Education for Life! Walla Walla Catholic Schools Marketing Plan

Transcription

1 Walla Walla Catholic Schools Marketing Plan

2 Vision Mission Strategic And Enabling Pillars VISION Our vision is to be the school in the Walla Walla region that best provides an environment for children to learn and grow MISSION Providing an Education for Life, where every student is needed and every student is important, the Walla Walla Catholic Schools educate the whole person, academically, spiritually, physically and socially and foster the values of faith, hope, charity and justice. STRATEGIC & ENABLING PILLRS CATHOLIC BASED EDUCATION PROVIDE AN OUTSTANIDNG LEARNING ENVIRONMENT PROVIDE A CULTURE OF EXCELLENCE OPEN TO ALL THAT SHARE THE VISION POSTION WWCS TO SERVE FUTURE

3 Linear Arrow With Six Text Boxes And Icons 01 Enrollment Download this awesome diagram. Bring your presentation to life. Capture your audience s attention 02 Retention Rates Download this awesome diagram. Bring your presentation to life. Capture your audience s attention 03 Programs Download this awesome diagram. Bring your presentation to life. Capture your audience s attention 04 Catholic Identity Download this awesome diagram. Bring your presentation to life. Capture your audience s attention GOALS 05 Leadership Development Download this awesome diagram. Bring your presentation to life. Capture your audience s attention 06 Asset Plan Download this awesome diagram. Bring your presentation to life. Capture your audience s attention

4 Crossing The Chasm PLAN SWOT Survey Work Environmental Scan Segmentation Strategic Plan Mission Vision Goals

5 3 YR. REVENUE AND ENROLLMENT FINANCIAL COMPONENTS IMPACT ENROLLMENT TOTAL *DeSales Assumption TUITION REVENUE?????? Enrollment Growth 9% 4% 4% Tuition Growth 12% 41% 42%

6 WALLA WALLA CATHOLIC SCHOOLS PLANNING HORIZON NEAR TERM Establish foundational information and sytematic practices for development and execution of plans Focus on Retention Plan Completion and Stop Gap Measures Deliver 97% or better Retention rate MID TERM EXTENSION Deliver Enrollment and Communication Plans Review and provide recommendation for opportunity for non volunteer personnel to lead marketing, school development, and outreach areas. Deliver increases in enrollment of 7% YOY FUTURE Utilize Wins from Marketing Plan execution to fuel capital and endowment Have the Education for Life / Irish Way culture entrenched in school community

7 Marketing Plan to Include GOST Slide (Goals, Objectives, Strategies, and Tactics) Retention Plan Enrollment Plan Communication Plan SWOT Analysis Environmental Scan and Situational Assessment Segmentation Research Annual Parent Satisfaction Survey Bi-Annual Parish Catholic Education Survey Annual Teacher Engagement Team Scan Bi-Annual Alumni Value of a WWCS Education Survey Ad hoc Focus Groups Ad hoc Lost Student Exit Interviews and Surveys

8 2016 WWCS MARKETING OBJECTIVES AND STRATEGIES OBJECTIVES PLANS STRATEGIES Retention Plan Understand Families Focus on Transitional Grades Empower the People MARKETING GOAL FINANCIAL / ENROLLMENT GOAL Enrollment Plan Communication Plan

9 MARKETING GOAL To create an environment where students and families cannot see themselves anywhere but within the Walla Walla Catholic School System FINANCIAL / ENROLLMENT GOAL 2016 WWCS RETENTION PLAN OBJECTIVES AND STRATEGIES OBJECTIVES STRATEGIES TACTICS Understand Families Focus on Transitional Grades Develop a family ranking program that focuses resources at the families that are most risk of leaving Understand the needs of the key families Integrate the Financial Aid Program to leverage retention of students Develop a specific approach for each of the transition grades that focuses on answering the questions of the transitioning students and families Evaluate with the Finance committee a transition grade tuition incentive To Retain 99% of all Students within the WWCS system Empower the People Enlist a WWCS Retention Champion It is everyone s job to retain families Establish Grade Advocates Annual Parent Satisfaction Survey

10 2016 WWCS ENROLLMENT PLAN OBJECTIVES AND STRATEGIES OBJECTIVES STRATEGIES TACTICS MARKETING GOAL FINANCIAL / ENROLLMENT GOAL

11 2016 WWCS COMMUNICATION PLAN OBJECTIVES AND STRATEGIES OBJECTIVES STRATEGIES TACTICS MARKETING GOAL FINANCIAL / ENROLLMENT GOAL

12 How Do You Use The Parent Satisfaction Survey and SWOT Analysis SWOT Analysis Internal review, that needs to be tested, of what we believe about ourselves and our external opportunities or threats. Strengths and Opportunities should drive our Strategy, while Weaknesses and Threats are addressed within individual plans Parent Satisfaction Survey Testing Tool Gives Us Direction

13 Strength: (Internal) Walla Walla Catholic Schools Value Systems Environment Educational Approach Non-Public Opportunity: (External) Expanding on Catholic Values Outreach to Hispanic Community Parish Outreach Utilization of Public Education Alumni Association Home Schooling Weakness: (Internal) Consistent Communication Community Beliefs Resource Development Leadership Development Parent Management Transparency Threat: (External) Diocese Changes Public Schools Generational Challenges Faculty Succession Planning

14 Strengths Value Systems Catholic/Christian Environment Education for Life Mission Religious Education Parent Involvement Parish Support and Presence Religious Retreats Community Service Climate Priest Affiliation Higher Standards and Expectations Education and Character Environment Safety for Students Small Class Size Parent Involvement Personal Touch Connection with Other Families Strong Sense of Community Students Know Classmates Teachers and Staff Know Every Student intently

15 Strengths Educational Approach Strong, Committed, Long-term Faculty Focused on educating the whole student Extra Curricular Opportunities for Non- Class Learning No Cut Policy Strong College Prep Curriculum High % of Honor Society College Admissions / Scholarships Small Class Size Special Education Capabilities Approach to Student Flow (Pre-K to 8 / 9-12) Parent Involvement Non-Public Strong History and Tradition of Excellence Functional Facilities Ability to Live and Teach Catholic/Christian Values Alumni Association Not forced to teach the method of the day (Common Core)

16 Weaknesses Consistent Communication Lack of Communication and follow through from Administration Loss of Alumni Affinity Perceived limited uniqueness factor compared to public schools Poor Communication on opportunities for students that are offered outside of WWCS Limited flexibility in meeting the education needs of specific students Parent / Teacher communication methods are not clearly defined Community Beliefs Too Expensive Exclusive Cliquey Attitude Perception of only being for the rich, and the elite Not inclusive of non-school members at events. You have to earn your way in.

17 Weaknesses Resource Management Poverty Mentality We have gone without for so long that we think we need to continue to limit ourselves and fail to look for opportunities and possibilities Limited Resources to provide an offering as deep as public schools Diocesan School System Every Teacher is not Great Lack of Technology in the classroom Low enrollment in many classes Inability to leverage the Parishes Dated Facilities / Appearance Poor Janitorial Services Leadership Development Perceived Lack of Vision and Charismatic Leadership Weak Board Approach and lack of collective understanding of organizational governance School community not able to readily define the school s Vision, Mission, and Goals Active resistance to utilizing the talents of volunteer parents for the best benefit of the school system Structure that does not lead to accountability Momentary lapses in Catholic values for coaches, students, and staff Poor Change Agility Risk Averse Students that have been sheltered

18 Weaknesses Parent Management Active Resistance to utilizing the talents of volunteer parents for the best benefit of the school system. Failure to delegate for fear of loss of power Tendency to overuse volunteers and be critical of actions Lack of parental input opportunity on policy changes Transparency Discipline policy is not evenly administered Lack of input opportunity on policy changes Poor communication of administration activities and actions. Secrecy is the culture Fear of community to be candid and direct so that things can be done

19 Opportunities Alumni Association Outreach Potential Strong Parish Membership with School Age Kids Parish Financial Support Extra Curricular Program Development (music, languages, debate) Strong Public School Program Funding that we can tie into and pull from. Stronger utilization of the Priests in the schools for core curriculum and religious education Homelink (Home Schooling) Closure at Public Schools Professional People in the community that we can tap into for resourcing and leadership development Hispanic parish member outreach Millennial Parents looking for a place to belong Improving overall economy

20 Threats Select Teacher Retirements Another economic downturn Diocese changes in approach to school system New Generational Challenges Not Experienced before. Millennial Effect will not stay especially if not fabulously satisfied. Diocese movement of Priests Improvement in other faith based education programs St. Basils WWVA Continued Strong Funding of Programs at College Place School District Walla Walla Public Schools

21 Take Homes Information is POWER, the Marketing Committee is working to harness the data points The committee is working to establish business processes that are developed from the establishment of concreate goals. The time to act is now, we have a retention problem and this will be our first point of address.