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ENROLLMENT
STRATEGIES THAT WORK
ACADEMIC SUCCESS! CATHOLIC VALUES!
Presenters
James S. Friend, Jr., M.A., Secretary for Stewardship & Development
Erica Gates, M.B.A., Director of School Marketing and Enrollment Management
Northeastern Pennsylvania
275,000 Catholics
5 Counties
104 Parishes
37 Elementary Schools
7 High Schools
3 Special Learning Centers
12,301 Students in K-12
Magnitude of the Business Enterprise: $70 million
business, 700 employees, mid-size business.
OUR DIOCESE
 The way that we were running our school system
did not work. We were working our way out of
business.
 This is a business problem:
 Management
 Economics
 Finance
 Governance
 Marketing
KEY ASSUMPTIONS
ENROLLMENT HISTORY
 Lost 30% of students (6,000) 25% of the schools and hundreds of
teachers.
 Engagement of the Bishop’s Commission on Catholic Schools
 We forced ourselves to look at the numbers. Enrollment Graphs
were created for the entire school system
 Painful reality
 Diocese
 Principals
 Pastors
 Donors
 Graphs were compiled into Enrollment
Booklet and shared with all constituencies
 Enrollment now tracked monthly
at the Diocesan level
5
90 13371
91 13407
92 13566
93 13811
94 14047
95 14252
96 14288
97 14410
98 14281
99 14122
00 13749
01 13430
02 12900
03 12251
04 11640
05 11021
06 10646
07 10262
08 9877
09 9339
10 8812
11 8676
12 8779
13 8770
9339
8812
8676
8779
8770
0
2000
4000
6000
8000
10000
12000
14000
16000
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
Total Enrollment Elementary
'09/'10: Lost 538 students/-5%/ -$1,237,000 tuition
'10/'11: Lost -527 students/-6%/-$1,212,000 tuition
'11/'12: Lost -136 students/-2%/ -$313,000 tuition
'12/'13: Gained 103 students/1%/ +$237,000 tuition
'13/'14: Lost -9 students/0%/ -$21,000 tuition
Closed McAdoo and Seton Academy in 2013 (183
students)
Average tuition net of financial aid is estimated at $2,300 per student.
6
90 3515
91 3531
92 3615
93 3711
94 3820
95 3854
96 3930
97 3945
98 3930
99 3929
00 3981
01 3962
02 3888
03 3811
04 3795
05 3735
06 3711
07 3780
08 3683
09 3650
10 3528
11 3513
12 3453
13 3531
3650
3528
3513
3453
3531
0
500
1000
1500
2000
2500
3000
3500
4000
4500
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
Total Enrollment High School
'10/'11: Lost -122 students/-3%/-$610,000
'11/'12: Lost -15 students/0%/ -$75,000
'12/'13: Lost -60 students/-2%/ -$300,000
'13/'14: Gained 78 students/2%/
+$390,000
First enrollment increase in 7 years
Biggest enrollment increase in 19 years
Total Freshman class increase +7%
*Average tuition net of financial aid is estimated at $5,000 per student.
ENROLLMENT HISTORY
 Challenges:
 Sluggish economy
 Declining populations/baptisms in certain areas
 Lack of Marketing at the school level
 No one was held accountable for enrollment
(Diocese or School)
 Insufficient Diocesan support for marketing and
advertising
 Accountability: Diocese/Schools
 Measurement/Tracking (Enrollment Booklet &
Diocesan Website)
http://www.allentowndiocese.org/enrollment/
 Reviewing the graphs with Principals, Pastors &
Diocesan staff
 Enrollment Goals: 2013-14 +2% & 2014-15 +3%
TRACKING ENROLLMENT
9
90 253
91 264
92 265
93 250
94 250
95 238
96 251
97 247
98 244
99 232
00 205
01 199
02 176
03 179
04 183
05 167
06 179
07 182
08 187
09 177
10 177
11 188
12 218
13 252
177 177
188
218
252
0
50
100
150
200
250
300
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
St. Margaret, Reading
Berks County
'10/'11: No change/ 0%
'11/'12: Gained 11 students/6%
'12/'13: Gained 30 students/16%
'13/'14: Gained 34 students/16%
Three years of consecutive enrollment
growth
Largest enrollment in 21 years
Largest increase in 24 years
School approaching capacity
10
90 2810
91 2814
92 2796
93 2773
94 2797
95 2910
96 3026
97 3065
98 3032
99 3070
00 3035
01 3010
02 2891
03 2849
04 2669
05 2544
06 2540
07 2466
08 2418
09 2294
10 2132
11 2150
12 2267
13 2402
2294
2132 2150
2267
2402
0
500
1000
1500
2000
2500
3000
3500
90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
Berks County Elementary Enrollment
'10/'11: Lost -162 students/-7%
'11/'12: Gained 18 students/1%
'12/'13: Gained 117 students/5%
'13/'14: Gained 135 students/6%
Three years of enrollment growth
Two years of 100+ enrollment
growth
Largest increase in 24 years
MARKETING STRATEGIES
 Airplane Model (Value of an empty seat)
 Tuition Transfer Grant Program
 Elementary School Grant: $1,500 ($1,000 in year 1
and $500 in Year 2). 95% of schools participated
 High School Grant: $3,000 ($2,000 in year 1 and
$1,000 in year 2). 100% of schools participated
 Program yielded: 426 grants in 2011-12 and 473
grants in 2013-14. Retention results (1st year test)
indicated 95% retention of transfer students.
MARKETING STRATEGIES
Messaging: Academic Success! Catholic Values!
Target Audiences
 Elementary Schools: Pre-k’s, current students, transfer
students and grandparents.
 High Schools: Feeder/Partner Schools, current students
and transfer students.
POSTCARD CAMPAIGN
POSTCARD CAMPAIGN
BILLBOARDS
& LAWN SIGNS
TV COMMERCIAL
http://www.allentowndiocese.org/ad_video/videos/2
014_Spots_Baress_CSW/index.html
MARKETING SAMPLES
College Matriculation Graphs
99%
73%
80%
68%
80% 80% 78%
86% 85% 87% 90%
77%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AllentownCentralCatholicHS
CatasauquaSHS
EmmausHS
LouisEDieruffHS
NorthamptonAreaHS
NorthernLehighSHS
NorthwesternLehighHS
ParklandSHS
SalisburySHS
SauconValleySHS
SouthernLehighSHS
WhitehallHS
WilliamAllenHS
Percentage of *Area High School Students
Attending 2 & 4 Year Colleges or Universities
Parish Bulletin Inserts
Data Source, Public:
http://www.education.state.pa.us/portal/server.pt/community/graduates/7426
MARKETING SAMPLES
 Letters & Email blasts to PREP families and partner
schools
 Exit Surveys: https://www.surveymonkey.com/
MARKETING SAMPLES
DIOCESAN
RECOMMENDATIONS
 Flat Tuition
 Tuition Pricing Increase
 Tuition Transfer Grants
 Memo to DRE’s
 Open Enrollment
ADDITIONAL STRATEGIES
 Boards of Directors & Governance
 Healey Education Foundation
 Diocesan Marketing Plan
 Advancement Directors
(Marketing/Development)
 Engaged Enrollment Committees
FOR MORE INFORMATION
Visit: http://www.allentowndiocese.org/index.php?cID=1345

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Catholic School Enrollment Strategies That Work

  • 1. ENROLLMENT STRATEGIES THAT WORK ACADEMIC SUCCESS! CATHOLIC VALUES! Presenters James S. Friend, Jr., M.A., Secretary for Stewardship & Development Erica Gates, M.B.A., Director of School Marketing and Enrollment Management
  • 2. Northeastern Pennsylvania 275,000 Catholics 5 Counties 104 Parishes 37 Elementary Schools 7 High Schools 3 Special Learning Centers 12,301 Students in K-12 Magnitude of the Business Enterprise: $70 million business, 700 employees, mid-size business. OUR DIOCESE
  • 3.  The way that we were running our school system did not work. We were working our way out of business.  This is a business problem:  Management  Economics  Finance  Governance  Marketing KEY ASSUMPTIONS
  • 4. ENROLLMENT HISTORY  Lost 30% of students (6,000) 25% of the schools and hundreds of teachers.  Engagement of the Bishop’s Commission on Catholic Schools  We forced ourselves to look at the numbers. Enrollment Graphs were created for the entire school system  Painful reality  Diocese  Principals  Pastors  Donors  Graphs were compiled into Enrollment Booklet and shared with all constituencies  Enrollment now tracked monthly at the Diocesan level
  • 5. 5 90 13371 91 13407 92 13566 93 13811 94 14047 95 14252 96 14288 97 14410 98 14281 99 14122 00 13749 01 13430 02 12900 03 12251 04 11640 05 11021 06 10646 07 10262 08 9877 09 9339 10 8812 11 8676 12 8779 13 8770 9339 8812 8676 8779 8770 0 2000 4000 6000 8000 10000 12000 14000 16000 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Total Enrollment Elementary '09/'10: Lost 538 students/-5%/ -$1,237,000 tuition '10/'11: Lost -527 students/-6%/-$1,212,000 tuition '11/'12: Lost -136 students/-2%/ -$313,000 tuition '12/'13: Gained 103 students/1%/ +$237,000 tuition '13/'14: Lost -9 students/0%/ -$21,000 tuition Closed McAdoo and Seton Academy in 2013 (183 students) Average tuition net of financial aid is estimated at $2,300 per student.
  • 6. 6 90 3515 91 3531 92 3615 93 3711 94 3820 95 3854 96 3930 97 3945 98 3930 99 3929 00 3981 01 3962 02 3888 03 3811 04 3795 05 3735 06 3711 07 3780 08 3683 09 3650 10 3528 11 3513 12 3453 13 3531 3650 3528 3513 3453 3531 0 500 1000 1500 2000 2500 3000 3500 4000 4500 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Total Enrollment High School '10/'11: Lost -122 students/-3%/-$610,000 '11/'12: Lost -15 students/0%/ -$75,000 '12/'13: Lost -60 students/-2%/ -$300,000 '13/'14: Gained 78 students/2%/ +$390,000 First enrollment increase in 7 years Biggest enrollment increase in 19 years Total Freshman class increase +7% *Average tuition net of financial aid is estimated at $5,000 per student.
  • 7. ENROLLMENT HISTORY  Challenges:  Sluggish economy  Declining populations/baptisms in certain areas  Lack of Marketing at the school level  No one was held accountable for enrollment (Diocese or School)  Insufficient Diocesan support for marketing and advertising
  • 8.  Accountability: Diocese/Schools  Measurement/Tracking (Enrollment Booklet & Diocesan Website) http://www.allentowndiocese.org/enrollment/  Reviewing the graphs with Principals, Pastors & Diocesan staff  Enrollment Goals: 2013-14 +2% & 2014-15 +3% TRACKING ENROLLMENT
  • 9. 9 90 253 91 264 92 265 93 250 94 250 95 238 96 251 97 247 98 244 99 232 00 205 01 199 02 176 03 179 04 183 05 167 06 179 07 182 08 187 09 177 10 177 11 188 12 218 13 252 177 177 188 218 252 0 50 100 150 200 250 300 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 St. Margaret, Reading Berks County '10/'11: No change/ 0% '11/'12: Gained 11 students/6% '12/'13: Gained 30 students/16% '13/'14: Gained 34 students/16% Three years of consecutive enrollment growth Largest enrollment in 21 years Largest increase in 24 years School approaching capacity
  • 10. 10 90 2810 91 2814 92 2796 93 2773 94 2797 95 2910 96 3026 97 3065 98 3032 99 3070 00 3035 01 3010 02 2891 03 2849 04 2669 05 2544 06 2540 07 2466 08 2418 09 2294 10 2132 11 2150 12 2267 13 2402 2294 2132 2150 2267 2402 0 500 1000 1500 2000 2500 3000 3500 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 Berks County Elementary Enrollment '10/'11: Lost -162 students/-7% '11/'12: Gained 18 students/1% '12/'13: Gained 117 students/5% '13/'14: Gained 135 students/6% Three years of enrollment growth Two years of 100+ enrollment growth Largest increase in 24 years
  • 11. MARKETING STRATEGIES  Airplane Model (Value of an empty seat)  Tuition Transfer Grant Program  Elementary School Grant: $1,500 ($1,000 in year 1 and $500 in Year 2). 95% of schools participated  High School Grant: $3,000 ($2,000 in year 1 and $1,000 in year 2). 100% of schools participated  Program yielded: 426 grants in 2011-12 and 473 grants in 2013-14. Retention results (1st year test) indicated 95% retention of transfer students.
  • 12. MARKETING STRATEGIES Messaging: Academic Success! Catholic Values! Target Audiences  Elementary Schools: Pre-k’s, current students, transfer students and grandparents.  High Schools: Feeder/Partner Schools, current students and transfer students.
  • 17. MARKETING SAMPLES College Matriculation Graphs 99% 73% 80% 68% 80% 80% 78% 86% 85% 87% 90% 77% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% AllentownCentralCatholicHS CatasauquaSHS EmmausHS LouisEDieruffHS NorthamptonAreaHS NorthernLehighSHS NorthwesternLehighHS ParklandSHS SalisburySHS SauconValleySHS SouthernLehighSHS WhitehallHS WilliamAllenHS Percentage of *Area High School Students Attending 2 & 4 Year Colleges or Universities
  • 18. Parish Bulletin Inserts Data Source, Public: http://www.education.state.pa.us/portal/server.pt/community/graduates/7426 MARKETING SAMPLES
  • 19.  Letters & Email blasts to PREP families and partner schools  Exit Surveys: https://www.surveymonkey.com/ MARKETING SAMPLES
  • 20. DIOCESAN RECOMMENDATIONS  Flat Tuition  Tuition Pricing Increase  Tuition Transfer Grants  Memo to DRE’s  Open Enrollment
  • 21. ADDITIONAL STRATEGIES  Boards of Directors & Governance  Healey Education Foundation  Diocesan Marketing Plan  Advancement Directors (Marketing/Development)  Engaged Enrollment Committees
  • 22. FOR MORE INFORMATION Visit: http://www.allentowndiocese.org/index.php?cID=1345

Notas do Editor

  1. Names and contact info needed on slides