Christian Brothers Services 2017 Spring Webinar Series

Transcription

1 Christian Brothers Services 2017 Spring Webinar Series 2017 Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services. Catholic School Management a division of Christian Brothers Services Marketing Your School for Image, Enrollment and Resources Using Facebook March 9, SPRING WEBINAR SERIES Opening Prayer Creator God, through your world and people that surround us, we pray that we may grow more aware this day of your life giving presence. Open our minds and hearts to apply the knowledge from today s webinar for the good of all. We ask these things in Jesus Name. Amen 1

2 Marketing Your School for Image, Enrollment and Resources Using Facebook Jennifer Trefelner Adjunct Consultant Catholic School Management 2017 SPRING WEBINAR SERIES About Today s Presentation - Facebook can be a useful tool in marketing Catholic schools for image, enrollment, and resources. Learn how to develop a social media plan for your school's Facebook page to reach your target audiences. - Enjoy understanding the "best practices" for research, planning, implementation, and evaluation of your Facebook initiatives. About Today s Presentation -Specific topics below will be discussed: - Utilizing a social media survey - Developing an ambassador program - Writing content regarding your marketing pillars - Learning how to schedule posts - Utilizing the "events" option - Tricks to easily understand Facebook analytics 2

3 Goals for Today 1. Learn the framework of a successful Social Media Plan 2. Understand how to implement the RPIE strategy for Facebook 3. Explore how to create an ambassador program 4. Learn tools for successful implementation strategies Facebook Statistics Worldwide, there are currently more than 1.86 billion monthly active Facebook users, which is a 17% increase from last year There were 1.15 billion mobile daily active users in December 2016, an increase of 23% from last year 1.23 billion people logged onto Facebook daily in September 2016, which represents a 18% increase year over year (Credit: Zephoria Digital Marketing) Source: Statista, The Statistics Portal 3

4 Source: Statista, The Statistics Portal Source: Brandongaille.com Marketing Defined Research Marketing is the process of researching, analyzing, planning, implementing, and controlling carefully formulated programs designed to bring about voluntary exchange relationships with specifically targeted audiences. 4

5 Catholic Schools Can Be Marketed for: Research Marketing Mantra The consistent delivery of the right message, to the right person, in the right way, at the right time. Marketing a Service Marketing is not only concerned with talking to the school s publics More importantly, service marketing is concerned with listening to those publics. When you are marketing a service you are marketing a relationship. 5

6 Two-Way Communication It is reassuring to know that when you are marketing your Catholic school for image, enrollment, and resources, you can use social media, as a two-way communication tool to reach your target audiences. After our session, you will be able to better understand the strategies and framework which can be established to launch a successful Facebook plan for your school or organization. Review of Goals 1. Learn the framework of a successful Social Media Plan 2. Understand how to implement the RPIE strategy for Facebook 3. Explore how to create an ambassador program 4. Learn tools for successful implementation strategies #1 Goal: Learn the framework of a successful Social Media Plan Create a formal plan to address your specific audience, determine who will be the administrator, and solidify how often content will be posted. Facebook Audience: Administrator: Frequency of posts: Date posting Marketing Pillar 1 Marketing Pillar 2 Marketing Pillar 3 Other 6

7 #1 Goal: Learn the framework of a successful Social Media Plan (cont d) Organizing content will provide clarity Social Media Plan (Example) Facebook Audience: Prospective and Current Families Administrator: Director of Institutional Advancement Frequency of posts: Mondays and Fridays (and as needed) Date posting Week 1 Wed College Preparatory Curriculum Releaseof Advanced Placement Scores Faith Formation Extracurricular Activities Club Expo Recap with photos Athletic Opportunities Week 1 Fri Week 2 Wed Week 2 Fri Videoof Rocket Launches through science classes Junior Class Day of Reflection testimonies and photos Volunteer work at Habitat for Humanity Success of Anchor Club s trip to Annual Convention Announce Athlete of the Week Nominees Upcoming sports for the next week #1 Goal: Learn the framework of a successful Social Media Plan (cont d) Marketing Pillars Your school s key marketing pillars should be consistent and reflect your mission. In addition, this is an area to promote what separates you from the competition. Source: #2 Goal: Understand how to implement the RPIE strategy for Facebook 1. Research 2. Planning 3. Implementation 4. Evaluation 7

8 #2 Goal: Understand how to implement the RPIE strategy for Facebook (cont d) 1. Research Research is the systematic gathering of information to describe and understand a situation; check assumptions about publics and perceptions, and check the public relations consequences. Research helps define the problem and publics. WHO do we want to reach? WHAT do we want them to DO? WHAT messages do we want to communicate to each public #2 Goal: Understand how to implement the RPIE strategy for Facebook (cont d) 2. Planning - Goals: Longer term - Audiences: Who do you want to reach - Objectives: Specific, Measureable, Attainable, Realistic, Time-based - Strategies: Serve as a road map or approach to reach objectives #2 Goal: Understand how to implement the RPIE strategy for Facebook (cont d) 3. Implementation - Execution of the plan - Actual messages posted or scheduled - How many reached targeted audiences - Understand monitoring tools for execution 8

9 #2 Goal: Understand how to implement the RPIE strategy for Facebook (cont d) 4. Evaluation - Measure effectiveness of the program against objectives - Identify ways to improve for the future - Adjust the plan, materials, etc., before going forward. - Can serve as research for the next phase or program #3 Goal: Explore how to create an Ambassador program Create a social media ambassador program which empowers trusted parents to serve as your eyes, ears, and megaphone! Program Goals: 1. Virality 2. Authentic Endorsement #3 Goal: Explore how to create an Ambassador program (cont d) 1. Find parents you trust and respect 2. Meet to discuss goals, hold an informal focus group, review process for sharing information, discuss best ways to reach target audiences, policies for the group, etc. 3. Implement plan and evaluate successes 9

10 #3 Goal: Explore how to create an Ambassador program (cont d) a. Use #JCHSRamFam b. Send Jenn content to share c. Tag other entities you are posting about (Football, TCPalm, Schools) i. Use sign before typing the whole John Carroll High School (not JC HS) name or the name of a Facebook friend you are trying to tag in a post or picture. (For example, if you by then John Carroll High School s Facebook page should appear for you to tag.) d. If you see some of your friends in JCHS photos, please tag them. This is very beneficial for JCHS because then those people will get notifications when the photo is liked, commented on, or shared. i. You can tag them by clicking on the photo and pressing the little tag button at the bottom of the photo. Then squares around each person s face in the photo will appear, and you will be able to tag the people you are Facebook friends with. e. Post content on your own using information we provide i. Katherine will send you the e newsletter text and some photos. f. Talk to parents and students about what they like and what they would like to see g. Let us know as our eyes and ears if there are problems or concerns we need to be aware of and address h. Check in while on campus 2. Ideas/Suggestions a. What suggestions do you have for our social media sites? b. Weaving website ideas into this conversation 3. Closing a. Thank you! b. Meet in May #4 Goal: Learn tools for successful implementation strategies Examples of tools that assist in the implementation of your Facebook strategies: 1. Utilizing a social media survey 2. Learning how to schedule posts 3. Utilizing the "events" option 4. Tricks to easily understand Facebook analytics #4 Goal: Learn tools for successful implementation strategies (cont d) 1. Utilizing a social media survey - Learn what social media sites each one of stakeholder groups is using - When are they checking the sites - What content do they want to see posted - What suggestions do they have for you to share - What technical barriers hold them back 10

11 #4 Goal: Learn tools for successful implementation strategies (cont d) 2. Learn how to schedule posts - Find which times your stakeholders are likely to visit your FB page and schedule posts for those times - Tag people in the comments or the following day - Save information that is not time sensitive to run on the weekends or on holidays #4 Goal: Learn tools for successful implementation strategies (cont d) 3. Utilizing the "events" option - Create Events for major school events - Have Ambassadors invite their friends - Post to event page, then share on school page - Enjoy the perks of notifications, reminders, sharing, etc. set through Facebook #4 Goal: Learn tools for successful implementation strategies (cont d) 4. Tricks to easily understand Facebook analytics - Understand how people are engaging with your Page - View metrics about your Page's performance - Learn which posts have the most engagement - See who your local audience is - Export data - Compare month-to-month data - Watch notifications 11

12 BONUS: Fun ideas Enjoy these fun ideas! - Handle multiple accounts - Tagging photos through your personal Facebook page - Linking your page to Twitter - Tagging entities you are promoting - Using hashtags - Host audience building campaigns and contests - Host a call out for content - Have fun with videos Follow CSM Facebook: Catholic School Management Instagram: CatholicSchoolManagement Use a Hashtag: #CathSchoolMgmt Learn More To learn more about Catholic School Management s services and how they can help you devise a Social Media Plan. Call or office@catholicschoolmgmt.com Attend the Summer Certificate Programs in Monterey, California on June 26 - June 28 12

13 Q&A For Questions Regarding Marketing Your Schools Contact: Maria Ribera at or To sign up for any of our Spring webinars: cbservices.org/educationalresources.php 13

14 2017 Christian Brothers Services, Romeoville, IL. All Rights Reserved. No part of this presentation may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of Christian Brothers Services. 14