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MAKE CAP AND KEEP MAKING CAP

MAKE CAP AND KEEP MAKING CAP. ROGER BROSSMER PRINCIPAL DOWNEY ADULT SCHOOL. The PROBLEM. Over 3 year span Downey Adult School lost close to $1,000,000 I took over as Principal and in September was projected 400 ADA short of a 2200 cap. “Necessity is the mother of invention”.

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MAKE CAP AND KEEP MAKING CAP

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  1. MAKE CAP ANDKEEP MAKING CAP ROGER BROSSMER PRINCIPAL DOWNEY ADULT SCHOOL

  2. The PROBLEM • Over 3 year span Downey Adult School lost close to $1,000,000 • I took over as Principal and in September was projected 400 ADA short of a 2200 cap. • “Necessity is the mother of invention”

  3. Current Outlook • Morale at an all time high • After spending close to $400,000 per year, for the last 3 years on marketing, campus improvements and staff development we have added $500,000 to our reserve each year. • Average 75 ADA over cap each year • $140,000 from AB23 reallocation

  4. How did we turn it around? • Create a product people want and package in a way that will attract them. • Run Efficiently – Not all about cap • We took a series of steps…….and we are still taking steps….

  5. LUCK! • Relationship with a Marketing company formed at Chamber meeting • Recruited the teacher with Marketing background • Found LERN

  6. What did we do first? • Formed a Marketing committee • Chose carefully • Scheduled regular meetings

  7. STORMFORCE • A Marketing company that sells promotional items – but offers consulting as well • Guiding force for DAS – Promotions Galore! • Always good for new ideas • Ex. Candy Jars

  8. Customers not Students • Customer Service • “People vote with their feet” • Train your front office staff • Look at your front office – is it inviting? • Enrollment procedures – customer friendly • Online / Pre-Registration

  9. SOME THINGS WE DID • Started Branding • Changed the name (see logo Below) • New Logo • Slogan(s)

  10. LERN – WHAT WE GOT FROM THEM • Brochure critique • Web site critique • Attended annual conference • Enthusiasm • Monthly ideas for Marketing committee • Workshops • Pricing

  11. LERN – CONT’D • Retention-centric ideas • New classes • Demographics • Timing of mailings • “We miss you” mailings • Surveys • Target marketing

  12. BROCHURE • Revamped entire brochure (three times so far) • Front cover • Inside cover • Table of Contents • Class listings • Back cover • Used professionals for layouts • Castle Pacific

  13. WEB SITE • Total Remodel • Kept to new branding • Hired competent company for design and housing – Volatile Studios • Update regularly • Had LERN critique

  14. PUBLIC AIRWAVES • Cable • Used our own people • hyperlink • PSA’s – Marketing committee wrote them • Still doing them (part of our calendar)

  15. SIGNAGE • We had the ugliest sign in schooldom • Banners • On the busiest corner • New logo • New electronic sign for main entrance • Classrooms, Office • On order – new electronic sign for busy street

  16. Print Media • Press Releases • Adds in local papers • Downey Patriot • PennySaver • Working World Magazine

  17. FACITLITIES • High-tech classrooms • Latest computers and software • Digital Presenters • SmartBoards • General campus beautification • Nice furniture • Student facilities

  18. DIRECT MARKETING • Target Marketing • Brochures to past participants • Postcards with coupons • Phone dialer • E-mail blasts • Not the first time • LERN-recommended company

  19. LET’S NOT FORGET THE TEACHERS • How do you have good teachers? • Fire all and only hire the ones you want • Train the ones you have • Support new teachers • Mentor Program

  20. PROGRAMS • What do people need? • Ask them • Put programs together to fit the needs • Labor Market Data – WIB, EDD • DAS • Five week courses • Advisory Groups

  21. WHERE ARE WE NOW?PLANNING! • Marketing plan • Still improving the inside • Still improving the outside • Strategic planning • To sustain our growth

  22. BOTTOM LINE • Activity begets activity • Don’t rest on your laurels • Image is everything • You are the leader – if you believe it, everyone else will • Perception is reality – from the staff to the students • Be prepared to spend money!

  23. Vendor Contact Info • StormForce (Marketing, Product)– Matt Knox – See handout • Castle Pacific (Print) – Paul Natalie – See handout • LERN – See handout • Preferred Impressions (Signs) – Chris Tassos – 714-745-1904 www.preferredimpressions.com • Volatile Studios (Web, Flash) – Ortenzio Moraca 562-424-2744 www.volatilestudios.com • Quiel Bros. Signs (Digital Signs) – Kelly Quirarte – 909-885-4476 www.quielsigns.com

  24. ACSA Tri-Region Meeting • Regions 14, 15, & 16 • March 30th from 9:00 – 2:00 pm • The Reef in Long Beach by Queen Mary • See flyer for more details

  25. THANK YOU

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