Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
B O R R O W I N G	 F R O M	 T H E	 B E S T	
	
Retention		
Playbook	
Prizmah	Conference	|	March	12,	2019	
JEWISH	DAY	SCHOOL
Retention	Playbook	JEWISH	DAY	SCHOOL	
What	a	good	artist	understands	is	that	nothing	comes	
from	nowhere.	All	creative	wor...
Retention	Playbook	JEWISH	DAY	SCHOOL	
It	costs	seven	times	more	to	attract	new	customers	
than	it	does	to	keep	them.	
A	lo...
Retention	Playbook	JEWISH	DAY	SCHOOL	
Set	g
F O R 	 S T A R T E R S 	
Retention	=	Recruitment
Retention	Playbook	JEWISH	DAY	SCHOOL	
Set	g
F O R 	 S T A R T E R S 	
Retention	=	Recruitment
Retention	Playbook	JEWISH	DAY	SCHOOL	
Set	g
F O R 	 S T A R T E R S 	
NAIS	2017-18	Data	
Average	Student	Attrition	Rate		 ...
Retention	Playbook	JEWISH	DAY	SCHOOL	
F O R 	 S T A R T E R S
Retention	Playbook	JEWISH	DAY	SCHOOL	
F O C U S 	 O N 	 E X P E R I E N C E		
Today’s	consumers	do	not	buy	just	products	o...
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE		
“The	logic	that	connects	[the]	customer	experience	to	
resul...
Retention	Playbook	JEWISH	DAY	SCHOOL	
What	is	the	parent	experience?	
The	sum	of	all	experiences	at	various	touch	points	
...
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE		
ü  Validating	
ü  Differentiating	
ü  Consistent	
ü  Engagin...
Retention	Playbook	JEWISH	DAY	SCHOOL	
“Surprise	is	still	probably	the	most	
powerful	marketing	tool	of	all.”	
	
Social	Ran...
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE		
Solve	Problems	
The	true	driver	of	customer	retention	and	lo...
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE		
Solve	Problems	
FOCUS	 ON	 EXPERIENCE
Retention	Playbook	JEWISH	DAY	SCHOOL	
FOCUS	 ON	 EXPERIENCE		
Corporate	 Schools	
Make	ideal	customers	VIPS	 Awards	for	10...
Retention	Playbook	JEWISH	DAY	SCHOOL	
C O M M U N I C A T E
Retention	Playbook	JEWISH	DAY	SCHOOL	
Communicate	
C O M M U N I C A T E
Retention	Playbook	JEWISH	DAY	SCHOOL	
C O M M U N I C A T E 	
Personalize	
ü  All	forms	personalized	–	names,		
children,	...
Retention	Playbook	JEWISH	DAY	SCHOOL	
C O M M U N I C A T E
Retention	Playbook	JEWISH	DAY	SCHOOL	
C O M M U N I C A T E
Retention	Playbook	JEWISH	DAY	SCHOOL	
Shared	values	build	relationships.		
A	shared	value	is	a	belief	that	both	the	brand	...
Retention	Playbook	JEWISH	DAY	SCHOOL	
Wave	the	flag	
In	a	study	involving	more	than	7000	consumers		
of	those	who	said	the...
Retention	Playbook	JEWISH	DAY	SCHOOL	
W A V E 	 T H E 	 F L A G
Retention	Playbook	JEWISH	DAY	SCHOOL	
W A V E 	 T H E 	 F L A G
Retention	Playbook	JEWISH	DAY	SCHOOL	
W A V E 	 T H E 	 F L A G 	
Parents	can	be	more	than	ambassadors	for	a	school.	
They...
Retention	Playbook	JEWISH	DAY	SCHOOL	
C E L E B R A T E 	 R E S U L T S 	
“This	is	your	world	before	our	product,		
and	th...
Retention	Playbook	JEWISH	DAY	SCHOOL	
1. Set	the	Scene	&	Introduce	the	Hero	
2. Make	your	audience	hate	the	villain	
3. Br...
Retention	Playbook	JEWISH	DAY	SCHOOL	
C E L E B R A T E 	 R E S U L T S
Retention	Playbook	JEWISH	DAY	SCHOOL	
SET	THE	SCENE	&	INTRODUCE	THE	HERO	
Who	is	your	hero?	
MAKE	YOUR	AUDIENCE	HATE	THE	V...
Retention	Playbook	JEWISH	DAY	SCHOOL	
ü  Define	"Student	Success"		
ü  Connect	first-year	students	to	their	end	goals.		
ü...
Retention	Playbook	JEWISH	DAY	SCHOOL	
ü  Share	exciting	improvements	being	made	to	your	
product/service	
ü  Allow	custome...
Retention	Playbook	JEWISH	DAY	SCHOOL	
E D U C A T E 	 & 	 E N G A G E 	
Finding	new	and	unique	ways	to	create	a	partnershi...
Retention	Playbook	JEWISH	DAY	SCHOOL	
E D U C A T E 	 & 	 E N G A G E
Retention	Playbook	JEWISH	DAY	SCHOOL	
E D U C A T E 	 & 	 E N G A G E
Retention	Playbook	JEWISH	DAY	SCHOOL	
E D U C A T E 	 & 	 E N G A G E
Retention	Playbook	JEWISH	DAY	SCHOOL	
ü  Teach	Students	Habits	for	Success		
ü  Orientation	programs	
ü  Introductory	lear...
Retention	Playbook	JEWISH	DAY	SCHOOL	
E D U C A T E 	 & 	 E N G A G E 	
Survey		
Year	
Community		
for	Parents	
Parent		
S...
Retention	Playbook	JEWISH	DAY	SCHOOL	
ü  Prioritize	around	retention,	rather	than	acquisition		
ü  Budget	for	retention	ma...
Retention	Playbook	JEWISH	DAY	SCHOOL	
ü  Professors	who	first	notice	student	absences			
ü  Financial	aid	officers	able	to...
Retention	Playbook	JEWISH	DAY	SCHOOL	
Listen	
Google	Alerts,	socialmention.com,	mention,	
tweetdeck,	parent	Facebook	group...
Retention	Playbook	JEWISH	DAY	SCHOOL	
“The	rise	of	the	citizen	review	site	is	a	sobering	
development.	No	longer	are	you	o...
Retention	Playbook	JEWISH	DAY	SCHOOL	
Retention		
Playbook	
JEWISH	DAY	SCHOOL	
ü  Focus	on	Experience	
ü  Communicate	
ü  ...
Retention	Playbook	JEWISH	DAY	SCHOOL	
Thank	You!!	
	
chuck@englishmarketingworks.com
Upcoming SlideShare
Loading in …5
×

Chuck English_Retention_Playbook_Prizmah

20 views

Published on

How to develop a retention strategy for your school based on the best practices of businesses and higher education.

Published in: Education
  • Be the first to comment

  • Be the first to like this

Chuck English_Retention_Playbook_Prizmah

  1. 1. B O R R O W I N G F R O M T H E B E S T Retention Playbook Prizmah Conference | March 12, 2019 JEWISH DAY SCHOOL
  2. 2. Retention Playbook JEWISH DAY SCHOOL What a good artist understands is that nothing comes from nowhere. All creative work builds on what came before. Nothing is completely original. Austin Kleon, Steal like An Artist F O R S T A R T E R S
  3. 3. Retention Playbook JEWISH DAY SCHOOL It costs seven times more to attract new customers than it does to keep them. A low retention rate is similar to filling a bucket with holes in the bottom — sure, you could keep piling on to make up for it ... or you could figure out what caused the holes and how you can patch them up. F O R S T A R T E R S
  4. 4. Retention Playbook JEWISH DAY SCHOOL Set g F O R S T A R T E R S Retention = Recruitment
  5. 5. Retention Playbook JEWISH DAY SCHOOL Set g F O R S T A R T E R S Retention = Recruitment
  6. 6. Retention Playbook JEWISH DAY SCHOOL Set g F O R S T A R T E R S NAIS 2017-18 Data Average Student Attrition Rate 9.45% Median Student Attrition Rate 8.20%
  7. 7. Retention Playbook JEWISH DAY SCHOOL F O R S T A R T E R S
  8. 8. Retention Playbook JEWISH DAY SCHOOL F O C U S O N E X P E R I E N C E Today’s consumers do not buy just products or services — more and more, their purchase decisions revolve around buying into an idea and an experience.” McKinsey & Company
  9. 9. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE “The logic that connects [the] customer experience to results is simple. If people love doing business with you, they become promoters. They sing your praises to friends, colleagues, and complete strangers over social networks, in online reviews, through blogs, and in every conceivable channel.” Bain & Company
  10. 10. Retention Playbook JEWISH DAY SCHOOL What is the parent experience? The sum of all experiences at various touch points that a parent has with a school over the duration of their relationship with that school. FOCUS ON EXPERIENCE
  11. 11. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE ü  Validating ü  Differentiating ü  Consistent ü  Engaging ü  Respectful ü  Relevant
  12. 12. Retention Playbook JEWISH DAY SCHOOL “Surprise is still probably the most powerful marketing tool of all.” Social Rank Surprise & Delight FOCUS ON EXPERIENCE
  13. 13. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE
  14. 14. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE Solve Problems The true driver of customer retention and loyalty is the ease of getting a problem solved Inc. Magazine
  15. 15. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE Solve Problems FOCUS ON EXPERIENCE
  16. 16. Retention Playbook JEWISH DAY SCHOOL FOCUS ON EXPERIENCE Corporate Schools Make ideal customers VIPS Awards for 10yr/20yr parents Empower customer w/ convenience Online forms, rolling re-enrollment Use subscriptions to bolster experience Books, school supplies included
  17. 17. Retention Playbook JEWISH DAY SCHOOL C O M M U N I C A T E
  18. 18. Retention Playbook JEWISH DAY SCHOOL Communicate C O M M U N I C A T E
  19. 19. Retention Playbook JEWISH DAY SCHOOL C O M M U N I C A T E Personalize ü  All forms personalized – names, children, ages, grades ü  Sibling communication ü  Grade level communication ü  Subject specific communication ü  Information when calling/contacting
  20. 20. Retention Playbook JEWISH DAY SCHOOL C O M M U N I C A T E
  21. 21. Retention Playbook JEWISH DAY SCHOOL C O M M U N I C A T E
  22. 22. Retention Playbook JEWISH DAY SCHOOL Shared values build relationships. A shared value is a belief that both the brand and consumer have about a brand’s higher purpose or broad philosophy. Harvard Business Review W A V E T H E F L A G
  23. 23. Retention Playbook JEWISH DAY SCHOOL Wave the flag In a study involving more than 7000 consumers of those who said they have a brand relationship, 64% cited shared values as the primary reason. Research from the Corporate Executive Board W A V E T H E F L A G
  24. 24. Retention Playbook JEWISH DAY SCHOOL W A V E T H E F L A G
  25. 25. Retention Playbook JEWISH DAY SCHOOL W A V E T H E F L A G
  26. 26. Retention Playbook JEWISH DAY SCHOOL W A V E T H E F L A G Parents can be more than ambassadors for a school. They can be empowered to be advocates for the principles for which the school stands. ü  Israel ü  The power of children to change the world ü  Denominational
  27. 27. Retention Playbook JEWISH DAY SCHOOL C E L E B R A T E R E S U L T S “This is your world before our product, and this is your world after.”
  28. 28. Retention Playbook JEWISH DAY SCHOOL 1. Set the Scene & Introduce the Hero 2. Make your audience hate the villain 3. Bring in the ally who saves the day 4. Celebrate the happy ending C E L E B R A T E R E S U L T S Classic Storytelling Arc
  29. 29. Retention Playbook JEWISH DAY SCHOOL C E L E B R A T E R E S U L T S
  30. 30. Retention Playbook JEWISH DAY SCHOOL SET THE SCENE & INTRODUCE THE HERO Who is your hero? MAKE YOUR AUDIENCE HATE THE VILLAIN What challenging circumstances confront him/her? BRING IN THE ALLY WHO SAVES THE DAY How did your school provide a path forward? Celebrate the happy ending C E L E B R A T E R E S U L T S Jewish Day School Storytelling Arc
  31. 31. Retention Playbook JEWISH DAY SCHOOL ü  Define "Student Success" ü  Connect first-year students to their end goals. ü  Building a shared vision of student success makes it easier for students to identify with the goal and also allows the institution to support the goal of student success. C E L E B R A T E R E S U L T S College Success Trajectory
  32. 32. Retention Playbook JEWISH DAY SCHOOL ü  Share exciting improvements being made to your product/service ü  Allow customers to feel the momentum ü  Create excitement by showing them how your latest developments will benefit their children and them let them accomplish C A P T U R E M O M E N T U M
  33. 33. Retention Playbook JEWISH DAY SCHOOL E D U C A T E & E N G A G E Finding new and unique ways to create a partnership with customers. People will care when they share.
  34. 34. Retention Playbook JEWISH DAY SCHOOL E D U C A T E & E N G A G E
  35. 35. Retention Playbook JEWISH DAY SCHOOL E D U C A T E & E N G A G E
  36. 36. Retention Playbook JEWISH DAY SCHOOL E D U C A T E & E N G A G E
  37. 37. Retention Playbook JEWISH DAY SCHOOL ü  Teach Students Habits for Success ü  Orientation programs ü  Introductory learning and study skills courses ü  Offer Services Beyond Learning ü  Mentoring or coaching programs ü  Establishing community both in and out of the classroom E D U C A T E & E N G A G E
  38. 38. Retention Playbook JEWISH DAY SCHOOL E D U C A T E & E N G A G E Survey Year Community for Parents Parent Satisfaction 2004 3.8 3.3 2007 3.9 3.6 2010 4.2 3.6 2012 4.2 3.8 2015 4.3 3.8 2017 4.4 4.3 The Proof
  39. 39. Retention Playbook JEWISH DAY SCHOOL ü  Prioritize around retention, rather than acquisition ü  Budget for retention marketing A L L I N T H E S A M E B O A T
  40. 40. Retention Playbook JEWISH DAY SCHOOL ü  Professors who first notice student absences ü  Financial aid officers able to implement creative solutions ü  Student affairs specialists who put an at-risk students in touch with available resources. ü  Early warning systems/Watch lists ü  Intervention systems Retention is a priority for everyone A L L I N T H E S A M E B O A T
  41. 41. Retention Playbook JEWISH DAY SCHOOL Listen Google Alerts, socialmention.com, mention, tweetdeck, parent Facebook groups Share U S E S O C I A L P R O O F
  42. 42. Retention Playbook JEWISH DAY SCHOOL “The rise of the citizen review site is a sobering development. No longer are you on top of the mountain, blasting your marketing message down to the masses through your megaphone. All of a sudden, the masses are conversing with one another. If your service or product isn’t any good, they’ll out you.” David Pogue, Scientific American “ U S E S O C I A L P R O O F
  43. 43. Retention Playbook JEWISH DAY SCHOOL Retention Playbook JEWISH DAY SCHOOL ü  Focus on Experience ü  Communicate ü  Wave the Flag ü  Celebrate Results ü  Capture Momentum ü  Educate & Engage ü  All in the Same Boat ü  Use Social Proof
  44. 44. Retention Playbook JEWISH DAY SCHOOL Thank You!! chuck@englishmarketingworks.com

×