Create Urgency with ONLY

      As you begin to prepare your school for the 09-10 school year, I'm sure there are fears as to whether or not parents will re-enroll their children amid today's uncertain economy.  The latest Marketing Matters have focused on the theme of "Marketing is Education," educating your current parents that your school is a community (and dare I say it, NOT a family - more about that in a later Marketing Matter), and the importance of keeping the community together in order to survive.  Indeed, now more than ever, united, we stand; divided, we fall.

     But what about incoming students?  How do you create urgency so that new parents sign up now, rather than waiting until the last minute to decide to enroll their child?

     Create urgency by using the word "Only" in your school's marketing.  Rather than living with the reality that you have room in your classrooms for more children, you can create a message that appeals to our culture's use of the word "only," as it implies that one is receiving a good deal (such as, "For only $25, you'll receive not just one, but two egg cookers...).  Remember, you must manage your message as seriously as you manage your money (and as seriously as you manage your time).

     For those of you still putting messages in your supporting parishes' weekly bulletins, try this:  "Only 5 more desks remain in our 5th grade for the coming 09-10 school year.  Space is limited in our other grade levels too.  Call XXX-XXXX today to reserve your child's place in St. Polycarp School."  Each week, pick a new one-digit "only" for a new grade level.  The number should be higher than four, unless there are only 3, 2 or 1 seats remaining.

     Then, you start creating waiting lists - and as soon as that word gets out, reservations start coming in fast.  While an optimum number per classroom is 20 students, you never want to go above 29 per classroom.  Create the waiting list until you reach 39.  Once you hit 40, you have enough critical mass to split the room into two. 

     And don't "hold" spaces for those currently enrolled.  There's nothing more effective for generating interest than a current parent who's placed on a waiting list.  It only takes one.

     Is this a radical approach?  Yes.  Is it an approach whose time has come?  Yes.  Remember, you have been appointed a leader of this school at this time in history for a particular purpose in God's plan.  Is that purpose to close the school, or is it to ensure that it remains a place where Christ-centered values can be taught to the next generation of Catholic leaders?

     Pray, then decide.