How to Increase Enrollment with Budget Wise Marketing - Early Education
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Early education marketing is challenging. Learn how to increase your center's enrollment with simple, budget-friendly tactics strategies that build and convert a pipeline.
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How to Increase Enrollment with Budget Wise Marketing - Early Education
- 1. Increase Enrollment with Budget Wise Marketing Dave Esbin
- 2. About • Product Marketing for technology companies • Run digital marketing firm Verbatim.io • Previously Procter & Gamble, Brandwatch (Social Media Analytics), Keen Footwear
- 4. Marketing is about Changing Behaviors • Breaking through all the noise • Drive your customers to take an action • For you, this behavior is ENROLLING
- 5. The Virtuous Cycle of Enrollment Awareness Recruitment Enrollme nt Retention Advocacy
- 6. Awareness Driving awareness and getting your center in their “consideration set” • Measure by brand recognition [by channel] Ask your parents for the sources where they initially heard of your center Keys • Know your customer • Know what you stand for • Driving this messaging on relevant channels Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy 📊
- 7. • Old School [Outbound] Flyers Buses Billboards Benches Local Newspapers • New School [Inbound] Website Social 3rd party content Where Should You Advertise on the Internet?
- 8. Know Your Customer • Millennials • How to drive awareness Build and maintain a website so you can be ‘found’ Maintain a Social Media Presence Digital Ads Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 9. A Note About Websites • Can be valuable for all 5 steps • Most valuable between Awareness to Recruitment • What do you put on your website? How do you do it?
- 10. What Should Your Website Do? At bare minimum, your site needs to: • Be easy to navigate (logical flow of information guides user behavior) • Humanize your business with simple, conversational language – but keep it brief • Emphasize core ‘needs’ of your customer – using empathy • Get parents to schedule a visit
- 11. What to Include on Your Website Include: • Have clear, differentiated value proposition- explain why they should come see your center • Address any ”killer” questions on site (location, ages accepted, financing) • Include plenty of social proof- quotes, stories, embedded active social feeds • All roads lead to an obvious Call To Action (CTA): “Schedule a visit”
- 12. How to Build a Website A few options for building or updating • DIY – $10-$120/year – Wix, Weebly, Squarespace • Developers to build simple site: $4-10k plus monthly maintenance fees – hire online or local • Full blow from digital agency: $10k+ - hire local Verbatim.io offers website build + training for drag-and-drop platform Torie Mathis [toriemathis.com] full service website and marketing consulting with CQEL discounts
- 13. Building Social Media Presence • Prioritize channels that show social proof of your reputation [Yelp, Google, Facebook] • Strategies to get reviews on social: Choose most popular social channels (Yelp, Google, FB), connect via IFTTT Google My Business – the phonebook of the internet • Ruthlessly build and defend your reputation • Provide value (entertain, educate, inspire), not advertisements Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 14. Recruitment: Building a Fire 🔥 Come Visit! 💥 inspire 💥 entertain 💥 educate Recruitment Awareness
- 15. How to Get Them to Visit • Build your lists- emails (website) and phone numbers (lists) • Call, text, and email to book visits Autodialers for marketing Mass text with link to book visit Mailchimp + form and calendar for mass email • Call to remind them 1 day before and morning of visit • Send them paperwork to fill out before visiting- and remind them! Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 16. Help Match Solution to Problems Listen 80% / Talk About ‘Solution’ 20% • Ask probing questions What matters to them when looking for a school? Quality of teaching: low ratios Facilities Location • Highlight what makes your center a quality child care center Define gap between life with and without your center Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 17. Amplify What Works Well One goal: get them to visit your center • Measure Inquiry : Visit conversion rate by channel • Continuously review and revise Channel, message, voice • Know when to [figuratively] walk away Note on using data: give preference to informed intuition vs. paralysis by analysis Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy 📊
- 18. Enrollment • How to get people to enroll once they visit your center? Think about new car buying experience • Train staff on how to do a tour – wear center t-shirt, use parent and child names • Parent area with toys for kids- engaged and happier • Show them lesson plans + daily schedule of activities • Show “a day in the life” at your center Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 19. Leave a Lasting Impression • Show why your program is unique and best in class • Swag bag + booklet of kids activities • Follow up quickly (automate where possible) Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy
- 20. Enrollment • Measure Visit : Sign Up conversion rate • Integrate advocacy from day 1 Post commitment, ask what were the one or two main reasons they chose your center Record quotes (and names if allowed) and put on website Hand out Yelp and FB ”leave us a review” cards with discounts • Ask about siblings- record ages and add to your email/phone lists Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy 📊
- 21. Retention Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy • Current parents are your best marketing channel
- 22. Retention • Current parents are your best marketing channel ✓ • First month experience for first child is critical Be personal First day of school Give teachers notice new kids joining their classroom Take first day picture and put on a backboard or banner with school name First week of school Take photo of kid and send to parent with note about how they’re doing At drop-off- teachers say hello and ask how child’s night was At pickup- teachers share how the child’s day went • Measure Return Rate Of Eligible Children / Withdraw rate Pay special attention to first-child parents Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy 📊
- 23. Advocacy One happy family leads to 5, which leads to 25, which leads to 125, which leads to… ^the virtuous cycle, finally! • You have limited control and that’s okay Where’d you hear about us? 75% Family/Friends/Colleagues vs. 25% Ads • Build advocacy and referral program- supply medium and consistently encourage Make it as easy as possible Use at critical time in buying cycle • Measure with brand awareness from non-paid sources [see Awareness] Awareness -> Recruitment -> Enrollment -> Retention -> Advocacy 📊
- 24. Your Enrollment Cycle Awareness Recruitment Enrollment Retention Advocacy 📊 brand awareness 📊 inquiry : visit rate 📊 visit : enroll rate 📊 withdraw rate 📊 brand awareness from non-paid sources
- 25. Thank you Questions? Comments? Dave Esbin desbin@gmail.com Verbatim.io
Editor's Notes
- Mental workout Switch This is the power of a crowd Influence of others is prevailing marketing norm. We’re not marketing our programs in a vacuum- what we say and do can be reviewed or critiqued, and amplified online. This isn’t something you should fear, it’s something to take advantage of. In marketing, were trying to change the behavior of a small population with the ultimate goal of changing behaviors of larger subsets.
- Breaking through all the noise Drive your customers to take an action For you, this behavior is ENROLLING
- What to say in your recruitment ads to get people to go to your website?
- Prefer flexible working schedules Fiercely committed to community service, social justice, and equality Consume media on Internet Thrive on information via mobile devices
- Break up into a few slides
- How to get good Yelp, Google, FB reviews Provide value, not advertisements
- Once you have awareness you are trying to get people to come to your center
- You need a website that says ‘come visit today’ Get email and cell phone Put on a list- creaete visitor log Text, call, email Once you get a visit- call them to remind them have them do as much as possible b4 appt to get it to go smoothly- you don’t want them to waste half day coming without the right paperwork
- You need a website that says ‘come visit today’ Get email and cell phone Put on a list- creaete visitor log Text, call, email Once you get a visit- call them to remind them have them do as much as possible b4 appt to get it to go smoothly- you don’t want them to waste half day coming without the right paperwork
- How to get people to enroll once they visit your center How to do a tour A day in the life of kinderworld Show them leson plans, and daily schedule of activities Little swag bag Little booklet of what kids do Classroom portfolio Parent area with toys for kids- engaged and happer
- How to get people to enroll once they visit your center How to do a tour A day in the life of kinderworld Show them leson plans, and daily schedule of activities Little swag bag Little booklet of what kids do Classroom portfolio Parent area with toys for kids- engaged and happer
- If they’re good for a month they’re good for a year Give teachrs notice new kids’ coming to classroom Take photo of kid and send to parent with note about how they’re doing Mark success by a year % of kids withdrawing every month and be cognizant of seasonality
- One or two negative reviews are OK- use positive reviews to push them down the list