Marketing

Enrollment and Marketing worked together as one committee but wrote separate SWOTs and goals.

Jennifer LaMontagne (parent), Laurie Keck (parent), Rose Hoffman (parent), Judy Crull (teacher/alumni parent), Joslyn Unger (parent), Katie Schroeder (parent), Gio Guerra (parent), Jonathan McCoy (parent), Beth Baillon (parent), Brad Petersen (parent).

Goal #1: Establish Holy Cross School brand
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding Source
Create formal branding standards guideline document to ensure consistent image and identity is used to present HCS to all target audiences. Guidelines include correct logo usage, color palette and fonts, name usage, and key messages. / June 2014 / Marketing Volunteers / July / $0
Conduct marketing survey of current and prospective families (parishioners with school aged children who do not currently attend HCS) to determine market perceptions and critical decision factors. / Dec 2014/Jan 2015 / Office Staff
Marketing Volunteers / Feb 2015 / $0
Conduct competitive landscape analysis to determine HCS product position and competitive differentiators relative to other private school options. / Dec 2014/Jan 2015 / Marketing Volunteers / Feb 2015 / $0
In coordination with PTC and Athletic Boosters, produce Holy Cross School branded promotional items for use in enrollment activities, including car magnets, promotional “Future HCS Crusader” onesies and T-shirts, etc. / Spring 2015 / PTC, Boosters, Marketing Volunteers / Summer 2015 / $750 / PTC, Development
Produce HCS branded materials to support recruiting and development events, including banners, tablecloths, and directional and welcome signage. / Summer 2015 / Marketing Volunteers / Fall 2016 / $500 / PTC
Goal #2: Utilize web media to effectively communicate with prospective and current families about the value of Holy Cross School.
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding
Source
Redesign and update website to highlight key elements of value proposition and academic success stories; provide better information for current families; and create stronger branding. / In process / Principal and Faculty / $1200/year, including development and ongoing maintenance / Operating Budget
Provide search-optimized content for prospective families based on popular key words utilized in web searches for private education, preschools, or Catholic education / Summer 2015 / Principal and Faculty
Marketing Volunteer / $0
Provide more flexible content management structure for faculty and staff / In process / Principal / Included in $1200/year web cost above
Goal #3: Effectively communicate the value proposition, competitive differentiators and case for support to key enrollment and development audiences.
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding
Source
Develop or revise print marketing materials, including brochures, flyers, annual reports, and direct mail pieces to promote the preschool, kindergarten, and overall HCS K-8 education. Provide translated versions of key materials for key audiences including Hispanic and Korean communities. / Summer 2014 / Marketing Volunteers / Fall 2014 / $500 for print production / PTC
Develop print materials to support Annual Fund solicitations, fundraising events, and other giving opportunities. / TBD / Marketing and Development representatives / $500 for print production / PTC
Develop monthly print and electronic-format newsletters for current parents and grandparents to highlight value proposition elements and future school vision (vs. day-to-day operational announcements like lunch schedule, etc.) / Summer 2014 / Marketing Volunteers / Fall 2014 / $0
Establish targeted Google AdWords campaign to create additional exposure and capture searchers seeking information on private education, Catholic education, and preschools in the CU community. / Summer 2015 / Marketing Volunteer / Summer 2015 / $200 / PTC
Gather testimonials and success stories from current and former parents, alumni, and current students for use across all marketing platforms. / Summer 2014 / Marketing Volunteers / Summer 2014 / $0
Create short videos and photo slideshows to showcase elements of HCS value proposition, including academic excellence, service to others, lasting values, and diversity. / October 2014 / Marketing Volunteers / Jan 2015 / $0
Create tracking system to monitor and track continued successes of HCS graduates. Communicate success stories and proof of value proposition statements across media platforms. / Summer 2015 / Marketing Volunteers, Development Volunteers, School Office / Spring 2016 / $0
Request aggregate scoring of Holy Cross School 8th graders that took the Explore placement test at St Thomas More. / Fall 2014 / Principal / Ongoing / $0
Request aggregate scoring of Holy Cross School graduates that took the PLAN test at St Thomas More in their sophomore year. / Fall 2014 / Principal / Ongoing / $0
Request annual college placement data for Holy Cross School graduates That have graduated from St Thomas More. / Fall 2014 / Principal / Ongoing / $0
Goal #4: Increase visibility of Holy Cross School within the Champaign-Urbana community at large, in coordination with Enrollment goals
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding Source
Utilize community advertising outlets including billboards, print and radio advertising, and sponsorship opportunities in community blogs (Chambanamoms.com). / Chambanamoms.com: Dec 2014
Realtor Guide: Spring 2015 / Marketing Volunteers / Chambanamoms.com School Listing sponsorship (PreK & Private School): $350
Chambanamoms.com Sponsored Post: $150
Realtor Guide / Parade of Homes: $430 (1 full page) or $610 (2 half page) / (ask school for budget)
Conduct media relations to promote service activities, academic success stories, innovative curriculum efforts, innovative school community efforts, etc. through media outlets including News Gazette and Catholic Post. Develop press releases and media contact database. / Fall 2014 / Marketing Volunteer / ongoing / $0
Participate in community events including the Urbana Farmer’s Market, Read Across America, and Fighting Illini sporting events (National Anthem). / June 2015 / PTC, Marketing & Enrollment Volunteers, Faculty Volunteers / Summer 2016 / $0
Showcase Holy Cross School as a community asset for real estate and recruiting professionals (hospitals, University faculty recruiters, Research Park staff, etc.), including a luncheon open house/showcase event and brochure materials. / Jan 2016 / Principal, Faculty, Marketing & Enrollment Volunteers / Feb 2016 / $500 for refreshments / PTC
Conduct poster/flyer campaign to community preschools, pediatric doctor’s offices, and mom’s playgroups, indoor playground, libraries, etc. / Jan 2015 / Marketing Volunteer / Spring 2015 / $100 for print production / PTC
Include Holy Cross School name and logo on House shirts worn during community service events. / Sept 2014 / Principal & Business Manager / Oct 2014 / $500 / PTC
Leverage annual school musical to extend invitations to preschool audiences. Showcase student talent with mini-performances at library story times, YMCA, and other community venues. Activity limited to no more than 2 daytime weekday performances and no more than 2 weekend performances. / Spring 2014 / Spring Musical Publicity Committee / $0
Establish Greatschools.com and Privateschoolreview.com school administration accounts to provide additional information about Holy Cross School and create more robust online profiles / Spring 2015 / Principal / Oct 2015
Goal #5: Empower parents to act as advocates for Holy Cross School for enrollment and development purposes
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding Source
Develop message toolkit and timeline to educate current families on enrollment goals, value proposition, recruiting events (Open Houses and Information Nights), and application deadlines. / Jan 2015 / Marketing Volunteer / Jan 2015 / $0
Investigate with Finance Council possibility of referral program to incentivize parents to assist with recruiting from their personal networks. Possible incentives include: $ off tuition, entries in a drawing for 1 month free tuition, $25-$100 gift cards. / Fall 2014 / Principal & Finance Council / Jan 2015 / TBD
Encourage parents to submit favorable reviews via online review sites including Google, Yahoo, Yelp, Greatschools, PrivateSchoolReview, SchoolDigger, and FindTheBest / Fall 2014 / Marketing Volunteer / Jan 2015
Goal #6: Utilize social media outlets to increase visibility, engagement, and awareness.
Action Steps / Time
frame / Person(s)
or Group
Responsible / Projected
Completion Date / Estimated Cost / Funding
Source
Develop Facebook content calendar and advertising plan in line with enrollment and development goals and timelines, while continuing to utilize Facebook for frequent updates about school activities, athletics, academic achievement, and recent alumni news. / Summer 2014 / Marketing Volunteer / Summer 2014 / $200/year for promoted posts / Development
School to create Instagram account to post weekly photos featuring day-in-the-life images relating to the value proposition and competitive differentiators. / Fall 2014 / Marketing Volunteer / Ongoing
School to create Twitter account to post brief reminders from the Principal, 140-character reflections on Word of the Day and monthly virtues, and updates about school activities / Spring 2015 / Marketing Volunteer / Ongoing
Utilize cross-platform social media tools like HootSuite to manage content across multiple platforms and volunteer content creators / Summer 2015 / Marketing Volunteer / Ongoing