Client: Private, nonprofit Montessori school

Situation Overview: The school’s emphasis on the Montessori principle makes it unique in the community. However, there are several other public, private and parochial school options. Previous marketing efforts have been inconsistent, primarily newspaper advertising and lawn signs. The parent association now wants to adopt a more strategic marketing plan – but the budget is limited.

Goals:

  • Increase community awareness and interest in the school.
  • Grow open house attendance by 25 to 30 percent.
  • Increase enrollment by 10 percent for the upcoming school year.

Target Market/Audience: Families with children ages 3-11 and an annual household income of more than $70K, located within five targeted area codes; total size of target market: 2,800 families.

Marketing Recommendations: A program that uses strategic channels to meet their multiple objectives. With such a well-defined list of prospects, direct marketing was the first stategic recommendation. A personalized introductory letter from the school principal was sent to each targeted household. The call to action was to attend the school’s open house. To stimulate response, reduced or waived registration fees were offered to parents who enrolled children at the time of the open house. A reminder postcard was sent a few weeks prior to the open house.

Generating referrals is another very effective way to help reach their goals. An ongoing program of monthly emails is being sent to current parents, keeping them informed of the school’s activities and accomplishments – while reminding them to recommend the school to others. (Word-of-mouth endorsement is the most trusted form of advertising.)

Results: The campaign delivered a 100 percent increase in open house attendance. Ongoing communications continue to be tracked along with referrals to support the goal of increasing student enrollment.

Need help reaching your business goals? Consult Allegra today. We’ll show you ways to build a solid marketing campaign that delivers results.