Archdiocese of Chicago

 Welcome to the Enrollment Management Page! Minimize


 Our Goal: "More Kids in Great Catholic Schools" Minimize

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On this page you will find a wealth of resources to help manage your school's enrollment.  This page is organized around the Enrollment Management Planning Framework, which you can read more about below.  You will also find additional materials, templates, and tools to support your efforts. 


Discover Catholic Schools Week is designated to help schools connect with prospective families, donors, educators and other community members. We want to help showcase what makes Catholic schools the best when families are looking to find the right school for them. This year it is especially important to connect with PreK families early as many choose schools during the winter or have children ready to attend in January. Check back here for a guide to compliment the NCEA material.

2020 AMEN Webinar Series: COVID Marketing Toolbox

Catholic schools need strong enrollment now more than ever. This series breaks down the fundamental strategies of branding and recruitment and makes special consideration for the new reality we're facing. Each short (30 mins or less), targeted webinar builds upon the last to give school staff a solid foundation to forge ahead.  

Read first - The Catholic School ChoiceNCEA and FADICA Market Research Study on Perceptions Regarding Catholic Education

Level Topic Title Overview Primary Audience Release Date Links
101 Principal Resource Marketer Evaluation Tool Using the tool & next steps  Principal 5/8/20 Recording | PDF
101 Brand Stating Your Value  Using the five pillars of value to organize your offering Principal/Marketer 5/8/20 Recording | PDF
101 Brand Stacking Up to the Competition Analysis of public options using data and perception Principal/Marketer 5/8/20 PPT Recording
102 Brand Getting the Language Right Understanding how language builds brand confidence Principal/Marketer 5/13/20 Recording | PDF
102 Brand Your Digital Front Door Website best practices & online admissions center Marketers 5/13/20 Recording | PDF
102 Recruitment Setting Up Your List Finding prospective families in your own backyard Marketers 5/13/20 Recording | PDF
201 Recruitment Parents as Virtual Recruiters Asking your army: online reviews, referals, social media ambassadors etc.  Marketers 5/15/20  
201 Recruitment Tour Alternatives How to virtual connect with prospective parents  Marketers 5/15/20  


Recruitment Closing the Sale Following up and through to registration Marketers 5/15/20


Media Release Form - A sign release form should be on file for each student, every year. If a parent does not grant permission to use their child's image in marketing materials, ensure that every staff member is aware of which students should not be photographed. 

Enrollment Management Planning Framework: This framework details the key elements that your school's enrollment team needs to put in motion to effectively manage enrollment.  The framework is broken out into three areas: 

Building interest in
enrolling in the schools

Objectives and
Key Questions

New Family Sales
New families to
enroll in the school

Objectives and
Key Questions

Retention Sales
Existing families to
re-enroll in the school

Objectives and
Key Questions








What to Expect When Working with the Enrollment Management Team

Services for you from the OCS Enrollment Management Team

Enrollment Management Diagnostic

Sample Enrollment Marketing Plan - Blank

Sample Enrollment Marketing Plan - With Goals

The Five Fundamentals of Financial Aid - Memo

The Five Fundamentals of Financial Aid - Presentation and Recording

Information on the Tuition Discounting Tool - Presentation and Recording


Resources Organized by Topic


 Lead Follow Up (August 2011) Newsletter

Cultivating Prospects (September 2012) Newsletter

Admissions Process/Financial Aid (January 2013) Newsletter

Admissions Protocols (October 2013) Newsletter  Webinar

Admissions Calendar (September 2014) Newsletter  Webinar (Recording)

One Person Admissions Office (September 2015) Newsletter  Webinar (Recording)

Preparing for Enrollment Season (November 2018) Presentation (Recording)

The Marketer's Role in Financial Aid (December 2018) Presentation (Recording)

Tracking Prospects and Effective Follow-Up (January 2019) Presentation (Recording)

Parent Ambassadors

 Parent Ambassadors (October 2011) Newsletter

Parent Ambassadors 2.0 (October 2012)  Newsletter

Parent Ambassador Best Practices (May 2012)  Newsletter

Parent Ambassadors (March 2014) Newsletter Webinar (Recording

Parent Ambassadors (March 2015) Newsletter Webinar (Recording)

Parent Ambassadors (October 2015) Newsletter Webinar

NCEA Parent Ambassadors (April 2016) Presentation (Recording)

Parent Ambassadors (September 2016) Presentation

Parent Ambassadors and Volunteers (October 2017) Presentation

Sample of Parent Ambassador Plan

 Parent Ambassador Guidebook 2.0

Communications Strategy (December 2009) AMEN Presentation
Electronic Communications (February 2012) Newsletter
Push Pages (May 2013) Newsletter
Communication is Key (November 2015) Newsletter Webinar
Communications & Media (January 2017) Presentation  Webinar
Crisis Communications & Public Relations (March 2018) Presentation


Creating a Retention Plan (September 2011) Newsletter

Retention (April 2012) Newsletter

Retention Strategies (January 2014) Newsletter Webinar

Recruitment and Retention (January 2015) Newsletter

Retention (February 2015) Newsletter Webinar (Recording)

Parent Retention is a Yearlong Commitment (March 2016) Webinar (Recording)

Developing a Retention Plan (September 2017) Webinar (Recording)

Early Retention Strategies - The Power of the Tote Bag

Getting and Keeping Last-Minute Families (September 2018) Webinar (Recording)

Customer Service and Cultural Responsiveness

Customer Service (March 2012) Newsletter

Customer Service/Social Media (February 2013) Newsletter

Surveys and Cultural Responsiveness (March 2013) Newsletter

Customer Service (February 2014) Newsletter Presentation Recording

Customer Service (April 2016) Presentation

Customer Service and the Tax Credit Scholarhship (November 2017) Presentation Recording

Engaging the Latino Community (NCEA Convention, April 2018)  Presentation

Notre Dame Catholic School Advantage: Making Catholic Schools Culturally Responsive for New and Existing Latino Families (May 2018) Presentation Recording

Customer Service (March 2019) Presentation (Recording)


Technology Resources (Summer 2012) Newsletter

Focus on Technology (October 2014) Newsletter

Social Media (April 2015) Newsletter Webinar Recording

Building Your Brand Through Social Media (December 2015) Newsletter Recording

Communicating Online with Current and Prospective Families (February 2016) Presentation

Online Marketing (February 2018) Presentation

Online Marketing (NCEA Convention, April 2018) Presentation

Website Best Practices

Next Level Web Strategies

Facebook Advertising and Tips

Sample Social Media Content Calendar

St. Sylvester: Social Media Bingo

Big Shoulders Fund: Using Facebook Ads to Generate Leads

Hubspot: Online Content Planning Template

Early Childhood

Early Childhood Retention (November 2012) Newsletter

Early Childhood Marketing and Retention (May 2014) Newsletter Webinar (Recording)

Early Childhood Value Proposition (November 2014) Newsletter Webinar (Recording)

Early Childhood Enrollment (May 2016) Presentation (Recording)

Early Childhood Enrollment (March 2017) Presentation (Recording)

Early Childhood Marketing (April 2018) Presentation (Recording)

Checklist for Excellent Early Childhood Programs

Congratulations Cards for the Newly Baptized

Parent and Tot Program Flyer: Sample 1    Sample 2

Step Up Day Example: Sample 1     Sample 2

Value Proposition

Value Proposition (November 2011) Newsletter

Branding (November 2013) Newsletter Webinar 

Branding for Marketing Materials (January 2018) Presentation (Recording

Value Proposition Template

SWOT Analysis


Open House/Admission Events

Open House Part 1 (December 2011) Newsletter   

Open House Part 2 (January 2012) Newsletter

Admissions Events (August 2012) Newsletter

Open House (December 2012)  Newsletter

Admissions Events (December 2013) Newsletter  Webinar

Prepping for Catholic Schools Week (December 2014) Newsletter Webinar (Recording)

Hosting a Successful Open House (November 2016) Presentation

Are you Ready for Catholic Schools Week? (December 2016) Webinar (Recording)      Presentation   
Sample Communications Plan     Sample Registration Incentives
Sample CSW Calendar 1     Sample CSW Calendar 2


Latino Social Media/Volunteer Appreciation (April 2013) Newsletter

New Family Outreach (September 2013) Newsletter  Webinar

Summer Strategies (April 2014)  Newsletter  Webinar (Recording)

Bootcamp Recap (August 2014) Newsletter Webinar (Recording)

Recruitment and Retention (January 2015) Newsletter

Developing Your Marketing Plan (February 2017) Presentation

Marketing in a Changing Neighborhood: Cultural Responsiveness (April 2017) Presentation

Summer Marketing Strategies (May 2017) Presentation  Recording

Winter Marketing Tune-Up (December 2017) Presentation

Hierarchy of School Marketing Needs (February 2018) Presentation

Summer Marketing Strategies (May 2018) Presentation  Recording

Summer Marketing Strategies (June 2019) Presentation  Recording


 Samples of Marketing Materials



Sample 1

Sample 2

Sample 3



Sample 1

Sample 2

Sample 3

Sample 4 (English and Spanish)








Inquiry Forms

Sample Inquiry Form 1
(Dual Language Spanish/English)

Sample Inquiry Form 2

Tax Credit Scholarship Interst Sheets
Sample TCS Pew Card: English
Sample TCS Pew Card: Spanish
Sample TCS Pew Card: Polish

School Profile Sheet

Sample School Profile Sheet

Customizable Word Document: English

Customizable Word Document: Spanish

Marketing Plans

Sample Marketing Plan - Blank

Sample Marketing Plan - With Goals




Facebook Ads

Sample 1

Sample 2



Enrollment Incentives

No Uniform Today (NUT) Cards

Mom & Tot Program

Sample 1


Prospective Parent Letter

Prospective Student Letter

Enrollment Thank You Postcard


Online Advertising Images

Excellent Resource:

Sample 1     Sample 2

Sample 3     Sample 4


Referral Business Cards

Sample 1

Sample 2

Sample 3

Resources for Parent Volunteers

Sample Script for Speaking at Mass
(Dual Language English/Spanish)

Sample Marketing Position Descriptions

Role Descriptions and Staffing Models Rubric

Full-Time Director of Marketing and Development

Part-Time Director of Marketing

Part-Time Marketing Assistant

LaFramboise Group Partnership: A source for marketing materials, design work, and spirit wear.




 Contact Us Minimize


We are here to help! Feel free to contact our team members.


Marketing and Enrollment Team Phone  Email Area of Support
Maura Daly 312-415-1964 Director of Marketing and Enrollment
Katie Walleck 773-762-9144 Vicariates I and II
Felicia R. Horton 312-802-3553

Associate Director of Marketing and Enrollment
Vicariates V and VI

Dolores Alvarado 312-636-0863 Turnaround Schools 
Debbie Campos 773-742-4135 Turnaround Schools
Erika Gallardo 773-497-1370 Hispanic  Engagement and Outreach Manager
Daniela Polanco 312-534-5125 School Transition Enrollment  Coordinator
Sue Bordenaro 312-534-5304 Legislative Action and Fmily & School Association
Yasmin  Quiroz 312-534-5361 Communication Specialist



 Marketing Minimize

Marketing Resources to help you build interest in enrolling in your school:

  • Communicate with Parents & Community



Parish and Community Outreach


 New Family Sales Minimize

 New Family Sales Resources 

Lead Follow-Up Procedure


 Retention Sales Minimize
Retention Sales Resources