PARENT

AMBASSADORS

CASUAL CONVERSATIONS OCTOBER 12 – 13, 2011 Anne Clubb Office of Catholic Schools

PURPOSE OF PARENT AMBASSADORS

 To encourage word of mouth marketing  To promote increased enrollment  To empower parents to serve as ambassadors for the school  To assist the school in communicating its mission, finding its target audience, communicating its message, and welcoming new community members

WHY ARE PARENT AMBASSADORS SO IMPORTANT?

 Parents can offer first hand testimonials and have credibility as authentic “voices.” When they discuss their children’s experience, it is viewed as sincere/accurate.

 Prospects most want to hear from: 1-Students and Parents; 2-Faculty; 3-Alumni; 4-School Administrators; 5-Admissions Staff. (We tend to think it’s exactly the opposite.)  Their comments can combat any negative ones that may be out in the community. (It takes 3-9 positive comments to overcome 1 negative one!)  Prospects feel that they may know the answers.

 They can assist with recruitment and their activities can support retention as well.

WHAT DO PROSPECTS MOST WANT TO HEAR?

 They are wanted as new members of the school community  The benefits of the school as seen by the administration/faculty/staff.

 The benefits of the school as seen by someone who is experiencing them right now.

 That the school offers high academic standards, Catholic faith instruction and values, and a safe environment.

WHAT DO PROSPECTS MOST WANT TO HEAR?, con’t.

 The answers to these questions: 1.

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What are the school’s educational goals?

How does the school teach morals and spirituality?

What schools do graduates attend?

How does the school prepare students for high school?

How does the school prepare students for civic life?

How does the school address individual/special needs?

What are the teachers’ qualifications?

How does the school handle discipline/bullying?

Is financial assistance available?

How does the school compare to the competition?

The REAL QUESTION: How will my child be cared for?

STEPS TO CREATE A PARENT AMBASSADOR PROGRAM

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Reach out to current parents personally and in writing to engage their participation (Sample flyers in packet) Train the school’s Parent Ambassadors so that they are comfortable with the program and the process. They need to become effective members of the school’s recruitment team and represent the school positively to prospective families – and they need to feel comfortable doing it.

Follow up on Parent Ambassador efforts to keep them on course and answer any questions Track the success of your program

TRAINING THE PARENT AMBASSADORS  Provide them with an overview of the program, so they can see their efforts in context and understand the importance of their work. (Give them background on historical enrollment, target markets, enrollment goals, etc.)  Give them a sense of all the school’s enrollment management efforts so they can see how their work fits in and how they are contributing to the program. They must coordinate their activities accordingly.

 Encourage them to explore their own personal networks in order to reach out to those people they may already know.

TRAINING THE PARENT AMBASSADORS, con’t.

 Share with them the ways to contact prospective families: phone calls, emails, text messages, person to person, social media, events (school, church, community)  Provide them with purchased lists of prospects if the school employs them  Instruct them on the proper messaging and provide them with the appropriate school information  Give them information re: the school events to which they can invite prospective families  Guide them as to how to stay in touch with interested families. (Invite them to events, answer questions,..)

TRAINING THE PARENT AMBASSADORS: The Proper Messaging  Overarching, Archdiocesan Message: Make sure Parent Ambassadors are familiar with and understand the Purpose and Vision Statement for the Archdiocese of Hartford. Discuss it with them and identify what it means to them and to their children.

 Local Message: It’s vital that your Ambassadors be able to communicate the school’s mission, philosophy, and vision clearly, illustrating how they apply to individual students. Also key are the school’s benefits, accomplishments, and major attributes – demonstrate why the school will be the best choice for the prospective family.

 Ambassadors should tell the school’s “story” clearly, specifically, honestly and consistently.

Tools for Effective Messaging

 Share information addressing how the student will benefit academically, spiritually, religiously, socially, and physically.

 Academic Info: test scores; honor roll; student-teacher ratio; high school/college acceptances; integration of technology; faculty training/accomplishments; scholastic competitions/awards; subjects taught; curricular and programmatic highlights; special academic programs; daily schedule; classroom structure.  Religious Values: how faith and the Catholic identity is integrated throughout; religion curriculum; worship opportunities; role of the Pastor and religious; service expectations; Masses; sacramental preparation; prayer services; teaching moral values; sense of community.

Tools for Effective Messaging, con’t.

 Social, Physical, Safety Info: Co-curricular opportunities - clubs, sports, arts, literary, other; environment of respect; classroom management; student mentoring; rules and expectations for behavior/discipline; safety procedures; before and after-school programs; counseling/advising programs; transportation; parent involvement.

 Other Important Tools: A list of “talking points” – the top 10 positive items about the school to share; Website; Info packet; Student Handbook; School Brochure; any school publications; school calendar; a selection of written parent testimonials.

Tools for Effective Messaging, con’t.

 Contents of Information Packet: 1.

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Welcome letter from principal School Publications: brochure, student handbook, Alumni newsletter, Parent newsletter, Yearbook, Annual Report 3.

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Copies of recent news articles Tuition rates and payment policies/options Application for admission Co-curricular activities listing – sports/clubs, etc.

Academic Info – test scores, student/teacher ratio, class size, faculty/staff listing and credentials Other – school calendar, transportation info, available special needs help, alumni success stories, testimonials, school floor plan, orientation info, school board listing, room parent listing, events

Connecting with Prospective Parents

 Parent Ambassadors must share all of this critical information with prospective parents, but must also obtain some vital info: “What are your hopes and expectations for your child in this school?” Ambassador communications with prospects should be based on the answer to this question. The focus should be on how the school can fulfill those hopes and expectations.

 Inquire as to the preferred means of communication: phone, text message, email, social network, etc. and be sure to follow that preference.

 Ambassadors should feel free to say, “I don’t know, but I can find out and get back to you” should they not know an answer. Don’t fudge or give incorrect info!

SAMPLE PARENT AMBASSADOR TASKS  Write letters to prospective parents identifying benefits of the school (sample provided)  Invite parents to school events, then introduce them to others at event (helps them feel part of community)  Make “check-in calls” to enrolled parents before school starts and throughout the year  Write testimonials re: several aspects of the school for the principal to use in marketing to prospective families  Participate in Open Houses and Info Sessions; have a “Parent to Parent” table for chats and questions  Host an info night for prospective families in your home

SAMPLE PARENT AMBASSADOR TASKS, con’t.

 Serve on the school “News Bureau” as a media contact and develop/distribute press releases  Be a “featured parent” on school website, answering a common question and inviting prospective parents to email you with additional queries  Assist with mailings and follow-up communication with prospective families  Serve as a school liaison in your parish: ask to address the congregation and/or staff an info table after Mass  Connect with CCD families: invite them to Open House; distribute a letter to parents (via students if Pastor won’t share address listing)

SAMPLE PARENT AMBASSADOR TASKS, con’t.

 Give tours of school – be a host for prospective families  Distribute school brochures throughout community  Promote school at work, in grocery store, whenever you chat with others  Participate in panel discussions promoting the school  Serve as a “buddy” or “shepherd” to new families to help them get adjusted and feel part of the school community  Provide the principal with contact info for possible prospects  Always have positive stories to tell that illustrate the benefits of the school  Help create a promotional school video or PowerPoint

SAMPLE PARENT AMBASSADOR TASKS, con’t.

 Follow baptismal records and send letters to parents and “school goodies” to children; invite to Open House  Create a “Mom’s Plus” group for young mothers at school to recruit for Pre-K  Sponsor parenting seminars as a resource to area families; Ambassadors can host  Help create school floats for local parades  Organize community service projects to spread good public relations for school  Visit Pre-schools, nursery schools, children’s section of the local library to distribute info and increase school visibility

DISCUSSION/ACTIVITIES

 You have 30 seconds after meeting someone in an elevator or the grocery check-out. How would you promote the school and encourage a prospective parent to consider sending their child there?

 As a Parent Ambassador, what creative ways would you employ to recruit a prospective family?