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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
Developing your School's WOM Marketing Plan, TIAS 2012
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Developing your School's WOM Marketing Plan, TIAS 2012

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This workshop was presented at the TAIS Biennial Conference in Memphis on how to develop your school's word of mouth marketing plan.

This workshop was presented at the TAIS Biennial Conference in Memphis on how to develop your school's word of mouth marketing plan.

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  • 1. Rick Newberry, Ph.D.Rick.Newberry@EnrollmentCatalyst.comwww.EnrollmentCatalyst.com © 2012 Enrollment Catalyst
  • 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. FamilyBlogCoaching © 2012 Enrollment Catalyst
  • 4. © 2012 Enrollment Catalyst
  • 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. Word of Mouth is the numberone reason how prospectivefamilies discover your school. © 2012 Enrollment Catalyst
  • 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.  We rely upon word of mouth in our own buying decisions.
  • 9. Think about the top twoways that parents find out about your school… © 2012 Enrollment Catalyst
  • 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. Word-of-mouth is the number one marketing strategy for enrollment success. © 2012 Enrollment Catalyst
  • 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. “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. We will apply the 5 T’s of WOMto your school’s marketingstrategy to ensure enrollmentsuccess. © 2012 Enrollment Catalyst
  • 15. Parking Lot Face to Phone Face ParentChurch/ Talk Starbucks Club Email Web © 2012 Enrollment Catalyst
  • 16. Blogs SocialFacebook Media Sites Web Talk Great Google Schools Online Reviews © 2012 Enrollment Catalyst
  • 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. © 2012 Enrollment Catalyst
  • 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.  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. Are you giving your parents a reason to talk about your school? © 2012 Enrollment Catalyst
  • 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. Are you giving your parents any stuff that they can talk about? © 2012 Enrollment Catalyst
  • 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. How can you make it easier for the conversation to take place? © 2012 Enrollment Catalyst
  • 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. Is word of mouth marketing part of your strategy? © 2012 Enrollment Catalyst
  • 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. We need a framework for ourword-of-mouth marketing plan © 2012 Enrollment Catalyst
  • 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. Find people who will talkabout your school
  • 32.  Employees Parents (Current and Former) Students (Current and Former) Alumni Grandparents Vendors School administrators Pastors and clergy Anyone
  • 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. 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. 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.  Passion for your school Credibility among their peer Connections at school and in the community Opportunity to be involved
  • 37.  New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group.
  • 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.  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.  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.  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. 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. Give people a reason to talk
  • 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.  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. 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. “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.  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. © 2011 Cherry+Company
  • 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. © 2011 Cherry+Company
  • 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. “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.  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. Help the message spreadfaster and farther.
  • 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.  The most effective way to spread word of mouth is through face-to-face conversations. © 2011 Cherry+Company
  • 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. 1. New love is powerful2. Love and money don’t mix3. Nobody talks more than a lover’s scorn
  • 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. Faculty and Staff © 2010 Cherry+Company
  • 62.  Retention is the responsibility of every faculty and staff member at your school: ◦ Performance ◦ Relationships ◦ Quality ◦ Communication ◦ Service © 2012 Enrollment Catalyst
  • 63. Parents © 2010 Cherry+Company
  • 64.  Since your parents are the best marketers for your school, it is important to give them tools to share.
  • 65. Card sent to parentsat Wheaton ChristianGrammar School
  • 66. Postcard and carmagnet sent toparents at SaintStephen’s
  • 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. © 2012 Enrollment Catalyst
  • 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. High Point University provides“WOW” moments for prospectiveand campus students
  • 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. “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
  • 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.  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.  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.  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. Refer a student form
  • 78.  Programs ◦ Academics, Athletics, Arts, Service, Technology, Faith, Character People ◦ Students, Parents, Leadership, Faculty, Staff, Coaches, Alumni Results
  • 79. © 2012 Enrollment Catalyst
  • 80. Each “Dot” Represents an Alumni Story
  • 81. Life After Chandler showcases the schoolsthat their 8th grade graduates attend
  • 82. Four “unbound” short books thattell the Dana Hall story in fourdifferent ways
  • 83. Throwback Thursday Posts
  • 84. Website features a story of the person of the week Admissions “Drop-In Wednesday’s”
  • 85. © 2012 Enrollment Catalyst
  • 86. “I am CDS” allows you to click on a child’sface to read their story
  • 87. “Student Voices” share theirperspectives on the school
  • 88. Homepage features severalquotes from students, facultyand alumni. The user can clickon the image to read and viewmore of the story.
  • 89. Homepage features arotating student storythat can be clicked on tofind out what CA meansto the student.
  • 90. © 2012 Enrollment Catalyst
  • 91. In the Spotlighthighlights keystories on thehomepage
  • 92. © 2012 Enrollment Catalyst
  • 93. © 2012 Enrollment Catalyst
  • 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. © 2012 Enrollment Catalyst
  • 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. Head of School Blog
  • 98. Student bloggers tell the Crystal Springs story
  • 99. Cushing Studentsand faculty writeblog posts to sharetheir trip to Bhutan
  • 100. Student Ambassador Blog
  • 101. © 2012 Enrollment Catalyst
  • 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.  Pictures with captions and stories Blog posts Video vignettes Ask for likes Ask questions Summer vacation pictures
  • 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. This post features 27 photosfrom around campus in March
  • 106. Photos tell thestory at MiamiCountry Day
  • 107. © 2012 Enrollment Catalyst
  • 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.  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.  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.  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. Assumption “Firework” Lip Dub now has over44,000 views on YouTube!
  • 113. Homepage provides access to three videosto highlight the uniqueness of the school.
  • 114. Video testimonials in the admissions section
  • 115. Video tells the story from a student’s perspectiveof the 10 things they love about Deerfield
  • 116. Video vignettes showcase why students andparents chose DVFS
  • 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. Social Media Mash-Up Page
  • 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. © 2012 Enrollment Catalyst
  • 121. Join the conversation.
  • 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.  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. Measure and understand.
  • 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.  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. Actually, this is the beginning foryou to go and develop your ownword of mouth marketing planfor your school.
  • 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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