Transcript Andrews Academy School Board

Andrews Academy
Marketing Department
Presents The
Recruitment, Retention, and Public Relations Program
By
Bradley W. Sheppard
Executive Director of Marketing
Academy Operating Board
April 15, 1997
Historical Background
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The provision of the finest possible
quality Christian education to the
children of faculty, staff, and
University students as well as to
selected youth of the community.
The modeling of responsible
educational innovation and research
to accompany the professional
training of educators in a field
setting.
Topic of Discussion
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Recruitment
Retention
Public Relations
Purpose of the Department
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SDA academies cannot assume that
Adventist elementary students will
automatically enroll in an academy upon
graduation
Students currently enrolled in SDA
academies and their parents need to be
nurtured and treated as loyal customers
SDA academies must promote a positive
image to their publics
AA, having rendered these factors valid,
has developed a comprehensive
marketing RRPR program under the
leadership of the Executive Director of
Marketing
Definitions
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Recruitment: the act of motivating
potential students to enroll in the
institution
Retention: the act of creating such
a nurturing environment that current
students will choose to remain
enrolled in the institution until
graduation
Public Relations: the act of
projecting a positive image of the
institution to its constituencies and
the community at large
Personnel
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All administrators, faculty members, and
support staff, as well as selected current
students and other public agents are
marketers for the academy.
It is vital to the institution that each member
be aware of his/her role in RRPR.
Executive Director of
Marketing
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Serves as leader and manager of
Marketing Department
Marketing Manager
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Assists the Director with all
marketing functions
Principal
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Authorizes the
Director to
manage and
lead
Assists in
promoting the
institution’s
program
Vice-Principal
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Manages the
application and
admissions
functions of the
school
Assists in
promoting the
institution’s
program
Director of Student Services
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Conducts career testing and
academic counseling
Manages Student Services
Department
Marketing Agents
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Contact all names on the recruitment
list
Faculty and Staff
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Serve on
Recruitment
Teams
Act as primary
Retention
Agents
Selected Current Students
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Promote School
Spirit
Serve on
Recruitment
Teams
Public Agents
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Andrews University Public
Relations Office
Administration, Faculty, & Staff
of Feeder Institutions
Andrews Academy Operating
Board
Pastors of Constituent Churches
Alumni
PPI
Recruitment Activities
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Recruitment
Teams
7th & 8th Grade
Recreation
Nights
Penny Arcade
Academy
Adventure
Recruitment Activities (cont.)
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Academy Day
School Visits
Church Visits
Phone
Interviews
Recruitment Activities (cont.)
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Personal
Interviews and
Facility Tours
Recruitment
Packets
Recruitment
Lists
Summer
Recruitment
Activities
Recruitment Activities (cont.)
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Advertising
Application
Process
Christian Outreach
Music Department
RRPR Committee
Department of
Student Services
Retention Activities
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Faculty Training
Penny Arcade
Principal’s
Brunch
Awards
Assembly
Retention Activities (cont.)
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Summer Treat
Theme, Banner,
and Song
Principal’s
Reception
Orientation
Retention Activities (cont.)
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Hodge Podge
Shydepoke
Vespers
Class Activities
Retention Activities (cont.)
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Student Association Activities
Tours
Birthday Parties
School Picnic
Retention Activities (cont.)
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Track and Field
Day
Principal’s
Luncheon
Friendship
Festival
School
Publications
Retention Activities (cont.)
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National Honor Society
Sourcebook
Assignment Book
Educational Technology
Sporting Events
Public Relations Activities
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Feast of Lights
Alumni
Weekend
Community
Service Days
Pioneer People
and Church
Bulletins
Public Relations Activities (cont.)
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Cooperation
with AUPR
Top Ten
Advertising
Groups to
Constituent
Churches
Public Relations Activities (cont.)
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Front
Sign/Electronic
Sign
Display Cases
Retiree’s Dinner
Brochure
Public Relations Activities (cont.)
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Elementary Music Festival
Float
Communication to Publics
Memorabilia
Dinner for Feeder School Teachers
Weaknesses To The Program
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Inadequate
Staffing
Over-worked
Faculty
Financial
Resources
Bulk of
Recruitment
Held to Summer
Months
Appeal To The Board
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Raise Money to Hire a Full-time
Equivalent Marketing Staff
Lighten Teacher Loads through
School Reform Measures and/or
Increased Staffing
Become Active Participants in
the Marketing Program
Conclusion
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Andrews Academy must continue to
be an exemplary institution that
provides the finest Christian
education to the youth in the
community and models responsible
educational innovation.
The success of these goals is
dependent on the successful
marketing of the program to potential
students, current students, parents,
and the community at large.
Pleas participate in this endeavor.
This may be your most important
duty as a member of the board.