Know-How Exchange : Other

I am not optimistic about getting parents to do your marketing for you. We send our son to a school like the one you're describing, and I think it would be futile for us to try to bring the school more students.

Parents who are into the idea of private school already know what they want, and those who aren't into it (and who can blame them with what some of these schools charge?) will probably not be easily converted.

Of course, I could be wrong, and there's certainly nothing wrong with trying...you could just appeal to current parents that the school needs to grow to stay healthy, and you need their help. (Are you sure that the tuition is not too low?)

Having said that, I would think that you would be better off being in front of people who are out there looking for private school options. This would involve advertising in parent-focused magazines and holding open houses and things like that. Certainly you see what your competitors are doing.

I think the time of year is working against you right now, though, as kids are already in school and parents are probably not quite yet thinking about what to do for the fall season. You're smart to start planting seeds now, though.

Please tell me that there is some money budgeted for marketing and advertising...

Really what you're looking at is a lack of Christian parents that believe Christian education is a better choice for their kids AND, this is the biggie, will choose to do that by paying for it themselves.

1) I would spend some time with the local pastors. They aren't going to coerce people to enroll because they often have public school teachers (good Christians) in their congregations. However, you want to be visible if someone comes to the pastor about problems their kids are having in school.

2) Brush up on the problems that the public school is having with the lack of values education and sex education etc. This may not be happening in your area, but you need to be aware of it.

3) You definitely need a website. There's probably someone in your church who will do this for you.

4) Rent a sign out in front. My guess is that there are people who don't know you exist.

5) Be the "welcome wagon". Make sure you're contacting new homeowners in your area regardless of whether they have children or not.

6) Open your school to events/meetings that church groups have.

It's a lot of work and you'll need some help, but it can be done.

Michael

I would also suggest doing some public relations outreach to your local newspapers/publications/media when your school is having or participating in interesting events, such as choral concerts, plays, musicals, science fairs, community clean-ups, etc., so that media can help get the word out to the public about your unique advantages and opportunities.

It seems you have two potential markets: new students (entering pre-k) and existing students (in other schools).

To attract new students, make sure you're at least listed in the various local directories. Your marketing materials should speak of the concerns of the parents: quality of education (both formal and informal), fun, and (if it matters) testing results. Testimonials from parents (and kids) would be appropriate. Perhaps even a DVD (or online video) containing interviews of parents, kids, and teachers.

For existing students, focus on why they need to switch schools: a learning problem, an emotional problem, or a social problem. Show how your school addresses these issues. Talk to local public school guidance counselors - they might know of students that need the benefit of your environment.

Also - consider having your teachers also teach after-school programs (open to all children) as well as offering adults-only classes in child-development issues (learning, play, socialization, etc.).

Hello,

When I registered for my church they had a person come with a care package. You can have local businesses donate something to put into the package to reduce the cost.

I worked for Getting To Know You which is now called Welcome Wagon. They send a phone directory with local businesses printed in the phone book. New Home Owners have no established vendors or church since they are new to the area.

Send out a monthly or quarterly news letter welcoming them to the area.

Do you have a profile of your target audience? Age, income etc. of the parents? Rent a list that matches your target audience.

What ever you do be consistent!! That is the key to success.

Good Luck