The New Rules of Parent Retention

A free online course with strategies for keeping parents and students engaged, excited, and enrolled.

Today's parent is different. Their expectations are high. Their attention spans are short. Their trust and loyalty are wavering. They're often uncertain, and always calculating the risk of their investments. They're tough to read and even tougher to please. But, we want to help.

Course Details

What You'll Learn

How today's parents make decisions, and proactive communications you can facilitate to influence those decisions
How to can craft a year-long communications for your website, email, and social media channels that keep parents engaged and excited about your school
What content your parents want to see, and how to create and distribute it without increasing your workload

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What's Included

Who Should Enroll

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Course Curriculum

Week 1: Understanding The "New" Parent

Who exactly are you communicating with nowadays, anyway? Before diving into communicating strategies, it's time to peel back the onion to fully understand today's parent, and why there's never been a better time to re-write the rules to your parent engagement strategy.

IN WEEK ONE WE'LL FOCUS ON:

The New Parent: We'll outline the latest data on Millennial and Gen X behaviors, how they differ, and how to appropriately reach them to ensure engagement.
How to Turn "Pandemic Parents" into Permanent Parents: If your school saw a boost in enrollment in 2020, now is your chance to secure your numbers for the new school year. Learn proactive strategies for keeping those new families enrolled through 2021 and beyond.

Week 2: Creating Content Parents Love

Today's parent doesn't want to be sold to. So how can you convince them to stay without a direct pitch? It's all about content — and in week two, we'll share exactly what parents want to see, the psychology behind it, and how to adapt your approach to content for future success.

IN WEEK TWO WE'LL FOCUS ON:

What do Parents Really Want?: Have you ever considered that have predispositions about your school based on their own experiences as students and parents? We'll cover the psychology around what parents want to see from their their child's school, and how you can create it.
Content Marketing in a Virtual World: You're not alone if you feel like your content isn't as exciting in time where masks, social distancing, and virtual learning are commonplace. We'll cover how you can still give parents the content they want (and need!) to see, all while future-proofing your content strategy.

Week 3: Establishing Year-Round Communication Strategies

Once you have a handle on creating the content parents want to see, the next step is ensuring they see it.

IN WEEK THREE, WE'LL COVER:

Selling Your School Year-Round: When we think about current parents, we often just think about communications — ensuring they know where to be and when. But how often do you take a step back to ensure you're selling value? We'll kick off this lesson by sharing the importance of marketing to current families the same way you would to prospective families.
Simplifying the Website Experience for Parents: We all know parents use your website for up-to-the-minute information — but is it as easy as it should be? We'll cover the basics of parent communications for your website that keeps everything they care about only 1-2 clicks away.
Connecting with Parents on Social Media: Social media isn't a podium for you to talk about your school, it's a place to connect your community. We'll dive into where today's parent likes to spend their time, and strategies to beat the algorithms ensure they see your most important content.
Going Beyond the Email Newsletter: Email newsletters a great — but they're often used a catch-all for everything going on at the school. Your communications with current families should be strategic, personalized, and more frequent than monthly. You'll learn how to craft engaging emails that you can "set and forget" to keep families engaged and excited all year long without increasing your workload.

Course Instructors

Jill Goodman
Founder, Jill Goodman Consulting

Risa Engel
Chief Marketing Officer

Mia Charette (Major)
School Marketing Consultant

Kristen Doverspike
Inbound Marketing & Social Media Manager

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"Finalsite courses always help our team build new skillsets and get energized about new projects!"

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"Finalsite courses are an amazing resource. Each time I join one, I am always looking forward to it, both the video lesson and networking session. Thank you for connecting me with such diverse, smart, and extraordinary people from across the world!

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