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Rick Newberry, Ph.D.Rick.Newberry@EnrollmentCatalyst.comwww.EnrollmentCatalyst.com                                        ...
   During this session we will discuss how    you can develop your word of mouth    marketing strategy for enrollment suc...
FamilyBlogCoaching           © 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Enrollment Catalyst partners with schools to    provide coaching for school leaders in their school‘s enrollment managemen...
Word of Mouth is the numberone reason how prospectivefamilies discover your school.                     © 2012 Enrollment ...
   Do you remember the old Faberge Organic    Shampoo TV commercial?   Complete with 80‘s hair, a young model    appears...
   We rely upon word of mouth in our own    buying decisions.
Think about the top twoways that parents find out  about your school…                      © 2012 Enrollment Catalyst
1.   Word-of-Mouth     Consistently ranks as the number one way     that families hear about your school.2.   Web     The ...
Word-of-mouth is the number  one marketing strategy for     enrollment success.                       © 2012 Enrollment Ca...
Trust is Key to WOM ―If your customers won‘t talk about your stuff,    you have to pay newspapers and TV shows            ...
―It comes down to trust. And people don‘t trust      your company; people trust people.              People they know. Peo...
We will apply the 5 T‘s of WOMto your school‘s marketingstrategy to ensure enrollmentsuccess.                    © 2012 En...
Parking                         Lot    Face to                                       Phone     Face                      P...
Blogs                     SocialFacebook             Media                     Sites            Web            Talk       ...
What is Word-of-Mouth Marketing?―So what is word of mouth marketing? In thisbook, I define it as ‗Giving people a reason t...
© 2012 Enrollment Catalyst
   It builds credibility from satisfied customers.   It produces better results than traditional    advertising.   It m...
   Today‘s marketing is about remarkable    content and joining in the conversation.   Your marketing focus must be on t...
Are you giving your parents a  reason to talk about your            school?                         © 2012 Enrollment Cata...
―Word of mouth marketing only works if you  have good products and services. It only  works if people like you and trust y...
Are you giving your parents any stuff that they can talk            about?                         © 2012 Enrollment Catal...
―Word of mouth is natural conversation between   real people. Word of mouth marketing is  working within this conversation...
How can you make it easier for   the conversation to take           place?                         © 2012 Enrollment Catal...
―Word of mouth marketing isn‘t about marketing  at all. It‘s about great customer service that  makes people want to tell ...
Is word of mouth marketing    part of your strategy?                      © 2012 Enrollment Catalyst
―Unsurprisingly, I found that 63.4 percent felt   that over half their business came by way of referrals. But of that same...
We need a framework for ourword-of-mouth marketing plan                          © 2012 Enrollment Catalyst
1.   Talkers—who will tell their friends about     you?2.   Topics—what will they talk about?3.   Tools—how can you help t...
Find people who will talkabout your school
   Employees   Parents (Current and Former)   Students (Current and Former)   Alumni   Grandparents   Vendors   Sch...
   A satisfied or an unsatisfied parent,    grandparent, alumni, donor or friend.   A happy or an unhappy employee—your ...
Talkers Talk Face-to-Face―More than 90 percent of the conversations about  products, services, and brands that take placee...
Talkers Talk Face-to-Face ―One of the great misconceptions about word of   mouth marketing is that it‘s all happeningonlin...
   Passion for your school   Credibility among their peer   Connections at school and in the community   Opportunity t...
   New parents can be the best resources for    your school to reach out to their previous    school, church, neighborhoo...
   Identify the parents that are positive about    your school.   Meet with them to give them things to talk    about.  ...
   Recruit a team of parents to help you in your    enrollment effort by:    ◦ Presenting tours of campus.    ◦ Hosting n...
   Provide a card in    your admissions    package that    includes the    names, child grade    levels, phone    numbers...
   Identify the parents that are positive about    your school.   Meet with them to give them things to talk    about.  ...
A Great School Will Create WOM―This is the foundation of buzz: in order to get people talking about your product or servic...
Give people a reason to talk
   Anything and everything about your school—    the good and the bad!   Their own experiences.   The experiences of ot...
   Most school leaders haven‘t considered this    question as a key part of their marketing    strategy. We need to begin...
Produce Great Content ―When you offer great content—such asdetailed how-to articles, expert interviews,case studies, and v...
―Produce great stuff, and your customers will come to you. Produce really great stuff, and  your customers will share and ...
   Key stats   Stories faculty, students, parents and alumni   Your vision for the future   How your school is remarka...
© 2011 Cherry+Company
―Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting.   It‘s a Purple Cow. Boring s...
© 2011 Cherry+Company
We live in a story.     We relate to stories.     We listen to stories.We can see ourselves in a story.                   ...
―Stories are real. Slogans are made up.Stories pull you in. Slogans try to push out a message.         Stories are deep. S...
   Stories about your people    ◦ faculty, students, parents and alumni    ◦ Your USP‘s in story form   Real stats conne...
Help the message spreadfaster and farther.
   Leadership                  Giveaways   Faculty and Staff           Website   Parents                     SEO   ...
   The most effective way to spread word of    mouth is through face-to-face conversations.                              ...
Talkers Talk Face-to-Face―More than 90 percent of the conversations about  products, services, and brands that take placee...
1.   New love is powerful2.   Love and money don‘t mix3.   Nobody talks more than a lover‘s scorn
   Every meeting and conversation is an    opportunity to tell a story about your school    and to spread positive word-o...
Faculty and Staff                © 2010 Cherry+Company
   Retention is the responsibility of every faculty    and staff member at your school:    ◦   Performance    ◦   Relatio...
Parents          © 2010 Cherry+Company
   Since your parents are the best marketers for    your school, it is important to give them tools    to share.
Card sent to parentsat Wheaton ChristianGrammar School
Postcard and carmagnet sent toparents at SaintStephen‘s
   Give away items that have your school‘s    brand on them:    ◦   T-shirts    ◦   Coffee mugs    ◦   Car magnets    ◦  ...
© 2012 Enrollment Catalyst
   Donna Cutting uses High Point University in    The Celebrity Experience as a premier    example of customer service. W...
High Point University provides―WOW‖ moments for prospectiveand campus students
   When you serve your parents or students in    an exceptional way or do something that is    memorable, this creates a ...
―Companies create buzz with great follow-     up, T-shirts and other promotionalmerchandise, free events, outrageous acts ...
   It is better for parents to visit your school in a    one-on-one environment than to attend an    open house in the ev...
   Once you get a family to your campus, make    sure you have an outstanding visit program    set up for them.   An eff...
   Clear signage and great first impression   Welcome sign with your name on it   Friendly welcome from receptionist  ...
   Host a special ―friend‘s‖ day for current    students to invite their friends to spend the    day with them at your sc...
Refer a student form
   Programs    ◦ Academics, Athletics, Arts, Service, Technology,      Faith, Character   People    ◦ Students, Parents,...
© 2012 Enrollment Catalyst
Each ―Dot‖ Represents an Alumni Story
Life After Chandler showcases the schoolsthat their 8th grade graduates attend
Four ―unbound‖ short books thattell the Dana Hall story in fourdifferent ways
Throwback Thursday Posts
Website features a story of the person of the week               Admissions ―Drop-In Wednesday‘s‖
© 2012 Enrollment Catalyst
―I am CDS‖ allows you to click on a child‘sface to read their story
―Student Voices‖ share theirperspectives on the school
Homepage features severalquotes from students, facultyand alumni. The user can clickon the image to read and viewmore of t...
Homepage features arotating student storythat can be clicked on tofind out what CA meansto the student.
© 2012 Enrollment Catalyst
In the Spotlighthighlights keystories on thehomepage
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
1.   Opportunity to share dynamic content on     your website.2.   Increase traffic to your website.3.   Provide significa...
© 2012 Enrollment Catalyst
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 ...
Head of School Blog
Student bloggers tell the Crystal Springs story
Cushing Studentsand faculty writeblog posts to sharetheir trip to Bhutan
Student Ambassador Blog
© 2012 Enrollment Catalyst
   Facebook can be used to connect to alumni,    parents and friends of your school.        Provide regular updates on y...
   Pictures with captions and stories   Blog posts   Video vignettes   Ask for likes   Ask questions   Summer vacati...
   Ask admitted parents to post the following on    their FB page: ―My children were just admitted    to XYZ School and w...
This post features 27 photosfrom around campus in March
Photos tell thestory at MiamiCountry Day
© 2012 Enrollment Catalyst
   Produce short video vignettes to provide    real-life testimonials and stories about your    school.   Post videos to...
   Ask Current Parents – ―What do you like best    about your school?‖   Ask New Parents – ―Why did you select this    s...
   Traditions   A Day in the Life   Lower School Students Say it Best   College Reps   Key Brand Messages   One Topi...
   Use video to share messages from the head    of school   State of the School message   Video newsletter   Student p...
Assumption ―Firework‖ Lip Dub now has over44,000 views on YouTube!
Homepage provides access to three videosto highlight the uniqueness of the school.
Video testimonials in the admissions section
Video tells the story from a student‘s perspectiveof the 10 things they love about Deerfield
Video vignettes showcase why students andparents chose DVFS
Brookwood‘s BTube                         page contains a variety                         of videos showcasing            ...
Social Media Mash-Up Page
   We can find online reviews about our school    on a variety of sites including:    ◦   Private School Review    ◦   Sc...
© 2012 Enrollment Catalyst
Join the conversation.
   The conversation is taking place all around    you. The most important thing for you to do    is to join in the conver...
   Get out of your office and meet your parents    in the parking lot   Take a ―one-family-at-a-time‖ approach   Small ...
Measure and understand.
   It is important to regularly review what people    are saying about you:    ◦   In the parking lot    ◦   On the web  ...
   Survey your parents annually by conducting    an overall parent satisfaction and perception    survey.    ◦ Look for a...
Actually, this is the beginning foryou to go and develop your ownword of mouth marketing planfor your school.
For More Information:         Enrollment Catalyst        Rick Newberry, Ph.D.        9770 Indian Key Trail         Seminol...
Developing your School's WOM Marketing Plan, TAIS 2012
Developing your School's WOM Marketing Plan, TAIS 2012
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Developing your School's WOM Marketing Plan, TAIS 2012
Developing your School's WOM Marketing Plan, TAIS 2012
Developing your School's WOM Marketing Plan, TAIS 2012
Developing your School's WOM Marketing Plan, TAIS 2012
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Developing your School's WOM Marketing Plan, TAIS 2012

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Workshop presented at the TAIS Biennial Conference in Memphis on how to develop your school's word of mouth marketing strategy.

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Transcript of "Developing your School's WOM Marketing Plan, TAIS 2012"

  1. 1. Rick Newberry, Ph.D.Rick.Newberry@EnrollmentCatalyst.comwww.EnrollmentCatalyst.com © 2012 Enrollment Catalyst
  2. 2.  During this session we will discuss how you can develop your word of mouth marketing strategy for enrollment success at your school. © 2012 Enrollment Catalyst
  3. 3. FamilyBlogCoaching © 2012 Enrollment Catalyst
  4. 4. © 2012 Enrollment Catalyst
  5. 5. Enrollment Catalyst partners with schools to provide coaching for school leaders in their school‘s enrollment management and marketingsystems and strategies needed to reach their goals. © 2012 Enrollment Catalyst
  6. 6. Word of Mouth is the numberone reason how prospectivefamilies 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 twoways 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. Trust is Key to WOM ―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
  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
  14. 14. We will apply the 5 T‘s of WOMto your school‘s marketingstrategy to ensure enrollmentsuccess. © 2012 Enrollment Catalyst
  15. 15. Parking Lot Face to Phone Face ParentChurch/ Talk Starbucks Club Email Web © 2012 Enrollment Catalyst
  16. 16. Blogs SocialFacebook Media Sites Web Talk Great Google Schools Online Reviews © 2012 Enrollment Catalyst
  17. 17. What is Word-of-Mouth Marketing?―So what is word of mouth marketing? In thisbook, 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
  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.  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 facilitate and build word-of-mouth in person and online. Your goal is to inspire a movement of passionate ambassadors for your school. © 2012 Enrollment Catalyst
  21. 21. Are you giving your parents a reason to talk about your school? © 2012 Enrollment Catalyst
  22. 22. ―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
  23. 23. Are you giving your parents any stuff that they can talk about? © 2012 Enrollment Catalyst
  24. 24. ―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
  25. 25. How can you make it easier for the conversation to take place? © 2012 Enrollment Catalyst
  26. 26. ―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
  27. 27. Is word of mouth marketing part of your strategy? © 2012 Enrollment Catalyst
  28. 28. ―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 percentreadily admitted that they had no system of any kind to generate referrals. This is somewhatpuzzling. 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
  29. 29. We need a framework for ourword-of-mouth marketing plan © 2012 Enrollment Catalyst
  30. 30. 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
  31. 31. Find people who will talkabout your school
  32. 32.  Employees Parents (Current and Former) Students (Current and Former) Alumni Grandparents Vendors School administrators Pastors and clergy Anyone
  33. 33.  A satisfied or an unsatisfied parent, grandparent, alumni, donor or friend. A happy or an unhappy employee—your faculty, staff, and coaches. Someone else that heard something, whether positive or negative, about your school. © 2011 Cherry+Company
  34. 34. Talkers Talk Face-to-Face―More than 90 percent of the conversations about products, services, and brands that take placeevery 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
  35. 35. Talkers Talk Face-to-Face ―One of the great misconceptions about word of mouth marketing is that it‘s all happeningonline…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 mouthconversations that actually happen face-to-face.‖ • Sernovitz, Word of Mouth Marketing © 2012 Enrollment Catalyst
  36. 36.  Passion for your school Credibility among their peer Connections at school and in the community Opportunity to be involved
  37. 37.  New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group.
  38. 38.  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
  39. 39.  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. ◦ Calling and/or writing personal notes to parents and welcoming them to your school.‘ ◦ Posting online reviews. © 2011 Cherry+Company
  40. 40.  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
  41. 41.  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
  42. 42. A Great School Will Create WOM―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
  43. 43. Give people a reason to talk
  44. 44.  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
  45. 45.  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
  46. 46. Produce Great Content ―When you offer great content—such asdetailed how-to articles, expert interviews,case studies, and videos—that focuses onhelping other people solve their problems, you‘ll experience growth.‖ • Stelzner, Launch: How to Quickly Propel Your Business Beyond the Competition © 2012 Enrollment Catalyst
  47. 47. ―Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminateyour message for you. More than ever before, content is king! Content rules! • Handley and Chapman, Content Rules © 2012 Enrollment Catalyst
  48. 48.  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
  49. 49. © 2011 Cherry+Company
  50. 50. ―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
  51. 51. © 2011 Cherry+Company
  52. 52. We live in a story. We relate to stories. We listen to stories.We can see ourselves in a story. © 2012 Enrollment Catalyst
  53. 53. ―Stories are real. Slogans are made up.Stories pull you in. Slogans try to push out a message. Stories are deep. Slogans are shallow. Stories are personal. Slogans are impersonal. Stories are passed on by word of mouth. Slogans are forced on us by ads. 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
  54. 54.  Stories about your people ◦ faculty, students, parents and alumni ◦ Your USP‘s in story form Real stats connected to real stories 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
  55. 55. Help the message spreadfaster and farther.
  56. 56.  Leadership  Giveaways Faculty and Staff  Website Parents  SEO Alumni  Blog Ambassadors  Email newsletter Referral generation  Social media Customer service  Photos Personal conversations  Video Group meetings  Online reviews
  57. 57.  The most effective way to spread word of mouth is through face-to-face conversations. © 2011 Cherry+Company
  58. 58. Talkers Talk Face-to-Face―More than 90 percent of the conversations about products, services, and brands that take placeevery 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
  59. 59. 1. New love is powerful2. Love and money don‘t mix3. Nobody talks more than a lover‘s scorn
  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. Faculty and Staff © 2010 Cherry+Company
  62. 62.  Retention is the responsibility of every faculty and staff member at your school: ◦ Performance ◦ Relationships ◦ Quality ◦ Communication ◦ Service © 2012 Enrollment Catalyst
  63. 63. Parents © 2010 Cherry+Company
  64. 64.  Since your parents are the best marketers for your school, it is important to give them tools to share.
  65. 65. Card sent to parentsat Wheaton ChristianGrammar School
  66. 66. Postcard and carmagnet sent toparents at SaintStephen‘s
  67. 67.  Give away items that have your school‘s brand on them: ◦ T-shirts ◦ Coffee mugs ◦ Car magnets ◦ Grocery bags ◦ Gym towels © 2012 Enrollment Catalyst
  68. 68. © 2012 Enrollment Catalyst
  69. 69.  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
  70. 70. High Point University provides―WOW‖ moments for prospectiveand campus students
  71. 71.  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.
  72. 72. ―Companies create buzz with great follow- up, T-shirts and other promotionalmerchandise, free events, outrageous acts of kindness—anything that contributes to an overall culture of buzz.‖ • Jantsch, The Referral Engine © 2012 Enrollment Catalyst
  73. 73.  It is better for parents to visit your school in a one-on-one environment than to attend an open house in the evening or on the weekend when the school is not in session. Every day should be an open house for prospective families at your school.
  74. 74.  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
  75. 75.  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)
  76. 76.  Host a special ―friend‘s‖ 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!
  77. 77. Refer a student form
  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. Life After Chandler showcases the schoolsthat their 8th grade graduates attend
  82. 82. Four ―unbound‖ short books thattell the Dana Hall story in fourdifferent ways
  83. 83. Throwback Thursday Posts
  84. 84. Website features a story of the person of the week Admissions ―Drop-In Wednesday‘s‖
  85. 85. © 2012 Enrollment Catalyst
  86. 86. ―I am CDS‖ allows you to click on a child‘sface to read their story
  87. 87. ―Student Voices‖ share theirperspectives on the school
  88. 88. Homepage features severalquotes from students, facultyand alumni. The user can clickon the image to read and viewmore of the story.
  89. 89. Homepage features arotating student storythat can be clicked on tofind out what CA meansto the student.
  90. 90. © 2012 Enrollment Catalyst
  91. 91. In the Spotlighthighlights keystories on thehomepage
  92. 92. © 2012 Enrollment Catalyst
  93. 93. © 2012 Enrollment Catalyst
  94. 94. 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. It‘s fun!
  95. 95. © 2012 Enrollment Catalyst
  96. 96. 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.
  97. 97. Head of School Blog
  98. 98. Student bloggers tell the Crystal Springs story
  99. 99. Cushing Studentsand faculty writeblog posts to sharetheir trip to Bhutan
  100. 100. Student Ambassador Blog
  101. 101. © 2012 Enrollment Catalyst
  102. 102.  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
  103. 103.  Pictures with captions and stories Blog posts Video vignettes Ask for likes Ask questions Summer vacation pictures
  104. 104.  Ask admitted parents to post the following on their FB page: ―My children were just admitted to XYZ School and will be attending this Fall!‖ Provide a timeline photo header with a school photo and logo in it to your parents.
  105. 105. This post features 27 photosfrom around campus in March
  106. 106. Photos tell thestory at MiamiCountry Day
  107. 107. © 2012 Enrollment Catalyst
  108. 108.  Produce short video vignettes to provide real-life testimonials and stories about your school. Post videos to YouTube, Vimeo or another service. Feed them back into your website or send them out through an email. © 2012 Enrollment Catalyst
  109. 109.  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?‖
  110. 110.  Traditions A Day in the Life Lower School Students Say it Best College Reps Key Brand Messages One Topic, Four Perspectives (Student, Parent, Faculty, Alumnus) Affordability
  111. 111.  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
  112. 112. Assumption ―Firework‖ Lip Dub now has over44,000 views on YouTube!
  113. 113. Homepage provides access to three videosto highlight the uniqueness of the school.
  114. 114. Video testimonials in the admissions section
  115. 115. Video tells the story from a student‘s perspectiveof the 10 things they love about Deerfield
  116. 116. Video vignettes showcase why students andparents chose DVFS
  117. 117. Brookwood‘s BTube page contains a variety of videos showcasing the life of the school.Brookwood‘s BPod pagecontains a picture andcaption of the day.
  118. 118. Social Media Mash-Up Page
  119. 119.  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
  120. 120. © 2012 Enrollment Catalyst
  121. 121. Join the conversation.
  122. 122.  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: ◦ Web (blogs, school reviews, Facebook, etc.) ◦ Groups ◦ Individuals ◦ Events © 2011 Cherry+Company
  123. 123.  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
  124. 124. Measure and understand.
  125. 125.  It is important to regularly review what people are saying about you: ◦ In the parking lot ◦ On the web ◦ GreatSchools, Google, PrivateSchoolReview ◦ Facebook ◦ Surveys ◦ Focus Groups ◦ Google alert © 2011 Cherry+Company
  126. 126.  Survey your parents annually by conducting an overall parent satisfaction and perception 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. © 2009 Cherry+Company
  127. 127. Actually, this is the beginning foryou to go and develop your ownword of mouth marketing planfor your school.
  128. 128. For More Information: Enrollment Catalyst Rick Newberry, Ph.D. 9770 Indian Key Trail Seminole, FL 33776 727.647.0378Rick.Newberry@enrollmentcatalyst.com www.EnrollmentCatalyst.com © 2012 Enrollment Catalyst
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