Heritage Academy Ambassador Program - Internal Playbook

Internal Resource Heritage Academy Ambassador Program Internal Playbook

Campus Operational Playbook

Heritage Academy Ambassador Program

Building Community. Growing Enrollment. Sharing the Heritage Experience.

A practical guide for Heritage Academy campuses to build authentic parent-to-parent connections that help prospective families discover Heritage.

Our Purpose

Parents Helping Families Discover Heritage

Ambassadors share genuine experiences, invite prospective families, and help new families feel at home.

The Heritage Ambassador Model

Marketing Provides tools

Campus Runs program

Ambassadors Build relationships

Admissions Closes the loop

01 — Program Structure

Three Clear Roles

The Ambassador Program works best when responsibility is clearly divided between District Marketing, the campus, and ambassadors. Click each tab below to view detailed responsibilities.

District Marketing

Builds & Supports

District Marketing provides the high-level framework, graphics, toolkits, and overarching support while ensuring brand consistency across all campuses.

Program framework & guidelines
Marketing materials & social graphics
Ambassador toolkit & talking points
Swag & promotional merchandise
Kickoff planning support
Training and talking point guides
Program-level measurement
Best-practice sharing across campuses

02 — The Ambassador Role

What Is a Heritage Ambassador?

An Ambassador Is...

A current Heritage parent or guardian
Someone with a positive Heritage experience to share
A welcoming representative of the school community
A person willing to talk authentically with other families
A connector between prospective families and the school

An Ambassador Is Not...

Admissions staff or enrollment processors
An official school spokesperson
A marketing employee
A district policy expert
A complaint-resolution representative
Required to be a social media promoter

03 — Ownership Matrix

Who Does What?

Designed to eliminate confusion, duplicated work, and "I thought someone else was doing that."

Filter Role:

Responsibility	District Marketing	Campus Coordinator	Principal	Ambassador
Program strategy	OWN	Support	Approve	—
Ambassador recruitment	Support	OWN	Support	Invite
Ambassador roster	—	OWN	—	Update info
Ambassador application	Create	OWN / Manage	—	Complete
Kickoff planning	Support	Coordinate	Lead / Attend	Attend
Swag & Merchandise	OWN	Distribute	—	Use
Marketing materials	OWN	Distribute	—	Share
Monthly ambassador update	Content	SEND (OWN)	—	Read
Event reminders	Provide Info	SEND (OWN)	—	Share
Social content creation	CREATE	Distribute	—	Optional
Referral system	Create	OWN	—	Submit
Prospective-family follow-up	—	Route	Campus Staff	—
Campus events	Support	Coordinate	OWN	Participate

Important Boundary Note: District Marketing builds the framework and provides resources, but does not manage the daily campus program or become the direct manager of individual parent ambassadors.

06 — Participation Levels

Different Families, Different Levels

Participation should be flexible. The program gives families opportunities to help without making them feel like they have taken on a second job. Select a tier to explore:

Tier 01

Heritage Ambassador

~1 Hour / Month

Receive Ambassador Updates
Share school information & posts
Invite prospective families
Refer interested families

Community Ambassador

~2–3 Hours / Month

Everything in Ambassador level
Attend selected campus events
Welcome prospective families
Help with campus tours/open houses
Join occasional check-ins

Tier 03

Ambassador Leader

~3–5 Hours / Month

Help welcome new ambassadors
Assist with ambassador meetings
Lead welcoming efforts at tours
Provide campus feedback
Serve as a peer resource

08 — Referral Process

Refer a Family

The ambassador makes the connection; the school handles the official enrollment process. Click each step below for details:

Meet

Ambassador meets prospective family.

Shares personal Heritage story.

Refer

Submits family referral form.

Follow Up

Campus staff contacts family.

Enroll

School completes enrollment.

Step Guidance Details

Step 1: Meet & Connect

Ambassadors naturally engage with friends, neighbors, youth sports parents, or church members who express interest in educational options or character-based schooling.

Key Principle: Once an ambassador submits a referral, the school owns the follow-up. Ambassadors are not expected to manage prospective families through the enrollment process or handle administrative questions.

13 — Boundaries Guide

Share Your Experience. Refer Official Questions.

Effective Ambassador Language

"My daughter really thrives with her teacher."

"Our family loves the flexibility of the four-day school week."

"We've had a great experience with the supportive parent community."

"Here is what our family has personally experienced..."

When You Don't Know

Ambassadors should never feel pressured to have every policy answer.

"I'm not sure about that specific detail, but I'd be happy to connect you with someone at the school who can give you the exact answer!"

Ambassadors Should Never Promise:

Admission approval, class placements, specific teachers, busing schedules, financial aid, IEP service guarantees, policy exceptions, or enrollment spot availability.

15 — Launch Plan

90-Day Implementation Timeline

District Marketing: Finalize framework, toolkit, referral forms, kickoff decks, applications, swag orders, and communication templates.

Campus Leadership: Designate Campus Ambassador Coordinator, establish campus targets, and identify initial prospective parent ambassadors.

Campus Coordinator: Invite targeted parents, collect brief applications, confirm ambassador list, set up the master campus roster, and send welcome note.

District Marketing: Supply recruitment graphics, talking point cards, and kickoff presentation slide decks.

Campus Action: Host the 45-minute Ambassador Kickoff event. Distribute swag, share the toolkit, demonstrate the online referral link, and launch the first shareable seasonal enrollment campaign.

Ongoing Operations: Send first monthly Ambassador Update. Encourage social sharing and open house invites. Track submitted referrals. District Marketing conducts a 90-day review check-in with the Campus Coordinator.

17 — Standard of Excellence

The Golden Rules

01. Keep it simple.

Ambassadors should always know exactly what simple action is expected.

02. Keep it voluntary.

Families participate flexibly at different commitment levels without pressure.

03. Provide turnkey tools.

Never ask parents to design or author their own marketing collateral.

04. Prioritize authenticity.

Authentic parent experiences are the program's greatest enrollment asset.

05. Route policy questions.

Ambassadors refer official questions directly to school administrative staff.

06. Don't sell. Invite.

Avoid salesmanship. Simply Share, Invite, Connect, and Welcome.

Our Shared Commitment

The Heritage Ambassador Promise

We Share

Our authentic school experiences.

We Invite

Families to experience Heritage.

We Welcome

New families into the community.

We Connect

Interested parents with staff.

We Support

Our school with integrity.