web developer to ensure the site is indexed as well as possible for search engines.  A practical way to combat this is by utilizing paid search which effectively allows you to build and show ads based on select keywords that people use to search for schools like yours .  The Google AdWords platform allows you to set up campaigns based on a series of key words you determine. In addition, you can set up different descriptions or ads so that your school can appear with the most optimal message respective of what someone is searching for.  If someone searched for “catholic schools in my area” you could ensure a result appears that includes a description of your school and it’s catholic qualities. If someone searches for “ Pre-K in my area” you could create a different listing that focuses more on the Pre-K qualities.

    As you can see, with your primary website, it’s difficult to be all things to all people at the right moment.  Paid search using Google Adwords allows you to strategically position the benefits of your school in plain view of your target audience at the most critical times.

    If you have not used Google Adwords, please note that there is a difference between Google Adwords and Adwords Express.  Adwords gives you more control, but requires more manual input. Adwords Express uses Google’s search engine expertise to automate and decide where your listing will appear.  This may not be as optimal if you are on a tight budget as it may result in unnecessary clicks on your Adword listing that will eat into your marketing budget.

    Social Advertising – Paid efforts essentially allow you target people in specific geographies, demographics or interest and serve up a specialized post or ad with a message that is relevant to that audience.  Like paid search, it gives you great ability to reach a specific group of people. Unlike paid search, you have no idea what words they are searching for or what needs are front of mind. You are simply trying to identify an audience that is similar to your current customers and deliver a compelling message which they will hopefully find relevance in and click through to your offering.

    There are many tutorial videos and step by step guides offered that can specifically walk you through how to build and launch your ads.  The Facebook business guide is an extremely helpful resource and as you create ads on the platform, it has a lot of great hints along the way to clarify best practices.

    As a practical overview, there are some general areas of focus you’ll want to be mindful of as you identify targets and build ads.

    • Clear call to Action – What do you want people to do? – When they see your ad, what is the action that you want them to take?  Are you asking them to do to much? Does your image and messaging make it easy for them to understand what the next step is or what you want them to do?
      • High quality image or video – You’ll want to ensure that whatever images or videos you use in your ads that they are of a good quality to show your organization in the best light possible.  An image with poor quality (blurry, pixilated) will demonstrate a lack of attention in your effort and could not only reflect poorly on your organization but could cause people to ignore or dismiss your ad entirely.
      • Targets – This is where you will refine who will see your message.  As you will see when you are working in the tool, virtually the entire world is at your disposal and while it might initially seem practical to target everyone in your city, town or county, it’s important to keep in mind that by setting your target too broad, you may invite clicks (which you are paying for) that may not be the right types of prospects, causing you to waste money.  One tactic would be to identify specific groups in your area in which the group members closely match the profiles of existing families and students in your school. This makes it more likely that they will click to your offering and more likely they will proceed towards submitting an application.
      • Budget – Once your are in the setup area, you will eventually reach the area that allows you to set your budget and limits.  There are 2 ways of running ads, on a Cost per Click basis (CPC) or a Cost per Impression basis (CPM based on 1000 impressions).  To clarify further, CPC charges you whenever someone clicks, CPM charges you based on how many people see your ad. The setup tool will provide you with recommended bid estimates.  If you bid on the higher end, your ads will be displayed first, if you bid lower, your ads will appear if/when your competitors budgets are depleted or if they turn their ads off. It can become quite a complex arrangement depending on how competitive your targets are.  When executed well, one can gain a lot of previously unrealized attention.
      • Timing – In keeping with the budget theme, from a set up standpoint, you can set the times you wish for your ads to run in an effort to be the most effective.  You’ll want to be mindful if you are promoting specific events that you don’t allow ads to run beyond the event date as it would be very wasteful. Additionally, you can set a daily budget that prevents you from overspending and allows you evenly allocate your funds over time

      There are certainly many paths you can go down in the world of social media however if you can clarify and simplify your goals, you have great potential to reach a wide audience and demonstrate the value of your organization.

      Both of these tactics are extremely accessible and relatively easy to execute.  Like most things, the devil is in the details of providing clear, relevant messaging and ensuring you target the appropriate audience to achieve the highest conversion possible.  Another great feature is that these platforms provide excellent analytics so that you can quickly determine which efforts are having the desired impact. From these analytics you can take quick action to eliminate or adjust the ads that aren’t working as well as increase your budget on ads that are generating relevant interest in your school. If you have specific challenges that you would like advice on, we may be able to assist. Complete this form with your issue.

      Feel free to ask any general questions in the Comment Section at the bottom of the page.


      Increase Student Enrollment – Communications

      8 Hacks to Increase Student Enrollment & Retention

      Hack #4

      Get Noticed - Communications

      A successful marketing plan consists of three high level efforts.

      1. Planning/Strategy

      2. Execution

      3. Follow Up

      In our previous “hacks”, we fueled our planning/strategy efforts by identifying the value and message of our school as well understanding the needs of our target audience.  To recap:

      In this edition, Hack #4 involves mastering your communications channels.  With a strong message of value and clear idea of who benefits, you are now positioned to master your communications channels and execute your message to the appropriate families.

      The journey to increasing applications typically begins with bringing visitors or, foot traffic, through your doors.  Naturally, communicating opportunities to visit your school is a crucial step.  With that in mind, evaluating and utilizing the available channels will ensure your message is spread as far as possible and yields the highest results.  We will review a number of typical channels. However, you may have access to others not mentioned that should most certainly be utilized to aid your effort.

      In our previous post, we stressed the importance of reaching families with needs similar to that of your current families.  In that effort, leaders work to communicate to current families that theirs is an environment of community, where friends and families are welcomed and encouraged to participate in school activities.  Whenever possible, incorporate incentives to current families for bringing guests to school events.  Incentives can include pizza parties to the class with the most guests, dress down days, or extra recess/activity time.

      Besides incentives, getting your parents involved in the event accomplishes several things:

      1. Parents who help the school feel a sense of belonging

      2. Parents who are invested in the event, want to make it successful

      3. Involved parents are going to be natural social media conduits

      4. A group of parents pursuing a common goal creates energy.

      A successful ministry leader once said, “It takes seven different touches to reach your audience before it sinks in”.  Although seven may not be the magic number, the idea is that people respond differently to “advertising”.  Some respond better to audio, visual and tactile! Marketing through all these channels will ensure that your message will be received in one form or another.

      School Announcements

      Likely the most accessible and easily implemented communication channel is that of internal school announcements via P.A. system, during registration, monthly principal’s newsletter and handouts for students to take home.  Utilizing these channels to share the dates of upcoming events and the key details are a great first start to building awareness in your efforts and encouraging attendance.  As you plan these communications, share the key items of value that people will experience from the event as well broaden the invitation to extended family and friends in the effort to reach people who could similarly be served by the offerings of your school.   Some registration systems like K-12 Online have an area for Announcements which has proven very effective at the beginning of the school year for parents to input all the main upcoming events of the school into their calendars.

      Website

      Create a dedicated page of your event with eye catching images and an easy way to share this page on social media. The main landing page should the marketing page. From that page, buttons or hyperlinks can be added to share information of how parents can get involved with the event and who to contact. Do not overload your landing page with too much information. It should resemble a simple flyer that parents can use as a marketing piece.  This page should also have its own dedicated URL so parents can easily text or email the event to others.

      Email

      With a clear message, share upcoming events with those subscribed to your email list.  Provide clear details on the benefits of the upcoming events. When possible, provide opportunity for online registration so that you can begin to build out your database of prospective families to identify opportunities to serve and opportunities for relevant follow up discussions.

      Social Media

      Often underutilized, sharing news of your events via social media provides great opportunity for exposure to a broader network of families.  One of the key benefits of social media that is overlooked is that most people do not encourage engagement on their postings.  For example, many schools simply post that an event is taking place and struggle to generate “likes” or comments since there is no requested action.  In light of this, when you post about upcoming events, encourage your followers to “like” this post if they plan to attend or encourage comments such as “what are you most looking forward to experiencing?”  This type of ongoing activity on your posts helps ensure they rise to the top of recipients social media feeds and keeps your message active and relevant. Additionally, promoting shares or retweets will ensure your message reaches the circles of your current followers that you would not otherwise be able to reach.  Incentivizing shares or retweets with giveaways or prizes will further encourage engagement.  For example, “like and share this message for a chance to win a free [YOUR SCHOOL] sweatshirt” or something similar, will help your message reach broader audiences.


      Direct Reach Out

      When determining which audience can most benefit from the offerings of your school, consider that you will likely identify more than one actual audience.  The select benefits of your school can differ depending on which audience you are targeting.  For that reason, craft unique, personalized messages to potential audiences, specific to how their needs can be addressed by the services of your school.  Within this effort, identify the proper stakeholder or “gatekeeper” at any targeted groups or institutions to effectively establish a trusting relationship and create advocates for your school.


      Your Parent Organization

      Most schools have a PTA, PTO, Mom’s Club, Dad’s Club.  Parents who participate in these groups are your active and strong advocates.  Meet with the organization’s leadership, explain the purpose of the event and ask their help in promotion.  Sometimes getting them involved in the event not only makes them feel invested, but also lightens the workload...killing two birds with one stone!  On the other hand, something as easy as encouraging all the parents to  send or text the event to their friend circle will go a long way. Since undoubtedly, their friends circle would be other parents who would have similar interests.  


      As we previously identified, potential audiences could include:

      • Child Care or Early Learning Centers
      • Neighboring churches without companion schools
      • Area parent groups
      • Area community organizations
      • Local Meetup Groups

      For the above audience, offer to provide a “print-ready” copy of the event so all they need to do is insert it into their bulletin, newsletter etc. without much effort.  The less work for them, the better!

      With your strategy in place and your execution under way, you are well positioned to welcome a broad audience to your scheduled events.  In our next “hack” we will examine the final channel of paid advertising to further reach families that might share the interests of your target audience.




      Increase Student Enrollment – Internal Promotion

      8 Hacks to Increase Student Enrollment & Retention

      Hack #3

      Know Your Audience (Part 2 -Internal Promotion)

      Internal Promotion

      Our third hack involves extending the reach of your messages by using your current community of families as a vehicle to spread your message.


      To grow your enrollment, you must increase the number of applications to your school.  Increasing the number of applications requires people on-site to experience all your school has to offer.  We recently covered areas of focus for online presence, which is crucial to projecting credibility and confidence in your school however, website visits and social media follows on their own do not result in visits to your school or applications.  


      The concept of internal promotion focuses primarily on leveraging the existing networks within your school community. While school communities consist of a variety of clubs and groups that extend beyond the school setting, the most powerful group at your disposal are your current students and families.  There are no better advocates for your school than those who are currently enrolled and are empowered by the mission.

      The effort begins by simply encouraging and incentivizing current families to invite their friends, family, and extended networks to participate in school related activities.  This strategy is illustrated in full in the video below.

      Events such as theater, music productions or fun family nights like a fall hoe-down, winter or spring festival, BBQ, movie night etc. allow opportunities for current families to invite other prospective families in a “no pressure” situation. Prospective families can mingle with other families, get a taste of the culture of the school and speak to teachers and school leadership in a casual setting.  This may also be an opportunity for prospective students to actually experience the classroom and school in an informal way. Some schools have even awarded current and prospective families with a referral fee credit when new families join the school.


      Hesitation:

      There may be hesitation or discomfort on the part of school leaders to ask current families to join in the effort, which is understandable.  School leaders are trusted figures in the lives of students and their families and are rightfully uneasy at situations that could violate that trust.

      For many, it’s not easy to actively promote their school as there is often hesitation that they will come off as dishonest or too salesy which could be off putting, not only to prospective families but to current families as well.

      To combat this uncomfortable feeling, realize that when families see the value in your school that compels them to join your community, they often want to share that experience with those close to them.  If you extend a warm invitation to include those they love in the experiences of your school, not only will it grow your community of wonderful people, it will allow others to experience all your school has to offer, which will ultimately lead to interest and enrollment.

      If your school has hosted any events or utilizes any incentives that have been successful in promoting their school and are willing to share, please submit your ideas in the comment section at the VERY BOTTOM of this post so we can all learn from each other!  If you've like our content, please share this post with your fellow colleagues!

      Increase Student Enrollment – Know Your Audience

      8 Hacks to Increase Student Enrollment & Retention

      Hack #2

      Know Your Audience (Part 1)

      Can Your Audience Find You?

      In this second edition of “8 Hacks to Increase Enrollment”, we will examine the wealth of digital resources available that are built to assist in drawing attention and interest to your school.  Diving right in, the “hack” to quickly identifying and reaching the right people involves asking 3 key questions.

      1. Is my school easy to find online?

      2. Once located, is my school positioned in the best possible light?

      3. How can I expand my reach?


      For additional perspective, imagine you are a parent seeking the best school for your child.  You likely fall into one of the following categories:

        • Your child is now school age
        • You are new to the area
        • You are dissatisfied with the quality you are receiving from your child's current school

        Regardless of the reason, the first thing you are likely to do is grab your phone or computer and search for schools in your area.  First impressions are important. It’s important to understand who your prospective parents are so that you can effectively market to them.  Let’s face it, you would not market a product to your grandparents the same way you would to your child.  Effective marketing is knowing what triggers your audience’s emotions and interests.  Knowing this allows you to “speak their language” and helps you to market to them better.  Reviewing some school websites, we see sites with obsolete information, broken page links, an outdated look and feel and irrelevant information that will fall on deaf ears.  

        Your prospective parents are Generation Xers (Born 1965­-1979) and Generation Yers or Millenials (Born 1980­-1994).  According to “Marketing to the Generations”, your target market can be characterized as having short attention spans, ecology minded, tech-savvy, pro-community, pro-multiculturalism and seeks instant gratification.  With this in mind, are your marketing efforts appealing to these traits?    Is your website accurate, credible and user-friendly to the point it conveys that you are a tech-savvy school and appeases their need for instant gratification?  Does your media clearly state your school’s mission? Do your media images convey that you are multicultural and diverse?  Do you have online application and registration processes that satisfies their tech-savvy, ecology minded and instant gratification nature?

        Continue reading
        Private-School-Increase-Enrollment

        Increase Student Enrollment – Understand the Value of Your School

        8 Hacks to Increase Student Enrollment & RETENTION

        Hack #1

        Getting Started - Understanding the Value of Your School.


        Introduction


        Welcome to the first installment of our new blog series, 8 Hacks to Increase Enrollment.

        There is no question that a thriving community of students and families is necessary to creating and maintaining a dynamic learning environment.  Healthy, growing enrollment has a direct, compounding effect on the level of services schools are able to provide their community.  As enrollment declines or remains stagnant, revenue constraints can quickly lead to difficult decisions into which areas might receive continued funding and which areas might require a reduction or elimination of programs.  This can make it very difficult for schools to confidently highlight their programs and remain competitive amongst other education options.


        In this series, we will highlight key areas of focus for school leaders who are frequently tasked with multiple responsibilities and little remaining bandwidth to navigate the nuances of competitive, necessary marketing programs.  With this level of focus we aim to make optimal use of our readers limited, valuable time and provide practical, actionable resources to enhance your enrollment efforts.


        In part 1 of this 8 part series, we will outline the foundational aspects of successful planning and execution, specifically two items: Gaining clarity into the aspects of your school that resonate the most with your community and thus deliver the most value.  And how to build a high powered marketing team that contributes to highlighting these strengths and demonstrating the value to prospective and current families.



        Understanding the Value of Your School:

        Hack #1 Building Your Foundation


        Identify Strengths and Weaknesses

        Possibly, the most important part of marketing planning is brainstorming the strengths and weaknesses of your school.  It provides great opportunity so slow down from operational responsibilities and reflect on exactly what makes your school so wonderful and why people should be excited to dive deeper into all it has to offer as well as identify areas of improvement that may hinder prospective parents from applying or retention of current families.  With that said, visitors to your school are likely evaluating other schools and programs and are rightfully focused on the similarities to ensure the core needs of their children are effectively met.  It is both in your interest and to their benefit that you can communicate a clear understanding of what separates your school from others.  Success in this area establishes a high degree of confidence in the services of your school and a strong sense of excitement that your school will offer a unique, premium experience.


        Showcase Your Top Features

        Now that your list is well developed, prioritize the strengths and weaknesses and dedicate time to examine them from the perspective of both a prospective and a current family.  Identify the top features that you feel would resonate most with the people who come through your doors.  Along those same lines, determine which features would be best to highlight in promotional efforts as well as how you might create an environment or event that would allow people to experience these special features first hand. Perhaps you might host an open house where prospective students can bring their own instruments and perform with the music instructor.  You might position your longest tenured teachers to engage with visitors and share their unique perspective from years of service.  You may choose to showcase your unique use of technology that demonstrates credibility and maturity of your operation compared to other schools that might rely on paper processes and clunky communications efforts.  As you can see, there are opportunities to get creative.  Identifying the features that bring value and that you are excited to share will greatly assist you building momentum to execute your marketing efforts.  


        While discovering which items will resonate most with visitors is key, don’t neglect the importance of the remaining items on your original list. The full list will serve you well as you engage in deeper relevant discussions with prospective families looking for features that set your school apart.


        As you reflect on your identified weaknesses, be sure to critically analyze any weaknesses that might be immediately noticeable to families.  In your marketing efforts, you will establish a number of processes and pathways to both inform people and collect information on their interests, including student registration and application data.  Shortcomings in these key processes are highly visible.  As such, employing credible, professional level data capture and mobilization processes will immediately inform visitors on the professionalism of your operation and your attention to critical details.



        Build Your Team

        We’ve touched on the notion that the competing responsibilities of school leaders face can easily restrict school marketing and enrollment growth efforts.  For that reason, leaders must embrace the notion that it cannot be done by one person.  Key duties must be delegated to competent, energetic staff and/or volunteers to really form a team effort.


        There are 4 areas of focus to consider when matching the skills of your staff to the most appropriate role.

        • Event Planning
        • Communications
        • Data/Registrations
        • Relationship Building


        We will review each of these areas in more depth throughout this series however, in the team building stage, it’s important to have a clear understanding of the basic functions of each role.


        Event Planning

        Hosting events that draw visitors is the lifeblood of an effective marketing effort.  On it’s own, this is a very large responsibility which often requires its own team, under the direction of your event planner to execute.  Responsibilities of this role cover all aspects of showcasing your school including, room reservation, decor, catering, organizing entertainment or areas of focus, equipment needs, and coordinating speakers among a variety of other duties.  Event planners are positioned to proactively handle issues and troubleshoot problems that might arise on event days.


        Communications

        In order to succeed in drawing foot traffic and getting the most out of your events, a well developed communications in necessary to ensure people are aware and informed.  Your communications manager will identify and manage the available channels as well as channels you might want to add.  Common channels include flyers, website, email, social, media, paid advertising, community groups, and more.


        Data/Registrations

        As you begin to communicate your events and encourage participation, you will want to decide on the most appropriate way to collect information about people visiting your school.  Having a record of who intends to visit is critical to meaningful follow ups.


        It is highly recommended that technology be incorporated into your data collection efforts.  Using online registration or data captures systems prior to an event or even ipads or tablets that are connected to a reputable system on-site at events gives people a first hand impression of the sophistication level of your school.  Using technology in data collection provides great opportunity to showcase the professionalism and credibility of your school as well as collect meaningful information on your visitors.


        Your data manager is someone who is comfortable working with data and data platforms and will work very closely with the communications manager to ensure potential visitors have a clear path the registration and identifying interests.



        Relationship Building

        Your relationship manager benefits from the successful execution of communications, events, and data collection by analyzing visitors and the interests they’ve expressed.  The valuable information gained from your teams efforts can now be leveraged to warmly reach out after events have concluded.  Your relationship manager is positioned to engage in relevant discussions that address the expressed interests of visitors including:

        • Music Performances
        • Art Shows
        • Athletic Events
        • Science Open Houses
        • School Visits showcasing a specific class/method/teacher

        Conclusion


        With your best assets identified, a plan to mitigate known weaknesses, and your team positioned to their appropriate skill set, you are now prepared to develop the details of your marketing efforts with excitement, confidence and momentum.  As we proceed in this series, next we will review the key elements of understanding your target audience and designing an effective promotion plan to reach that audience.


        Stay tuned!


        Our next edition in the series is entitled, "Know your Audience Part 1 - External Promotion". We would love to hear from you as to what aspects of promotion you find most challenging or interesting. Please complete the brief survey. Your input will be incorporated in our next series installment! If you've liked our content, please share this post with your fellow colleagues!



        Learn How to Increase Student Enrollment and Retention

        8 Hacks to Increase Student Enrollment and Retention

        K12Online increase enrollment

        From our recent email, we realize that private schools' number one concern is keeping student enrollment numbers up and withdrawals down. How is your school doing? K­-12 Online, together with Grow School Enrollment, has co-authored a series of “8 Easy Hacks to Increase Student Enrollment and Retention.” This FREE e-series will answer the marketing principles of WHO, WHAT, WHY and HOW as it relates to your school.

        What You'll Learn

        Over the course of 8 weeks, we will be covering the following:

        • Getting Started – Understanding the Value of Your School
        • Know Your Audience Part 1 – External Promotion
        • Know Your Audience Part 2 – Internal Promotion
        • Get Noticed Part 1 – Communications
        • Get Noticed Part 2 – Advertising
        • Reduce Barriers to Entry
        • Build Trusting Relationships
        • Retain More Families

        What You'll Get

        • Advice from experts in this field.
        • Explanation on how to effectively market your school and the reasons behind those marketing strategies.

        • Examples of easy ways to create brand identity
        • Tips for using all forms of media, including FREE and readily available options to reach your audience.
        • Ideas on how to adapt to each unique audience to appeal to their interests and desires.

        Need a Solution to Too Many School Software Programs?

        School software programs solution

        K-12 Online provides schools with a solution to streamline multiple processes.

        If you’re a school administrator, chances are your school has many software programs to assist with administrative duties in addition to your student information system. Maybe your school has an online payment solution that allows students and parents to make purchases at home or on the go. Your school may have a program that keeps track of which students have fees and fines to pay. You may have another system that manages your tuition.  Perhaps your school uses an online service to carry out registration each year or your school may be using a combination of several online programs.

        Whether your school uses one or many online programs to handle administrative duties, there are often issues involved with these programs. Here are some of the challenges schools face when transitioning to an online process:

        1. Confusion as to how potential new programs would overlap and integrate with the ones currently in use
        2. Fear that staff members will find it difficult to learn so many different software programs for the various purposes
        3. Fear that parents will resist accessing one program for one thing, another program for another thing and yet another program for something else.

        Schools that are already making use of multiple software programs often have excessive siloed programs. When none of the programs “talk to” each other, staff members are faced with inconvenience, confusion, and plenty of lost time because:

        1. Parts of data are found in certain programs and not in others
        2. Redundant data entry is required since the programs are not connected
        3. Each program needs its own training and comes with its own technical challenges

        Isn’t your time more valuable than this?

        Here at K-12 Online, our goal is to help you free up valuable time by providing you and your parents with a comprehensive online solution that encompasses student application, registration, student information handling, online payments (including tuition, fees, and fines) all in one simple, powerful user interface. It’s costly and tedious to spend time learning several programs that each perform just one of the many tasks that schools have computerized. By streamlining these programs, you rid your staff of these unnecessary menial tasks which will free up time for you and your staff members to focus on more important activities that benefit the school and its students.

        From your parents’ perspective, a seamless, painless solution that handles everything without having them jump through hoops, such as creating multiple accounts for the multiple programs just to apply or register their children, creates a positive user experience and a welcoming environment, sending parents the message that your school values their time.

        With K-12 Online, you’ll be able to immediately eliminate paperwork, streamline your online processes, and optimize student enrollment for maximum efficiency. For administrators and teachers alike, it often feels like there aren’t enough hours in the day, especially if many of those hours are occupied by menial tasks like data entry into online programs. So we’ve created a one-stop shop so that you can devote more time into doing what matters.

        Unreliable online programs and unpleasant user experiences can exhaust administrators, frustrate teachers, and deter prospective families. Don’t let inefficient and ineffective programs waste you any more time and money! Learn how you can become a student-centered school by scheduling a demo today at https://k12online.us/contact/request-a-demo/ or downloading a private school case study at https://k12online.us/yellowstone-academy-case-study/.

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