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Marketing Training Program Services

I. ELEMENTARY SCHOOL MARKETING PROGRAM SERVICES

  • To offer a “Call to Action” opportunity for marketing teams to form and ultimately perform with measurable results that increase their school’s enrollment and/or prospective student applications
  • To assess the experience level of each school’s marketing team and organize them in a tiered marketing training program that will ensure them the best opportunity for success and productivity
  • To entice current and new marketing teams to work vigorously and more efficiently
  • To develop and implement individual school marketing strategic plans
  • To identify and promote task management in order for teams to produce results
  • To offer incentive-based performance initiatives for Department of Catholic Schools (DCS) Elementary School Marketing Teams that have demonstrated strong marketing efforts at their sites

II. MARKETING PROGRAM SERVICES BENEFITS

  • No cost to school marketing teams
  • Easy adult-oriented instruction
  • Practical and hands-on resource materials
  • Inviting and engaging collaboration among schools
  • Engaging and provoking style of marketing coaching that will foster healthy competition
  • Opportunities for a school to be a recipient of the program incentives

III. MEETING FORMAT

CREATIVE MARKETING THINK TANK MEETINGS (four times monthly) & VISION 360 (three times monthly)

SEGMENT  I:

Each Creative Marketing Think Tank (CMTT) meetings will begin with a 30 minute WIGO (What Is Going On!) segment. Team members will get a “crash course” in marketing best practices across the Archdiocese of Los Angeles.

SEGMENT  II:

  1. Approximately 1.5 hours of marketing training will be offered through two separate sessions; to work in each tier as described below under TIER 1: INNOVATORS: TIER II: PIONEERS and VISION 360.
  2. Each tier will meet once during the four monthly CMTT’s offered throughout the San Fernando, San Pedro, San Gabriel and Our Lady of Angels Archdiocesan Pastoral Regions.  School marketing team members from the Santa Barbara Pastoral Region will have an opportunity to participate through video conferencing at designated monthly CMTT meetings. 

MEETINGS:

Meetings will be held monthly in the pastoral regions of San Fernando, San Gabriel and San Pedro.  School marketing team members from the Santa Barbara Pastoral Region will have an opportunity to participate through video conferencing at designated monthly meetings. 

TIER I: INNOVATORS

Purpose: Designed for schools needing basic instruction in marketing development and implementation at the school site.

   Prerequisites: Student enrollment over 220

Content: TIER I: INNOVATORS will be taken through the foundational aspects of marketing, including but not limited to:

  • Identifying a Marketing Team Leader (MTL)
  • Developing the school’s marketing team, as defined in STEP 1 of the 10 Step – Marketing & Public Relations Strategic Plan
  • Implementing the Preschool Outreach Program (POP) (basic level)
  • Implementing the Baptism Baby Outreach Program (B BOP) (basic level)
  • Developing the school’s customer service relations; and stakeholder relationships
  • Developing the school’s admissions process and marketing materials

TIER II: PIONEERS

Purpose: Designed for schools who have actively engaged in essential marketing operations and that are ready for incentive-based advanced level marketing strategies. 

Schools that possess the following prerequisites are invited to advance to TIER II: PIONEERS.

   Prerequisites:

  1. School has a Marketing Team Leader (MTL) and a Marketing Team, as defined in the 10-Step Marketing & Public Relations Strategic Plan, consisting of three members or more responsible for the following marketing areas:
      1. All prospective parent and student marketing outreach development, logistics, implementation and promotions
      2. Database development and management
      3. Marketing outreach events and hospitality coordination, implementation and promotions
      4. Marketing materials development and distribution
      5. Preschool Outreach Program (POP)
      6. Baptism Babies Outreach Program (B BOP)
  2. School has MTL and/or team member who attended a minimum of six CMTTs from May 2010 through May 2011
  3. School sent a representative to the mandatory TIER II: PIONEERS orientation  meeting on October 11, 2011
  4. School has developed and written a Marketing and Public Relations Strategic Plan for submission to MAX LA by October 28, 2011 accompanied with specific goals, tasks relative to goals, team member assignments for each task and due dates.
  5. School can demonstrate two of the following:
    1. School has increased enrollment since the DCS October 2009 census
    2. Marketing Team monthly communications (copies of agendas, sign in sheets, emails or etc.)
    3. Evidence of short term successes from 2010-2011 outreach efforts outlined in bullet form

  
   Content: TIER II: PIONEERS incorporate a specific approach to marketing, including but not limited to:

  • Alumni Outreach and Development
  • Turn your Fundraiser into a Money Making Machine
  • Utilizing Social Media and Viral Marketing (Facebook, Twitter, You Tube)
  • Identifying New and Existing Marketing Opportunities
  • Preschool Outreach Program (POP) (intermediate/advanced level)
  • Baptism Baby Outreach Program (B BOP) (intermediate/advanced level)
  • Planning a Marketing Event
  • Developing and Maintaining a Comprehensive Marketing and Public Relations Database

Program Note: TIER II: PIONEERS must submit to MAX LA their appropriate documentation as defined in the TIER II: PIONEERS prerequisites by October 28, 2011 or they may relinquish their TIER II: PIONEERS status. 

VISION 360

   Purpose: Designed for schools with product challenges and low enrollments.  Sessions will focus on basic marketing training to help school marketing team members increase enrollment.

   Prerequisites:

  1. Schools with enrollments below 220 students; and/or
  2. Schools that receive an archdiocesan subsidy

   Content: VISION 360 is designed for schools that require marketing basics, team building and task oriented direction.  Meetings will focus on content, including but not limited to:  

  • Collaboration with the principal to assemble a marketing team and marketing team leader 
  • Conduct a school SWOT (Strengths, Weaknesses, Opportunities and Threats) to identify specific product challenges within the school as well as their assets
  • Training the team on implementing the basic aspects of the POP and B BOP programs
  • Implementing the Preschool Outreach Program (POP) (Basic Level)
  • Implementing the Baptism Baby Outreach Program (B BOP) (basic level)

Program Note: VISION 360 schools may advance to TIER II PIONEERS if they meet all TIER II PIONEERS prerequisites and submit to MAX LA the necessary documentation by October 28, 2011. 

IV. CONCLUSION

The primary goal of the CMTT and VISION 360 is to create a “Call to Action.”

This approach will create enthusiasm at the local school level by infusing an already successful model with more excitement and possibility. What our schools need more than anything is the hope that through hard work and organization, they can survive and thrive in any economic climate. What they also need is an incentive for having parents and alumni volunteer their time and efforts.

We believe this format will allow schools that are ready to grow to become self-sufficient and models of successful marketing; the schools that require help will be trained on basic marketing steps so that they can build a strong foundation and then emerge as precision marketers.

PLEASE NOTE: The Archdiocese of Los Angeles, Department of Catholic Schools and MAX LA Team reserve the right to make any changes regarding the content of this document prior to a marketing program services meeting and/or grant cycle.

Copyright © 2012 The Roman Catholic Archbishop of Los Angeles. All rights reserved.