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Rick Newberry, lmentCatalyst.com 2012 Enrollment Catalyst

During this session we will discuss howyou can develop your word of mouthmarketing campaign for enrollmentsuccess at your school. 2012 Enrollment Catalyst

FamilyBlogCoaching 2012 Enrollment Catalyst

2012 Enrollment Catalyst

Enrollment Catalyst partners with schools toprovide coaching for school leaders in theirschool’s enrollment management and marketingsystems and strategies needed to reach their goals. 2012 Enrollment Catalyst

The marketing landscape hasshifted from outbound toinbound strategies. 2012 Enrollment Catalyst

2012 Enrollment Catalyst

“Traditional outbound marketing is wherebusinesses push their messages at consumers.” HubSpot, The 2012 State of Inbound Marketing 2012 Enrollment Catalyst

2012 Enrollment Catalyst

“Inbound Marketing is a set of marketingstrategies and techniques focused on pullingrelevant prospects and customers towards abusiness and its products.” HubSpot, The 2012 State of Inbound Marketing 2012 Enrollment Catalyst

“For the last 50 years, companies such asProcter & Gamble, IBM, and Coca-Cola usedhuge amounts of money to efficiently interrupttheir 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 UsingGoogle, Social Media and Blogs 2012 Enrollment Catalyst

Excellent resourceon how to getfound by usingGoogle, SocialMedia and BlogsAlso see:www.hubspot.comfor many onlineresources includingwebinars andpresentations 2012 Enrollment Catalyst

New toriesInbound Marketing Old ckAdsSlogansOutbound Marketing

TheTheTheTheTheTheTheplaces we advertiseworld wide webdesire for authenticitypower of referral in an online worldworld of social medianeed to be in a conversationimportance of creating remarkable content 2012 Enrollment Catalyst

Why do we hang on to the traditionaloutbound advertising strategies?Why are our marketing budgets comprised ofthese strategies?Why do we keep spending significantresources on strategies that don’t produceROI?

Think about the top twoways that parents find outabout your school 2012 Enrollment Catalyst

1.2.Word-of-MouthConsistently ranks as the number one waythat families hear about your school.WebThe first place a parent looks when theyhear about your school through a wordof-mouth referral is your school’s website(as well as other info on the web). 2012 Enrollment Catalyst

Word-of-mouth is the numberone marketing strategy forenrollment success. 2012 Enrollment Catalyst

Trust is Key to WOM“If your customers won’t talk about your stuff,you have to pay newspapers and TV showsto do it for you.But when people trust you, they are willing to puttheir words on the line for you.Please them, inspire them, and they’ll bring theirfriends to you.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

“It comes down to trust. And people don’t trustyour company; people trust people.People they know.People whose opinions and recommendationsthey seek out and have faith in.” Phillips, Cordell, & Church: Brains on Fire 2012 Enrollment Catalyst

We will apply the 5 T’s of WOMto your school’s marketingstrategy to ensure enrollmentsuccess. 2012 Enrollment Catalyst

ParkingLotFace toFacePhoneParentTalkChurch/ClubEmailStarbucksWeb 2012 Enrollment Catalyst

ogleOnlineReviews 2012 Enrollment Catalyst

What is Word-of-Mouth Marketing?“So what is word of mouth marketing? In thisbook, I define it as ‘Giving people a reason totalk about your stuff, and making it easierfor that conversation to take place’.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

2012 Enrollment Catalyst

It builds credibility from satisfied customers.It produces better results than traditionaladvertising.It makes your brand stronger and moretrusted.It can reach your target audience throughyour parents much better than you can.It’s your number one marketing strategy foryour school! 2012 Enrollment Catalyst

Today’s marketing is about remarkablecontent and joining in the conversation.Your marketing focus must be on telling theremarkable story of your school.Your marketing strategy should facilitate andbuild word-of-mouth in person and online.Your goal is to inspire a movement ofpassionate ambassadors for your school. 2012 Enrollment Catalyst

Are you giving your parents areason to talk about yourschool? 2012 Enrollment Catalyst

“Word of mouth marketing only works if youhave good products and services. It onlyworks if people like you and trust you.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

Are you giving your parentsany stuff that they can talkabout? 2012 Enrollment Catalyst

“Word of mouth is natural conversation betweenreal people. Word of mouth marketing isworking within this conversation so peopleare talking about you.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

How can you make it easier forthe conversation to takeplace? 2012 Enrollment Catalyst

“Word of mouth marketing isn’t about marketingat all. It’s about great customer service thatmakes people want to tell their friends aboutyou. It about fantastic products that peoplecan’t resist showing to everyone.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

Is word of mouth marketingpart of your strategy? 2012 Enrollment Catalyst

“Unsurprisingly, I found that 63.4 percent feltthat over half their business came by way ofreferrals. But of that same group, 79.9 percentreadily admitted that they had no system of anykind to generate referrals. This is somewhatpuzzling. How can a business owner know thatword of mouth is so powerful and then do solittle to take advantage of it?” John Jantsch, The Referral Engine 2012 Enrollment Catalyst

It’s about relationshipsDo the unexpectedLikeability and Trust – Rohit Bhargava,LikeonomicsTell your story – “One picture and 30 secondscan tell your story.” Dave Kerpen, LikeableSocial MediaService stands out - SouthwestCelebrate - SouthwestGive something away – Starbucks gift cardUse social media to engage

1.2.3.New love is powerfulLove and money don’t mixNobody talks more than a lover’s scorn

We need a framework for ourword-of-mouth marketing plan 2012 Enrollment Catalyst

1.2.3.4.5.Talkers—who will tell their friends aboutyou?Topics—what will they talk about?Tools—how can you help the message travel?Taking Part—how should you join theconversation?Tracking—what are people saying about you? 2012 Enrollment Catalyst

Find people who will talkabout your school

EmployeesParents (Current and Former)Students (Current and Former)AlumniGrandparentsVendorsSchool administratorsPastors and clergyAnyone

A satisfied or an unsatisfied parent,grandparent, alumni, donor or friend.A happy or an unhappy employee—yourfaculty, staff, and coaches.Someone else that heard something, whetherpositive or negative, about your school. 2011 Cherry Company

Talkers Talk Face-to-Face“More than 90 percent of the conversations aboutproducts, services, and brands that take placeevery day in America happen offline, according toresearch the will be revealed in the chapters ofthis book.” Keller and Fay, The Face-to-Face Book 2012 Enrollment Catalyst

Talkers Talk Face-to-Face“One of the great misconceptions about word ofmouth marketing is that it’s all happeningonline only about 20 percent of word of mouthhappens online. When it does play a role, itusually sparks the 80 percent of word of mouthconversations that actually happen face-to-face.” Sernovitz, Word of Mouth Marketing 2012 Enrollment Catalyst

Passion for your schoolCredibility among their peerConnections at school and in the communityOpportunity to be involved

Identify the parents that are positive aboutyour school.Meet with them to give them things to talkabout. Individual or small group meetings. Quarterly breakfast or lunch meetings. Share stories of students, faculty, alumni andsuccess! Encourage them to share stories about yourschool.Share your school’s vision for the future. 2011 Cherry Company

A Great School Will Create WOM“This is the foundation of buzz: in order to getpeople talking about your product or service,you must provide a great experience.” Rosen, The Anatomy of Buzz Revisited 2012 Enrollment Catalyst

Give people a reason to talk

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, ifyou’ve told them what to talk about!) 2011 Cherry Company

Most school leaders haven’t considered thisquestion as a key part of their marketingstrategy. We need to begin asking thequestion:What do you want them to talk about? 2011 Cherry Company

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 PropelYour Business Beyond the Competition 2012 Enrollment Catalyst

“Produce great stuff, and your customers willcome to you. Produce really great stuff, andyour 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

Key statsStories faculty, students, parents and alumniYour vision for the futureHow your school is remarkableHow your school makes a life-changingdifference in studentsYour USP’s in story formEducational topicsParenting topics

2011 Cherry Company

“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

2011 Cherry Company

We live in a story.We relate to stories.We listen to stories.We can see ourselves in a story. 2012 Enrollment Catalyst

Help the message spreadfaster and farther.

LeadershipFaculty and StaffParentsAlumniAmbassadorsReferral generationCustomer servicePersonal conversationsGroup meetings GiveawaysWebsiteSEOBlogEmail newsletterSocial mediaPhotosVideoOnline reviews

The most effective way to spread word ofmouth is through face-to-face conversations. 2011 Cherry Company

Every meeting and conversation is anopportunity to tell a story about your schooland to spread positive word-of-mouth. Large group meetingsSmall group meetingsCoffee chatsPersonal meetings 2011 Cherry Company

Quality/excellence in their jobTell your school’s storyTurn negative moments into positivemomentsChannel concerns to the administrationCommunication with parentsRelationships with parentsCreate memorable momentsPositive ambassadors for the school

Recruit a team of parents to help you in yourenrollment effort by: Presenting tours of campus. Hosting new family “desserts” in their homes. Mentoring a new family throughout their firstschool year. Calling and/or writing personal notes to parentsand welcoming them to your school. 2011 Cherry Company

Card sent to parentsat Wheaton ChristianGrammar School

Postcard and carmagnet sent toparents at SaintStephen’s

Give away items that have your school’sbrand on them: T-shirts for re-enrollingCoffee mugsCar magnetsGrocery bagsGym towelsHoodie 2012 Enrollment Catalyst

2012 Enrollment Catalyst

Donna Cutting uses High Point University inThe Celebrity Experience as a premierexample of customer service. What do theydo? Director of WOW!Wowing campus visitorsDelivering birthday cardsThe President and his gumball machineValentine’s DayFree valet parkingConstruction dust and car washes 2009 Cherry Company

High Point University provides“WOW” moments for prospectiveand campus students

When you serve your parents or students inan exceptional way or do something that ismemorable, this creates a moment that willbe shared by word of mouth.