Outreach Marketing and Client Enrollment

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Strategies developed for client acquisition. Topics include: brand positioning, target markets & client profiles, client experience, tactical execution, collaborative partnerships, media relations, data tracking and results, key challenges, outreach and enrollment best practices, outreach and enrollment kits, program tuition, enrollment flow, criteria and selection of clients, intake and assessment, data tracking, and client enrollment snapshot.

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Outreach Marketing and Client Enrollment

  1. 1. anewamerica Outreach Marketing & Client Enrollment Guide Mimi Nguyen
  2. 2. Phase I Prospective Client Phase II Partnership Phase III Media Outreach Targets
  3. 3. 1. Planning Phase 2. Cottage industry / start-up phase 3. Fast-tracker / expansion phase 4. Previous business owner 5. Career Transition 6. Self-employment 7. Unemployed 1. Female household 2. Vocational / Re-entry 3. Citizenship classes 4. Refugee resettlement 5. ESL students 6. Low-moderate income 7. Families of immigrants Client Profile
  4. 4. Client Experience Information Transfer Intake / assessment Enrollment Class Step 1 Step 2 Step 4 Step 5 SelectionStep 3
  5. 5. Partnership MESSENGER CBO Vocational WFIA/ETPL Women’s Organization Career Center Community College Mutual Assistance Group Faith-Based Center Social Service Agency Consulate Office Referral / Word-of-Mouth Ethnic Chambers  Identify Client Base  Research & Review  Placement & Need  Sector & Distribution
  6. 6. Public Relations  Media Sources  Business & Immigration Issues  Key Contacts  PSA & Pro-bono ads  Paid Ads Write Interview Broadcast Prepared by Mimi Nguyen, July 2005
  7. 7. Outreach Tracking Data
  8. 8. 12 Outreach Tracking Results
  9. 9. Challenges – San Jose  CBDG compliance  definition of enrollment  data collection / follow-up  selection / retention  high tuition  class too long  outreach / advertising
  10. 10. Outreach Best Practices – San Jose  Partner referrals  Location  Good retention with local clients  promoting TA services  payment cheat sheet
  11. 11. More Outreach Best Practices – English Cohort  identify client base  research / review  placement & need  distribution  Enrollment checklist and tracking  Outreach and enrollment kits  Branding and positioning  1:1 information sessions  Email campaign / distribution  Flexible payment plan and tuition breakdown for 3 year service  Volunteers’ admin support Targeting CBOs
  12. 12. 22 Enrollment Kit  VBI Intake  Business Skills / Experience Assessment  Program Agreement  WBC Agreement  Media / client stories  Flier & brochure  Class Schedule  Campus map  Freeway directions Resources  Marketing plan worksheet  Traits of Successful Entrepreneurship  10 Secrets to Success
  13. 13. 23 Program Tuition  Business planning and training  Business coaching / TA  Business plan certificate  Facilities, research, resources  PR and marketing opportunities  Sliding scale fee  Installment plans  Family and full-payment discount  Case by case evaluation everyone receives scholarships

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