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Referrals: Word of Mouth Marketing Your Private School
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Referrals: Word of Mouth Marketing Your Private School

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The best customers we have have been referred to us by happy families. On top of that those student families that have been referred to us often turn out to be our best clients. …

The best customers we have have been referred to us by happy families. On top of that those student families that have been referred to us often turn out to be our best clients.

How can your school get more referrals?

Follow the steps outlined in this marketing presentation from Social Catalyst Executive Advisor, Travis Allison.

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  • \n
  • How do people choose an independent school?\n
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  • emotional connection\n
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  • WOM and Connection\n
  • [SHOW CAMERA] Given a Canon Rebel film camera for graduating from Uni. nothing fancy used it everyday at camp 2000 slides a year just for camp. One fall something happened that made me a Canon customer for life\n\n
  • [DIGITAL REBEL] working with a group in the fall, took my camera and clipped it off at the top of the Zipline pole while I worked. When I had a chance I would take a couple of pictures of people [30D] enjoying camp in the beautiful colours of fall. people had a great time, lots of magical camp moments and then they went home that Sunday\n
  • [40D] 2 weeks later I was packing for a trip home to see my family, had everything ready to go but found that my camera wasn't in my bag. This is the important part of the story: in that 2 weeks we had the tail end of a hurricane with torrential rain and 30 mph winds [7D] before I left to go I put on my harness, climbed up the pole and grabbed my camera. It has never stopped working. I was a professional photographer. I use only Canon cameras\n\n
  • people do you think I’ve told that story to?\n
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  • referred customers are better customers, better understanding of your school, \nhave a social responsibility to referrer, lifetime value of a customer is unlimited when you factor in referrals\n
  • referring is a process that fires of receptors in your Hypothalamus\npleasure in doing good and getting recognized, sense of belonging\nsocial drive/need to make referrals\n
  • human survival tactic, builds credit in referrers community, deeply satisfying\nasking for a referral just allows others the satisfaction of being a resource to others\n
  • when I turned 28 I decided to do something I'd dreamed of for my whole life\nI saved up and had my kilt made\n
  • beautiful, Allison tartan, very proud.\nspend $1200 to have formal wear that will last me for the rest of my life\nafter I picked up my kilt I rushed home and got it out of the bag: GRAVIS Allison\n
  • when we got married 2 years I need to have my kilt adjusted. uncomfortable about it but proud that with a lot of hardwork I had quit smoking after almost 15 years. Went to the counter at the Scottish Shop: sheepishly told them that I had gained 40 pounds and needed to have my kilt resized\nimage this scene: me in store full of people, embarrassed to ask to have my kilt altered and this wee Scottish lady yelling out "Ye Got FAT"\n
  • people do you think I’ve told that story to?\n
  • surprise them; make them feel good about themselves; you need a complete school experience that excites, delights and surprises customer, then they will talk about you\n\n
  • Seth Godin quote: If the marketplace isn’t talking about you, there is a reason. The reason is that you're boring.\ninterviewed Seth for CampHacker.org: When you look at your camp and say "We couldn't be WEIRDER" then you are starting to be remarkable\n
  • Referred customers will factor value into decision, get out of competing on price\nhave social proof\nif you are referred as the best possible choice people will expect to pay more\n
  • the referral engine\n
  • of marketing\n
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  • Show you a video (Scandanavian Air)\n
  • Scandanavian air\n
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  • low cost: on your blog, FB , YouTube\nie Hubspot.com: new free downlaodable pdf weekely\nwhy\nget past built in sales resistance, build trust, show that you are an expert in child care\n
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  • put your marketing where they are - not interruption but an added value\nwrite/produce video to draw people in\nsales 2ndary or maybe even unnecessary\n
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  • customer chooses to be in contact with you\n
  • CampHacker blog, CampHacker podcast, email newsletter, new video show with Scott Arizala,\nSetting up Camp Pros group on FB, even sharing camp ideas on pinterest\n
  • CampHacker blog, CampHacker podcast, email newsletter, new video show with Scott Arizala,\nSetting up Camp Pros group on FB, even sharing camp ideas on pinterest\n
  • CampHacker blog, CampHacker podcast, email newsletter, new video show with Scott Arizala,\nSetting up Camp Pros group on FB, even sharing camp ideas on pinterest\n
  • CampHacker blog, CampHacker podcast, email newsletter, new video show with Scott Arizala,\nSetting up Camp Pros group on FB, even sharing camp ideas on pinterest\n
  • CampHacker blog, CampHacker podcast, email newsletter, new video show with Scott Arizala,\nSetting up Camp Pros group on FB, even sharing camp ideas on pinterest\n
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  • natural for educators\ncreate communities for your families: FB Pages, Pinterest Board, Tumblr blog for teens\n
  • NOT SALES-y remember offline: in-city clothing donation drive, Christmas tree choosing party\n
  • of marketing\n
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  • What does that mean? These are steps along the path to becoming a school family\n
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  • online, at school, in communication\n
  • (who is yours?) don’t need to be all for everyone but find someone who\n\n
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  • goods, $\n
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  • to get to know us\n
  • use website to set yourself apart, project openness\n10 things on YouTube\nNewsletter to know how you will make it easy for a student to come to school\n
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  • part of this step, too\n
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  • free report: benefits of a private school education; research\nHow-to checklist: prepare your child for first day of school\nOnline seminar: new parent's orientation; \n
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  • run a "day at school" 2ce a year - Put out a highlight video of your biggest event: talent show, sports tournament,\ntraditional: slideshows with staff present, Low risk trial: 2 saturdays at school\n
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  • great orientation: parents; kids; multimedia; first day checklist, reminder or personal call the week before school starts\n
  • create a people you need to know booklet that can be printed out: principal, counsellor, teachers, coaches\none for parents and one for kids\nlaminate and hand out as soon as get onsite\n
  • sign up for next September\n
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  • - what sports or clubs are at the next skill level - how to know if your child is ready to move from instructional to competitive swimming - best practices of school parents - when to start to talk about going to a new school - what age\n- school calendar: field trips, special events\n
  • seek feedback, online form, calls\n
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  • make it easy for them to refer you, customer marketing board\n
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  • what happens next? who to contact with questions, how to get the most of your child's school experience? be funny, What we need from you to get started, What you must send us and when, How to resolve problems, our referral expectations, guarantees, what they can expect if we don't perform as promised\n
  • give them something extra (what examples have you heard?)\n
  • gift certificate to wash and fold b/c kids laundry b/c they’ll be wearing a a uniform going forward\nSend a note with "have a great school year" and a pack of pencil crayons\ngive them a free car wash after driving up to a dirty sports field.\ntake a picture of siblings at school and mail them a print (Wenonah)\n
  • Confirmation letter + send a picture of the staff on the 1st day of training, letter from their teacher BEFORE they come, picture of child at school, follow-up 2nd week\n
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  • movie passes, flowers, include in brainstorming, exclusive gatherings for Champs, introduce to your strategic partners, send them links of things that interest them or will help them in their business, feature their testimonial in your marketing material, give them after school programs, take a bunch out to lunch - let them network with each other, use the school for free: lunches, anniversaries, fundraisers\n
  • Personalized Referral Cards, when submitted we know it comes from them; gift certificates that they can hand out, special offers that they only find out about when they refer, Exclusive bring-a-friend events (Women's Networking, week at the summer day camp), personalized landing page\n
  • someone says you're incredible, when they send you in a testimonial, when you get 1 referral ask for more, When their child finishes the school year, When they do refer\ncall and ask them WHY, Staff bonuses for referrals they ask for\n
  • When they do refer\ncall and ask them WHY\n\n
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  • Transcript

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