Julius Hamlin
Thomas Pond
Assistant Principal
CTE Director and Assistant Principal
Sussex Central High School
Colonial Heights High School
The Best Kept Secret In Town?
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Everything we do is Marketing!
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“The Rain Effect!”
DRIP
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 Open House
 Tour
 Presentation
 Conversation (in person or on the phone)
 Direct Mail (letter, post card, greeting card)
 Signage (sign, poster, flyer)
 Advertising (TV, radio, billboard, web banner)
 Website Visit
 Email
 Text Message
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ANYTHING
that makes them think of
YOU!
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Make each drip
CONNECT
BOLD
PERSONAL
FUN
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What people remember…
100% FEEL
50% TOLD
33% READ
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WIFM
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 Lost Generation
1883-1900
 Greatest Generation
1901-1924
 Silent Generation
1925-1942
 Baby Boomer Generation 1943-1964
 Generation X (MTV)
1965-1978
 Generation Y (Millennial)
1979-2000
 Generation Z (I-Generation) 2001-????
111+
87-110
69-86
47-68
33-46
11-32
0-10+
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 Generation Y (Millennial)
1979-2000
11-32
 Echo Boom Generation
 71 million Americans born (Baby Boom-76 million)
 “Experience is Everything”
 Friends = Family
 Prefer groups to one-on-one interaction
 Nurtured
 Unique – Special – Important
 Entitled
 Celebrate diversity
 High expectations
 Rewrite the rules
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 Generation Y (Millennial)
1979-2000
 Extremely Tech Savvy - Connected
 Internet
 MySpace
 Facebook
 Twitter
 Blogging
 Instant Messaging
 Text Messaging
 Video Games
 UNLIMITED OPTIONS
11-32
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 Generation Y (Millennial)
1979-2000
11-32
 According to: Connecting to the Net Generation (7,705 students)
 97%
 97%
 49%
 94%
 76%
 66%
 60%
 34%
 28%
 44%
own a computer
have downloaded music or media
regularly download music or media
own a cell phone
use instant messaging/social network sites
have a Facebook account
own a portable music device
use websites as primary news source
author a blog
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read blogs
 Generation Y (Millennial)
1979-2000
11-32
 According to: Connecting to the Net Generation (7,705 students)
 58% create personal content weekly
 Websites
 Blogs
 Videos
 68% use cell phone to text message
 50% prefer IM as primary source of
communication
 66% log on to IM several times per day
 15% of IM users are logged in 24/7
 37 – average IM list size
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 Generation Y (Millennial)
1979-2000
 Workforce Issues
 Team-Oriented
 Work well in groups
 Good multi-tasking
 Insist on stimulating job environment
 Expect frequent rewards
 “Work to live” – NOT “Live to work”
 Tuned into their own value
 Limited loyalty to employer
 Boss (no) / Coach or Mentor (yes)
11-32
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 Generation Y (Millennial)
1979-2000
11-32
 Workforce Issues
 According to a survey of hiring managers and human
resource executives by CareerBuilders.com
 85% feel Millennials have a strong sense of entitlement
than older workers
 Greatest Expectations
 Flexible work schedules
 More vacation or personal time
 Promotion within 1-year
 Higher pay
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 Generation Y (Millennial)
1979-2000
11-32
 Workforce Issues
 Mentoring Do’s
 Supportive work environment
 Formal structure needed
 Lots of challenges – provide structure
 Breakdown goals into steps
 Offer resources and info to meet challenge
 Interactive relationships
 High expectations
 Be prepared for demands
 Complaints = Demands
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ENROLLMENT
DRIP
DRIP
DRIP
DRIP
APPLICATION
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APPLICATION
INTEREST
LEVEL
SEPTEMBER
FIRST DAY OF SCHOOL
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APPLICATION
FIRST DAY OF SCHOOL
RETENTION
TRACK
SEPTEMBER
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• APPLICATION
BUILD
EVERY
RELATIONSHIP
TO
LAST
• BALANCE OF COMMITMENT YEAR
• END OF YEAR / YEAR 2
• SUMMER
• FIRST DAY
• 10 DAYS
• 11TH DAY
• SEMESTER I
• FIRST DAY – SEMESTER II
• SEMESTER II
• END OF YEAR
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 To find and recruit a new student is 10 times:
 HARDER
 MORE EXPENSIVE
 TIME CONSUMING
 than it is to retain an existing student
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•
Curriculum
•
Fun
•
Engagement
•
Building
Relationships
RULES
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FUN
ENGAGEMENT
CURR.
RULES
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1. Connecting
the dots
everyday…
2. Experiences
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 Create an engaging view of the “light”
 Must demonstrate to each student:
 What will their CAREER look like?
 Talents/skills
 Opportunities
 Advancement
 What will their LIFE look like?
 Experiences
 Freedoms
 Opportunities
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 Demonstrate the “light” – Experiences (cool)
 Guest speakers
 Field trips
 See it
 Feel it
 Hear it
 Experience it
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FOCUS
FOCUS
FOCUS
FOCUS
FOCUS
START OF SCHOOL TO GRADUATION
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CALL TO ACTION
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 Create a strong message of value
 DRIP that message consistently
 Guard your image/message
 Work together as a retention-driven
organization
 Develop the WADE FACTOR
 YOU
 TEAM
 ORGANIZATION
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“From now on, we live in a world where
man has walked on the moon…
it wasn’t a miracle,
we just decided to go!”
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 The content from this presentation was
presented by Mark C. Perna at the 2011
ACTE conference in St. Louis, MO.
 Contact Info:
 Mark C. Perna
 Tools for Schools, Founder/Author
 mark@mt4s.com
 www.MT4S.com
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