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Developing a Retention PlanSeptember 13, 2017
OUR GOAL
MORE KIDS IN GREAT CATHOLIC SCHOOLS
This is ultimately your job… but where do you start?
Marketing
Building interest inenrolling in the schools
New Family Sales
Getting newfamilies to enroll
Retention Sales
Getting existingfamilies to re-enroll
Enrollment Management Framework
NEW Enrollment Management Framework
Recruit
Retain
Refer
Repeat
NEW Enrollment Management Framework
Example: St. Anonymous School
• St. Anonymous has 230 students this year.
• 30 students are graduating, leaving 200 to be retained.
• If the school retains 90%, that is 180 students coming back.
• They will need 50 students to repeat this year’s enrollment.
• 20 students will fill their Pre-K program, leaving 30 to find.
• If just 10% of their roughly 130 families refer a student, they
will have found 13 more students.
• Only 17 more students will have to be recruited.
Webinar discussion includes:
• Did you meet your goal this year?
• Why families stay…or leave
• The 5 Love Languages for Retaining Families
• Receiving Gifts
• Quality Time
• Words of Affirmation
• Acts of Service
• Physical Presence
• Strategies for driving Referrals
Developing a Retention Plan
First, now is the time to figure out if you attained your retention goal for FY18
• Find last year’s enrollment number
• Subtract the number of students who graduated from 8th grade
• That is your potential retention number for this year
• Figure out how many students you retained into this year
• The easiest way to do this is to take your total enrollment and subtract the number
of new students
• Divide your number of retained students by your potential retention number and this
will give you your retention percentage
• A strong school will retain between 95% and 98% of students each year
Did You Meet Your Goal This Year?
Most common reasons families site for leaving• Moving out of city/state
• Could no longer afford tuition
• Academic offerings not strong enough
• Extracurricular offerings not strong enough
• Conflict with faculty or staff member
• Conflict with another student or family
• Transferring to a magnet or charter school (lottery)
• Felt they were not getting value for their tuition
How many of these can be remedied by more proactive communication?
Why Do Families Leave?
Most common reasons families site for leaving• Moving out of city/state
• Could no longer afford tuition
• Academic offerings not strong enough
• Extracurricular offerings not strong enough
• Conflict with faculty or staff member
• Conflict with another student or family
• Transferring to a magnet or charter school (lottery)
• Felt they were not getting value for their tuition
Communicating with families early and often will make it easy for them to decide to stay if at all possible.
Why Do Families Leave?
TO-DO ITEM: Ask them!• Also ask office staff, teachers, and other trusted parents
• Try to figure out how you can answer these objections
• Does the parent have a point? Does the school need to make a change?
• Did we give the parent enough information to want to choose our school?
Stay in touch with families who have left your school. Consider writing a note saying that you hope they are off to a great start this school year. Invite them to the Fall concert. Remind them that they are missed and will always have a home at your school.
Why Do Families Leave?
Most common reasons families site for staying• Student achievement
• Quality faculty and staff
• Strong academic offerings
• Strong extracurricular offerings
• Caring, loving, family environment
• Opportunity to volunteer or take ownership
• School pride
• Good value for their tuition
These are things that are happening at all of our schools.
Do all parents know this?
Why Do Families Leave?
TO-DO ITEM: Ask them!
- Ask families who have been enrolled at your school for more than a year, “What keeps you coming back?”
- Try to get a variety of grades and durations (families who have been here two years or ten years)
- Look for common answers
- Figure out how to tell prospective families about these answers
Why Do Families Stay?
Making a Plan
Marketing Plan Template: http://bit.ly/2lOkJGv
Marketing Plan Template with Goals: http://bit.ly/2lOsEU8
The Five Love Languages for Retaining Families
• Based on the book The 5 Love Languages by Gary Chapman
• The book explores how individuals relate to one another and how their significant other can implement behaviors and ideas in order to better communicate and improve their relationship.
What are the original 5 Love Languages?
• Words of
Affirmation
• Physical Touch
• Receiving Gifts
• Quality Time
• Acts of Service
As often as possible, share with parents the success their students are having
• Send a welcome letter sharing last year’s successes and exciting things that are coming this year
• Send home personal notes and emails
• Call parents to check in and thank them for choosing your school
• Share compliments at pick-up and drop-off
• Post as often as possible on social media and keep your website updated
• Create a school video using Stupeflix.com
Words of Affirmation
Social Media is a vital retention tool
Words of Affirmation
These parents are reassured by the physical presence of the principal, teachers, and other staff members
• Try to be present at pick-up and drop-off as often as possible
• If you are the marketer, make sure to get out of the office and get to know parents
• Shake hands and share compliments (particularly about their student)
• Make invitations face-to-face
• Solve problems in person rather than over the phone or by email
• Host meet and greet events, coffees
Physical Presence
Some considerate gifts that can go a long way:
• Bumper stickers or car magnets: www.cdi-corp.com, carstickers.com
• Yard signs and posters: signsonthecheap.com, vistaprint.com
• School uniforms or gym shirts
• “Class of…” shirts
“Receiving Gifts” can also mean giving gifts because this type of person puts a lot of value into the act of exchanging items
• A donation drive (like the Soup-er Stadium Challenge!) can engage this parent
• This type of parent is also helpful with fundraising events
Receiving Gifts
Families are looking for ways to spend quality time together
• Family nights like family game night, bingo, dances, literacy night, movie night, STEM night, etc.
• Open house for current parents to highlight what is happening in each grade, encourage families to visit other grades
• Ensure families know that the time their children spend in school is quality
• Highlight curriculum and achievementon your website
• Share exciting classroom activities andprojects on social media
Quality Time
How can we best serve parents? Make their experience easier!
• Make sure your website is up-to-date and easily navigable
• Communicate in a variety of ways such as eNewsletter, SchoolMessenger, text
messages, etc.
• Consider offering a phone app: digitalreadynow.org, educationalnetworks.net
• Stream school events on Facebook Live
• Frequently remind parents about before and after school programs
These parents also want to serve!
• Offer creative volunteer opportunities (and don’t forget Soup-er Stadium!)
• Strengthen the Parent Ambassador program
Acts of Service
• A Referral Incentive is the best way to encourage incumbent families to spread
the word about your school.
• Launch or revamp the Referral Program by announcing it via email, website,
social media, and phone messenger.
• Make it clear that the new family must stay until January for the referring family
to earn the credit.
• Make sure that families have the tools they need in order to refer their contacts
to your school.
Turning Retained Families into Referring Families
• Canva.com is a fantastic site for creating simple infographics that also make
great posters, flyers, and brochures.
Turning Retained Families into Referring Families
Example of a Referral Incentive launch:
• We are excited to announce that we are revamping our Referral Incentive
Program, which is an fantastic opportunity to share our wonderful school with
new families! When you refer a new, full-time family that stays the entire
school year, you will receive a $710 tuition credit! This one full month of
tuition. Referrals help keep our school healthy and strong and bring even more
students into our SJA family. So please spread the word about our amazing
school and community! Ask your friends, family, neighbors, and coworkers to
contact our school to set up a tour. Remind them to mention your name!
Turning Retained Families into Referring Families
• Kurt Lewis, Director of Enrollment Marketing,
Marketing and Enrollment Manager, Vicariate 1
• Noreen Walton-Valle,
Marketing and Enrollment Manager, Vicariate 2
• Juana Graber, Associate Director for Hispanic Outreach
Marketing and Enrollment Manager, Vicariates 4 and 5
• Maura Daly,
Marketing and Enrollment Manager, Vicariates 3 and 6
• Felicia Horton
Marketing and Enrollment Manager, Turnaround Schools
Thank you!
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