Transcript make cap and keep making cap

MAKE CAP
AND
KEEP MAKING CAP
ROGER BROSSMER
PRINCIPAL
DOWNEY ADULT SCHOOL
The PROBLEM
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Over 3 year span Downey Adult School lost
close to $1,000,000
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I took over as Principal and in September was
projected 400 ADA short of a 2200 cap.
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“Necessity is the mother of invention”
Current Outlook
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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
How did we turn it around?
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Create a product people want and package in
a way that will attract them.
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Run Efficiently – Not all about cap
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We took a series of steps…….and we are still
taking steps….
LUCK!
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Relationship with a Marketing company formed
at Chamber meeting
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Recruited the teacher with Marketing
background
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Found LERN
What did we do first?
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Formed a Marketing committee
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Chose carefully
Scheduled regular meetings
STORMFORCE
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A Marketing company that sells promotional
items – but offers consulting as well
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Guiding force for DAS – Promotions Galore!
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Always good for new ideas
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Ex. Candy Jars
Customers not Students
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Customer Service
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“People vote with their feet”
Train your front office staff
Look at your front office – is it inviting?
Enrollment procedures – customer friendly
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Online / Pre-Registration
SOME THINGS WE DID
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Started Branding
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Changed the name (see logo Below)
New Logo
Slogan(s)
LERN – WHAT WE GOT FROM THEM
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Brochure critique
Web site critique
Attended annual conference
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Enthusiasm
Monthly ideas for Marketing committee
Workshops
Pricing
LERN – CONT’D
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Retention-centric ideas
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New classes
Demographics
Timing of mailings
“We miss you” mailings
Surveys
Target marketing
BROCHURE
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Revamped entire brochure (three times so far)
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Front cover
Inside cover
Table of Contents
Class listings
Back cover
Used professionals for layouts
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Castle Pacific
WEB SITE
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Total Remodel
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Kept to new branding
Hired competent company for design and housing –
Volatile Studios
Update regularly
Had LERN critique
PUBLIC AIRWAVES
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Cable
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Used our own people
hyperlink
PSA’s – Marketing committee wrote them
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Still doing them (part of our calendar)
SIGNAGE
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We had the ugliest sign in schooldom
Banners
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On the busiest corner
New logo
New electronic sign for main entrance
Classrooms, Office
On order – new electronic sign for busy street
Print Media
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Press Releases
Adds in local papers
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Downey Patriot
PennySaver
Working World Magazine
FACITLITIES
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High-tech classrooms
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Latest computers and software
Digital Presenters
SmartBoards
General campus beautification
Nice furniture
Student facilities
DIRECT MARKETING
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Target Marketing
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Brochures to past participants
Postcards with coupons
Phone dialer
E-mail blasts
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Not the first time
LERN-recommended company
LET’S NOT FORGET THE TEACHERS
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How do you have good teachers?
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Fire all and only hire the ones you want
Train the ones you have
Support new teachers
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Mentor Program
PROGRAMS
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What do people need?
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Ask them
Put programs together to fit the needs
Labor Market Data – WIB, EDD
DAS
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Five week courses
Advisory Groups
WHERE ARE WE NOW?
PLANNING!
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Marketing plan
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Still improving the inside
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Still improving the outside
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Strategic planning
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To sustain our growth
BOTTOM LINE
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Activity begets activity
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Don’t rest on your laurels
Image is everything
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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!
Vendor Contact Info
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StormForce (Marketing, Product)– Matt Knox – See handout
Castle Pacific (Print) – Paul Natalie – See handout
LERN – See handout
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Preferred Impressions (Signs) – Chris Tassos – 714-745-1904
www.preferredimpressions.com
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Volatile Studios (Web, Flash) – Ortenzio Moraca 562-424-2744
www.volatilestudios.com
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Quiel Bros. Signs (Digital Signs) – Kelly Quirarte – 909-885-4476
www.quielsigns.com
ACSA Tri-Region Meeting
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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
THANK YOU