February 2012
WIGO: January Brings a New Year, a New Excitement, and New MAX LA Programming!
Our Creative Marketing Think Tanks (CMTTs) kicked off a new calendar year with a bang this month, addressing the specific marketing needs your schools outlined in our Marketing Assessment last year: school websites and reconnecting with alumni. For TIER I: INNOVATORS & VISION 360 schools, two presenters were brought in to demonstrate ways to make your school’s website more effective, attractive, and efficient. It was an education in website terms (SEO, optimization, key word analysis), as much as it was a refresher course in basic marketing (keep brand consistent, mission-based, and simple). Teams left with an assignment to come up with a basic site map, as well as a designated gatekeeper for their websites.
TIER II: PIONEERS school’s learned the “ins and outs” of reconnecting with alumni, including how to write an alumni appeal letter, how to create an alumni database, and how to keep your alumni in the loop through an effective school newsletter. This was a great lesson in how to go for “low hanging fruit” and market to some of our biggest advocates – those alumni who have attended our school and loved it. We can’t wait to see what Tier II brings back in February!
Interview Spotlight:
St. Catherine Laboure School, Torrance | Kathleen Gorze, Principal
Q: What has been the progression of the marketing program?
We never marketed before, so it’s had a huge impact. Our frame of reference is changing, and the suggestions and training have been helpful. I need a bigger team, especially to help with grant writing and development, alumni, etcetera. We’re also doing baptism outreach, preschool outreach, and trying to get articles in the local papers.
Q: How did you get the team going?
We have two teachers who are really strong – they have a universal understanding of the school. Our school board president has engaged his daughter to help on the team, so there’s that outside support for our efforts. We have new parents as well with marketing background, as well as a parishioner who is helping with marketing. We need more members to help execute our plans, but we’re surprised at the expertise that is already out there.
Q: What have you done new this year that is creative and out of the box?
I have established a connection with the Daily Breeze newspaper to cover our iPad program, and we’ve been getting more information into our bulletin. We’re just taking the suggestions given to us by MAX LA and using them. We’re reaching out more than once to prospective preschools, which is different.
Q: What suggestion would you give to a school looking for marketing advice?
The initial bottom line of starting would be letting the parents know about your school. What would make them go out and find help? A fully enrolled school is going to help the tuition go down. Put it in elementary terms, and you will benefit from full enrollment. We can’t rest on our laurels anymore. The numbers are declining all around, so people need to know what you offer compared to other schools. Get people on your team by appealing to parents. Get at least five for the team to really work.
Interview Spotlight:
Nativity School, El Monte | Sr. Stacy Reineman
Q: What has been the progression of your marketing efforts over the past few years?
We started with a few parents who wanted to market to Our Lady of Guadalupe parish (which does not have a school). Those few moms became our marketing team which has now grown into a formal committee (which now includes two dads and one teacher).
Q: What new marketing ideas/events have you implemented at your school this year?
We now have a formal strategic plan that includes: speaking at the Masses at Nativity and OLG and providing information to interested parents; speaking at the local Catholic radio station (Guadalupe Radio 87.7) about Catholic education; outreach to local preschools; producing products that advertise our school and provide funding for the marketing program (proud parent/grandparent polos, license plate frames, baseball caps, pens); applying for grants (TAPROOT Foundation, MAX LA); using the church bulletin to better promote the school; greater participation in community and parish events to promote the school; producing banners and marketing materials.
Q: How did you establish a marketing team?
The marketing team evolved from a small group of parents who loved our school and wanted to reach out to the many, many students in the Religious Education program at OLG in El Monte.
Q: What has been the greatest marketing success you’ve had in the past few years?
I believe a Catholic education should be available to all families who truly desire one for their child. Therefore, over the last number of years, we have been reaching out to the poorest in El Monte and work individually with families regarding tuition payment (with some paying nothing and others paying what they can afford). Over the years, more and more families are enrolling their children and, through word-of-mouth from many of our poorest families, additional families have enrolled. My experience of working with the very poor families is that, they may not be able to pay tuition, but they are so incredibly generous with gifts, talents, and time, and show their great appreciation for the gift of a Catholic education and for providing their children with hope for their future.
Q: What is one piece of advice you would give to a school that is struggling with its marketing efforts?
Make Catholic education available to anyone who truly values one and trust that God will take care of those who take care of others. Somehow, the money always arrives!
Interview Spotlight:
St. Dominic’s School, Eagle Rock | Elida Lujan, Principal
This elementary school in the tiny enclave of Eagle Rock has seen its marketing efforts finally come to fruition after years of hard work. The difference? Ms. Lujan, the principal, has been able to assemble and empower her marketing team to reach out to local preschools. “We have been reaching out to about ten schools per year for the last three years, and this year two schools finally responded to partnership opportunities. It’s been our biggest success.” The partnership opportunities Lujan refers to are her school’s Halloween Carnival, and an upcoming Christmas program at one of the preschools, at which St. Dominic’s school choir will be performing.
Lujan credits the hard work of her marketing team (Sheryl Santoro, Naomi Garcia, Teri Alpuerto, Tara Perez, and Margueritte Redhorse) in taking the lead on the relationships she has been fostering over the seven years she has been principal. St. Dominic’s next goal is to host a Kinder Night for prospective parents to learn more about the school.
Monthly Gift Card Winners
Ascension Catholic School (Aisha Kiniebrew, Heidi Groehler, James Pike, Daniela Davis, Dr. Karen Kallay)
Dolores Mission School (Sonia Cortez, Marisol Vargas, Karina Moreno, Sandy Schaeffer)
Our Lady of Lourdes (Cathy Ercek, Steve Morin, Cindy Ellingson)
Our Lady of the Miraculous Medal (Julie Patino, MAX LA Presenter Domenico Pilato)
St. Hilary School (Sister Richardine, Monica Mendoza, Patsy Celiz, Clara Duran, MAX LA Presenter John Posatko, Maricarmen Ornelas, Brian Wall, Sheila Wood)
St. Pius X Parish School (Christine Huerta Soler, Kimberly French)
St. Teresa of Avila (MAX LA Presenter Caron Willits, Michael Elzey)
St. Thomas More School (Yrina Meza, MAX LA Presenter John Posatko)