Connections for 21st Century Marketing

     I was going to call this "Facebook, Twitter, MySpace, LinkedIn and Blogging vs. School Usage By Outside Groups," but the title was too long for a Web page.  Another possible title was "Get 'Em In and Sign 'Em Up."  The point is that marketing is all about making connections and exposing people (especially parents of young children) to your school.

     Past Marketing Matters spoke of the importance of a professional-looking and functioning Web site to market your school.  GONE are the days of parents putting a Web site together for you (unless that is what they do to earn a living).  Parents are looking for professional looking Web sites today, since perception is reality.  You can have the most outstanding school in your community, your Diocese, your State - but if your Web site looks "unprofessional," is populated with events that have already occurred, and speaks to "news items" while omitting important ones (such as a new principal - that would be important news), prospective parents will question the credibility of your school.  "Oh, we haven't have time to update it" is just not acceptable anymore.

     But what about a presence on Facebook, or having a principal's blog, or other types of online communities and services?  Are they that important?

     In a word, "YES!"

     Are they as important as neighborhood yard signs, door hangers and brochures in doctors' offices?  Not yet, but they will be.  These sites will be the "cyber" spaces that prospective parents visit for a reference of your school.  Yes, they'll ask their friends, but if their friends aren't in your school, where will they go?  Parents today are creating communities online rather than in their own neighborhoods.  In fact, the community of parents in your school may be even more connected (and "in" community) with each other than they are with the people of their parish.  Remember, your school is a community, and your parish is a family.  You are baptized into your parish family, but you choose to enter a community...whether that be a neighborhood, a school, or a "Friends of Blessed Chaminade" Facebook page.

     As for the current moment, and your immediate need to get parents into the school, consider this suggestion.  Rather than just waiting for your marketing materials to have an effect, reach out to other groups or organizations that are populated with parents of young children to utilize your school.  This suggestion comes from Mia Cooper-Moran at St. Agnes School in Charleston, WV.  Consider opening your school to accommodate meetings of the local La Leche League, Mothers and More, or other parent/child group (Scouts, Indian Guides, etc.).  Perhaps even use the gym, music or art facilities for home-schooled children as their "specials" classes.  You're exposing your school to your target audience and providing community service at the same time.

     Rent?  Usage fee?  Hmmm...seems to me if you get just two children from those functions, that's a potential four-figure increase in your revenue.

     You could also offer parent programs in your school.  If you need to get prospective parents into your school, allow the parish's religious education programs to be held in the classrooms.  Offer parents technology classes so they can become comfortable with the tools that their children are using - even if they're currently in the public schools.  It can be an oppotunity to show your technology lab, and give a demonstration regarding what children are doing in your school.  Be creative as to how you can provide adult education programs during the evening on parenting, budgeting, or specialized topics like digital photography.  If you charge a nominal fee, this can also be an oppotunity for your teachers to make a few extra dollars by teaching an adult education class, and bring additional revenues to your school.  Such activites advances your school in becoming a community asset, rather than being "just another educational option that has religion classes and charges tuition."