We were thrilled to participate in NCEA’s recent webinar, “Unlocking Enrollment Success: Q & A Catholic Leaders” that featured an insightful panel discussion addressing the most pressing questions from Catholic school administrators about enrollment. The panel experts were NCEA’s Laura MacDonald, Vice President of Content/Former Catholic School Principal, Jennifer Swenson, Principal, Mary of Lourdes Catholic School, Shana Abner Sr. Director of Product Marketing for VenturEd Solutions, and Becca Mendoza, Sr. Director Demand Generation for VenturEd Solutions.
This blog post offers insights gleaned from these experienced experts to help you navigate the crucial and hectic enrollment season with new strategies and ideas!
Building a Strong Community: The Bedrock of Success
The power of community resonates throughout our expert advice. While using new ways to market your school, keep in mind that word-of-mouth marketing is still central to bringing new potential families to your community. Jennifer Swenson emphasized the importance of having a clear vision for your school that resonates with families and sets your school apart. Imagine a family asking their neighbors, “Why did you choose this school?” A compelling answer rooted in a strong vision is key to this. Make sure your families know the vision and mission of your Catholic schools so they can feel confident in responding to queries from friends and families.
Keep in mind that your vision for the school translates into every aspect of your school’s identity. Make sure you’re using consistency in branding, from the school colors students wear outside of the school all the way to the messaging on your website and your emails to prospective families. Having an enrollment solution that can help you brand your messaging is an important advantage during enrollment season. Every touchpoint should leave a positive and memorable impression. Let’s move on to how you can make your K-12 private Catholic school’s story impactful.
Crafting Your Narrative: Telling Your School’s Story
Remember schools are more than just classrooms and textbooks. They are vibrant, unique communities with powerful stories to tell, notes Mendoza. Craft a compelling narrative that showcases your school’s essence. This story can be woven into various channels like newsletters, social media posts, and community events to build brand recognition and pique interest. Keep your school information and news updated on your website. Share powerful social media images of award wins, athletic wins, art and science events. Use all your communication tools to brand your school for prospective families and showcase the daily life of your school through engaging photos and videos.
Messaging that Matters: Resonation with Families
Make sure your unique school story is tailored to resonate with prospective families and families with students already in your school. Build congruency and consistency in your messaging so it’s easy for families and students to champion and highlight school successes! Swenson notes that highlighting the value of school accreditation and its faith-based mission can help grow your community. Shana Abner, previous school enrollment officer, suggests emphasizing your school’s mission, values, and the closeness of your school community underscores a strong sense of belonging which is a major draw for families. Abner suggests emphasizing academic excellence and accessible financial aid programs to address affordability concerns.
Challenges and Enrollment Trends: Staying Ahead of the Curve
Each enrollment season presents new challenges, including demographic shifts, shrinking student populations, affordability, and retention are also ongoing concerns. Fostering a welcoming environment for families of all faiths, can help boost enrollment. Working to educate prospective families on how to balance tuition rises, and encouraging more financial aid applications is an important component of engaging families during enrollment season.
Parents are increasingly seeking open communication from schools. Transparency builds trust and fosters a sense of partnership. While tuition may be rising, families continue to prioritize private education, offering Catholic schools an opportunity to highlight their invaluable offerings compared to public schools.
Take Note of your School’s Enrollment Landscape
Not all enrollment trends are universal. MacDonald notes that schools with high middle school to high school transitions can leverage specific events to bolster excitement among middle schoolers. Another trend is the growing desire of alumni to support their former schools. Understanding your school’s specific enrollment landscape will ensure you can tailor strategies for maximum impact.
Keep in mind that many people play a part in influencing enrollment decisions. Faculty who are passionate about their work can be key advocates for schools. Alumni who share positive memories can sway families. Current student ambassadors who rave about their experiences on social media can be persuasive voices. Don’t forget the influence of parish staff and parishioners (if applicable) their positive word-of-mouth can be an important component for long-term enrollment growth.
The Key Takeaway: Communication, Community, and a Compelling Narrative
Schools that thrive during enrollment season prioritize clear communication, a compelling narrative, and a diverse and welcoming environment. By understanding the challenges and trends, you can develop effective strategies to not only attract new families but also renew your commitment to current families. As Pope Francis says, “”Catholic education is also evangelization: bearing witness to the joy of the Gospel and its power to renew our communities and provide hope and strength in facing wisely the challenges of the present time”. Remember your school is a unique, faith-based community with a powerful story to tell. Share that story with confidence and watch your enrollment flourish!
For more insights and to see the Webinar in full please go to this link.
For more information on NCEA and all it offers its members please visit here.
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