The Business of Adventist Education

1. The Business of AdventistEducation Creating an Educational Revival

2. WELCOME! • Introduction • Take our Poll • Agenda

3. Agenda • Strategic Planning • Objective –when we are done • Brief history • Current scope of business • Current business model • Competitive advantage • Expanding your army

4. Your Mission • Mission Statement Does it match the quality of program you wish to deliver? • Are you living up to the mission? • Where is your school falling short?

5. Real-Time Strategic • Turn Around Mode • Two worlds – Reality and Future • Real-time strategic planning • There are never enough resources to meet needs • To remain viable we must focus resources • Adapt quickly

6. When We Are Done • Gain clarity about your identity • Develop a better shared understanding of your current and future situation • Learn how to use practical tools to help you get where you want to be • In the future you will need to: • Develop a work plan for implementing strategy • Develop the ability to recognize and address trends and factors that may impact your school • Strengthen bonds between staff and board members

7. The Ideal • Safe • Quality Education • Seventh-day Adventist Values • Updated Facility & Technology • Extracurricular Activities

8. What is Your Reality • Perception of school • Facility • Marketing presence • Web presence • Board leadership • Growth potential

9. A Common Reality • Poor curb appeal, no signage • Common vision needed • Detractors are louder than supporters

10. Basic Demographic Hurdles • Lower than average median income • Aging Adventist population • Mediocre church/pastoral support/involvement

11. Make a Brochure & They Will Come? • Competition in the independent school world is on the rise • Tuition increases • Shifting demographics • Expanding choice • Home Schooling on the Rise • Increase of charter schools • The Value Proposition • The national association of independent schools reports that admissions officers must identify 9 prospective students for every 1 slot filled. • In 1990, admission officers averaged 10 contacts with families to secure an enrollment. Today that has increased to as high as 30 contact points.

12. The Bright Side • Long-standing history • Upward growth trend • Several entities taking an interest (commonweal and AAF) • Quality leadership • Willingness to improve

13. 1 Wake up Community Adventist Education 2 3 4 Physical Plant Perception Top Hurdles of Your School Re-define Brand Sell & Promote Vision Establishing Worthy Student Funds

14. Jumping Right In with Eyes Closed Vision without action is a dream. Action without vision is simply passing the time. Action with Vision is making a positive difference.

15. A Few Case Studies Forest Lake Education Center West Coast Christian Academy No brand Facilities is disrepair Extremely poor community Dissention amongst board, school and churches – each going in different direction • No real brand. • Declining enrollment • Stalled fundraising campaign • Vocal parents without any details causing downward spiral • Very sophisticated business community

16. A Case Study FLEC Results Growth in enrollment from 540 to 647 in two years Donations of over $2 million to complete new building Engaged board with ease to share differences • Underwent rigorous strategic planning process • Identified key goals • Created new brand • Began to aggressively promote brand and speak the language of their audience

17. A Case Study WCCA Results Growth in enrollment from 25 to in two years Donations to paint and new carpet Changing board Focused mission • Underwent rigorous strategic planning process • Identified key goals • Created new brand • Began to aggressively promote brand and speak the language of their audience

19. Top Three Focus • Enrollment • Visioning/Constituent Perception/Retention • Marketing & Design

20. True Marketing • This journey is going to be personal. • One by one • Conveying how your school is unique and demonstrating why it is worth what it costs (Value) will help you grow your school. • This effort is the hardest work you will do as an administrator of your school.

21. 6 Essentials • True Education has identified six essentials to a school’s success – • Community • Curriculum • Customer service • Communication • Cost (value) • Christ

22. Create Community • A school is more than a center for learning; it is a community center, meeting the needs of its community. Building a sense of community, of ownership among parents, teachers, and students is essential in growing a school. • Adapting Rick Warren’s church planting method • determining who the school can best reach first and most effectively, but welcoming all seekers and expecting target groups to multiply as the school grows. • “When the school becomes the center of community life, great things are going to happen for those families, and great things are going to happen to those children.” - Education Secretary Arne Duncan • The whole purpose of education is to turn mirrors into windows.  ~Sydney J. Harris

23. Customer Service • From the inside out • Begin with a cohesive and collaborative internal effort. • The most effective school marketers recognize the power of partnerships among key internal stakeholders, including faculty, admissions • Listening carefully to those you seek to serve • Making sure all stakeholders understand their roles, • Put the right technology in place to support communication, schools can foster strong internal collaboration that helps to advance their missions

24. Communication • The “Communication Age” Twitter • Twitter • Fastest growing social networking site with over with over 12.1 million users. • The largest segment of those users are people between the ages of 35-50 • People must feel connected at all times. This must be embraced by schools or risk alienating consumers. • Schools should be equipped with a consumer database to track and inform their customers on a regular basis. • It is essential that the line of communication among Parents, students, teachers, and administrators is open and free flowing.

25. Christ • A Christian School begins with Christ. • Meeting the need • Today in America, about 70% of adults identify themselves as Christian. • 13,600 protestant schools and growing steadily. • Experiential Christianity • Christianity in Action • Being vs. Doing • They will know you by your deeds.

26. Where Do We Begin? • One: • You must recognize, and truly believe in your heart, that your students and their parents are your customers. Customer service must be at the very core of how you run your school. • Two: • You must motivate your employees to serve as dedicated champions for your students and cheerleaders for your school. In other words, they must live the concepts of excellence and service. • Three: • You must, literally, take your school message on the road. Don't wait for people in your school community to come to you. You must aggressively reach out to them. Only through the combined support and efforts of everyone directly and indirectly associated with your school will you attain meaningful and lasting public confidence.

27. Staying focused • Maybe so much to fix that you can’t focus • To Do: • Lay out a concise and practical map of the things that need addressing and then number in order of priority • Try to carve out more time to be proactive instead of reactive

28. Staying Focuses • CURRENT SCOPE OF BUSINESS • Geographic area • Whom do we serve • What do we/do not offer • Finances • Competitor Issues • Future Plans

29. Staying Focused • All Hands On Deck • You cannot do this alone • Who are your partners • What products do you use that you can ask some of those professionals to come on board • You don’t have to do everything • Science – partner with others

30. It Begins With You! • Your spiritual walk and the one your school is being lead is the utmost • What first then? • Reach out • Reach within

31. “Excellence can be obtained if you: . . . Care more than others think is wise; . . . Risk more than others think is safe; . . . Dream more than others think is practical; . . . Expect more than other think is possible.”

32. What Can We Do • True Education is a strategic planning and marketing consulting firm focused on strengthening and sustaining a sense of community, improving perception and driving enrollment for Christian schools. • I believe in the purpose and mission of Christian education. Our goal is help raise awareness of the value such an education can offer both in this life and the life to come. • I believe, perception is reality and in order to get the best results from any marketing campaign you must be keenly familiar with your perceived strengths and weaknesses. • I believe any school can achieve excellence with proper vision and commitment. • I believe each community is different, and with a tailored approach your message can stand out and affect positive change. • I believe in the value of information technology and its ability to deliver your message. “True educationis well defined as the harmonious development of all the faculties; a full and adequate preparation for this life and the future eternal.” -EGW

33. Thank You! Melissa Keller