recruitment retention & referrals | for private schools & summer camps

SALES: Recruitment Retention Referrals Presenter: Agnes Stawicki #MktgAcademy @ourkidsnet

Content   Understanding why people buy

  Recruitment

  Retention

  Referrals

  Reality

  Summary

www.ourkidsmedia.com/marketing

Thank you

InSchoolwear. For over 16 years Canadian manufacturer and retailer InSchoolwear Inc. has been creating high quality school uniforms, and stylish casual and comfortable clothing suitable for school dress code.

InSchoolwear.com


Customers What do they want? What do they need?

Wants vs needs

Hostage Sale

Sustainable Sale

No Sale Emotional Sale

Want

Ne

ed

NO SALE? Provide programs that both kids and families want and need.


8 Things that make us buy

1.  Fear: Don’t get caught with too little insurance (insurance)

2.  Guilt: Don’t let them suffer anymore (not for profits)

3.  Trust: No hidden fees (banks, hotels)

4.  Value: Find a better price, we’ll match it (grocery)

5.  Belonging: When you’re here, you’re family (Olive garden)

6.  Competition: Make them drool (Toyota)

7.  Instant gratification: now, today, within 24 hours

8.  Time: Cut the time it takes to…, More time for family/friends


Customer Lifecycle


Recruitment

Everyone is NOT your customer

Target your customer

Parents

With school aged kids

Considering change

Researching &

comparing

  Best camps, best schools…

  Public vs private   Cost of …   Types of …   Rankings, alumni   Reviews,

reassurance www.ourkidsmedia.com/marketing

 Directories

  Print & online display ads

 Content ads (events, articles…)

  Email

  Paid search

  Social media

  Tradeshows, community events

Target your media buys


Profile your customer

Brainstorm distinctive ways that your programs can solve their problem, need, pain, frustration, or fear.

1.  Profile: Name your ideal customer (star hockey player)

2.  Characteristics: Identify their demographic, behaviors, locations , interests…

3.  Needs: What are their needs, problems, pains, frustrations or fears?

4.  Keywords: Identify any key phrases this profile would use to articulate their need, problem, pain…


How schools market?

OUR

Students Education

academic

PROGRAM

WITH

living

learning

community lifestyle

environment

arts child

curriculum

THEIR

offers montessori small

independent

grade

Source: ourkids.net member schools

What families ask schools?

MY

Grade University

Information

currently

SCHOOL I

provide

SERVICE visit

needs

want COST

SON

visit

ROOM

tour assistance

education

daughter

care available

Source: ourkids.net family inquiries

How camps market?

CAMP

Summer Programs

experience

activities

OUR

day

we

skills campers

children

arts ages

curriculum

YOUR

offers

FUN

strong sports

Source: ourkids.net member camps

What families ask camps?

MY

age session

Information

currently

camp

I

interested

looking visit

needs

availability rates

SON

WEEK

spots WANT

activities

daughter

dates hours

Source: ourkids.net family inquiries

Retention

IF DOGS DON’T LIKE YOUR DOG FOOD.

THE PACKAGING DOESN’T MATTER.

Service satisfaction rates

45% 31%

47%

52%

7% 14%

1% 2% 0% 1%

2001 2012

Very dissatisfied

Dissatisfied

Neither satisfied nor dissatisfied

Satisfied

Very satisfied

Source: Margaret Wylde, ProMatura Group

Marketing is everyone’s job

The experience builds your brand

1.  Website: Does it look professional? Does it function well?

2.  Receptionist: How do you answer the phone? Do you provide useful information?

3.  Staff: How do you solve critical problems? Do you take responsibility?

4.  Social Media: Do you answer questions and engage with users?


Improve customer satisfaction

 Ask for feedback

  Study your most and least satisfied customers

  Track and study requests and complaints

  Hire a mystery shopper

  Focus on ‘marketing & customer service’ at staff meetings

Don’t be afraid of change


Reinforce your value

 Continue marketing to existing families

  Showcase your programs and how they benefit your campers and students

  Stay in touch with families on a monthly basis

  Share awards you’ve won, articles you’re featured in…


IS JOB #1

QUALITY PROGRAMMING

Referrals

NOBODY RAVES ABOUT AVERAGE

Word of mouth

  Your #1 marketing channel

  Get happy parents, kids, staff, alumni, partners… to become your ambassadors

  Provide great content that ‘silent’ ambassadors will want to share

  Maximize your use of social media

  Feature your ‘customers’ in articles and videos

  Consider a contest and/or referral program


Reality What can you do to improve your sales

Are you 100% full?

All programs can and should operate at 100%. The #1 reason we loose sales is that we fail to connect with prospects that visit us and have a need/want.


Connect with your leads

 Advertising and marketing   Messaging and communications

  Lead generation

  Lead follow-up   Entire team marketing

  Focus on the family

  provide an excellent experience


Reality: recruitment only generates leads

  People sell to people

 Customer service is most important

  Invest in your sales team

  Have a consistent follow-up

  Respond to all leads


What is your lead response time?

Two factors that enable you to speak to more leads are

1.  Inquiry response time which is the time it takes you to connect by phone with the lead from the moment they hit submit. 67% of sales are won by the first company that responds.

2.  Persistence of your re-attempts to connect by phone. Attempt to call them up to 6 times until you reach them. You’ll reach more than 70% of you leads within just two attempts.


Summary #MktgAcademy

Summary 1.  To drive exposure for your brand, go where your

audience is (online and offline).

2.  Generate more leads by using messaging consistent with what prospects are looking for.

3.  Listen to and understand your prospects wants & needs.

4.  Advertising and marketing can only generate leads. A fast and educated sales team are key to make the sale.

5.  Families are demanding with high expectations, be open and ready to make changes.

6.  The best way to encourage word of mouth marketing, is to provide exceptional customer service.


Integrate your marketing to produce the strongest results


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  Case Studies

  Tip Sheets

OUR KIDS Ad Network