Low-cost marketing begins at home

by Dawn Doerr, Marketing Consultant

Many Catholic schools face uncertain futures and tighter budgets, with marketing being one of the first expenses to be set aside when funds are limited. Yet, marketing is a necessity, especially now, when enrollment is threatened by the unknown path forward in the coming school year. The good news  Even without a robust marketing budget, you can take affordable and effective measures to promote your. Some of these ideas won't cost a thing!

The Audience
Focusing on families with school-age children who already are registered in your parish is the most effective strategy now. Simply increasing the number of registered parishioners who enroll their children in the parish school by two or three families could make a significant difference. 

The Message
After the chaotic and unexpected end of the last school year, your school’s strong community, excellent academics, and Christ-centered environment may hold a new appeal for the coming year. 

• Remind families how quickly and successfully you set up your distance learning program.
• Acknowledge that you aren’t sure what will happen next, but you will provide a quality, faith-based education for students in a caring environment – whether that is in school, at home, or a hybrid of both.
• Showcase your community — online and in any marketing materials. Catholic school communities are always strong and caring and have proven even more so during these uncertain times. 

The Messenger
Here are a few creative, low-cost ways to deliver more good news to the families who already call your parish home:

• Get a snail-mail or email list from your Director of Religious Education, nursery director, First Communion coordinator, etc. 
• Send out letters or simple postcards to families who were or are attending religious ed classes but not attending your school. Tell families whose children are preparing for reconciliation, First Communion, and confirmation about the thorough ways in which sacrament preparation is handled in your school curriculum.
• Build your relationships with parish priests to encourage them to promote your school. 
• As Masses start back up, encourage priests to make an announcement at every mass (even online ones) that your school is accepting registrations all summer long.
• Create a digital graphic to include at the end of your parish’s online Mass video.
• Ask your parish to include an advertisement for your school in ira printed/online bulletin.
• Put up a “Now Enrolling” banner with a phone number and website outside of your parish, letting people who are driving by know that you’re still in business. 
• Provide photos and content for your parish web site or Facebook page. 
• Encourage your parish to post social media messages about your school, telling families how well your distance learning went, and reminding families you are accepting registrations for next year. 
• Include the words “Now Enrolling” on your website and all your social media outlets with a phone number and email address for info.
• Create a social media graphic for current families to share on their own social media pages. 
• Ask your parents to pray for your school!

---