Rick Newberry, Ph.D.Rick.Newberry@EnrollmentCatalyst.comwww.EnrollmentCatalyst.com                                        ...
   During this session, we will focus our    discussion on word of mouth and web-    based marketing strategies for enrol...
Michigan StateStarbucksFamilyBlogCoaching                 © 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
© 2012 Enrollment Catalyst
Enrollment Catalyst partners with schools to  provide coaching for school leaders in theirschool’s enrollment management a...
Clients
Some school observationsfrom travels and consultingacross the country                    © 2012 Enrollment Catalyst
   We lack marketing knowledge, training and    expertise.   We lack resources and staffing (and the    commitment to ma...
   We often take a shotgun approach to    marketing.   We have a plan for improving our school but    don’t have a marke...
The marketing landscape hasshifted from outbound toinbound strategies.                   © 2012 Enrollment Catalyst
Leadership              Enrollment &                     Quality               Marketing                       School     ...
© 2012 Enrollment Catalyst
“Traditional outbound marketing is wherebusinesses push their messages at consumers.”             • HubSpot, The 2012 Stat...
© 2012 Enrollment Catalyst
“Inbound Marketing is a set of marketingstrategies and techniques focused on pullingrelevant prospects and customers towar...
“For the last 50 years, companies such as Procter & Gamble, IBM, and Coca-Cola usedhuge amounts of money to efficiently in...
Excellent resourceon how to getfound by usingGoogle, SocialMedia and BlogsAlso see:www.hubspot.comfor many onlineresources...
   New media          Old media   Web-based          Traditional   Pull               Push   Listen             In...
   The   places we advertise   The   world wide web   The   desire for authenticity   The   power of referral in an on...
   Why do we hang on to the traditional    outbound advertising strategies?   Why are our marketing budgets comprised of...
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 stillthe number one way that your     parents first find out      about your school.                     ...
   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.
Trust is Key to WOM “If your customers won’t talk about your stuff,    you have to pay newspapers and TV shows            ...
Trust is Key to WOM“It comes down to trust. And people don’t trust      your company; people trust people.              Pe...
We will apply a WOMframework to develop yourschool’s marketing strategy toensure enrollment success.                    © ...
Parking                        Lot    Face to                                      Phone     Face                      Par...
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
“How can a business owner [AdmissionsDirector, Head of School] know that word ofmouth is so powerful and then do so little...
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 “One of the great misconceptions about word of   mouth marketing is that it’s all happeningonlin...
   Passion for your school   Credibility among their peers   Connections at your school and in the    community   Oppo...
   New parents can be the best resources for    your school to reach out to their previous    school, church, neighborhoo...
   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 ...
© 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                  Website   Faculty and Staff           SEO   Parents                     Blog   Alumn...
   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...
   Every meeting and conversation is an    opportunity to tell a story about your school    and to spread positive word-o...
1.   New love is powerful2.   Love and money don’t mix3.   Nobody talks more than a lover’s scorn
Faculty and Staff                © 2010 Cherry+Company
   Retention is the responsibility of every faculty    and staff member at your school:    ◦   Performance    ◦   Relatio...
   #1 – Your first and primary role at your school is    to serve the school with excellence in your area    of responsib...
“The brand on the outside is only             as strong as the brand on the inside.”                         –   Karl Spea...
    #2 – You have the opportunity and      responsibility to turn negative conversations      and gossip into positive br...
    #3 – Everyone should be a story-teller for      your school.      ◦ Stories about faculty, students and alumni should...
    #4 – Celebrate your students, parents and      colleagues.      ◦ As a community, we have the opportunity to        c...
    #5 – Welcome visitors on campus      ◦ When a prospective parent visits your classroom,        stop what you are doin...
    #6 – Focus on retaining students and families      in your sphere of influence.      ◦   Excellence in what you do.  ...
    #7 – Provide outstanding customer service to      the parents that you serve.      ◦ Roll out the red carpet for your...
    #8 – Make every effort to make this one      school where everyone works together toward      the same goal.      ◦ W...
    #9 – Take the time to make personal      connections with parents and students.      ◦   A handwritten note.      ◦  ...
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 promotional merchandise,  free events, outrageous acts of k...
   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
   Place a “tell-a-friend” link    on every page of your    website.   Link should provide you    with fields to enter y...
   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
• Homepage provides dropdown  menus and special features• The Current Online Magazine  is in the format of a mini  website.
Online magazine format for the school
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
SEO Strategies                 © 2010 Cherry+Company
   SEO is the process of adjusting websites and    pages to gain higher placement in search    engine results.    ◦ Where...
   A successful SEO strategy begins with    research to discover the keywords that your    prospective parents use to sea...
   Competitor Keyword Research    ◦ Go to their website    ◦ Right click; view source
   Every page of your website should have a    unique title that is reflective of the content    and keywords used on the...
• The CSF website does not have unique  page titles or meta page descriptions for  search engine optimization.
   Canterbury website description in a Google search:
   Google Search: Private School in St. Petersburg    ◦ Results      Google AdWords shows ads for Shorecrest and       N...
   Google Search: Christian School in    St. Petersburg    ◦ Results      Google Ads shows ads for Shorecrest and Norths...
   It is critical for you to focus on search engine    optimization as part of your marketing    strategy.    ◦   Keyword...
   School administrators most often focus on    website design when launching a new site but    fail to focus on the most...
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 implementeffective word of mouth andweb-based marketing strategiesat your...
For More Information:         Enrollment Catalyst        Rick Newberry, Ph.D.        9770 Indian Key Trail         Seminol...
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
From WOM to the WEB, Effective  Marketing Strategies for your School, classical school conference
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From WOM to the WEB, Effective Marketing Strategies for your School, classical school conference

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This workshop was presented to the Arete Head of School Conference for Classical Christian School Administrators in Dallas, TX.

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From WOM to the WEB, Effective Marketing Strategies for your School, classical school conference

  1. 1. Rick Newberry, Ph.D.Rick.Newberry@EnrollmentCatalyst.comwww.EnrollmentCatalyst.com © 2012 Enrollment Catalyst
  2. 2.  During this session, we will focus our discussion on word of mouth and web- based marketing strategies for enrollment success at your school. © 2012 Enrollment Catalyst
  3. 3. Michigan StateStarbucksFamilyBlogCoaching © 2012 Enrollment Catalyst
  4. 4. © 2012 Enrollment Catalyst
  5. 5. © 2012 Enrollment Catalyst
  6. 6. © 2012 Enrollment Catalyst
  7. 7. Enrollment Catalyst partners with schools to provide coaching for school leaders in theirschool’s enrollment management and marketing strategies needed to reach their goals. © 2012 Enrollment Catalyst
  8. 8. Clients
  9. 9. Some school observationsfrom travels and consultingacross the country © 2012 Enrollment Catalyst
  10. 10.  We lack marketing knowledge, training and expertise. We lack resources and staffing (and the commitment to make this a budget priority). We gripe about not getting our school published in the local newspaper when we can publish anything we want for anyone to read about our school on the web. We place priority on marketing externally to our community and often neglect our most important market—our parents! © 2012 Enrollment Catalyst
  11. 11.  We often take a shotgun approach to marketing. We have a plan for improving our school but don’t have a marketing and enrollment plan for growth. We are intrigued by social media and web- based strategies but don’t know how to use them effectively. Our school brands and websites look like they were created many years ago! We don’t tell our story very well. © 2012 Enrollment Catalyst
  12. 12. The marketing landscape hasshifted from outbound toinbound strategies. © 2012 Enrollment Catalyst
  13. 13. Leadership Enrollment & Quality Marketing School Plan ExperienceCompetition Vision School Growth Faculty and Price Staff Parent Location Satisfaction Reputation © 2012 Enrollment Catalyst
  14. 14. © 2012 Enrollment Catalyst
  15. 15. “Traditional outbound marketing is wherebusinesses push their messages at consumers.” • HubSpot, The 2012 State of Inbound Marketing © 2012 Enrollment Catalyst
  16. 16. © 2012 Enrollment Catalyst
  17. 17. “Inbound Marketing is a set of marketingstrategies and techniques focused on pullingrelevant prospects and customers towards a business and its products.” • HubSpot, The 2012 State of Inbound Marketing © 2012 Enrollment Catalyst
  18. 18. “For the last 50 years, companies such as Procter & Gamble, IBM, and Coca-Cola usedhuge amounts of money to efficiently interrupt their way into businesses and consumer’swallets using outbound marketing techniques.The outbound marketing era is over. The next50 years will be the era of inbound marketing.” • Halligan and Shah, Inbound Marketing: Get Found Using Google, Social Media and Blogs © 2012 Enrollment Catalyst
  19. 19. Excellent resourceon how to getfound by usingGoogle, SocialMedia and BlogsAlso see:www.hubspot.comfor many onlineresources includingwebinars andpresentations © 2012 Enrollment Catalyst
  20. 20.  New media  Old media Web-based  Traditional Pull  Push Listen  Interrupt Engage  Broadcast Hub  Megaphone Authentic  Slick Content  Ads Stories  SlogansInbound Marketing Outbound Marketing
  21. 21.  The places we advertise The world wide web The desire for authenticity The power of referral in an online world The world of social media The need to be in a conversation The importance of creating remarkable content © 2012 Enrollment Catalyst
  22. 22.  Why do we hang on to the traditional outbound advertising strategies? Why are our marketing budgets comprised of these strategies? Why do we keep spending significant resources on strategies that don’t produce results?
  23. 23. Think about the top twoways that parents find out about your school… © 2012 Enrollment Catalyst
  24. 24. 1. Word-of-Mouth Consistently ranks as the number one way that families hear about your school.2. Web The Web is the first place a parent looks when they hear about your school from a word-of-mouth referral. © 2012 Enrollment Catalyst
  25. 25. Word-of-mouth is stillthe number one way that your parents first find out about your school. © 2012 Enrollment Catalyst
  26. 26.  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.”
  27. 27.  We rely upon word of mouth in our own buying decisions.
  28. 28. 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
  29. 29. Trust is Key to WOM“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
  30. 30. We will apply a WOMframework to develop yourschool’s marketing strategy toensure enrollment success. © 2012 Enrollment Catalyst
  31. 31. Parking Lot Face to Phone Face ParentChurch/ Talk Starbucks Club Email Web © 2012 Enrollment Catalyst
  32. 32. Blogs SocialFacebook Media Sites Web Talk Great Google Schools Online Reviews © 2012 Enrollment Catalyst
  33. 33. 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
  34. 34. © 2012 Enrollment Catalyst
  35. 35.  It builds credibility from satisfied customers. It produces better results than traditional advertising. It makes your brand stronger and more trusted. Your parents can reach your target audience better than you can. It’s your number one marketing strategy for your school! © 2012 Enrollment Catalyst
  36. 36.  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
  37. 37. Are you giving your parents a reason to talk about your school? © 2012 Enrollment Catalyst
  38. 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 © 2012 Enrollment Catalyst
  39. 39. Are you giving your parents any stuff that they can talk about? © 2012 Enrollment Catalyst
  40. 40. “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
  41. 41. How can you make it easier for the conversation to take place? © 2012 Enrollment Catalyst
  42. 42. “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
  43. 43. Is word of mouth marketing part of your strategy? © 2012 Enrollment Catalyst
  44. 44. “How can a business owner [AdmissionsDirector, Head of School] know that word ofmouth is so powerful and then do so little to take advantage of it?” • John Jantsch, The Referral Engine © 2012 Enrollment Catalyst
  45. 45. We need a framework for ourWord of Mouth marketing plan © 2012 Enrollment Catalyst
  46. 46. 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
  47. 47. Find people who will talkabout your school
  48. 48.  Employees Parents (Current and Former) Students (Current and Former) Alumni Grandparents Vendors School administrators Pastors Anyone
  49. 49.  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
  50. 50. 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
  51. 51.  Passion for your school Credibility among their peers Connections at your school and in the community Opportunity to be involved
  52. 52.  New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group.
  53. 53.  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
  54. 54.  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
  55. 55.  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
  56. 56. 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
  57. 57. Give people a reason to talk
  58. 58.  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
  59. 59.  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
  60. 60. 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
  61. 61. “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
  62. 62. © 2011 Cherry+Company
  63. 63. “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
  64. 64. © 2011 Cherry+Company
  65. 65. We live in a story. We relate to stories. We listen to stories.We can see ourselves in a story. © 2012 Enrollment Catalyst
  66. 66. “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
  67. 67.  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
  68. 68. Help the message spreadfaster and farther.
  69. 69.  Leadership  Website Faculty and Staff  SEO Parents  Blog Alumni  Email newsletter Ambassadors  Social media Referral generation  Photos Customer service  Video Personal conversations  Online reviews Group meetingsPeople Tools Web-Based Tools
  70. 70.  The most effective way to spread word of mouth is through face-to-face conversations. © 2011 Cherry+Company
  71. 71. 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
  72. 72.  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
  73. 73. 1. New love is powerful2. Love and money don’t mix3. Nobody talks more than a lover’s scorn
  74. 74. Faculty and Staff © 2010 Cherry+Company
  75. 75.  Retention is the responsibility of every faculty and staff member at your school: ◦ Performance ◦ Relationships ◦ Quality ◦ Communication ◦ Service © 2012 Enrollment Catalyst
  76. 76.  #1 – Your first and primary role at your school is to serve the school with excellence in your area of responsibility. ◦ You are the school’s brand. ◦ What you do best when you close the classroom door. ◦ Everyone is equally important in this effort.© 2012 Enrollment Catalyst
  77. 77. “The brand on the outside is only as strong as the brand on the inside.” – Karl Speak, President, Beyond Marketing Thought© 2012 Enrollment Catalyst
  78. 78.  #2 – You have the opportunity and responsibility to turn negative conversations and gossip into positive brand moments. Faculty & Staff Parents & Administrators Students© 2012 Enrollment Catalyst
  79. 79.  #3 – Everyone should be a story-teller for your school. ◦ Stories about faculty, students and alumni should be a regular part of your conversation. We need to communicate stories that will lift up the image of the school.© 2012 Enrollment Catalyst
  80. 80.  #4 – Celebrate your students, parents and colleagues. ◦ As a community, we have the opportunity to celebrate the successes of our students, parents and colleagues. ◦ Acknowledge student successes—Send at least five positive emails every week to parents in your class.© 2012 Enrollment Catalyst
  81. 81.  #5 – Welcome visitors on campus ◦ When a prospective parent visits your classroom, stop what you are doing and introduce yourself and your class to them. ◦ When you see a prospective parent on a tour, take a moment to welcome them to your school.© 2012 Enrollment Catalyst
  82. 82.  #6 – Focus on retaining students and families in your sphere of influence. ◦ Excellence in what you do. ◦ Positive communication. ◦ Timely response to parent concerns. ◦ Encouragement to remain part of the community. ◦ Channel concerns to the administration. ◦ Sell and promote the next level of the school. ◦ Make it your focus to retain the students and families in your class.© 2012 Enrollment Catalyst
  83. 83.  #7 – Provide outstanding customer service to the parents that you serve. ◦ Roll out the red carpet for your families. ◦ Create a “WOW” experience for your families.© 2012 Enrollment Catalyst
  84. 84.  #8 – Make every effort to make this one school where everyone works together toward the same goal. ◦ When the preschool wins, the entire school wins ◦ When the upper school wins, the preschool wins© 2012 Enrollment Catalyst
  85. 85.  #9 – Take the time to make personal connections with parents and students. ◦ A handwritten note. ◦ A positive email about their child. ◦ A birthday card on their special day. ◦ Something memorable that will be talked about.© 2012 Enrollment Catalyst
  86. 86. Parents © 2010 Cherry+Company
  87. 87.  Since your parents are the best marketers for your school, it is important to give them tools to share.
  88. 88. Card sent to parentsat Wheaton ChristianGrammar School
  89. 89. Postcard and carmagnet sent toparents at SaintStephen’s
  90. 90.  Give away items that have your school’s brand on them: ◦ T-shirts ◦ Coffee mugs ◦ Car magnets ◦ Grocery bags ◦ Gym towels © 2012 Enrollment Catalyst
  91. 91. © 2012 Enrollment Catalyst
  92. 92.  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
  93. 93. High Point University provides“WOW” moments for prospectiveand campus students
  94. 94.  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.
  95. 95. “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
  96. 96.  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.
  97. 97.  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
  98. 98.  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)
  99. 99.  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!
  100. 100. Refer a student form
  101. 101.  Place a “tell-a-friend” link on every page of your website. Link should provide you with fields to enter your friend’s name, email address, a short message and your information. Friend should receive an automated email referencing your referral and the website link. © 2011 Cherry+Company
  102. 102.  Programs ◦ Academics, Athletics, Arts, Service, Technology, Faith, Character People ◦ Students, Parents, Leadership, Faculty, Staff, Coaches, Alumni Results
  103. 103. © 2012 Enrollment Catalyst
  104. 104. Each “Dot” Represents an Alumni Story
  105. 105. Life After Chandler showcases the schoolsthat their 8th grade graduates attend
  106. 106. Four “unbound” short books thattell the Dana Hall story in fourdifferent ways
  107. 107. Throwback Thursday Posts
  108. 108. Website features a story of the person of the week Admissions “Drop-In Wednesday’s”
  109. 109. © 2012 Enrollment Catalyst
  110. 110. “I am CDS” allows you to click on a child’sface to read their story
  111. 111. “Student Voices” share theirperspectives on the school
  112. 112. Homepage features severalquotes from students, facultyand alumni. The user can clickon the image to read and viewmore of the story.
  113. 113. Homepage features arotating student storythat can be clicked on tofind out what CA meansto the student.
  114. 114. © 2012 Enrollment Catalyst
  115. 115. In the Spotlighthighlights keystories on thehomepage
  116. 116. © 2012 Enrollment Catalyst
  117. 117. © 2012 Enrollment Catalyst
  118. 118. 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!
  119. 119. © 2012 Enrollment Catalyst
  120. 120. 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.
  121. 121. Head of School Blog
  122. 122. Student bloggers tell the Crystal Springs story
  123. 123. Cushing Studentsand faculty writeblog posts to sharetheir trip to Bhutan
  124. 124. Student Ambassador Blog
  125. 125. © 2012 Enrollment Catalyst
  126. 126.  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
  127. 127.  Pictures with captions and stories Blog posts Video vignettes Ask for likes Ask questions Summer vacation pictures
  128. 128.  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.
  129. 129. This post features 27 photosfrom around campus in March
  130. 130. Photos tell thestory at MiamiCountry Day
  131. 131. © 2012 Enrollment Catalyst
  132. 132.  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
  133. 133.  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?”
  134. 134.  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
  135. 135.  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
  136. 136. Assumption “Firework” Lip Dub now has over44,000 views on YouTube!
  137. 137. Homepage provides access to three videosto highlight the uniqueness of the school.
  138. 138. Video testimonials in the admissions section
  139. 139. Video tells the story from a student’s perspectiveof the 10 things they love about Deerfield
  140. 140. Video vignettes showcase why students andparents chose DVFS
  141. 141. • Homepage provides dropdown menus and special features• The Current Online Magazine is in the format of a mini website.
  142. 142. Online magazine format for the school
  143. 143. 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.
  144. 144. Social Media Mash-Up Page
  145. 145.  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
  146. 146. © 2012 Enrollment Catalyst
  147. 147. SEO Strategies © 2010 Cherry+Company
  148. 148.  SEO is the process of adjusting websites and pages to gain higher placement in search engine results. ◦ Where does your school come up on a web search? Organic versus Paid ◦ Organic – page titles and keywords in your website ◦ Google’s AdWords – pay-per-click advertising for keywords. © 2010 Cherry+Company
  149. 149.  A successful SEO strategy begins with research to discover the keywords that your prospective parents use to search for your school. ◦ Use Google’s Keyword Analysis Tool
  150. 150.  Competitor Keyword Research ◦ Go to their website ◦ Right click; view source
  151. 151.  Every page of your website should have a unique title that is reflective of the content and keywords used on the respective page.
  152. 152. • The CSF website does not have unique page titles or meta page descriptions for search engine optimization.
  153. 153.  Canterbury website description in a Google search:
  154. 154.  Google Search: Private School in St. Petersburg ◦ Results  Google AdWords shows ads for Shorecrest and Northside Christian.  Canterbury listed #6 behind Shorecrest, Admiral Farragut and Keswick Christian.
  155. 155.  Google Search: Christian School in St. Petersburg ◦ Results  Google Ads shows ads for Shorecrest and Northside Christian.  Canterbury not listed on first page in search results (appears on the second page).
  156. 156.  It is critical for you to focus on search engine optimization as part of your marketing strategy. ◦ Keyword research ◦ Page titles ◦ Page descriptions ◦ Keyword-rich content ◦ Dynamic content
  157. 157.  School administrators most often focus on website design when launching a new site but fail to focus on the most important elements – SEO and content development. It is critical to focus on developing content that is: ◦ Relevant ◦ Keyword-rich ◦ Dynamic ◦ Compelling
  158. 158. Join the conversation.
  159. 159.  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
  160. 160.  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 Write a blog and engage in conversation online © 2011 Cherry+Company
  161. 161. Measure and understand.
  162. 162.  It is important to regularly review what people are saying about you: ◦ In the parking lot ◦ On the web ◦ GreatSchools, Google and other review sites ◦ Facebook and other social media sites ◦ Surveys ◦ Focus Groups ◦ Google alert © 2011 Cherry+Company
  163. 163.  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/March. © 2009 Cherry+Company
  164. 164. Actually, this is the beginning foryou to go and implementeffective word of mouth andweb-based marketing strategiesat your school.
  165. 165. 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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