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Early Childhood Marketing

Early Childhood Marketing. Getting Them and Keeping Them. Introductions. Gloria Castucci Director of Early Childhood Education, Archdiocese of Newark castucgl@rcan.org Laura Cristiano Director of School Marketing, Archdiocese of Newark cristila@rcan.org What’s the magic potion?.

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Early Childhood Marketing

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  1. Early Childhood Marketing Getting Them and Keeping Them

  2. Introductions • Gloria Castucci • Director of Early Childhood Education, Archdiocese of Newark • castucgl@rcan.org • Laura Cristiano • Director of School Marketing, Archdiocese of Newark • cristila@rcan.org • What’s the magic potion?

  3. The Must Haves Before We Begin • Facility and Appearance • Entrance to building • Bathrooms • Security • Don’t forget to say cheese, smiling is important even when exhausted • Dress for success • Lights and paint • Cleanliness is next to everything! (organized chaos vs. clutter/dirt)

  4. Getting Them:Appearance of Classroom • Layout of Room • Designed for learning and self-direction • Evidence of Unaltered Children's Work • It’s the process not product • Mistakes are fine • Let the work shine in the classroom (64 Crayola Explosion) • Clotheslines • Doors • Windows • Don’t forget eye-level items! • Hit the older items with washable paint • Get rid of clutter: away, hidden • Outside eyes

  5. Keeping Them:Communication is Key • In print (hardcopy and email) • Newsletters: Once a month • Remember your audience KISS • New Flashes: “Aquinas Shares” • As events occur • More at beginning of year, registration times, holidays • Social Media • Don’t discount face-to-face • personal moments • random acts of kindness • Progress • cute interactions • Target the right people

  6. Getting Them: Website • Meet the staff • Credentials, contact info, and photos of staff • Happy message not just your resume • Mission/Catholicity • Sample daily schedule • Avoid “cow goes moo” lackluster statements • Reading • Computers • Snack • Avoid “Now hear this, thou shalt not be incontinent!” Toilet training is a partnership. Are we ready for them, not are they ready for school? • Activities/field trips/events that set you apart • Virtual tours/photo gallery of students in action. YOU ARE NOT SELLING REAL ESTATE!

  7. Keeping Them: Events • Partner with Grade K and 1st Grade not the 8th grade. • Not just church buddies • Take photos and invite parents to outcome. • Newsflash • Social Media • Ask me what I did! Hats, buttons, stickers • Coffee with Principal • Rope in K and 1st Grade teachers • Get them in the building for pick up, not just the parking lot. • Invite Mommy Monday. Get them to read, pick a holiday craft, involve them. Pick a mom buddy to do it with. • Early childhood tee shirts for advertising

  8. Getting Them: Brochures/Flyers • Three Pronged approach • Top Facts Sheet • Brochure: separate from main brochure focus Pre-K through K • Flyer (ad)- 8 x 10 flyer that can easily run in merchant windows. Can double as a traditional ad.

  9. Suggested Brochure Panels • Cover page • In Our Own Words • Philosophy/Catholicity • Sample Schedule • Special Activities • Top Ten Features

  10. Keeping Them: Social Media and News Letters/News Flashes • Social Media is key. • It gives punch to word of mouth • Needs fabulous photos • Benefits with adjectives HOW HAPPY WE ARE • Integrated technology • Center-based learning in 5 areas • Fenced in play yard • Multisensory approach • Reading readiness featuring phonics

  11. Photography • High resolution photos vs. low resolution photos • Avoid the mug shot • Thumbnail to quarter test • Action obvious to outsiders, every photo tells a story • Showcase each curriculum item • Smiling children, goofy is good • Feature everyone (photo release) • Watch the background • If a picture is worth a 1,000 words than a video is worth 10K • CROP AND ZOOM

  12. Crop and Zoom=GOLD!

  13. Hit the deck, don’t hover above! Focus on 1-3, not all 20!

  14. SCIENCE

  15. MATH

  16. READING AND TECHNOLOGY

  17. Thank You! • Gloria Castucci castucgl@rcan.org • Laura Cristiano cristila@rcan.org

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