AMEN Webinar Series. Parent Ambassadors. March 17, 2015

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1 AMEN Webinar Series Parent Ambassadors March 17, 2015

2 Let s take a look at..

3 Largest diocesan school system in the United States 244 schools serving 84,000 students in Chicago, Cook and Lake Counties

4 ONE GOAL: MORE KIDS IN GREAT CATHOLIC SCHOOLS

5 Defining Great Catholic Schools > Where GREAT exists, stage is set for successful enrollment marketing

6 GOAL Leave today s webinar with a clear understanding of PA program and tools to start one in your own school

7 PARENT AMBASSADOR GUIDEBOOK

8 PARENT AMBASSADOR GUIDEBOOK Started in 2010 to provide structure to word of mouth marketing Revised in 2012 to meet the needs of our schools Approximately 75 schools have implemented a Parent Ambassador program with proven enrollment growth

9 PARENT AMBASSADOR VERSION 2.0 A Parent Ambassador Program: Is proven to help schools with their recruitment effort. Organizes parents of current students and prepares them to be part of the school s recruitment team. Sends them out into the community to invite, connect, and build relationships with parents of prospective students. Tracks the progress of the parents that Parent Ambassadors touch.

10 YOUR PROGRAM 3 Steps to Develop a Parent Ambassador Program: 1. Communicate 2. Kick Off Session 3. Follow Up

11 STEP 1: COMMUNICATE Find a Lead Parent What makes a good Lead Parent? Involved and positive about the school Connected with school families and the community Solid relationship with parents and teachers Strong work ethic Comfortable talking to families

12 STEP 1: COMMUNICATE Identify your All Stars What makes a good Parent Ambassador? Positive about the school (may already be involved or not) Connected with neighborhood or specific group (consider one per grade level, specific neighborhood etc.) Strong work ethic Comfortable talking to families New families/pre-k families

13 STEP 1: COMMUNICATE Best practices: - CALL families who will be your All Stars - Send letter or flyer to everyone

14 STEP 1: COMMUNICATE Page 8: Sample Flyer Why it is a good invitation: Top 5 reasons to join Clearly articulates job Makes it fun! What it needs: Branding- school logo Reinforcement of school value prop

15 STEP 1: COMMUNICATE Consider an Interest Survey to gauge parents talents and availability. Find the right parents

16 STEP 2: KICK OFF SESSION Steps to Successful Session: 1. Provide an overview of the Parent Ambassador Program. 2. Be specific in how your Parent Ambassadors can help. 3. Instruct parents as to which messages to deliver. 4. Invite Parents to share their ideas and suggestions. 5. Set follow up procedures and the next meeting date.

17 STEP 2: KICK OFF SESSION Step 2- Kick Off Your Parent Ambassador Program MASS PRESENCE OUTREACH TO OTHER PARISHES ADMISSIONS EVENTS AMBASSADOR RELIGIOUS EDUCATION OUTREACH PERSONAL CONTACTS OFFICE HOURS COMMUNITY CANVASSING LOCAL OFFICIALS OUTREACH MENTORS DIGITAL AMBASSADORS- NEW IN ADVANCE OF THE MEETING PICK 2-3 OF THESE THAT WILL WORK BEST FOR YOUR SCHOOL.

18 STEP 2: KICK OFF SESSION MASS PRESENCE Parent Ambassadors can: Speak at Mass Set up info tables after mass Host events aimed at parish families with young children Submit bulletin entries Collect information from Baptismal lists for outreach Serve as liaison between school and church

19 STEP 2: KICK OFF SESSION OUTREACH TO OTHER PARISHES Here are some step by step instructions for Parish outreach (this same approach can work for Non-Catholic church leaders as well): Introduce yourself and share some background information about your school. Ask him if he knows any families with children who might be interested in a Catholic education. Request permission for Parent Ambassadors to speak at Masses or set up information tables after Mass. Appoint one parent as your local parish liaison and ask that parent ensure coverage on a regular basis. Consider hosting an open house for local pastors or stopping by their rectory with breakfast or lunch as an appreciation for their time.

20 STEP 2: KICK OFF SESSION ADMISSIONS EVENTS AMBASSADOR Parent Ambassadors can: Create materials Promote the event Follow up after the event Before the event, Parent Ambassadors can: Invite friends and family Canvass the neighborhood with posters Hand out flyers Post details to their Facebook pages, Twitter

21 STEP 2: KICK OFF SESSION ADMISSIONS EVENTS AMBASSADOR Let s talk about your events Is your calendar set? What types of events are you hosting? What is most successful? What changes could you make?

22 STEP 2: KICK OFF SESSION RELIGIOUS EDUCATION OUTREACH Parent Ambassadors can: Call RE families to invite them to upcoming school/parish events Host events specifically aimed at RE families Write testimonial letter to be used in RE outreach

23 STEP 2: KICK OFF SESSION PERSONAL CONTACTS Use own personal networks to identify prospective students and their families (i.e. work, neighborhood, community, church, groups, etc.) and think about: Where do parents and children gather? Who has children in grades K-8, who are Catholic or non-catholic and who attend another school, including transfer students and children in junior high school? Who has newborns to four year olds and who are Catholic or non- Catholic? Who has children in religious education classes and who are 3 to 5 years old? What extracurricular activities do we participate in with children?

24 STEP 2: KICK OFF SESSION OFFICE SUPPORT Parent Ambassadors can help behind the scenes: - Assist with mailings - Participate in follow up calls - Give school tours - Answer the phone for prospective families - Prepare marketing materials

25 STEP 2: KICK OFF SESSION COMMUNITY CANVASSING Parent Ambassadors can: Visit several locations in the area that attract families and children where they could access information about the school: parks, libraries, day care centers, community organizations, real estate offices, local businesses (including Starbucks or McDonald s community boards), etc. Distribute flyers, brochures, lawn signs, door hangers, etc. Participate and have a presence in community events (e.g. Fourth of July, Labor Day, educational fairs, etc.)

26 STEP 2: KICK OFF SESSION OUTREACH TO OFFICIALS Parent Ambassadors can: Make calls to local officials Ensure local officials know about school s value Invite officials to events Keep officials apprised of school happenings Build relationships and develop support

27 STEP 2: KICK OFF SESSION FROM AMBASSADORS TO MENTORS Parents can: Reach out to new families before the year starts and answer potential questions Host a new family welcome event at the school Meet in advance of the school year for children to meet and parents to get acquainted Serve as communication liaison between school office and families Function as parking lot monitors- if they hear gossip on the parking lot, they can bring it to a school leader Act as Room parents

28 STEP 2: KICK OFF SESSION DIGITAL MARKETING SUPPORT Parents can: Take photos Monitor review sites Be online ambassador Forward newsletter and invitations Anyone currently trying this approach?

29 STEP 3: FOLLOW UP T-Shirts and special paraphernalia for parents Bulletin board/space for tracking Parent Ambassador success Parent Ambassador Newsletter Parent Ambassador appreciation luncheon/dinner Parent Ambassador Mass Follow Up s Discussion Board Follow Up Calls to Parent Ambassadors

30 SURVEY RESULTS In February, we conducted a survey of schools with Parent Ambassadors. 35 schools responded. Here is a snapshot of results:

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37 Successful Initiatives: Quick Glance Lead Tours Plan Admissions Events Organize Family Fun Activities Parent Night Out and Social Events Volunteer to Help at Events Attend Neighborhood Functions Host Playdates at the Park Welcoming New Families Breakfast School Tours

38 QUESTIONS COMMENTS CONCERNS

39 The (OCS Resource) Portal: A collection of resources and best practices surrounding the enrollment management framework.

40 AMEN Archdiocesan Marketing Enrollment Network Sharing what works from outside experts and internal success stories

41 Monthly Enrollment Management Newsletter Keeping you up to date on: Current topics Helpful hints Spotlight on success stories Reminders Subscribe to the monthly Newsletter to stay in the loop:

42 Enrollment Management Calendar Keeping you on track with: Monthly suggestions A yearlong plan Ideas and tips Find the calendar here:

43 AMEN Monthly Opportunities 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 21 May Websites and Summer Strategies May 19 All webinars are from 12:00-1:00 CST

44 UPCOMING WEBINARS March 25: English as a New Language (ENL)/English Language Learners (ELL) Classroom Strategies for Educators April 21: Social Media April 29: Latino Parent Ambassador Strategies

45 NCEA PRESENTATION: Parent Ambassadors Wednesday, April 8 from 11:00 a.m. - 12:15 p.m. in room W103-A

46 PARENT AMBASSADOR VERSION 2.0 Thank you!

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