When a school fills more “empty seats,” it increases funding. Rudlin Torah Academy in Richmond, VA, created a marketing project with the potential to attract many more parents. Once the children are enrolled, not only will the additional dollars benefit the school, but will also help it progress toward the greater goal of educating as many Jewish children as possible.
Undoubtedly, the next generation of potential day school parents will be conducting nearly all of their research on schools by using the web, mobile “apps” and You-tube. To attract these parents, who may not normally choose Jewish day school education for their family, day schools need to be visible on the electronic sites most trafficked by parents searching for schools.
The school plans to create, test, and make available to Jewish day schools across the country innovative marketing for the “Next Generation of Parents.” In addition to carefully monitoring the source of all new contacts, Google analytics and other means to track electronic traffic will be implemented.
To help insure that the materials are effective, the school has engaged students and faculty in the marketing department of Yeshiva University’s Sy Simms School of Business to be a part of all aspects of the project. They will give input and assist with implementation of concept development, creative design, media tools, and analytics.
The school also plans to create a website that persuades parents why they should enroll their children, emphasizing benefits – the superior education – high percentiles in standardized tests, students working ahead of grade level, excellence in math, same accreditation as more expensive private schools, extensive use of latest computer technology, etc.
During school recruitment periods, Rudlin will conduct a massive email campaign reflecting its website and print advertising campaign content, utilizing available lists through Jewish institutions, InfoUSA.com and similar services that provide lists for Jewish households with known e-mail addresses and children ages 3-4 (rising kindergartners) and 10-11 (rising middle schoolers).
For more information contact Stuart Cantor at rabbiklestzick@rudlin.com
