PARENT AMBASSADORS
CASUAL CONVERSATIONS
OCTOBER 12 – 13, 2011
Anne Clubb
Office of Catholic Schools
PURPOSE OF
PARENT AMBASSADORS
To
encourage word of mouth marketing
To promote increased enrollment
To empower parents to serve as
ambassadors for the school
To assist the school in communicating its
mission, finding its target audience,
communicating its message, and
welcoming new community members
WHY ARE PARENT AMBASSADORS
SO IMPORTANT?
Parents can offer first hand testimonials and have credibility
as authentic “voices.” When they discuss their children’s
experience, it is viewed as sincere/accurate.
 Prospects most want to hear from: 1-Students and Parents;
2-Faculty; 3-Alumni; 4-School Administrators; 5-Admissions
Staff. (We tend to think it’s exactly the opposite.)
 Their comments can combat any negative ones that may be
out in the community. (It takes 3-9 positive comments to
overcome 1 negative one!)
 Prospects feel that they may know the answers.
 They can assist with recruitment and their activities can
support retention as well.

WHAT DO PROSPECTS
MOST WANT TO HEAR?
They are wanted as new members of the
school community
The benefits of the school as seen by the
administration/faculty/staff.
The benefits of the school as seen by
someone who is experiencing them right
now.
That the school offers high academic
standards, Catholic faith instruction and
values, and a safe environment.
WHAT DO PROSPECTS
MOST WANT TO HEAR?, con’t.
 The
answers to these questions:
What are the school’s educational goals?
2.
How does the school teach morals and spirituality?
3.
What schools do graduates attend?
4.
How does the school prepare students for high school?
5.
How does the school prepare students for civic life?
6.
How does the school address individual/special needs?
7.
What are the teachers’ qualifications?
8.
How does the school handle discipline/bullying?
9.
Is financial assistance available?
10. How does the school compare to the competition?
11. The REAL QUESTION: How will my child be cared for?
1.
STEPS TO CREATE A
PARENT AMBASSADOR PROGRAM
1. Reach out to current parents personally and in
writing to engage their participation (Sample flyers in
packet)
2. Train the school’s Parent Ambassadors so that they
are comfortable with the program and the process.
They need to become effective members of the
school’s recruitment team and represent the school
positively to prospective families – and they need to
feel comfortable doing it.
3. Follow up on Parent Ambassador efforts to keep
them on course and answer any questions
4. Track the success of your program
TRAINING THE PARENT AMBASSADORS
 Provide
them with an overview of the program, so
they can see their efforts in context and understand
the importance of their work. (Give them
background on historical enrollment, target markets,
enrollment goals, etc.)
 Give them a sense of all the school’s enrollment
management efforts so they can see how their work
fits in and how they are contributing to the program.
They must coordinate their activities accordingly.
 Encourage them to explore their own personal
networks in order to reach out to those people they
may already know.
TRAINING THE PARENT AMBASSADORS,
con’t.
 Share
with them the ways to contact prospective
families: phone calls, emails, text messages, person to
person, social media, events (school, church,
community)
 Provide them with purchased lists of prospects if the
school employs them
 Instruct them on the proper messaging and provide
them with the appropriate school information
 Give them information re: the school events to which
they can invite prospective families
 Guide them as to how to stay in touch with interested
families. (Invite them to events, answer questions,..)
TRAINING THE PARENT AMBASSADORS:
The Proper Messaging
Overarching, Archdiocesan Message: Make sure Parent
Ambassadors are familiar with and understand the Purpose
and Vision Statement for the Archdiocese of Hartford.
Discuss it with them and identify what it means to them and
to their children.
 Local Message: It’s vital that your Ambassadors be able to
communicate the school’s mission, philosophy, and vision
clearly, illustrating how they apply to individual students.
Also key are the school’s benefits, accomplishments, and
major attributes – demonstrate why the school will be the
best choice for the prospective family.
 Ambassadors should tell the school’s “story” clearly,
specifically, honestly and consistently.

Tools for Effective Messaging
Share information addressing how the student will benefit
academically, spiritually, religiously, socially, and physically.
 Academic Info: test scores; honor roll; student-teacher
ratio; high school/college acceptances; integration of
technology; faculty training/accomplishments; scholastic
competitions/awards; subjects taught; curricular and
programmatic highlights; special academic programs; daily
schedule; classroom structure.
 Religious Values: how faith and the Catholic identity is
integrated throughout; religion curriculum; worship
opportunities; role of the Pastor and religious; service
expectations; Masses; sacramental preparation; prayer
services; teaching moral values; sense of community.

Tools for Effective Messaging, con’t.
 Social, Physical, Safety Info:
Co-curricular
opportunities - clubs, sports, arts, literary, other;
environment of respect; classroom management;
student mentoring; rules and expectations for
behavior/discipline; safety procedures; before and
after-school programs; counseling/advising programs;
transportation; parent involvement.
 Other Important Tools: A list of “talking points” –
the top 10 positive items about the school to share;
Website; Info packet; Student Handbook; School
Brochure; any school publications; school calendar;
a selection of written parent testimonials.
Tools for Effective Messaging, con’t.

1.
2.
3.
4.
5.
6.
7.
8.
Contents of Information Packet:
Welcome letter from principal
School Publications: brochure, student handbook, Alumni
newsletter, Parent newsletter, Yearbook, Annual Report
Copies of recent news articles
Tuition rates and payment policies/options
Application for admission
Co-curricular activities listing – sports/clubs, etc.
Academic Info – test scores, student/teacher ratio, class size,
faculty/staff listing and credentials
Other – school calendar, transportation info, available special
needs help, alumni success stories, testimonials, school floor plan,
orientation info, school board listing, room parent listing, events
Connecting with Prospective Parents
Parent Ambassadors must share all of this critical
information with prospective parents, but must also obtain
some vital info: “What are your hopes and expectations for
your child in this school?” Ambassador communications
with prospects should be based on the answer to this
question. The focus should be on how the school can fulfill
those hopes and expectations.
 Inquire as to the preferred means of communication:
phone, text message, email, social network, etc. and be sure
to follow that preference.
 Ambassadors should feel free to say, “I don’t know, but I
can find out and get back to you” should they not know an
answer. Don’t fudge or give incorrect info!

SAMPLE PARENT AMBASSADOR TASKS
 Write
letters to prospective parents identifying benefits of
the school (sample provided)
 Invite parents to school events, then introduce them to
others at event (helps them feel part of community)
 Make “check-in calls” to enrolled parents before school
starts and throughout the year
 Write testimonials re: several aspects of the school for
the principal to use in marketing to prospective families
 Participate in Open Houses and Info Sessions; have a
“Parent to Parent” table for chats and questions
 Host an info night for prospective families in your home
SAMPLE PARENT AMBASSADOR TASKS, con’t.
 Serve
on the school “News Bureau” as a media contact
and develop/distribute press releases
 Be a “featured parent” on school website, answering a
common question and inviting prospective parents to
email you with additional queries
 Assist with mailings and follow-up communication with
prospective families
 Serve as a school liaison in your parish: ask to address the
congregation and/or staff an info table after Mass
 Connect with CCD families: invite them to Open House;
distribute a letter to parents (via students if Pastor won’t
share address listing)
SAMPLE PARENT AMBASSADOR TASKS, con’t.
Give tours of school – be a host for prospective families
 Distribute school brochures throughout community
 Promote school at work, in grocery store, whenever you
chat with others
 Participate in panel discussions promoting the school
 Serve as a “buddy” or “shepherd” to new families to help
them get adjusted and feel part of the school community
 Provide the principal with contact info for possible
prospects
 Always have positive stories to tell that illustrate the benefits
of the school
 Help create a promotional school video or PowerPoint

SAMPLE PARENT AMBASSADOR TASKS, con’t.
 Follow
baptismal records and send letters to parents and
“school goodies” to children; invite to Open House
 Create a “Mom’s Plus” group for young mothers at
school to recruit for Pre-K
 Sponsor parenting seminars as a resource to area
families; Ambassadors can host
 Help create school floats for local parades
 Organize community service projects to spread good
public relations for school
 Visit Pre-schools, nursery schools, children’s section of
the local library to distribute info and increase school
visibility
DISCUSSION/ACTIVITIES
You
have 30 seconds after meeting
someone in an elevator or the grocery
check-out. How would you promote the
school and encourage a prospective parent
to consider sending their child there?
As
a Parent Ambassador, what creative
ways would you employ to recruit a
prospective family?