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
She concludes by saying: “You will tell two
friends, and they’ll tell two friends, and so on
and so on and so on.”
We rely upon word of mouth in our own
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
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
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)
◦ Vision for the future
◦ How your school is remarkable
◦ How your school makes a life-changing difference
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
◦ Tour of campus
◦ Meeting with admissions director and administrator
◦ Review of the application process
◦ Introductions to key staff
◦ Connections with Parent Ambassadors
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
Review of application process
Photo of student by welcome sign
Personal note sent immediately (email and
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!
1. Opportunity to share dynamic content on
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
6. It’s fun!
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
4. Use a team to strategize and write your blog
5. Don’t use your blog to sell your school.
6. Include a RSS feed, subscription option and
7. Use keywords in your posts.
and faculty write
blog posts to share
their trip to Bhutan
Pictures with captions and stories
Ask for likes
Summer vacation pictures
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.
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?”
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)