The Strategy You Need To Recruit for Your Classes
Ever had an upper level class you were dying to teach cut because the numbers were too low and the class didn’t make?
Or, have you ever heard your admin say, “we need to get your program numbers up next year?”
In CTE, we know that class numbers are a BIG deal, and they are the key to a program’s survival.
But how can you ensure that students continue to register for your classes year after year?
You’re going to need more than the Luck of the Irish when class registration comes around. 🍀
You need a solid strategy with action steps for targeting your ideal student!
Whether you’re just starting out, or you’re a veteran teacher, these action steps can help you build the foundation for a solid recruitment season…
Action Step 1: Nail Down Your Ideal Target Student- Just like we tell our students to nail down their target market for projects, you have to nail down the type of student you want in your program! You don't want just anyone. Identify three to four characteristics you want your target student to have & then identify where you find those students in your building. I wanted students who had a work ethic, solid written communication skills, weren't scared to present in front of the class, and enjoyed collaborative work. I partnered with our freshmen English teachers to give me a list of students who they thought would be great candidates for marketing and business courses. Some of those teachers would also let my DECA officers come into their classes and give a short presentation about what we do in marketing!
Action Step 2: Choose a Theme- Choosing a theme makes recruitment SO much more fun! When you can plan all of your recruitment materials around a theme, it makes everything much more cohesive and memorable to students. Some popular themes you could use include "In My Marketing/Business Era (T Swift)," "Find Your FRIENDS in Marketing (FRIENDS show)," "You'll Love Marketing/Business a Latte (coffee themed)," and "Where Leaders are Born."
Action Step 3: Make it Feel Exclusive- How do you make people want something? Make it feel exclusive! Make signing up for your classes feel like the hottest ticket in town! Send individual invitations to your target population. (This is where that list of potential students from English teachers always came in handy!) In the invitation give a brief overview of why the student was recommended and what you do in the class. This is also a great way to invite students who took the first level of a pathway to take a second level course. (Retention is everything for program growth!) Use your theme for the invites, and for an added layer of fun, stuff some confetti in the envelopes!
Action Step 4: Get Into Your Middle Schools- Take every opportunity you can to get your students in front of middle school students to show them what you do in your program. Ask your middle school related arts or ELA teachers if you can send a small group of students to their 8th grade classes one day to present. If you have DECA or FBLA written event students, this is a great way for them to get extra project practice before nationals and for potential future students to see what you do in class!
Back to program retention...
It's just as important to move students from the first level to the second level of your pathway!
As a CTE Assistant Principal, I deal a lot in program ratios! A healthy CTE program looks like this...50% of your students enrolled in a 1st level course sign up to take a 2nd level course, 30-35% enrolled in a 2nd level course sign up to take a 3rd level course.
So if you have 60 students in your first level courses, aim for 30 to sign up for your 2nd level courses, of those 30, aim for 10-12 to sign up for your 3rd level course. If you can maintain this ratio (or exceed it), that's a good indicator that your program has longevity!
As students register for classes, we know course loads and teaching assignments can change. If you find yourself teaching marketing for the first time or wanting to switch up the way you teach marketing, let me help!
Happy Recruitment Season! If you have a recruiting strategy you love, I'd love to hear it!
Remember, it's all about strategy, not luck! 🍀😉