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Your Tag is Showing: Marketing Your School (or Consulting Practice!) from the Inside Out
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Your Tag is Showing: Marketing Your School (or Consulting Practice!) from the Inside Out

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Presentation given as part of the Independent Educational Consultants Association (IECA) Fall 2011 Conference in Dallas, TX.

Presentation given as part of the Independent Educational Consultants Association (IECA) Fall 2011 Conference in Dallas, TX.

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Transcript

  • 1. YOUR TAG IS SHOWING: Marketing Your School (or Consulting Practice!) From the Inside Out.
  • 2.
    • C.A.S.E. ... Highly encouraged!
    • Tweet Away…#IECA11
    • Be prepared to share your own ideas & be prepared to participate!
    • Now, let’s make sure our shirts are on the right way…
  • 3.
    • Printed Materials
    • Word-of-Mouth
    • Website
    • Social Networks
    • Alumni Outcomes
    • Email
    • Telephone Calls
    • Anything Else?
  • 4.
    • Does This Sound Familiar?
    • (Hint: Please Say No)
    Do You Know What Your “Outgoing Message” Conveys?
  • 5. Is Someone Monitoring Your Brand?
  • 6.  
  • 7.
    • “ Thank you for your recent e-mail to the XYZ Office of Admission.  Please note that due to the high volume of e-mails being sent to our office, we are not able to read individual e-mails. ”
    What Does Your Email Communication Convey About Your Brand?
  • 8.
    • Which Companies Are Doing It Right?
  • 9.  
  • 10. Employee Handbook
  • 11. Hiring Philosophy: “ Hire the Smile, Train the Skill” Question Posed to Bruce Nordstrom, Company Co-Chair: Q: “Who trains your salespeople?” A: “Their parents.”
  • 12. Why Are They So Good?
    • How Do We Know Their Service is Good?
      • (Hint: No Ads Ever Focus on Their Customer Service)
    • Salem, OR Hubcap
    • “ Thank You” Notes to All Job Applicants
      • (PS-You Only Have a 1 in 10 Chance of Being Hired!)
    • Employee Paychecks Signed:
      • “ Blake Nordstrom on Behalf of the Customer”
  • 13.  
  • 14.  
  • 15. I Starbucks
  • 16. Green Apron Book
    • Five Ways of Being
    • Be Welcoming
    • Be Genuine
    • Be Considerate
    • Be Knowledgeable
    • Be Involved
  • 17. “ The person who sweeps the floor should choose the broom.”** Howard Behar, Former Starbucks President **(i.e. How do you utilize the expertise on your staff?)
  • 18.
    • Assess What Contributes to Your Brand
    • Review Communication and What it Conveys
    • Who’s Monitoring Your Brand?
    • How Are New Staff Members Hired/Trained?
    • Remember: It’s Not About the Shoes/Coffee.
  • 19.  
  • 20. Kristina Dooley [email_address] www.EstrelaConsulting.com Twitter: kristinag1