Developing your schools_wom_marketing_plan_


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Developing your schools_wom_marketing_plan_

  1. 1. Rick Newberry, Ph.D. © 2012 Enrollment Catalyst
  2. 2.  During this session we will discuss how you can develop your word of mouth marketing strategy for your school’s enrollment success. © 2012 Enrollment Catalyst
  3. 3. Education Family Blog Coaching © 2012 Enrollment Catalyst
  4. 4. © 2012 Enrollment Catalyst
  5. 5. Enrollment Catalyst partners with schools to provide coaching for leaders in their enrollment management and marketing systems and strategies needed to reach their goals. © 2012 Enrollment Catalyst
  6. 6. Word of Mouth is the number one way that prospective families discover your school. © 2012 Enrollment Catalyst
  7. 7.  Do you remember the old Faberge Organic Shampoo TV commercial?  Complete with 80’s hair, a young model appears on the screen and begins by saying: “I told two friends about Faberge Organic Shampoo with pure wheat germ oil and honey. “  She concludes by saying: “You will tell two friends, and they’ll tell two friends, and so on and so on and so on.”
  8. 8.  We rely upon word of mouth in our own buying decisions.
  9. 9. Think about the top two ways that parents find out about your school… © 2012 Enrollment Catalyst
  10. 10. 1. Word-of-Mouth Consistently ranks as the number one way that families hear about your school. 2. Web The first place a parent looks when they hear about your school through a word- of-mouth referral is your school’s website (as well as other info on the web). © 2012 Enrollment Catalyst
  11. 11. Word-of-mouth is the number one marketing strategy for enrollment success. © 2012 Enrollment Catalyst
  12. 12. “If your customers won’t talk about your stuff, you have to pay newspapers and TV shows to do it for you. But when people trust you, they are willing to put their words on the line for you. Please them, inspire them, and they’ll bring their friends to you.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst Trust is Key to WOM
  13. 13. “It comes down to trust. And people don’t trust your company; people trust people. People they know. People whose opinions and recommendations they seek out and have faith in.” • Phillips, Cordell, & Church: Brains on Fire © 2012 Enrollment Catalyst People Trust People
  14. 14. We will apply the 5 T’s of WOM to your school’s marketing strategy to ensure enrollment success. © 2012 Enrollment Catalyst
  15. 15. Parent Talk Parking Lot Phone Starbucks WebEmail Church/ Club Face to Face © 2012 Enrollment Catalyst
  16. 16. Web Talk Blogs Social Media Sites Great Schools Online Reviews Google Facebook © 2012 Enrollment Catalyst
  17. 17. “So what is word of mouth marketing? In this book, I define it as ‘Giving people a reason to talk about your stuff, and making it easier for that conversation to take place’.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst What is Word-of-Mouth Marketing?
  18. 18. © 2012 Enrollment Catalyst
  19. 19.  It builds credibility from satisfied customers.  It produces better results than traditional advertising.  It makes your brand stronger and more trusted.  It can reach your target audience through your parents much better than you can.  It’s your number one marketing strategy for your school! © 2012 Enrollment Catalyst
  20. 20. 1. Be interesting or be invisible 2. Advertising is the cost of being boring 3. Fixing problems is the most powerful marketing you can do 4. Marketing is what you do, not what you say 5. A penny saved is a penny burned  Andy Sernovitz, WOM Email Newsletter
  21. 21.  Today’s marketing is about remarkable content and joining in the conversation.  Your marketing focus must be on telling the remarkable story of your school.  Your marketing strategy should build word- of-mouth in person and online.  Your goal is to inspire a movement of passionate ambassadors and talkers for your school. © 2012 Enrollment Catalyst
  22. 22. Are you giving your parents a reason to talk about your school? © 2012 Enrollment Catalyst
  23. 23. “Word of mouth marketing only works if you have good products and services. It only works if people like you and trust you.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst
  24. 24. Are you giving your parents any stuff that they can talk about? © 2012 Enrollment Catalyst
  25. 25. “Word of mouth is natural conversation between real people. Word of mouth marketing is working within this conversation so people are talking about you.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst
  26. 26. How can you make it easier for the conversation to take place? © 2012 Enrollment Catalyst
  27. 27. “Word of mouth marketing isn’t about marketing at all. It’s about great customer service that makes people want to tell their friends about you. It about fantastic products that people can’t resist showing to everyone.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst
  28. 28. Is word of mouth marketing part of your strategy? © 2012 Enrollment Catalyst
  29. 29. “Unsurprisingly, I found that 63.4 percent felt that over half their business came by way of referrals. But of that same group, 79.9 percent readily admitted that they had no system of any kind to generate referrals. This is somewhat puzzling. How can a business owner know that word of mouth is so powerful and then do so little to take advantage of it?” • John Jantsch, The Referral Engine © 2012 Enrollment Catalyst
  30. 30. How can a school leader know that word of mouth is so powerful and then do so little to take advantage of it?”
  31. 31. We need a framework for our word-of-mouth marketing plan © 2012 Enrollment Catalyst
  32. 32. 1. Talkers—who will tell their friends about you? 2. Topics—what will they talk about? 3. Tools—how can you help the message travel? 4. Taking Part—how should you join the conversation? 5. Tracking—what are people saying about you? © 2012 Enrollment Catalyst
  33. 33. Find people who will talk about your school
  34. 34.  Employees  Parents (Current and Former)  Students (Current and Former)  Alumni  Grandparents  Vendors  School administrators  Pastors and clergy  Anyone
  35. 35.  It will be based on their own experience ◦ A satisfied or an unsatisfied parent, grandparent, alumni, donor or friend. ◦ A happy or an unhappy employee—your faculty, staff, and coaches.  It will be based on someone else’s experience ◦ Something someone else heard, whether positive or negative, about your school. © 2011 Cherry+Company
  36. 36. “More than 90 percent of the conversations about products, services, and brands that take place every day in America happen offline, according to research the will be revealed in the chapters of this book.” • Keller and Fay, The Face-to-Face Book © 2012 Enrollment Catalyst Talkers Talk Face-to-Face
  37. 37. “One of the great misconceptions about word of mouth marketing is that it’s all happening online…only about 20 percent of word of mouth happens online. When it does play a role, it usually sparks the 80 percent of word of mouth conversations that actually happen face-to-face.” • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst Talkers Talk Face-to-Face
  38. 38.  Passion for your school  Credibility among their peer  Connections at school and in the community  Opportunity to be involved
  39. 39.  New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group.
  40. 40.  Recruit a team of parents to help you in your enrollment effort by: ◦ Presenting tours of campus. ◦ Hosting new family “desserts” in their homes. ◦ Mentoring a new family throughout their first school year. ◦ Follow-up for prospective parents. ◦ Calling and/or writing personal notes to parents and welcoming them to your school. ◦ Posting online reviews. © 2011 Cherry+Company
  41. 41.  Provide a card in your admissions package that includes the names, child grade levels, phone numbers and email addresses of your parent ambassadors. © 2010 Cherry+Company
  42. 42.  Identify the parents that are positive about your school.  Meet with them to give them things to talk about. ◦ Individual or small group meetings. ◦ Quarterly breakfast or lunch meetings. ◦ Share stories of students, faculty, alumni and success!  Encourage them to share stories about your school.  Share your school’s vision for the future. © 2011 Cherry+Company
  43. 43. “This is the foundation of buzz: in order to get people talking about your product or service, you must provide a great experience.” • Rosen, The Anatomy of Buzz Revisited © 2012 Enrollment Catalyst A Great School Will Create WOM
  44. 44. Strong Retention Parent Satisfaction Positive Word of Mouth
  45. 45. Give people a reason to talk
  46. 46.  Anything and everything about your school— the good and the bad!  Their own experiences.  The experiences of others.  What they’ve heard along the way.  What you’ve told them.  What you want them to talk about (that is, if you’ve told them what to talk about!) © 2011 Cherry+Company
  47. 47.  Most school leaders haven’t considered this question as a key part of their marketing strategy. We need to begin asking the question: What do you want them to talk about? © 2011 Cherry+Company
  48. 48. © 2011 Cherry+Company
  49. 49. “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow.” • Seth Godin, The Purple Cow © 2012 Enrollment Catalyst Be Remarkable
  50. 50. © 2011 Cherry+Company
  51. 51. “When you offer great content—such as detailed how-to articles, expert interviews, case studies, and videos—that focuses on helping other people solve their problems, you’ll experience growth.” • Stelzner, Launch: How to Quickly Propel Your Business Beyond the Competition © 2012 Enrollment Catalyst Produce Great Content
  52. 52. “Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate your message for you. More than ever before, content is king! Content rules! • Handley and Chapman, Content Rules © 2012 Enrollment Catalyst
  53. 53.  Key stats  Stories faculty, students, parents and alumni  Your vision for the future  How your school is remarkable  How your school makes a life-changing difference in students  Your USP’s in story form  Educational topics  Parenting topics
  54. 54. We live in a story. We relate to stories. We listen to stories. We can see ourselves in a story. © 2012 Enrollment Catalyst
  55. 55. “Stories are part of who we are. After all, you don’t tell slogans about your grandfather, or how your parents met, or even how you were treated in a restaurant.” • Phillips, Cordell, Church: Brains on Fire © 2012 Enrollment Catalyst
  56. 56.  Stories about your people ◦ faculty, students, parents and alumni ◦ Your USP’s in story form  Real stats connected to real stories ◦ The return on investment (ROI)  Your school ◦ Vision for the future ◦ How your school is remarkable ◦ How your school makes a life-changing difference in students  Educational topics  Parenting topics
  57. 57. Help the message spread faster and farther.
  58. 58.  Leadership  Faculty and Staff  Parents  Alumni  Ambassadors  Referral generation  Customer service  Personal conversations  Group meetings  Giveaways  Website  SEO  Blog  Email newsletter  Social media  Photos  Video  Online reviews
  59. 59.  The most effective way to spread word of mouth is through face-to-face conversations. © 2011 Cherry+Company
  60. 60.  Every meeting and conversation is an opportunity to tell a story about your school and to spread positive word-of-mouth. ◦ Large group meetings ◦ Small group meetings ◦ Coffee chats ◦ Personal meetings © 2011 Cherry+Company
  61. 61. 1. New love is powerful 2. Love and money don’t mix 3. Nobody talks more than a lover’s scorn
  62. 62. © 2010 Cherry+Company Faculty and Staff
  63. 63.  Word of mouth is the responsibility of every faculty and staff member at your school: ◦ Performance ◦ Relationships ◦ Quality ◦ Communication ◦ Service ◦ Storytelling © 2012 Enrollment Catalyst
  64. 64. © 2010 Cherry+Company Parents
  65. 65.  Since your parents are the best marketers for your school, it is important to give them tools to share.
  66. 66. Card sent to parents at Wheaton Christian Grammar School
  67. 67. Postcard and car magnet sent to parents at Saint Stephen’s
  68. 68.  Brochure  Business card  Video  Email to share  Car magnet  Spirit wear © 2012 Enrollment Catalyst
  69. 69.  Give away items that have your school’s brand on them: ◦ T-shirt ◦ Coffee mug ◦ Car magnet ◦ Refrigerator magnet ◦ Grocery bag ◦ Gym towel © 2012 Enrollment Catalyst
  70. 70. © 2012 Enrollment Catalyst
  71. 71.  Donna Cutting uses High Point University in The Celebrity Experience as a premier example of customer service. What do they do? ◦ Director of WOW! ◦ Wowing campus visitors ◦ Delivering birthday cards ◦ The President and his gumball machine ◦ Valentine’s Day ◦ Free valet parking ◦ Construction dust and car washes © 2009 Cherry+Company
  72. 72. High Point University provides “WOW” moments for prospective and campus students
  73. 73.  When you serve your parents or students in an exceptional way or do something that is memorable, this creates a moment that will be shared by word of mouth.
  74. 74. “Companies create buzz with great follow-up, T-shirts and other promotional merchandise, free events, outrageous acts of kindness— anything that contributes to an overall culture of buzz.” • Jantsch, The Referral Engine © 2012 Enrollment Catalyst
  75. 75.  Once you get a family to your campus, make sure you have an outstanding visit program set up for them.  An effective campus visit program should include: ◦ Tour of campus ◦ Meeting with admissions director and administrator ◦ Review of the application process ◦ Introductions to key staff ◦ Connections with Parent Ambassadors
  76. 76.  Clear signage and great first impression  Welcome sign with your name on it  Friendly welcome from receptionist  Entry area tells the story of your school  Personalized tour with parent, student and faculty connections  Review of application process  Photo of student by welcome sign  Personal note sent immediately (email and handwritten)
  77. 77.  Host a special “friend” day for current students to invite their friends to spend the day with them at your school.  The goal is to encourage and motivate current students to focus on inviting their friends they want to encourage enrolling in your school, especially when students are key to the decision!
  78. 78.  Programs ◦ Academics, Athletics, Arts, Service, Technology, Faith, Character  People ◦ Students, Parents, Leadership, Faculty, Staff, Coaches, Alumni  Results
  79. 79. © 2012 Enrollment Catalyst
  80. 80. Each “Dot” Represents an Alumni Story
  81. 81. Four “unbound” short books that tell the Dana Hall story in four different ways
  82. 82. Throwback Thursday Posts
  83. 83. © 2012 Enrollment Catalyst
  84. 84. Homepage features several quotes from students, faculty and alumni. The user can click on the image to read and view more of the story.
  85. 85. © 2012 Enrollment Catalyst
  86. 86. In the Spotlight highlights key stories on the homepage
  87. 87. © 2012 Enrollment Catalyst
  88. 88. © 2012 Enrollment Catalyst
  89. 89. 1. Opportunity to share dynamic content on your website. 2. Increase traffic to your website. 3. Provide significant search engine optimization (SEO) value for your website. 4. Provide a platform to share content. 5. The content can help to drive word of mouth. 6. It’s fun!
  90. 90. © 2012 Enrollment Catalyst
  91. 91. 1. Publish your blog once a week. 2. Don’t bury your blog on your website. 3. Make sure your blog is attached to your website domain. 4. Use a team to strategize and write your blog posts. 5. Don’t use your blog to sell your school. 6. Include a RSS feed, subscription option and share/like buttons. 7. Use keywords in your posts.
  92. 92. Cushing Students and faculty write blog posts to share their trip to Bhutan
  93. 93. © 2012 Enrollment Catalyst
  94. 94.  Facebook can be used to connect to alumni, parents and friends of your school.  Provide regular updates on your fan page  Tell stories of your alumni and faculty  Encourage interaction among your fans  Enter into conversations with your fans © 2012 Enrollment Catalyst
  95. 95.  Pictures with captions and stories  Blog posts  Video vignettes  Ask for likes  Ask questions  Summer vacation pictures
  96. 96.  The thing I like best about (name of school) is ____________________________________________.  Post a picture of a teacher and ask parents to share comments of appreciation.  Post a picture of your students and tag parents in the photo.  Thank parents on your Facebook page by tagging them in the post.  Launch a contest on your Facebook page.  Ask parents to post summer vacation photos with a school branded shirt.
  97. 97.  When something happens in your classroom, on the field, or on stage that is communicates your school, you need to capture the moment. © 2010 Cherry+Company
  98. 98. The Power of One Post • 2,846 Likes • 139 Comments • 175 Shares • 22,139 People saw this post
  99. 99. Photos tell the story at Miami Country Day
  100. 100. © 2012 Enrollment Catalyst
  101. 101.  Produce short video vignettes to provide real-life testimonials and stories about your school.  Post videos to YouTube or Vimeo.  Feed them back into your website or send them out through an email. © 2012 Enrollment Catalyst
  102. 102.  Ask Current Parents – “What do you like best about your school?”  Ask New Parents – “Why did you select this school for your child?”  Ask Alumni – “How did your school prepare you for success in college and in life?”  Ask Faculty – “What do you like best about teaching at your school?”  Ask Seniors – “What college do you plan to attend next year?”
  103. 103.  Traditions  A Day in the Life  Students Say it Best  Senior college plans  Interviews with college reps  Key brand messages  One Topic, Four Perspectives (Student, Parent, Faculty, Alumnus)  Affordability
  104. 104.  Use video to share messages from the head of school  State of the School message  Video newsletter  Student produced news  Student contest—produce a one-minute video to “sell” your school; winners are posted on website and reward given  Student lip dub © 2012 Enrollment Catalyst
  105. 105. Assumption “Firework” Lip Dub now has over 45000 views on YouTube!
  106. 106. Brookwood’s BTube page contains a variety of videos showcasing the life of the school. Brookwood’s BPod page contains a picture and caption of the day.
  107. 107. Social Media Mash-Up Page
  108. 108.  We can find online reviews about our school on a variety of sites including: ◦ Private School Review ◦ School Digger ◦ Google ◦ Yelp ◦ Great Schools © 2011 Cherry+Company
  109. 109. © 2012 Enrollment Catalyst
  110. 110. Join the conversation.
  111. 111.  The conversation is taking place all around you. The most important thing for you to do is to join in the conversation.  Take part in the conversation that is taking place around you: ◦ Face to face ◦ Small groups ◦ Large groups ◦ Web (blogs, school reviews, Facebook, etc.) ◦ Service © 2011 Cherry+Company
  112. 112.  Get out of your office and meet your parents in the parking lot  Take a “one-family-at-a-time” approach  Small group coffee meetings  Meetings or luncheons with the “talkers”  Actively engage your community online through Facebook and other social media sites © 2011 Cherry+Company
  113. 113. Measure and understand.
  114. 114.  It is important to regularly review what people are saying about you: ◦ In the parking lot ◦ On the web ◦ GreatSchools, Google, PrivateSchoolReview ◦ Facebook and other social media channels ◦ Surveys ◦ Focus Groups ◦ Google alert © 2011 Cherry+Company
  115. 115. © 2009 Cherry+Company  Invest in research to better understand your parents (focus groups, surveys, etc.)  Survey your parents annually by conducting a parent satisfaction survey. ◦ Look for areas of dissatisfaction to improve the quality of the school. ◦ Report findings from the survey back to parents. ◦ Best time to survey parents is October and February.
  116. 116. Actually, this is the beginning for you to develop your own word of mouth marketing plan for your school.
  117. 117. For More Information: Enrollment Catalyst Rick Newberry, Ph.D. 9770 Indian Key Trail Seminole, FL 33776 727.647.0378 © 2012 Enrollment Catalyst