Putting the wow into your school's wom, NYSAIS Presentation
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Putting the wow into your school's wom, NYSAIS Presentation

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This presentation was presented at the NYSAIS Conference at Mohonk Mountain House in April 2014. During this presentation, I discuss a primer on word of mouth marketing, eight drivers of word of......

This presentation was presented at the NYSAIS Conference at Mohonk Mountain House in April 2014. During this presentation, I discuss a primer on word of mouth marketing, eight drivers of word of mouth, 15 strategies to implement at your school, example word of mouth marketing campaigns and a review of the top NYSAIS websites that tell their school's story online.

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  • 1. Rick Newberry, Ph.D. Rick.Newberry@EnrollmentCatalyst.com www.EnrollmentCatalyst.com © 2014 Enrollment Catalyst
  • 2. }  During this presentation we will discuss how you can put the WOW into your school’s WOM! © 2014 Enrollment Catalyst
  • 3. Education Admissions and Marketing Family Blog Coaching © 2014 Enrollment Catalyst
  • 4. }  President, Enrollment Catalyst }  Enrollment and Marketing Strategy Coach }  Blog at www.enrollmentcatalyst.com/blog
  • 5. 8
  • 6. Enrollment Catalyst partners with schools to provide coaching for leaders in their enrollment management and marketing systems and strategies needed to reach their goals. © 2014 Enrollment Catalyst
  • 7. © 2014 Enrollment Catalyst
  • 8. }  Introduction }  A primer on word of mouth marketing }  What drives word of mouth? }  15 strategies to drive word of mouth at your school }  Examples of word of mouth marketing campaigns }  NYSAIS review of websites that tell their school’s story
  • 9. Word of Mouth drives buying decisions including those of your prospective parents. © 2014 Enrollment Catalyst
  • 10. 15
  • 11. }  We rely upon word of mouth in our own buying decisions.
  • 12. “Word-of-mouth recommendations from friends and family…are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013.” •  Nielson 84% Trust Word of Mouth
  • 13. “92% of all consumers report that a word of mouth recommendation is the ‘leading reason they buy a product or service’.” •  Rand, Highly Recommended
  • 14. Word-of-mouth is the number one way that parents first find out about your school.
  • 15. Isn’t it ironic that even though we know that word of mouth is our leading inquiry source, we don’t… ◦  Develop and implement a word of mouth marketing plan ◦  Cut back on our traditional, outbound marketing strategies ◦  Give our parents tools to share ◦  Tell our school’s story very well ◦  Use our website to tell stories of students, parents, faculty and alumni ◦  Drive more word of mouth by asking parents to invite their friends to consider your school
  • 16. A primer on word of mouth marketing. © 2014 Enrollment Catalyst
  • 17. WOMbound Marketing
  • 18. “WOMbound is the intentional and proactive strategy to generate, facilitate and inspire word of mouth through your advocates. It is how brand advocacy works by harnessing the power of word of mouth to reach your prospective parents and students most effectively.” •  Rick Newberry, Enrollment Catalyst WOMbound
  • 19. Ø  New media Ø  Web-based Ø  Pull Ø  Listen Ø  Engage Ø  Hub Ø  Authentic Ø  Content Ø  Stories Ø  Old media Ø  Traditional Ø  Push Ø  Interrupt Ø  Broadcast Ø  Megaphone Ø  Slick Ø  Ads Ø  Slogans Ø  People Ø  Mouth Ø  Advocate Ø  Share Ø  Relate Ø  Conversation Ø  Trustworthy Ø  Experience Ø  Credibility
  • 20. “Word of mouth is more effective than traditional advertising for two reasons: First, it’s more persuasive. Second, word of mouth is more targeted.” •  Berger, Contagious More Effective
  • 21. “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 WHAT IS WORD OF MOUTH MARKETING?
  • 22. “The best marketing is the kind you don’t buy.” “If parents are satisfied, you won’t have to spend a dime to advertise. We talk continually about the education of our children.” “Your best marketing is with current parents and students being satisfied with their education. “
  • 23. “Stop spending so much money. Word of mouth from satisfied families is your best marketing. An ad is not going to influence anyone.” “When you have a great product, it is much easier to market and word of mouth will be much stronger.”
  • 24. Eight factors that drive Word of Mouth at your school. © 2014 Enrollment Catalyst
  • 25. Word of Mouth Satisfaction Quality Passion Loyalty Trust Service Stories YOU/People
  • 26. Satisfaction
  • 27. Pleased. Happy. Expectations match Experience.
  • 28. Quality
  • 29. “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 © 2014 Enrollment Catalyst
  • 30. “The best word of mouth is how a company does business every single day.” •  Phillips, Cordell, Church, Moore, The Passion Conversation
  • 31. Passion
  • 32. “You must have have community before you can ever even begin to dream of a movement. And you know what moves conversation within a community to advocacy, the fuel for movements? Passion.” •  Phillips, Cordell, Church, Moore, The Passion Conversation
  • 33. “People will only talk about you if they are inspired by their own passion.” •  Phillips, Cordell, Church, Moore, The Passion Conversation
  • 34. Your parents will talk about their children (their passion) and about their education when they see the difference that your school makes in their child.
  • 35. Loyalty
  • 36. Faithfulness or devotion to your school. Continued enrollment. Advocate and supporter for your school.
  • 37. Trust
  • 38. “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
  • 39. “Every brand and every recommendation, no matter how big or how small, no matter how reserved or vocal, online or offline, begins with a relationship.” •  Rand, Highly Recommeneded
  • 40. Word of mouth is shared and believed in trusted relationships. Enrollment rises and falls on leadership and relationships.
  • 41. Service
  • 42. © 2014 Enrollment Catalyst
  • 43. }  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.
  • 44. Stories
  • 45. “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 © 2014 Enrollment Catalyst
  • 46. We live in a story. We relate to stories. We listen to stories. We can see ourselves in a story. © 2014 Enrollment Catalyst
  • 47. “Like authors Chip and Dan Heath informed us, stories stick. And here’s why: We internalize stories. They become personal to us, because we can imagine experiencing them ourselves.” •  Phillips, Cordell, Church, Moore, The Passion Conversation
  • 48. “No matter who you are or what kind of company or organization you work for, your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase.” •  Vaynerchuk, Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World
  • 49. “People don’t just share information, they tell stories.” •  Berger, Contagious
  • 50. }  Stories about real people ◦  Faculty ◦  Staff ◦  Coaches ◦  Students ◦  Parents ◦  Alumni
  • 51. YOU! People
  • 52. “Marketers do not decide what gets talked about—People do.” •  Phillips, Cordell, Church, Moore, The Passion Conversation
  • 53. “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 © 2014 Enrollment Catalyst
  • 54. You need to implement a WOMbound marketing strategy at your school to drive word of mouth!
  • 55. The following are 15 strategies that you can use to drive word of mouth at your school. © 2014 Enrollment Catalyst
  • 56. #1 You Need a Plan 75
  • 57. 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? Ø  Sernovitz, Word of Mouth Marketing
  • 58. #2 Marketing Director = Storyteller 78
  • 59. }  A school doesn’t need a marketing director to place ads or design fliers; A marketing director should drive the storytelling and word of mouth marketing effort at the school.
  • 60. #3 90%+ of WOM is Face-to-Face 80
  • 61. “More than 90 percent of the conversations about products, services, and brands that take place every day in America happen offline.” •  Keller and Fay, The Face-to-Face Book Talkers Talk Face-to-Face
  • 62. }  Personal Meetings }  Coffee and Conversation Meetings }  In Home Vision Meetings }  Large Group Meetings }  State of the School Address }  Car Line Greeting
  • 63. #4 Parent Advocates and Ambassadors 83
  • 64. Word of Mouth Advocates Ambassadors
  • 65. 1.  Encourage all of your parents to be talkers for your school. 2.  Launch a parent ambassador’s program.
  • 66. #5 New Parents = New Love 87
  • 67. }  New parents can be the best resources for your school to reach out to their previous school, church, club, neighborhood or other group.
  • 68. 1.  New love is powerful 2.  Love and money don’t mix 3.  Nobody talks more than a lover’s scorn
  • 69. #6 Give Your Parents Tools to Share 90
  • 70. Postcard and car magnet sent to parents
  • 71. 93
  • 72. •  Brochure •  Fact Sheet / Infographic •  Talking Points •  Business card •  Video •  Email to share •  Giveaways •  Spirit wear
  • 73. #7 Ask Your Parents 95
  • 74. }  Tell the story of your school by communicating experiences in their own words. }  Invite a friend to experience your school by visiting campus. }  Write an online review of their experiences }  “Like” your school’s Facebook page and participate in the conversation. }  Direct friends to your website to check out your school. }  Refer a friend to the admissions office by having a designated form on your website.
  • 75. #8 Soft-Sell Introduction Events 97
  • 76. }  Library story time }  Play dates }  A day at the zoo }  Botanical Gardens }  Mommy and Me
  • 77. #9 Tell Stories 99
  • 78. }  Website }  Blog }  Facebook }  Social Media Sites }  Online Reviews 10 0
  • 79. #10 Involve Your Students 10 3
  • 80. }  Student Ambassador Tour Guides }  Student Blog }  Marketing Group }  Testimonials and Stories }  Videos }  Events 10 4
  • 81. }  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!
  • 82. #11 Capture the Moment 10 6
  • 83. 10 8
  • 84. #12 Use Video and Be Creative 10 9
  • 85. Assumption “Firework” Lip Dub now has over 55,000 views on YouTube!
  • 86. #13 Do Something Memorable 11 2
  • 87. }  First day of school }  Birthdays }  Middle school hoodies }  Give something away }  Send a personal note }  School closing announcement 11 3
  • 88. #14 Wow Visitors 11 5
  • 89. High Point University provides “WOW” moments for prospective and campus students
  • 90. #15 Measure your NPS
  • 91. }  On a scale from 0 to 10, with 10 being very likely, how likely are you to recommend a friend to your school?
  • 92. }  Score of 9 or 10 }  Loyal enthusiasts who keep returning and refer others, fueling growth.
  • 93. }  Scores of 7 or 8 }  Satisfied or unenthusiastic parents who are vulnerable to other options; may have some concerns but continue to stay the course
  • 94. }  Scores from 0 to 6 }  Unhappy parents who can damage your school’s brand and impede growth through negative word of mouth.
  • 95. %Promoters - %Detractors = NPS
  • 96. We will look at several schools and their word of mouth marketing campaigns. © 2014 Enrollment Catalyst
  • 97. 13 6
  • 98. 520 540 560 580 600 620 640 660 680 700 Enrollment Re-enrollment for the 2014-15 school year is the highest ever!
  • 99. Sent to Parents by division and all Faculty
  • 100. Based on my review of all of the NYSAIS websites… © 2014 Enrollment Catalyst
  • 101. }  Some bright spots but many schools need a website overhaul }  Similar look and feel }  Some poor first impressions }  Limited storytelling focus }  Homepage doesn’t tell the prospective parent about the school }  Static copy and not engaging }  Out-of-date blogs
  • 102. Bottom 10 NYSAIS Websites
  • 103. You really didn’t think I would show the bad ones, did you?
  • 104. Top 10 NYSAIS Websites
  • 105. #10
  • 106. #9
  • 107. #8
  • 108. #7
  • 109. #6
  • 110. #5
  • 111. #4
  • 112. #3
  • 113. #2
  • 114. #1
  • 115. Your website should primarily be a marketing tool to tell the story and stories about your school.
  • 116. What will you take away and implement as a result of this presentation?
  • 117. What will you take away and implement at your school as a result of this presentation?
  • 118. Actually, this is the beginning for you to put the WOW into your school’s WOM.
  • 119. For More Information: Enrollment Catalyst Rick Newberry, Ph.D. 9770 Indian Key Trail Seminole, FL 33776 727.647.0378 Rick.Newberry@enrollmentcatalyst.com www.EnrollmentCatalyst.com www.Facebook.com/EnrollmentCatalyst @RickNewberry © 2014 Enrollment Catalyst