developing your school's wom marketing plan, tias 2012
DESCRIPTION
This workshop was presented at the TAIS Biennial Conference in Memphis on how to develop your school's word of mouth marketing plan.TRANSCRIPT
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During this session we will discuss how you can develop your word of mouth marketing strategy for enrollment success at your school.
© 2012 Enrollment Catalyst
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Family
Blog
Coaching
© 2012 Enrollment Catalyst
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© 2012 Enrollment Catalyst
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Enrollment Catalyst partners with schools to provide coaching for school leaders in their
school’s enrollment management and marketing systems and strategies needed to reach their goals.
© 2012 Enrollment Catalyst
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Word of Mouth is the number one reason how prospective families discover your school.
© 2012 Enrollment Catalyst
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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.”
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We rely upon word of mouth in our own buying decisions.
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Think about the top two ways that parents find out
about your school…
© 2012 Enrollment Catalyst
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1. Word-of-Mouth Consistently ranks as the number one way that families hear about your school.
2. Web The first place a parent looks when they hear about your school through a word-of-mouth referral is your school’s website (as well as other info on the web).
© 2012 Enrollment Catalyst
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Word-of-mouth is the number one marketing strategy for
enrollment success.
© 2012 Enrollment Catalyst
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“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
Trust is Key to WOM
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“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
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We will apply the 5 T’s of WOM to your school’s marketing strategy to ensure enrollment success.
© 2012 Enrollment Catalyst
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Parent
Talk
Parking
Lot
Phone
Starbucks
Web Email
Church/
Club
Face to
Face
© 2012 Enrollment Catalyst
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Web
Talk
Blogs
Social
Media
Sites
Great
Schools
Online
Reviews
© 2012 Enrollment Catalyst
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“So what is word of mouth marketing? In this book, 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
What is Word-of-Mouth Marketing?
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© 2012 Enrollment Catalyst
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It builds credibility from satisfied customers.
It produces better results than traditional advertising.
It makes your brand stronger and more trusted.
It can reach your target audience through your parents much better than you can.
It’s your number one marketing strategy for your school!
© 2012 Enrollment Catalyst
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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
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Are you giving your parents a reason to talk about your
school?
© 2012 Enrollment Catalyst
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“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
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Are you giving your parents any stuff that they can talk
about?
© 2012 Enrollment Catalyst
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“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
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How can you make it easier for the conversation to take
place?
© 2012 Enrollment Catalyst
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“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
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Is word of mouth marketing part of your strategy?
© 2012 Enrollment Catalyst
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“Unsurprisingly, I found that 63.4 percent felt that over half their business came by way of
referrals. But of that same group, 79.9 percent readily admitted that they had no system of any
kind to generate referrals. This is somewhat puzzling. How can a business owner know that word of mouth is so powerful and then do so
little to take advantage of it?”
• John Jantsch, The Referral Engine
© 2012 Enrollment Catalyst
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We need a framework for our
word-of-mouth marketing plan
© 2012 Enrollment Catalyst
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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
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Find people who will talk about your school
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Employees
Parents (Current and Former)
Students (Current and Former)
Alumni
Grandparents
Vendors
School administrators
Pastors and clergy
Anyone
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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
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“More than 90 percent of the conversations about products, services, and brands that take place
every 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
Talkers Talk Face-to-Face
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“One of the great misconceptions about word of mouth marketing is that it’s all happening
online…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 mouth conversations that actually happen face-to-face.”
• Sernovitz, Word of Mouth Marketing
© 2012 Enrollment Catalyst
Talkers Talk Face-to-Face
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Passion for your school
Credibility among their peer
Connections at school and in the community
Opportunity to be involved
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New parents can be the best resources for your school to reach out to their previous school, church, neighborhood or other group.
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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
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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
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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
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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
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“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
A Great School Will Create WOM
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Give people a reason to talk
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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
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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
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“When you offer great content—such as detailed how-to articles, expert interviews, case studies, and videos—that focuses on helping other people solve their problems,
you’ll experience growth.”
• Stelzner, Launch: How to Quickly Propel Your Business Beyond the Competition
© 2012 Enrollment Catalyst
Produce Great Content
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“Produce great stuff, and your customers will come to you. Produce really great stuff, and your customers will share and disseminate
your message for you. More than ever before, content is king! Content rules!
• Handley and Chapman, Content Rules
© 2012 Enrollment Catalyst
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Key stats
Stories faculty, students, parents and alumni
Your vision for the future
How your school is remarkable
How your school makes a life-changing difference in students
Your USP’s in story form
Educational topics
Parenting topics
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© 2011 Cherry+Company
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“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
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© 2011 Cherry+Company
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We live in a story.
We relate to stories.
We listen to stories.
We can see ourselves in a story.
© 2012 Enrollment Catalyst
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“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
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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
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Help the message spread faster and farther.
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Leadership
Faculty and Staff
Parents
Alumni
Ambassadors
Referral generation
Customer service
Personal conversations
Group meetings
Giveaways
Website
SEO
Blog
Email newsletter
Social media
Photos
Video
Online reviews
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The most effective way to spread word of mouth is through face-to-face conversations.
© 2011 Cherry+Company
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“More than 90 percent of the conversations about products, services, and brands that take place
every 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
Talkers Talk Face-to-Face
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1. New love is powerful
2. Love and money don’t mix
3. Nobody talks more than a lover’s scorn
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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
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© 2010 Cherry+Company
Faculty and Staff
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Retention is the responsibility of every faculty and staff member at your school: ◦ Performance
◦ Relationships
◦ Quality
◦ Communication
◦ Service
© 2012 Enrollment Catalyst
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© 2010 Cherry+Company
Parents
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Since your parents are the best marketers for your school, it is important to give them tools to share.
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Card sent to parents at Wheaton Christian Grammar School
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Postcard and car magnet sent to parents at Saint Stephen’s
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Give away items that have your school’s brand on them: ◦ T-shirts
◦ Coffee mugs
◦ Car magnets
◦ Grocery bags
◦ Gym towels
© 2012 Enrollment Catalyst
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© 2012 Enrollment Catalyst
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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
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High Point University provides “WOW” moments for prospective and campus students
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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.
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“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
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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.
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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
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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)
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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!
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Refer a student form
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Programs ◦ Academics, Athletics, Arts, Service, Technology,
Faith, Character
People ◦ Students, Parents, Leadership, Faculty, Staff,
Coaches, Alumni
Results
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© 2012 Enrollment Catalyst
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Each “Dot” Represents an Alumni Story
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Life After Chandler showcases the schools that their 8th grade graduates attend
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Four “unbound” short books that tell the Dana Hall story in four different ways
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Throwback Thursday Posts
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Website features a story of the person of the week
Admissions “Drop-In Wednesday’s”
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© 2012 Enrollment Catalyst
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“I am CDS” allows you to click on a child’s face to read their story
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“Student Voices” share their perspectives on the school
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Homepage features several quotes from students, faculty and alumni. The user can click on the image to read and view more of the story.
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Homepage features a rotating student story that can be clicked on to find out what CA means to the student.
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© 2012 Enrollment Catalyst
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In the Spotlight highlights key stories on the homepage
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© 2012 Enrollment Catalyst
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© 2012 Enrollment Catalyst
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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!
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© 2012 Enrollment Catalyst
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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.
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Head of School Blog
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Student bloggers tell the Crystal Springs story
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Cushing Students and faculty write blog posts to share their trip to Bhutan
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Student Ambassador Blog
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© 2012 Enrollment Catalyst
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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
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Pictures with captions and stories
Blog posts
Video vignettes
Ask for likes
Ask questions
Summer vacation pictures
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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.
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This post features 27 photos from around campus in March
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Photos tell the story at Miami Country Day
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© 2012 Enrollment Catalyst
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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
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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?”
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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
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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
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Assumption “Firework” Lip Dub now has over 44,000 views on YouTube!
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Homepage provides access to three videos to highlight the uniqueness of the school.
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Video testimonials in the admissions section
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Video tells the story from a student’s perspective of the 10 things they love about Deerfield
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Video vignettes showcase why students and parents chose DVFS
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Brookwood’s BTube page contains a variety of videos showcasing the life of the school.
Brookwood’s BPod page contains a picture and caption of the day.
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Social Media Mash-Up Page
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We can find online reviews about our school on a variety of sites including: ◦ Private School Review
◦ School Digger
◦ Yelp
◦ Great Schools
© 2011 Cherry+Company
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© 2012 Enrollment Catalyst
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Join the conversation.
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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
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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
© 2011 Cherry+Company
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Measure and understand.
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It is important to regularly review what people are saying about you: ◦ In the parking lot
◦ On the web
◦ GreatSchools, Google, PrivateSchoolReview
◦ Surveys
◦ Focus Groups
◦ Google alert
© 2011 Cherry+Company
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© 2009 Cherry+Company
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.
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Actually, this is the beginning for you to go and develop your own word of mouth marketing plan for your school.
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For More Information:
Enrollment Catalyst
Rick Newberry, Ph.D.
9770 Indian Key Trail
Seminole, FL 33776
727.647.0378
www.EnrollmentCatalyst.com
© 2012 Enrollment Catalyst