Parent Retention is a Year-long Commitment

March 15, 2016

AMEN Webinar Series

Webinar logistics

• Although attendees are “muted,” we encourage questions – please type and submit your questions and we will do our best to answer them as we go along.

• If we are talking about something and you have a particular insight or idea, let us know and we will share that out to other attendees as well.

• We post and archive these webinars on the Arch Resource Portal so you can listen to them again or share with your colleagues/committee members to listen to at your/their convenience.

More kids in great Catholic schools

• One goal. . .

Defining…Great Catholic Schools

Where GREAT exists, the stage is set for successful enrollment marketing.

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A collection of resources and best practices surrounding the enrollment management framework.

http://ocs.archchicago.org/SchoolVitality/MarketingEnrollment.aspx

Enrollment Management Calendar

• Keeping you on track with:• Monthly suggestions• A yearlong plan• Ideas and tips

Find the calendar here: http://bit.ly/1V9dsyG

Join us next month for Social Media

All webinars are from 12:00- 1:00 CST

Month Topic Date

August Bootcamp Recap August 19

September Setting a Calendar September 16

October AMEN Workshop at Quigley October 8

November Early Childhood Value Prop November 25

December Online Customer Service?/Prepping for CSW

December 16

January AMEN Workshop at Quigley January 14

February Retention February 17

March Parent Ambassadors March 17

April Social Media April 19May Websites and Summer Strategies May 17

A Quick Reminder: Please Submit Your Numbers

• Today is the day!

• Please submit your 2016-17 enrollment number each month using the online survey.

• Timely submission helps us provide you with your progress year-over-year.

• Submissions are due by the 15th of each month.

Click here to fill out the form: http://bit.ly/16enrollment

Discussion on Retention

What keeps parents in our schools?

Many insights shared in an ISM Webinar: Stop Chasing Re-enrollment Contracts

• Engaged students who feel connected to their school, who then come home feeling happy and their happiness spreads to their entire family

• Retention is the driving engine, even over recruitment

• Happy kids is equity. That’s all a parent really wants and, feeling

• Prepared for the next chapter• Perceived value “I’ve been a great

parent because I invested in this for my children.”

Best defense against attrition is…

Happy families

Retention

Retention

• Faculty• Administration & Staff• Pastor• Parent Ambassadors or parent

committees & enrollment management teams

• Students themselves

Who’s involved in the retention efforts?

Retention

• Academic program must be distinctive and worthy of an investment

• Do we understand what is happening in the lives of our parents?

• i.e., Middle school is a rough time, do we help parents understand it/manage it?

• Parents managing careers/jobs• Before/after care needs• Meetings, campus events

Some considerations around retention

Retention

• Overall customer service orientation throughout school?

• Families decide to re-enroll each year• Every day is an opportunity

• Process to re-enroll/enroll• On-line enrollment and payment capabilities

show parents you’re” meeting them” where they are

• Working with Infosnap• Utilizing Powerschool for

re-enrollment/retention• Google doc as interim step

More considerations around retention

Retention

• Families don’t fully understand why it’s important for them and to the school

• They may not know what the school needs and what the process is to re-enroll – or you might be making it harder than it needs to be

• Tradition – perception that there is always space

• They may be considering other options and looking to transfer

So, why do families wait to re-enroll?

Retention

• Admissions is central to the mission of a school. It’s helping families find the “right fit” and being a good match between family and school• Establish a culture around admissions being a

special part of your school• Letters of acceptance• New family welcome events and masses• Buddy families• Showcase alumni connections – “always part of the

family”

• Mindset shift – this evolution takes time

Families don’t fully understand why it’s important for them and to the school

Retention

• Knowing enrollment earlier allows the school to secure faculty contracts and create a professional atmosphere where quality teachers are motivated to stay and create an exceptional learning experience.• Connect enrollment to quality of program, faculty

and staff on an on-going basis. . . Not just at Catholic Schools Week

• Having this information helps when working with prospective families to know space availability.• Especially if preschool is full

Families don’t fully understand why it’s important for them and to the school

(cont’d)

Retention

• Does the school just send out the new tuition sheet -- or insert it to the newsletter with no real messaging or “positioning” for the new tuition?

• Families deserve to know:• Info will come soon (the timing and process for

setting tuition) then, share”• Tuition and fee increases • Academic goals or initiatives• Financial assistance options• Deadlines

Families may not know what the school needs and what the process is to re-enroll

Retention

• Does communication articulate expectations around re-enrollment?• Newsletter/formal letter• Website• State of the School meeting

• Re-enrollment (registration) timetable and process

• Likely February

• New student enrollment timetable and process

• As early as fall of the preceding year

Families may not know what the school needs and what the process is for re-enrollment

Retention

• We’ve “enabled” their procrastination.• Schools need to articulate expectations and

lay out how process works

• Perception is that there’s always room – summer enrollments

• If money is the hold out factor• Families should know there is assistance

available

It’s part of the “tradition” to wait until summer to re-enroll

Retention

• Families may not feel investment is worth it

• Families may be very concerned about cost• Difficult to justify• Need financial assistance

• Job relocations or moves to other communities

• School may not be meeting expectations of families. . .or, the needs of students

Families may be considering other options and looking to move

Retention

• Can you? Should some changes be made?

• What is the data saying?• Anecdotal insights• Parent satisfaction surveys• Exit survey/responses

• Can the family/student be better served by making a transfer?

If you aren’t meeting the needs of a student

Why Do Our Families Leave ?

What They Say....• “Sorry, we just can’t afford it anymore.”• “We’re moving to another neighborhood.”• “We just got accepted to the neighborhood charter/magnet School.”

What They Don’t Say…• “My child’s needs are not being met here.”• “I don’t see the value to struggle to pay the (unaffordable) tuition.”• “Everyone knows that Xth grade teacher is terrible.”

Some Key Questions to Consider:

• When did you learn that a family is leaving? What action did you/should you take?

• Did you call or sit down with every leaving family?

• Was the family invited back to the school community throughout the year?

• Do you know families and do they know you know them?

• Do you have issues that need to be addressed? Are parents’ concerns legitimate?

Retention

• In some school communities, they do.

• In other schools, they may “cheapen” the product.• (ValuPak) Mailers: Think about where your

school is “placed” – next to Joe’s Pizza and Jimmy’s Heating & A.C.

• Late fee vs. incremental fee levels

• It takes three years to really change the culture – but it’s worth “changing the script”.

Do incentives work?

Retention

• The experience is good –every year

• They see professional faculty deeply committed to student success

• The investment is worth it –every year.

• They see school leadership making good investments in faculty, academic programs and initiatives

• Graduates go on to do very well

• And, their child is at the heart of school

What families really want and what our commitment must be

Retention

YOUR key goals

• Communicate that enrollment and admissions is mission driven and central to creating a quality institution.

• Connect with families – all stakeholders must see their role in connecting and adding value.

• Make the process clear and easy.

• Eliminate obstacles – particularly if it is financial-related.

• Help students find the right school if they need to transition out.

Retention

YOUR key goals

TOP TIP:

The “Nothing” Problem

• When a student comes home and asked what she did in school today, the most common answer is, “nothing.” Over time, this answer can make parents forget the value of the service you provide. All of your retention efforts should remind parents that they are getting much, much more than “nothing.”

Retention

YOUR key goals:

FALL

• The big welcome• Along with welcoming your new

students, make sure to also celebrate those families who return year after year.

• Building buy-in, ownership• Convene or create your Parent

Ambassador group. Make sure that they know the impact that their service will have on the school.

• Make connections• One of the key functions of your Parent

Ambassadors is to connect with other parents, particularly new ones, to make sure everyone feels welcome and happy.

Retention

YOUR key goals:

FALL

• Volunteer opportunities• If your school requires volunteer hours,

make them count! Find parents who can update or translate your website, print your flyers, or speak at events. Make sure every parent has the opportunity to contribute their time and talent.

• Weekly newsletter• Can your newsletter use an update? Think

about going digital. Many parents are more likely to read an email than a print-out.

• Facebook• As many kids as possible as often as

possible. Show parents what happens day-to-day inside your school, not just big events.

Retention

YOUR key goals:

FALL

TOP TIP:

Family Game Night

• Family nights are a great way to add value to your parents’ experience. They not only encourage not only families to spend quality time together, they also bring together parents who might otherwise never meet. Game nights in particular require little effort and can pay big dividends.

Retention

YOUR key goals:

WINTER

• Parent ambassadors• Be sure to convene regularly -

probably monthly - to keep parents engaged. Email updates in between.

• Survey parents• Find out how parents feel about

the new school year. Start with a small group before surveying the whole school.

• Facebook• Stay active! This is a busy time,

but is also the time of year that people are most engaged in social media.

Retention

YOUR key goals:

SPRING

• Phone bank• Great if staff can do it, even better if

Parent Ambassador group can.

• Text bank• If Ambassadors know specific people

on your list, a text can be just what you need.

• Group text• If you use a service like SchoolReach,

supplement enrollment calls with a text message.

Retention

YOUR key goals:

SPRING

• Early registration incentives• Reduced registration fee, free gym

uniform, whatever works for you!

• Referral incentives• Remind families that they can

receive a tuition credit for each family they refer.

• Ice cream party• First class to reach 100% response

• Facebook• Keep reminding folks of how fantastic

the school is and how important it is to register ASAP.

Retention

YOUR key goals:

SPRING

TOP TIP:

The NUT Card

• Students receive a No Uniform Today (NUT) card when their parents have completed registration paperwork and paid the registration fee. The key to NUT cards is enthusiasm!

Retention

YOUR key goals:

SUMMER

• Retention Calls• Track down families who have

not re-enrolled, survey those who are leaving.

• Customer service training for teachers

• OCS Marketing staff are happy to provide trainings for staff.

• Facebook• Don’t let your social media efforts

drop during the summer.

• Join us on April 19th for our next Social Media webinar!

Retention

YOUR key goals:

SUMMER

TOP TIP:

The Two Minute Drill

• Teachers take a few minutes at the end of each school day to review with students what they learned today, what went well or not so well, and what they are looking forward to tomorrow.

Retention

Enrollment Management Checklist:

MARCH

• Advertise Spring Open House and summer programs

• Participate in a community service project

• Sponsor your neighborhood team or advertise with sports program in the area

• Time for a Spring Clean-up of Electronic Media- Look at website, Facebook, Twitter and if necessary redesign a plan for outreach

• Host a Curriculum Night

• Create new family "manual" to address any FAQs

• Send letters from teacher (next grade level) to current families

Retention

Enrollment Management Checklist:

APRIL

• Conduct Spring Open House

• Advertise Summer Camp/Programs

• Host Pre-K/ K Open Houses or plan an Early Childhood activity

• Send mailing to prospective families regarding registration

• Pair newly registered families with current families; create buddy program

• Have Parent Ambassadors call any newly registered families and invite them to an upcoming activity

• Are your summer marketing plans in place?

Questions?

Thank you!